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The Rise Of Mixed Reality Advertising + Digital Signage


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In the year 2010, when the buzz around social media still dominates every media conversation, a massive change is about to happen. The rise of mixed reality advertising and digital signage.

Published in: Business

The Rise Of Mixed Reality Advertising + Digital Signage

  1. 1. The Rise of Digital SignageMixed Reality Advertising<br />+<br />
  2. 2. Definitions: Mixed Reality Advertising, DOOH*<br />*Digital Out-of-Home (DOOH), which is also called Out-of-Home Video Advertising, In-Store TV, Captive Audience TV, Digital Signage, Dynamic Digital Display etc<br />2<br />
  3. 3. 3<br />“<br />People (still) walk in the real world, but spend the better part of their time “connected” to the digital world while in the real world. This Digital dependence is the foundation of what Mixed Reality experiences are all about.<br />3<br />Source:<br />
  4. 4. DOOH is the 4th screen*<br />TV<br />Internet<br />Mobile<br />DOOH<br />Screen<br />Mode<br />Lean Back<br />Lean Forward<br />Live/ Shop<br />Move<br />Focus<br />Content<br />Context<br />*excluding cinema<br />4<br />
  5. 5. 5<br />DOOH = targeted communications at the FMT<br />Brand<br />Brand Equity / call to action<br />Flexibility<br />Cost<br />Targeted Communications at the <br />first moment<br />of truth <br />(FMT)<br />Retailer<br />Shopper<br />Improved Experience <br />Selling Shelf Space +Screen Time<br />Increased Traffic<br />Improved Results (cross sell/ upsell)<br />5<br />
  6. 6. Why should I care about DOOH<br />?<br />6<br />
  7. 7. 7<br />REASON #1<br />BECAUSE IT GETS PROVEN BRANDING + CALL TO ACTION<br />7<br />
  8. 8. 8<br />We intercept people when they are moving out in the world with their wallets in their back pockets.<br />SalesLifts 4-50%, up to 300%<br />Increase in Inquiries 5-15%<br />Improve visit Experience 80%<br />Reduce Wait time perception -40%<br />Brand Recall 40%+<br />CPM $3-$40<br />Increase in traffic 33%<br />Increase in average shopping cart +30%<br />Source: “The Impact of Digital-out-of Home” / Digital Signage Today<br />8<br />
  10. 10. 10<br />Catching Attention without being Annoying<br />Source: OTX “Digital Out-of-Home Media Awareness & Attitude Study<br />10<br />
  11. 11. 11<br />REASON #3<br />BECAUSE THE TIMINGIS RIGHT FOR THE INDUSTRY<br />11<br />
  12. 12. 12<br />Why the timing is Right<br /><ul><li>DOOH is the fastest growing media next to the internet: </li></ul>DOOH expenditures worldwide will grow 4.7% to $6.69 billion this year, and 10.1% over the next five years.<br /><ul><li>Brands Demand more Accountability from Media:</li></ul>DOOH Standards and Measurability are being established<br /><ul><li>Technology is fueling growth:</li></ul>LCD Cost is going down<br />Cross-platform+interaction with mobile<br /><ul><li>Platform Dominance / First Mover
  13. 13. *Digital Signage ROI report, Digital Signage Association, PQ Media Trends</li></ul>12<br />
  14. 14. 13<br />REASON #4<br />BECAUSE IT MEANS LOWER COST, MORE CONTROL + FLEXIBILITY<br />13<br />
  15. 15. 14<br />Doing the math. If you have…<br />1000 stores<br />X5 zones/store<br />X5 products/zone<br />X 52 weeks<br />=1,300,000 ads<br />(That’s just a lot of ads to produce and manage)<br />14<br />
  16. 16. 15<br />In a world without DOOH you need to…<br />Invest time and resources in: <br /> Planning <br />+ Distribution,<br />+Staying on Top (non compliance, inventory etc )<br />Higher Cost + Lost Opportunity<br />15<br />
  17. 17. 16<br />Duh! DOOH is way better<br />MORE CONTROL:<br /><ul><li>Ensure Compliance
  18. 18. Manage Remotely</li></ul>MORE FLEXIBILITY<br /><ul><li>Target + customize (dayparting, geographic etc)
  19. 19. Emergency planning / Direct, zero delay access to consumer </li></ul>16<br />
  20. 20. 17<br />REASON #5<br />BECAUSE IT ALLOWS US TO DO REALLY COOL THINGS<br />17<br />
  21. 21. 18<br />Framing the possibilities<br />Leveraging Context (Why should I look @ the screen?)<br />Increasing Relevance (Content+Context)<br />Delivery/ <br />Interaction<br />Gesture based<br />Mobile/<br />RFID<br />Audience Driven<br />TouchScreen<br />LCD<br />Content<br />Information<br />Entertainment<br />Promotions<br />Ad Unit<br />Still<br />Video<br />Mixed/Layered<br />3D<br />Investing in Functionality<br />(can we deliver?)<br />18<br />
  22. 22. 19<br />3D: Becoming Mainstream?<br />DOOF + 3D: Eye catching + unique = more eyeballs, longer time, better results. Newcast reports a 283 percent sales lift for a Johnson & Johnson execution done in Latin America <br />HOW? The screen wears the glasses so the audience doesn’t have to<br />19<br />
  23. 23. 20<br />Big Brands Are Trying Gesture Activated DOOHSamsung, Nike, Hugo Boss, Coke, Intel, AT&T, Sony, Sprint, Virgin , Target the list is long<br />20<br />
  24. 24. 21<br />Turning window shoppers to Real shoppers<br />People can control and interact with mesmerizing multi-media images and special effects, play games, manipulate advertisements or immerse their video image right into the heart of an ad or display, simply by waving their hand or pointing their finger in front of the retail window. <br />21<br />
  25. 25. 22<br />Going off-the beaten track with Cellular DOOH<br />AVAILABLE:Using a reliable network that ‘s everywhere <br />PLUG+PLAY:Easy, fast , cost efficient, flexible or temporary installation <br />RELIABLE: Plenty of bandwidth, Separate Footprint, Effective Security<br />22<br />
  26. 26. How can we get it right<br />?<br />23<br />
  27. 27. 24<br />IMPERATIVE #1<br />ESTABLISHING CLEAR OBJECTIVES<br />24<br />
  28. 28. 25<br />Objectives define Functionality<br />Customer Facing<br />(Aspiration, Influence, Perception)<br />Staff<br /> Facing<br />(Information)<br />Cost <br />Reduction<br />Merchandising<br />Branding<br />25<br />
  30. 30. 27<br />Investing in Functionality<br />Local Input<br />Triggered Display<br />Multi Use (staff)<br />Links to other<br />Investment<br />Multi Region<br />Dynamic Content<br />Day parting<br />Static<br />Fixed Loop<br />Single Region<br />Functionality<br />27<br />
  31. 31. 28<br />Getting things in place: Targeting the attention Zone<br />Use Big Screens<br />Use regular size screens, but put them in front of the viewer<br />Guess where attention will be focused and place screens strategically.<br />Source:<br />28<br />
  32. 32. 29<br />The right Screen in the right Place, gets the right message to the right person (in the right time)<br />* Under discussion within the DOOH community: New metrics to improve on standard CPM: Presence, notice and dwell time: We are still learning the many dimension of influence of DOOH.<br />Source:<br />29<br />
  33. 33. 30<br />IMPERATIVE #3<br />RELEVANCE IS KING<br />30<br />
  34. 34. 31<br />Who’s the King? Content vs Context vs Measurement<br />31<br />
  35. 35. 32<br />Content Rules<br />Allow me not just see the product but visualize myself using the product<br />= Activate my imagination at the time when I buy a product<br />2. From trance to glance – dwell time varies static, dynamic, interactive (2,5, 10+)<br /> From Saying to Peopleto Joining People in what they are doing<br />32<br />
  36. 36. 33<br />Enhancing Relevance <br />Dayparting<br />Geotargeting<br />Real Time Targeting with cameras (age, gender, HH)<br />Amazon style filtering + personalization<br />33<br />
  37. 37. 34<br />Invest in Data and Refine<br />Proof of Play at the screen level<br />Traffic Counters<br />Video Recognition Systems (traffic count, dwell time, demographics etc)<br />Ceiling Based cameras, heat maps, POS data analysis<br />34<br />
  38. 38. In a nutshell<br />35<br />
  39. 39. 36<br />Conclusions<br /><ul><li>DOOH fills an important gap in the communications continuum offering real benefits to retailers, brands and shoppers: cost, flexibility, control, results.
  40. 40. DOOH Enables Mixed Reality Advertising and allows brands to deliver innovative experiences beyond imagination
  41. 41. The timing is now right to invest in DOOH
  42. 42. Thoughtful planning + design are KSF of implementation </li></ul>36<br />
  43. 43. 37<br />Vassilis Bakopoulos <br />Info:<br />In co operation with:<br />M2C MEDIA Ltd. <br />Tel:  +30 (210) 93 28 721Email:<br />