DSE2011 S6 - Interactive A-Z: Now and Future Technologies and Applications Interactive Technologies: The Myth, Reality and Potential

1. S6 - Interactive A-Z: Now and Future
Technologies and Applications
Interactive Technologies: The Myth, Reality
and Potential
Stephen Randall, CEO, LocaModa Inc.
MOBILE: +1 781 888 1417
EMAIL: srandall@locamoda.com
TWITTER: stephenrandall
Copyright © 2010 LocaModa Inc. Place-Based Social Media

2. Myths.
Copyright © 2010 LocaModa Inc.

3. MOBILE IS NOT LIPSTICK ON A PIG
Copyright © 2010 LocaModa Inc.

4. MOBILE ISN’T A THREAT – IT’S JUST ONE WAY TO CONNECT
Copyright © 2010 LocaModa Inc.

5. THINK
“CONNECTED”
Copyright © 2010 LocaModa Inc.

6. EXTEND REACH FROM FEET TO MILES
Connecting people in
MILES!
places to people on
FEET!
social networks, helps
PLACE-BASED
NETWORKED SCREEN!
all destinations (on and
off line) be engaging.!
PEOPLE ON-LINE -
PEOPLE IN PLACES! FOLLOWERS, FANS, ETC!
Copyright © 2010 LocaModa Inc.

7. Realities.
Copyright © 2010 LocaModa Inc.

8. INTERACTIVITY COMES IN MANY FLAVORS
Copyright © 2010 LocaModa Inc.

9. EACH WITH IT’S OWN CONSIDERATIONS…
Copyright © 2010 LocaModa Inc.

10. 1 TO 1 OR 1 TO MANY?
EACH WITH IT’S OWN CONSIDERATIONS…
USER IDENTITY/PRIVACY
DISCOVERY
Copyright © 2010 LocaModa Inc.

11. EACH INTERACTIVE FLAVOR SUITS DIFFERENT USE CASES
Average Number of DOOH Audience Interactions"
INTERACTIVE!
2
• Interactive Place-Based
Social Media displays real-
time contextual, targeted,
curated, social media on
DOOH screens with a call
ACTIVE! to action.!
• Active Place-Based Social • DOOH screens can be
Media displays contextual, influenced by audience in
targeted, curated, social real time.!
"
media on DOOH screens • Can be operated by DOOH
with a call to action.! networks of with real-time
• DOOH screens can be Internet connectivity.!
influenced by audience but
NOT in real time – either
1"
due to limitations of
PASSIVE! infrastructure or time
• Passive Place-Based required by brands/venues to
Social Media displays ensure content is adequately
contextual, targeted, filtered, moderated and/or
"
curated, social media curated.!
on DOOH screens • Can be operated by DOOH
without a call to networks with minimum
action.! Internet connectivity.!
• DOOH screens cannot
"
be influenced by
audience.!
• Can be operated by
DOOH networks of any
capability.! Minimum DOOH Time To Engage (Seconds)"
0
15 " 30 60 "
Copyright © 2010 LocaModa Inc.

12. …AND DIFFERENT ENGAGEMENT LEVELS
Average Number of DOOH Audience Interactions"
INTERACTIVE!
2
Reaction"
ACTIVE!
Screen Updates"
"
Receive Response"
1"
PASSIVE! Send Message"
Start to Participate"
"
Whatʼs In It For Me?"
"
Recognize Ability To Participate"
Minimum DOOH Time To Engage (Seconds)"
0
15 " 30 60 "
Copyright © 2010 LocaModa Inc.

13. …AND DIFFERENT CHANNELS
Average Number of DOOH Audience Interactions"
INTERACTIVE!
2
Engagement"
Path"
ACTIVE! BARS, EVENTS,
STADIUMS"
"
CAFES, RESTAURANTS, HEALTH CARE,
CINEMAS, FITNESS, EDUCATION,
1"
PASSIVE! AMUSEMENT PARKS, CASINOS,
WAITING ROOMS "
"
SUPERMARKETS, PHARMACIES,
MALLS, RETAIL STORES, SALONS,
WAREHOUSES"
"
OUTDOOR, TRANSPORTION, CORPORATE,
GAS STATIONS, CONVENIENCE STORES"
Minimum DOOH Time To Engage (Seconds)"
0
15 " 30 60 "
Copyright © 2010 LocaModa Inc.

14. SIMPLE TIPS…
30-60% increase
in check-ins when
displayed clearly
at venue.!
Tips need to be
curated/
moderated (i.e.
do not show
specials for
places nearby!)!
Highlighted elements display Web streams (e.g. Twitter) do
localized tags/sources and not have urls (which canʼt be
encourage participation.
clicked by OOH audience).
Copyright © 2010 LocaModa Inc.

15. “3 Fs” – FUN, FAME & FORTUNE
Users need to be motivated to
participate. Using the “3 Fs”
helps to maximize
engagement. In the award-
winning Jumbli campaign, the
top players exceed an
equivalent of 25 days of
continuous interactivity!
Copyright © 2010 LocaModa Inc.

16. Potential.
Copyright © 2010 LocaModa Inc.

17. THE AUDIENCE IS CONNECTED AND THEY
EXPECT TO CONTROL THE MEDIA AROUND THEM
Copyright © 2010 LocaModa Inc.

18. DISCONNECTED NETWORKS WILL NOT SURVIVE
Copyright © 2010 LocaModa Inc.

19. AFTER THE DESK AND POCKET, THE
WALL IS THE LAST UNCONQUERED
MEDIA BATTLEGROUND
Copyright © 2010 LocaModa Inc.

20. (CONNECTED) DOOH NETWORKS
WILL BE THE BEACH HEAD FOR
LOCAL DIGITAL MEDIA SERVICES
Copyright © 2010 LocaModa Inc.

21. REAL TIME LOCAL PROXIMITY WILL BE VALUABLE
Bar, Café,
Retail Networks Public Spaces Events
Restaurant Networks
On-line Mobile
Audience Audience
PUBLIC SCREENS
Key Marketing Value =
Local Proximity
PRIVATE (DESK) SCREENS PRIVATE (MOBILE) SCREENS
Key Marketing Value = Brands and Key Marketing Value =
Intent Advertisers Availability
Copyright © 2010 LocaModa Inc.

22. KEY TAKEAWAYS
- CONNECTED (MILES NOT FEET)
- INTEGRATED (NOT LIPSTICK ON A PIG)
- BEACH HEAD (VALUE OF PROXIMITY)
!Thanks for your time!
!Contact Stephen Randall, CEO!
Cell 781 888 1417
Email: srandall@locamoda.com
twitter.comstephenrandall
twitter.com/locamoda
Copyright © 2010 LocaModa Inc.