SlideShare a Scribd company logo
1
Contents


3    Introduction
4    	    Drivers of OOH Convergence
6    	    Impact on the Consumer

7    Opportunities Arising
8    	Video
18   	   Influencing Digital Behaviour
45   	   Gateways to Mobile Content
60   	   Networked OOH
80   	   Engaging Interfaces
90   	   New Planning Data

92   Want More?




                                         2
OOH Convergence Guide
Introduction


T
       he world in which we live is being transformed by technology,   This convergent world presents an enormous range of opportunities
       which in turn is changing how people behave, especially         for brands to derive even more value from the Out-of-Home medium.
       when they are out of the home. One unifying theme is that of
convergence.                                                           This guide outlines some of these opportunities and associated case
                                                                       studies. It attempts some segmentation but of course the nature of
You can now access the internet through your TV, watch TV on your      convergence means that areas constantly overlap and blur. It is also
phone, video content can be found on all manner of screens and, of     not intended to be exhaustive and you can keep up to date with the
course, the number and variety of devices that enable web access       latest developments at PioneeringOOH.com
out-of-home is growing enormously. 

Meanwhile the definitions of media, content and technology are
increasingly blurring.

      http://pioneeringooh.com/




                                                                                                                                              3
Introduction
Drivers of OOH Convergence




Connectivity                                         Sophisticated Devices                           Digitisation & Networking of OOH

*	 3G/4G accounts for 56% of US mobile               *	 53% of UK mobiles are smartphones. Source:   *	 Ads can be bought on over 2.5 million digital
  subscriptions (51% in UK). Source: digitalstats.    Comscore Q4 2011                                 OOH screens globally.
  com/KPCB internet trends
                                                     *	 48% of US mobile owners will have a          *	 50% are in the US.
*	 More than 150 carriers in 60 countries are         smartphone by the end of 2012. Source:
   currently committed to 4G deployments and          emarketer                                      *	 35% in Asia.
   trials. Source: Deloitte
                                                     *	 Singapore has 62% smartphone penetration.    *	 8% in UK.
*	 The auction for 4G networks in the UK will be      Source: Google/Ipsos                           *	 Almost all major networks are remotely
  held in late 2012.                                                                                   addressable except for some of those in China.

*	 Worldwide 4G subscribers will top 158 million
  by 2013. Source: Renub research
*	 BT have over 2.8m Wi-Fi hotspots for UK
  customers.




                                                                                                                                                        4
Introduction
Drivers of OOH Convergence

                         Consumer Adoption

                         The existence or ownership of technology doesn’t necessarily equate
                         to usage and adoption, however…

                         *	 In September 2011 50.4% of the total US mobile audience used mobile
                             web/apps
                             Source: http://www.comscoredatamine.com/

                         *	 28% of UK smartphone users have made a purchase using mobile
                             internet
                             Source: Google

                         *	 M-commerce tripled year on year on black Friday in USA
                             Source: IBM

                         *	 £3.3bn of mobile payments in the UK predicted for 2013
                             Source: Google

                         *	 Mobile now accounts for over 10% of all sales on eBay UK and 15% of
                             Ocado grocery shopping orders
                             Source: mobilemarketingmagazine.com

                         *	 Amazon sold >$1 billion in a year via mobile devices in 2010. eBay
                             expecting $7bn in 2012
                             Source: KCPB internet trends/eBay

                         *	 23% of US consumers are now “very willing” to use their mobile phone as
                             a wallet
                             Source: KPMG

                         *	 490 million people forecast to use mobile payments in 2014
                             Source: mobithinking.com




                                                                                                      5
Introduction
Impact on the Consumer




         Content                                                Commerce
         The content                                            What they buy
         they consume                                           and how they
         and how they                                           buy it
         consume it




                        Mobility            Social
                        What they do and    How they
                        how they do it in   connect, interact
                        different places    and share




                                                                                6
Introduction
The Opportunity for OOH

           Mobile + OOH gaming



          Real-time optimisation
                                                                             Engaging interfaces

             Refreshed content
                                        Networked OOH
              Enabling Sharing
                                                                          Influencing digital behaviour                     App downloads & usage


                                                                                                                            Web traffic
Digital control of physical world
                                                    Convergent
                                                    Out-of-Home                                                             Coupon redemption
                   Online OOH                                     Video           Live broadcasts

                                                                                                                            Social media usage
                                                                                  Cross-platform video
                   Public utility
                                                                                                                            Search
                                    New planning data                             Re-defining the video screen
          Personalised content


       Social media on screens
                                                                    Gateways to mobile content                   QR codes


                                                                                                                 NFC
               Data as content

                                                                                                                 Visual search


                                                                                                                 Mobile augmented reality




                                                                                                                                                 7
Mobile + OOH gaming



          Real-time optimisation
                                                                             Engaging interfaces

             Refreshed content
                                        Networked OOH
              Enabling Sharing
                                                                          Influencing digital behaviour                     App downloads & usage


                                                                                                                            Web traffic
Digital control of physical world
                                                    Convergent
                                                    Out-of-Home                                                             Coupon redemption
                   Online OOH                                     Video           Live broadcasts

                                                                                                                            Social media usage
                                                                                  Cross-platform video
                   Public utility
                                                                                                                            Search
                                    New planning data                             Re-defining the video screen
          Personalised content


       Social media on screens
                                                                    Gateways to mobile content                   QR codes


                                                                                                                 NFC
               Data as content

                                                                                                                 Visual search


                                                                                                                 Mobile augmented reality




                                                                                                                                                 8
Video
Introduction


O
        ne of the most important changes to the OOH media               the only OOH agency with a comprehensive proprietary planning
        landscape in recent times has been the introduction of video-   system (Prism Screen) that tackles many of these areas and makes
        based content to the medium. This led many people to treat      the planning of DOOH and cross platform video activity quick and
these new formats as outdoor TV which in most cases is entirely         accountable.
inappropriate. Having said this there are many digital Out-of-Home
(DOOH) formats that can be planned alongside other video based          The nature of OOH video content can also be particularly broad.
media as long as distinct audience measurement techniques, price        For example, projection technology is completely redefining what
benchmarking, consumer insight, spot length/frequency optimisation      constitutes a video screen.
and creative optimisation are taken into account. Posterscope is




                                                                                                                                           9
Video
Cross Platform Video

        The proliferation of OOH screens allows brands to extract                     This is more about reach and targeting rather than innovation
        greater value from the production of video-based content,                     and is often overlooked by cross-media planners. In many
        furthermore brands benefit from reaching light TV viewers                     countries the audience is huge. A comprehensive campaign
who tend to be heavy consumers of OOH. Planning DOOH alongside                 delivers 150m impressions (UK), 800m (USA) and 540m (China)
TV, Video-on-Demand and the like might involve some creative                   over a month.
adaptation but this is generally cost effective and OOH agencies can
help with this.




Maynards Wine Gums - UK                                                        Pernod Ricard, Chivas - China
A teaser aired prior to the TV launch in rail/underground stations, motorway   Ad premier synchronized across TV & DOOH on 241 screens in 6 major
service stations, roadside, ATMs and online.                                   cities at 7pm on launch day.



Credits: PHD, Posterscope                                                      Credits: TBWA Shanghai, Carat China, Heartland-Posterscope           10
Video
Cross Platform Video




American Idol - USA                                                        FX Channel, Falling Skies - UK
High impact static elements surrounding a video box on portrait screens.   Leveraging content from on-air TV idents across city centre screens.




Credits: Fox Broadcasting, Vizeum                                          Credits: Walker Media, Posterscope                                     11
Video
Cross Platform Video




Ray Ban                                               Milky Bar
Video content of Spain’s Tomatina tomato throwing     A mobile app that allowed people to turn themselves into the Milky Bar Kid. Images could be
festival across 12 cities used online, TV, and DOOH   uploaded to Facebook and participants were then featured within video ads across TV, online
video screens in New York.                            and digital Out-of-Home




Credits: Vizeum, Posterscope                          Credits: Posterscope, Mindshare, JWT                                                          12
Video
Cross Platform Video




       http://vimeo.com/18750048

YouTube
Custom video selector touch-screen installation within the windows of empty retail units on London’s Carnaby St.




Credits: OMD, Posterscope                                                                                          13
Video
Live Broadcasts

         Very few DOOH networks offer live video as an ‘off-the-
         shelf’ product but many can be enabled with some technical
         modifications.


       http://bit.ly/IwD4CF




Five USA
The UK based TV channel created the first campaign to incorporate a live international video broadcast. A camera placed in Times Square, New York fed a
video-stream to cross-track projection screens on the London Underground.




Credits: Vizeum, Brooklyn Brothers, Posterscope, CBS                                                                                                  14
Video
Re-defining the Video Screen

         The rise of projection technology, often combined with                      Numerous campaigns have utilised ‘projection mapping’ but
         specialist content adaptation techniques or sensors is allowing             the vast majority of consumers will never have experienced
         almost any surface to become a video screen.                                them in real life. Earned media is key to driving value unless
                                                                           locations have enormous or highly relevant audiences. This technique
                                                                           is still very much in vogue but will no doubt be surpassed by one of
                                                                           the other jaw-dropping technologies that are on the market or in
                                                                           development.

        http://vimeo.com/17283195                                                  http://bit.ly/If0u8Q




Disney Tron Legacy                                                         Hyundai
Projection mapping on London’s Southbank.                                  Hyundai Malaysia fixed a life sized 3D car to the projection surface

Credits: JJP                                                               Credits: Innocean Worldwide, EPPN Inc, Idea from Daily Life, Bread     15
                                                                           Communications
Video
Re-defining the Video Screen




        http://bit.ly/HFD93j                                http://bit.ly/HCsBA7                           http://bit.ly/I8cqMD


For the launch of the new Toyota Auris Hybrid        Jordan sportswear combined building mapping   Projection mapping onto a mannequin. This
the car itself was used as the projection surface.   with an ‘exploding’ water projection.         could be used to create a highly engaging
                                                                                                   window installation within an existing retail outlet,
                                                                                                   a pop-up shop or empty retail unit window.




Credits: Glue Isobar                                 Credits: W+K New York                         Credits: LCI Productions Ltd                      16
Video
Re-defining the Video Screen




       http://vimeo.com/21707345                                    http://bit.ly/IMlIw4


Peroni UK billboard converted into a 20 seat mini-cinema.   Interactive pool table using sensors that allows images and animations to
                                                            follow the movements of the pool balls as players hit them around the table.




Credits: MPG Media Contacts, Posterscope                    Credits: Obscura Digital                                                17
Mobile + OOH gaming



          Real-time optimisation
                                                                             Engaging interfaces

             Refreshed content
                                        Networked OOH
              Enabling Sharing
                                                                          Influencing digital behaviour                     App downloads & usage


                                                                                                                            Web traffic
Digital control of physical world
                                                    Convergent
                                                    Out-of-Home                                                             Coupon redemption
                   Online OOH                                     Video           Live broadcasts

                                                                                                                            Social media usage
                                                                                  Cross-platform video
                   Public utility
                                                                                                                            Search
                                    New planning data                             Re-defining the video screen
          Personalised content


       Social media on screens
                                                                    Gateways to mobile content                   QR codes


                                                                                                                 NFC
               Data as content

                                                                                                                 Visual search


                                                                                                                 Mobile augmented reality




                                                                                                                                                 18
Influencing Digital Behaviour
Introduction


T
       he ability to influence the actions that people take on PCs,    This section is not just about mobile and portable devices. Influencing
       laptops, mobiles and other connected devices such as tablets,   actions taken on fixed devices at home or work is still important.
       e-readers, media players, portable gaming consoles and          In fact 50% of full time workers in the UK access the internet at
internet enabled TVs is of course a core requirement for any media     work every day with OOH being the most prolific offline medium
these days.                                                            encountered beforehand.

The case studies throughout this section demonstrate the power
of OOH media in this whole area. And the growth in the relative
importance of mobile is making OOH an even more crucial part of the
communications mix.




Source: Touchpoints, 2010                                                                                                                  19
Influencing Digital Behaviour
Mobile Internet Usage



                                 1in7queries
 55%
 of Twitter
                                 search
                                 is on mobile
                                 Source: latitude digital marketing




 traffic is
 from mobile
 devices
                                 500million
                                        55
                                 people globally ( %
  Source: KPCB internet trends   of active users) access
                                 Facebook via mobile
                                 Source: Facebook



                                                                      20
Influencing Digital Behaviour
Mobile / Internet Usage OOH




65%                                                    89%
                                                       use on-the-go
of smartphone owners
use them to pass the                                    Where Smartphone Is Used

time when waiting                                           Home

                                                        On-the-go                  89%
                                                                                       98%



                                                            Work                 74%




52%
                                                        In a store           68%

                                                  Public Transport           64%

                                               Cafe or coffee shop           61%

use as a quick source                                  Restaurant           58%

of information for an                             Social gathering          54%

immediate answer                                           Airport         47%

                                                          Doctor’s    26%

                                                           School    16%
Source: Google
Base: Owners who use the internet in general                                                 21
Influencing Digital Behaviour
Mobile / Internet Usage OOH



44%
of UK ‘urbanites’ that use web/



                                         71%
apps on their smartphones
access Facebook when
travelling by bus, waiting at
bus stops, travelling on trains
or waiting at stations
Source: Metro/Posterscope study
        http://slidesha.re/JPgeG0
                                         of 16-24 year old UK
                                         internet users access
51%
of US smartphone users
                                         it while out and about.
                                         Source: ONS / BBC



rate commuting as one
of their top 3 ‘non-voice’
usage situations
Source: Ericsson Consumer Lab Research



                                                                   22
c. 7%
 1      of mobile apps
        are OOH related
                          23
Influencing Digital Behaviour
Driving App Downloads & Usage

        The nature of many apps and the times at which smartphones
        (& tablets) are used for non-voice activities is making OOH
        media a common choice to influence app downloads & usage.




Google campaign encouraging voice search. Roadside and transport      The Telegraph newspaper iPad application. UK rail and underground
environments.                                                         stations.




Credits: OMD, Posterscope                                             Credits: Carat, Posterscope                                         24
Influencing Digital Behaviour
Driving App Downloads & Usage




Lamar’s Road Ninja app allows users to search for businesses or points of       Live counter of Road Ninja downloads.
interest that are specifically located within easy reach of main US highways.
1,000 digital and static billboards were the only media used to promote the
app which received over 100,000 downloads during the 4-week
period. The app has also consistently been one of the top 10 free travel
apps.




                                                                                                                        25
Influencing Digital Behaviour
Price Comparison & Coupon Services



27%
of US smartphone owners have
changed their mind about an
in-store purchase decision as a
                                                               45%
                                                               of smartphone-owning mothers
result of information gathered on                              in the US use them for price
their smartphone.                                              comparison purpose.

21%                       in the UK.
                                                               Source: Greystripe / mobiadnews.com



Source: Google. Base: owners who use the internet in general




In 2012
                                                               42%
                                                               use smartphone apps/web in the

26.5%
                                                               grocery store.
                                                               Source: Greystripe / mobiadnews.com



of US smartphone owners will
have used a mobile coupon in the
last year in 2012.
Source: emarketer

                                                                                                     26
Influencing Digital Behaviour
Price Comparison & Coupon Services

   OOH media should be considered for brands that benefit from the use of coupon, price comparison and barcode scanning apps/sites.
   OOH can encourage usage when out shopping and of course the same technique could be employed to discourage usage and try to
   shorten the path to purchase.




                                                                                                                                 27
Influencing Digital Behaviour
Driving Search / Mobile Search

        Plenty of evidence exists to demonstrate the effectiveness of OOH as a driver of search and the growth of mobile search is making
        the medium an even more critical component in marketing plans.



Search                                                                         Mobile Search


20%                                                                            36%
                               of UK adults have
                               searched online in the
                               last week after seeing an
                               OOH ad. Increases to...                         of smartphone users have


34%
                                                                               performed a mobile search
                                                                               after seeing a billboard
                               for heavy mobile                                (Note: this under represents the medium as it doesn’t




                                                                               44%
                                                                               account for all other forms of OOH media)
                               internet users (UK)
Source: Posterscope OOH Consumer Survey




TV and OOH were found
to be the biggest drivers of                                                   have done so after
search across a selection of
UK travel, insurance, car and                                                  seeing something
mobile campaigns
Source: Outdoor Media Centre
                                                                               in-store
                                                                                Source: Google Mobile Movement                              28
Influencing Digital Behaviour
Driving Search / Mobile Search

Some key categories for which OOH should be considered to increase searches


OOH driven searches (USA)                                          Smartphone searchers look for a
                                                                   wide variety of information

                                                                         Types of Info Sought Using Search Engine (via Smartphone)

                                                                                     General search                                   70%



                                                                                     Product search                             58%


                                                                                     Restaurants or
                                                                                         pubs/bars                   36%


                                                                                  Travel information
                                                                                                                  29%
                                                                                          or holidays


                                                                                          Job offers        17%



                                                                                     Flat or housing       14%


                                                                   Source: Google/Ibsos




Source: Posterscope OOH Consumer Survey                                                                                               29
Influencing Digital Behaviour
Driving Search / Mobile Search




Marks and Spencer UK                                    Panasonic Lumix, USA, and MINI Roadster, UK
Posters were the only medium to feature this product.   Search call-to-action featured very prominently in the creative.




Credits: Walker Media, Posterscope                      Credits: MPG, Posterscope                                          30
Influencing Digital Behaviour
Driving Search / Mobile Search

                                                                       Searches for ‘We Are London’




Adidas
‘We are London’ campaign with OOH accounting for 98% of media budget




Credits: Carat, Posterscope                                                                           31
Influencing Digital Behaviour
Driving Web Traffic




Mooncup - UK                                                        United Nations Foundation - USA
Just 200 London Underground posters for 4 weeks generated 250,000   Digital OOH in universities, taxis, rail stations, airports and malls, roadside,
visits to loveyourvagina.com promoting the ‘Mooncup’ product        city centres and more. 30% uplift in web traffic during the campaign
                                                                    with no other media support.




Credits: Good Stuff, Posterscope                                    Credits: Posterscope                                                           32
Influencing Digital Behaviour
Driving Wi-Fi Web Traffic

         As well as 3G/4G, the proliferation of Wi-Fi hotspots makes it even easier to drive people online immediately as a result of seeing an
         OOH ad. Location-based ads and apps can be placed on hotspot home pages and surfing can be ad-funded which also allows data
         capture. OOH creative that directs people to a hotspot in the same location can be an alternative to other types of ‘interactive posters’
that link to rich content.




Credit Suisse sponsorship of free Wi-Fi at London City Airport with screens and static OOH formats driving traffic. During the campaign there was a
224% increase in Wi-Fi usage vs same time last year.




Credits: MPG Media Contacts, McCann Erickson UK, PSI                                                                                                  33
Influencing Digital Behaviour
Driving Wi-Fi Web Traffic




Ads and location-based service apps on   Bing offered a session of complimentary Wi-      Virgin America posters with embedded free
Wi-Fi hotspot home pages                 Fi access in exchange for a search on Bing.      Wi-Fi hotspots
                                         Campaign ran in Wi-Fi hotspots in airports and
                                         hotels.




Credits: jiwire                          Credits: Universal McCann, JiWire                Credits: Eleven, Posterscope                34
Influencing Digital Behaviour
Driving Social Media

        There are numerous ways of using OOH to influence behaviour within social media. Approaches include using the very public nature of
        OOH as a reward for online participation, creating real world experiences that people want to share, using location-based check-ins, or
        creating online experiences whereby people can directly affect events in the real-world.




       http://bit.ly/HzyEF7


Wispa Gold                                                                    Nivea
Consumers could upload their own poster design to the web and choose a        Nivea Kissing Booth in Times Square, New York from which consumer
preferred location for this to be displayed in the real-world. Almost 1,000   photos were uploaded to Facebook and three nearby giant digital screens.
winning designs were posted and one was even hand painted by iconic artist    Thousands of people took part during the four-week period and the
Rolf Harris. OOH was the lead medium in this campaign.                        Facebook page amassed nearly 500,000 impressions.

*	 500,000 joined Facebook group during campaign
*	 100 PR Pieces worth £400k
*	 #1 confectionary launch of the year
*	 £8 in value sales for every £1 spent

Credits: PHD, Posterscope                                                     Credits: Carat, Posterscope                                            35
Influencing Digital Behaviour
Driving Social Media




        http://bit.ly/ICBDAm                                                        http://bit.ly/HFwXtC


GM Vauxhall and Becks ran Facebook competitions inviting people to submit car-inspired graffiti and bottle label designs respectively. The winners saw
their work hand-painted onto London billboards and mural sites.

The Vauxhall Facebook competition received almost 10,000 entries and over 75,000 page views.




Credits: Carat, Posterscope                                                  Credits: Vizeum, Posterscope                                           36
Influencing Digital Behaviour
Driving Social Media




Corona Light capitalised on people’s desire for fame by rewarding those        UK telephone directory enquiries service, The Number 118118, gave
who chose to ‘like’ the brand on Facebook with the opportunity to have their   people the opportunity to win free taxi rides in customised Christmas cabs
photo uploaded to a screen in Times Square, New York. Images from Times        by dropping a pin on their desired pickup point using a Facebook app.
Square were also used on the Corona’s Facebook page and in participants
feeds.

Likes increased by 6,000% during the campaign to almost 200,000




Credits: Initiative                                                            Credits: Zenith, Meridian, Brooklyn Brothers, Diffusion                  37
Networked OOH
Driving Social Media




Skiers were photographed on the custom-created Nissan ski run and could then view and share using the digital interactive tables in local bars.

*	 4 resorts
*	 1 million photos - the largest account on Flickr at the time
*	 800,000 views




Credits: MGOMD, Posterscope, PSI                                                                                                                  38
Influencing Digital Behaviour
Driving Social Media




        http://bit.ly/HERUqP


Coca-Cola and Renault have both developed event-based activity that allows people to like Facebook pages by touching RFID cards/wristbands on
posters. Each RFID tag is registered to an individual’s Facebook profile. The same mechanic is also possible with NFC-enabled phones.




Credits: Renault Nederland, Dorst & Lesser, E-dolegie                                                                                           39
Influencing Digital Behaviour
Driving Social Media




                                                              26%
                                                              of UK ‘daily
                                                              Twitter users’ have
                                                              tweeted in the last
                                                              7 days after seeing
                                                              an OOH ad
                                                              Source: Posterscope OOH Consumer Survey


Pretty Polly UK posters driving traffic to Facebook store




Credits: Beattie McGuinness Bungay, Good Stuff, Posterscope                                             40
Influencing Digital Behaviour
Using Mobile to Control the Physical World: Check-ins

        ‘Non-venue’ locations such as poster sites can be created                  While there is still uncertainty regarding long term consumer
        as check-in points on social networks, such as Foursquare.                 adoption of the check-in mechanic this is partially due to
        Facebook requires activity to be more centrally linked to the              consumer awareness and the appeal of the reward. This can
overall philosophy of sharing. This does not exclude Facebook from           be overcome by using OOH media to explain and motivate.
such campaigns but the mechanic needs to be more than just issuing
a consumer reward for check-in




Coca-Cola in Australia rewarded check-ins to their vending machines via Foursquare with prizes.




Credits: Host                                                                                                                                  41
Influencing Digital Behaviour
Using Mobile to Control the Physical World: Check-ins

         Many campaigns have allowed people to activate OOH installations
         by sending an SMS and similarly the reward for checking-in could
         be some kind of physical action in the real world.




Billboard for German pet food brand GranataPet dispenses a sample when   The MLB Fan Cave store in New York featured a vending machine that
you check-in on Foursquare.                                              dispensed baseballs to people who checked-in to the storefront display
                                                                         using Foursquare.




Credits: Agenta                                                          Credits: Monster Media, OMD                                              42
Influencing Digital Behaviour
Using Online to Control the Physical World

         The previous mobile check-in examples are based on participants being in the same location as the OOH installation, however this
         needn’t be the case. Players could equally take part in OOH activity remotely via PC or any other connected device.

        http://bit.ly/IwLj1q




Ariel washing powder allowed online players, via Facebook, to remotely shoot guns loaded with jam at real clothes, which were located in shopping malls
in Stockholm. The jam covered clothes were then washed and sent to the player who successfully shot the garment.




Credits: Saatchi & Saatchi Stockholm                                                                                                                 43
Influencing Digital Behaviour
Using Online to Control the Physical World




       http://vimeo.com/14596059


Nike                                                                          A MINI Countryman was placed on a 15% slope at the Brussels
Consumers were invited to blow onto the microphone of their computer (or      Motorshow, hanging only by a thick rope. A Bunsen burner was place under
onto a point-of-sale display computer in a Nike store). This blowing action   the rope and whenever a person ‘liked’ the Facebook page, a short burst of
then moved a shoe that was floating on jets of air in an Argentinean store.   flame was generated. The person who broke the rope won the car.




Credits: TBWA                                                                 Credits: TBWA                                                           44
Mobile + OOH gaming



          Real-time optimisation
                                                                             Engaging interfaces

             Refreshed content
                                        Networked OOH
              Enabling Sharing
                                                                          Influencing digital behaviour                     App downloads & usage


                                                                                                                            Web traffic
Digital control of physical world
                                                    Convergent
                                                    Out-of-Home                                                             Coupon redemption
                   Online OOH                                     Video           Live broadcasts

                                                                                                                            Social media usage
                                                                                  Cross-platform video
                   Public utility
                                                                                                                            Search
                                    New planning data                             Re-defining the video screen
          Personalised content


       Social media on screens
                                                                    Gateways to mobile content                   QR codes


                                                                                                                 NFC
               Data as content

                                                                                                                 Visual search


                                                                                                                 Mobile augmented reality




                                                                                                                                                 45
Gateways to Mobile Content
Introduction


T
      he proliferation of smartphones is of course making it much
      easier for users to access digital content especially with tools
      such as Google’s home screen search bar and apps from
YouTube, Facebook, etc.

The previous section highlighted the importance of OOH media
to remind and motivate people to seek out content but OOH can
also act as a more tangible gateway to content. This can either
shorten the process by taking people straight to the advertised
item or destination, or it makes the whole experience more fun and
interesting.

There are numerous ways of achieving this. We have outlined a few
examples in this section.




                                                                         46
Gateways to Mobile Content
QR Codes

        Quick Response Codes are not unique to OOH and are found               Whilst QR codes are unlikely to have a long-term future
        on all manner of print material and even the occasional TV             (outside of Japan where usage is mainstream) due to
        or digital screen ad. They enable mobile users who have a              more advanced technologies such as NFC (Near Field
suitable app installed (and understand how to use it) to hyperlink to   Communication) they are appearing on more and more ads outside
any form of content hosted online.                                      of Japan where usage is mainstream. Common mistakes when
                                                                        adding QR codes to campaigns include lack of consumer instructions,
                                                                        poorly optimised mobile content or user journey and limited or non-
                                                                        existent tracking. Different codes should at least be assigned to
                                                                        different media or formats. Availability of mobile signal should also be
                                                                        considered. Postercope can provide tracking, production, and advice
                                                                        across all of these areas.




                                                    http://pioneeringooh.com/                                                                47
Gateways to Mobile Content
QR Codes

In June 2011                 Among these users

14 million
Americans scanned a QR
or bar code = 6.2% of US
mobile population. (4.6%
across EU5 countries)


23.5%
scanned from a
poster/flyer/kiosk.

Source: Comscore                                 48
Gateways to Mobile Content
QR Codes

QR codes: Understanding & motivation (USA 2011)

21%                    have heard of ‘QR codes’.         43%
                                                         would be interested in

72%                                 claim to have
                                    seen a QR code.
                                                         scanning one to gain
                                                         access to discounts,
                                                         coupons, and free items.


81%
Nearly
               recalled when
               shown a QR code. also cited an interest in
                                scanning to get product
                                                         c.25%

30%
did not know what it was.
                                information, exclusive
                                content or make a
                                purchase.
Source: Chadwick Martin Bailey / Marketingcharts.com /
sixsteen-nine.net                                                                   49
Gateways to Mobile Content
QR Codes



Virtual stores: QR codes allocated to specific items that can be purchased immediately via mobile.




                                                                                                         http://vimeo.com/21228618


Sears / Kmart - USA                             HMV / 20th Century Fox - UK                      Resume with talking mouth
Airports, malls, street furniture, cinemas.     Street furniture.                                QR code on the back of a résumé so that a video
                                                                                                 of the applicant’s talking mouth was overlaid onto
                                                                                                 his photo.




Credits: MPG, Chrysalis, Posterscope            Credits: Vizeum, Posterscope                     Credits: Victor Petit                          50
Gateways to Mobile Content
Visual Search


        Various ‘visual search’ apps exist including Nokia’s Point & Find and Google Goggles. Smartphone owners with a mobile app can
        view objects and ads through their camera phone and are served on-screen links to related content. Some other operators deliver
        visual search results via SMS when the user sends a photo of the ad via MMS. The ads below were all Google Goggles-enabled.




HTC - USA                          Google Maps - UK                  Samsung Galaxy SII - UK            L’Oreal Garnier - UK
Street furniture.                  Transport posters.                Transport posters.                 Transport posters.




Credits: Deutsch LA                Credits: Google, CBS Outdoor UK   Credits: Google, CBS Outdoor UK    Credits: Google, CBS Outdoor UK   51
Gateways to Mobile Content
Visual Search




       http://slidesha.re/ICQKqW

Nokia Point & Find test in the UK used posters to drive app downloads          *	 3% app download rate (amongst compatible handsets).
followed by a month of activity during which every poster site in the entire
test city was enabled to work with the app. Five different brand campaigns     *	 Equivalent to a top 3 app in the Ovi store.
were included.                                                                 *	 Average of 23% of app users clicked on any given campaign.
                                                                               *	 Video clips & Facebook links most popular.
                                                                               *	 Usage peaked at lunchtime.


Credits: Nokia, Posterscope, JCDecaux                                                                                                          52
Gateways to Mobile Content
Mobile Augmented Reality

        This allows virtual hidden content to be overlaid onto posters           There are numerous providers of mobile AR apps which vary in
        when viewed through a camera phone and mobile AR app                     quality, speed and handset compatibility. In addition there are
                                                                                 often chains of technology re-sellers. Brands have the choice
                                                                         of integrating AR into their existing app, creating a new branded app
                                                                         (usually by re-skinning an existing AR app) or promoting an existing
                                                                         third-party app. Regardless of the route, serious consideration should
                                                                         be given to consumer education and call-to-action. The cost of adding
                                                                         mobile AR to a poster campaign can often be minimal.




        http://vimeo.com/33296885


Volkswagen - USA                                                         Domino’s Pizza - UK


Credits: Red Urban                                                       Credits: Arena, Posterscope, Blippar                                53
Gateways to Mobile Content
Mobile Augmented Reality




       http://vimeo.com/greenboxproject


Becks Worldwide Green Box Project during which those with Becks’ mobile AR app installed could point their phone at the boxes to unlock layers of
hidden content.




Credits: Vizeum, Posterscope, Mother                                                                                                                54
Gateways to Mobile Content
RFID

        Radio Frequency ID is the technology found inside building security passes, inventory management, product tracking, passports, transit
        ticket cards and more. Simplistically, it allows individual items or people to be electronically identified. NFC (see next section) is built
        upon RFID.




In China, Focus Media have deployed RFID-enabled screens that allow consumers to touch one of the ads with their RFID card to trigger the sending of
an SMS containing links to more information, discounts, content, etc. The RFID cards are pre-distributed and the user links the card to their mobile.




                                                                                                                                                    55
Gateways to Mobile Content
 NFC

         Near Field Communication is a contactless technology that                NFC is highly scalable with most handset manufacturers
         is starting to be integrated into smartphones. It allows users           releasing NFC-enabled phones in the near future. Nokia,
         to touch their phone against an NFC tag or reader to instruct            Samsung, Google and others already have some handsets on
 the phone to take an action such as opening a particular web page        the market and there is speculation as to whether Apple will join the
 or app. NFC also allows phones to become mobile wallets, as well         collective commitment to NFC. For OOH, NFC allows simple, quick,
 as allowing users to touch their NFC-enabled phones against each         highly scalable, affordable interaction between mobiles and poster
 other to share content. NFC tags can easily be affixed to almost any     sites. There are some challenges to adoption, in particular regarding
 accessible poster site.                                                  ownership of the payment component with the banks, mobile
                                                                          operators and players such as Google all competing, but overall we
                                                                          expect NFC to become the dominant technology for mobile and OOH
                                                                          interaction.




53%                       of global phones will be Shipments of NFC-enabled
                          NFC-enabled by 2015
Source: Frost & Sullivan 2011
                                                      handsets will reach over                                    700m            in 2016
                                                                                                                        Source: IMS Research 2011




                                   http://bit.ly/IkPjh6


                                Our NFC research infographic reveals likely consumer
                                adoption, the most relevant advertiser categories and the
                                most motivating content.
                                                                                                                                             56
Gateways to Mobile Content
NFC




       http://slidesha.re/HHBJEG                                               http://bit.ly/HQd8yX


NFC-enabled posters for 20th Century Fox’s X-Men and VH1’s Basketball Wives. Both allowed instantaneous connection to the movie trailer page
and a Facebook ‘Like’ button by simply touching an NFC phone against the poster.




Credits: Posterscope, Nokia, 02, Proxama, JCDecaux, Cemusa                                                                                 57
Gateways to Mobile Content
NFC




Hotel Tonight utilised Blue Bite’s NFC posters      NFC-enabled storefronts triggered the start   NFC-enabled smartphone users in China
in US cafes to initiate downloads of their mobile   of a mobile crime solving game.               could automatically check-in at more than 200
app. The NFC-triggered downloads were                                                             Starbucks locations for a special Christmas
promoted and explained using RMG’s screens in                                                     deal. Users touch their phones on ‘in-store’
the same venues.                                                                                  postcards embedded with NFC tags.




Credits: Blue Bite, RMG Networks                    Credits: Blue Bite, Pearl Media               Credits: Starbucks, Jiepang                     58
Gateways to Mobile Content
NFC




Nokia and Taiwan Taxi have partnered to allow         Nokia’s NFC-enabled posters in Dubai        Players of Angry Birds Magic on a Nokia
people to book a taxi by touching NFC-enabled         cinema foyers delivering coupons for free   C7 handset have to find NFC tags or other NFC
mobile phones against NFC poster sites. The           popcorn and movie tickets.                  handsets to unlock new levels by touching their
poster is used to determine the person’s location     Credits: Proxama                            phone against them. This approach of unlocking
and an SMS confirmation is sent by the taxi                                                       gaming content through NFC posters gives
operator. The service is to be rolled out to 15,000                                               brands another option when wanting to reward
sites.                                                                                            consumers through advertising.




                                                                                                                                               59
Mobile + OOH gaming



          Real-time optimisation
                                                                             Engaging interfaces

             Refreshed content
                                        Networked OOH
              Enabling Sharing
                                                                          Influencing digital behaviour                     App downloads & usage


                                                                                                                            Web traffic
Digital control of physical world
                                                    Convergent
                                                    Out-of-Home                                                             Coupon redemption
                   Online OOH                                     Video           Live broadcasts

                                                                                                                            Social media usage
                                                                                  Cross-platform video
                   Public utility
                                                                                                                            Search
                                    New planning data                             Re-defining the video screen
          Personalised content


       Social media on screens
                                                                    Gateways to mobile content                   QR codes


                                                                                                                 NFC
               Data as content

                                                                                                                 Visual search


                                                                                                                 Mobile augmented reality




                                                                                                                                                 60
Networked OOH
Introduction


W
         ith the exception of China where many content updates            Added flexibility also gives the potential for agencies to optimise
         are carried out physically the vast majority of digital OOH      activity in real-time based on outcomes such as sales, search etc.
         screens are internet connected which allows content to be        Optimisation might be assessed in terms of creative, location, time,
changed quickly and cost effectively.                                     day and more.

Screens can therefore be used on a much more reactive and tactical        Exact technical capabilities do vary enormously by media owner and
basis and content can be redistributed from other digital sources.        network. Some of the opportunities in this section are available as
This enables integration with other bought, owned and earned              ‘off-the-shelf’ options, others may require modifications to media
digital media, new data sources as well as all kinds of interactive and   owner systems and some opportunities might only be possible on
content sharing options.                                                  certain locations or networks.




                                                                                                                                                 61
Networked OOH
Triggered Campaigns




McCain potato wedges (UK) ads only aired during good barbecue   Carnival Cruises (USA) only ran during bad weather. Screens included
weather.                                                        roadside, office elevators, taxis, bus sides and rail stations




Credits: PHD, Posterscope                                       Credits: MPG, Chrysalis, Posterscope                                   62
Networked OOH
Real-time Content

        Digital OOH content can be created from a myriad of data streams such as trending, mobile activity, public API’s, client or partner data,
        social media, websites, content management systems and more.




CBS Outdoor UK have recently enabled their London Underground cross track projection screens with sophisticated live update capabilities. This will
allow almost any source of real-time data, information, comment and images to be used as content.




                                                                                                                                                      63
Networked OOH
Real-time Content: Social Media




Huffington Post UK asked consumers to tweet their opinions regarding the day’s top news stories using the hashtag #Huffpostuk and streamed
moderated responses in real-time to OOH screens in rail stations.




Credits: Total Media, MBA, Posterscope , LocaModa                                                                                            64
Networked OOH
Real-time Content: Social Media




ESPN UK posted numerous sport related questions through social media and digital OOH during Friday evenings and Saturdays. Consumer tweets using
the advertised hashtag were streamed live to 8 different OOH screen networks.




Credits: Arena, Posterscope, BDA Creative, LocaModa                                                                                            65
Networked OOH
Real-time Content: Social Media




                  Brand                             Live Video             Product                           Micro-blog Feed

Adidas screens showing live video alongside real-time social media commentary at the 2011 Beijing Marathon




Credits: Carat, wwwinsisobar, Heartland-Posterscope China.                                                                     66
Networked OOH
Real-time Content: Social Media




Canadian Tourism Commission screens streamed content from twitter, YouTube and Facebook that related to real experiences of vacations in Canada




Credits: DDB Canada, Tribal Vancouver, InWindow Outdoor                                                                                       67
Networked OOH
Real-time Content: Product




        http://bit.ly/IQf0rC


New Country Radio in Kentucky USA used a live stream of the song   Virgin Holidays in UK airports using the latest number of holidays sold to
currently being played on the station.                             individual destinations as advertising content.




Credits: Cox Media                                                 Credits: PSI, MGOMD, Posterscope                                        68
Networked OOH
Real-time Content: Utility




       http://vimeo.com/32957679


Channel 4 streamed the latest news stories to London Underground              In US airports, Marriott provided travellers with fun suggestions about
cross track projection screens via a custom-created automated content         what to do that day based on up-to-the-minute weather information in the
management system (CMS). This was treated as a major content distribution     destinations relevant to the terminal, gate and even time of day.
channel in its own right with an assigned editorial news team having access
to the CMS.




Credits: OMD, Posterscope, Cloud & Compass                                    Credits: Carat, Posterscope                                                69
Networked OOH
Real-time Content: Utility




Yell.com interactive bus shelter screens providing local area maps          APIs (whereby content/data owners allow some of their digital assets to be
and directories (2006) and constantly updated online consumer reviews for   imported by a third party) can be an ideal source of data for screen content.
businesses in proximity (2011).                                             For example, the real-time availability of bikes and docking stations in
                                                                            London’s cycle hire scheme as used by this mobile app.




Credits: PHD, Rapier, Posterscope                                           Credits: Little Fluffy Toys Ltd.                                          70
Networked OOH
Real-time Content: Behaviour




Buildings that change colour based on current online sentiment. Mood   Rokk Vodka screens embedded into telephone kiosk posters acting as a
is determined by real-time analysis of keywords within blog posts.     live counter showing the number of gay marriages in New York, which had
                                                                       recently been legalised.




Credits: Emotional Cities                                              Credits: Carat USA, Posterscope, The GLADD organization               71
Networked OOH
Real-time Content: Connecting People




Tourism Toronto and Tourism Montreal partnered on the “Cheating Wall” initiative, which consists of video screens located in the two
cities, giving residents a chance to discover all that their rival city has to offer using a live video and audio.




Credits: Monster Media, Crispin Porter + Bogusky Canada.                                                                               72
Networked OOH
Real-time Content: Personalisation

         Online behavioural targeting and social media sponsored stories are not the only way to deliver more personalised messaging to
         consumers. Networked OOH screens have the potential to be combined with facial analysis, text and object recognition, RFID loyalty
         cards, real-time human copywriting and more.




Glaceau Vitamin Water UK personalised messages written by brand-employed spotters sitting in the vicinity with 3G laptops.




Credits: Vizeum, Posterscope, Bulletproof                                                                                                 73
Networked OOH
Enabling Sharing

         Custom made installations can be networked in much the same way as permanent DOOH screens. This enables real-world retail
         experiences to be socialised and for interactive OOH media and experiential activity to have built-in sharing mechanics to maximise
         earned media value.




        http://vimeo.com/18045229


MINI UK video recording booth, real-time editing and video projection from inside the life-sized fibreglass model cars onto the window. Videos could then
be shared via email and Facebook using adjacent touch screens. Thousands of dealer leads were generated.

Credits: Vizeum, Posterscope, Profero                                                                                                                   74
Networked OOH
Enabling Sharing




        http://vimeo.com/32285732


Reebok Flex
*	 Five interactive storefronts in New York and L.A. whereby consumers could upload their photo, touch and morph into the “76 Running Buddies” (the 76
   sensors within the Reebok sneaker).
*	 Photos could be shared via Facebook and email.
*	 Tens of thousands of photos were taken.




Credits: Carat, Posterscope                                                                                                                              75
Networked OOH
Enabling Sharing




        http://bit.ly/HFmRL5

Pepsi has developed a vending machine that            Diesel’s retail installations allowing shoppers to   FaceLook, a real-life posting application
lets users give their friends a beverage gift by      photograph themselves outside the fitting rooms      based on Face.com facial-recognition
entering the recipient’s name, mobile phone           and then post to Facebook for comments.              technology, enabled Summer Love
number and a personalized text message or                                                                  participants to post comments and pictures
video. The SMS/MMS gift is delivered with a
                                                                                                           to their Facebook page, just by looking at the
system code and instructions to redeem it at any
similar machine.
                                                                                                           screen. The Coca-Cola kiosk recognized
                                                                                                           their faces and uploaded to their pages using
This functionality could be added to a touch                                                               only their faces as identification.
screen OOH ad campaign to motivate consumer
advocacy and sharing.
Credits: Pepsi Equipment Innovation, DCI Marketing,
Protagonist                                              Credits: FullSix                                  Credits: Publicis E-Dologic                76
Networked OOH
Mobile + OOH Gaming

        Internet connected OOH screens allow mobile phones to be used as controllers for all kinds of gaming experiences. This might require
        a custom created app or mobile website or there are various inexpensive off-the-shelf options that can be modified as required. In Wi-
        Fi enabled locations games can be even more sophisticated.



       http://bit.ly/IQf7DH




McDonald’s ‘pong’ game allows players to control the game play via      Nestle’s IVR (Interactive Voice Response) game in Turkey allowed players
a mobile website. Redeemable coupons are delivered at the end of a      to use the keypad of their mobile phone to control a projection-based game.
successful game.                                                        An app does not need to be downloaded as IVR uses touch-tone or voice
                                                                        recognition.


Credits: DDB Stockholm                                                  Credits: Mobilera, Outeractive                                           77
Networked OOH
Mobile + OOH Gaming




       http://bit.ly/HFxzzt


Phone paints building                                   Screach                                         Hyundai
A German research scientist has built an                Scalable app that allows numerous games to be   Times Square screen game requiring the Hyundai
application that allows an iPhone user to digitally     played on OOH screens using mobile phones.      app to be downloaded plus a connection to a
alter the appearance of a building façade. Users                                                        particular Wi-Fi hotspot.
simply aim their device at the building causing the
viewfinder to show the façade on-screen which
the user can then paint in different colours. This is
then replicated on the actual building.




Credits: The University of Munich (LMU), The German
Research Center for Artificial Intelligence (DFKI)                                                                                                 78
Networked OOH
Facebook + OOH Gaming




LocaModa’s Jumbli word game can be played via Facebook with game play shown live on OOH screens in the US.




Credits: LocaModa, Clear Channel                                                                             79
Mobile + OOH gaming



          Real-time optimisation
                                                                             Engaging interfaces

             Refreshed content
                                        Networked OOH
              Enabling Sharing
                                                                          Influencing digital behaviour                     App downloads & usage


                                                                                                                            Web traffic
Digital control of physical world
                                                    Convergent
                                                    Out-of-Home                                                             Coupon redemption
                   Online OOH                                     Video           Live broadcasts

                                                                                                                            Social media usage
                                                                                  Cross-platform video
                   Public utility
                                                                                                                            Search
                                    New planning data                             Re-defining the video screen
          Personalised content


       Social media on screens
                                                                    Gateways to mobile content                   QR codes


                                                                                                                 NFC
               Data as content

                                                                                                                 Visual search


                                                                                                                 Mobile augmented reality




                                                                                                                                                 80
Engaging Interfaces
Introduction


W
            hilst content and location are of primary importance         An innovative or larger than life interface in the public domain can
            in attracting audiences to participate in digital OOH        seem particularly cutting edge, engaging and fun, especially when
            experiences, the nature of the technology that is used       experienced in groups which can of course drive earned media both
can also be a huge determinant in uptake levels. The use of new          digitally and face-to-face.
technologies in OOH situations often precedes mainstream consumer
product applications. For example, touch screens in bus shelters and     Many examples of engaging interfaces have been included in earlier
self-service kiosks preceded those in mobile phones, and gesture-        sections, in particular those with social media or mobile integration.
based gaming campaigns were deployed well before Microsoft               The following pages highlight some other particularly successful
Kinect. In fact, Microsoft licensed part of the Kinect technology from   applications and potential developments for the future.
a business involved in OOH advertising.




                                                                                                                                             81
Engaging Interfaces
Touch Screens




       http://vimeo.com/18079231


Cadbury’s Splat the Egg - UK                     Yahoo - USA                                       Nestle Aero - UK
1 million eggs splatted over 1 month at 20 bus   Clear Channel’s bus stop derby in San Francisco   Touch screen quiz which is similar in many ways
shelters                                         where players could compete against those in      to the content approach for many Facebook
                                                 other bus shelters                                games and applications.




Credits: PHD, Posterscope, JCDecaux              Credits: Mediavest, Clear Channel                 Credits: Mindshare, Posterscope, JCDecaux     82
Engaging Interfaces
Touch Screens




       http://vimeo.com/32269760

HTC USA created interactive screens that demonstrated the unique interface of their new tablet. In cinema lobbies and on street furniture consumers could
take and manipulate photos of themselves and their friends then save them for email distribution and social media sharing.




Credits: Deutsch, Posterscope                                                                                                                          83
Engaging Interfaces
Gesture Based Games




                                                  http://vimeo.com/18668405


Disney - USA                               Cadbury’s - UK                                   Marriott
Crowd controlled game on cinema screens.   Movement controlled game in UK shopping malls.   Gesture based pinball game in US airports. Over
                                                                                            200,000 plays per month across 5 airports.




Credits: Carat, Posterscope                Credits: PHD, Posterscope, Grand Visual          Credits: Carat, Posterscope                  84
Engaging Interfaces
Eye Controlled Gaming




        http://bit.ly/IwMJJi

Prototype of a display that uses an eye tracking technology to allow a user to control on-screen games, page scrolling and other interfaces purely based on
the movement of your eyes




Credits: Tobii                                                                                                                                           85
Engaging Interfaces
Simulators




BMW X3 driving simulator with an on-screen game, controlled using steering wheel and pedals inside a real car. Players’ scores were shown on a digital
OOH leaderboard alongside live results from around the country




Credits: Posterscope,Vizeum                                                                                                                        86
Engaging Interfaces
Augmented Reality




Nestle Green Giant augmented reality in UK shopping malls. Players had to jump to try and ‘high five’ the giant.

Video content of the experiences was used within creative for online banners.




Credits: Universal McCann, Work Club, Posterscope                                                                  87
Engaging Interfaces
Augmented Reality




       http://bit.ly/IkPzg7


Heineken                                            Fanta                                              Nokia
To promote that Heineken is the ‘best friend’       Fanta’s cartoon character interactions in cinema   Nokia’s augmented reality experience was hosted
for partying, Posterscope Taiwan launched an        foyers.                                            on an enormous phone screen suspended from
Augmented Reality campaign that allowed people                                                         a crane.
to interact with the characters from the Heineken
TV Commercial and see the effect broadcast on a
giant digital screen.




Credits: Leo Burnett, Posterscope                   Credits: Heartland-Posterscope                     Credits: Carat, JWT, Heartland-Posterscope   88
Gateways to Mobile Content
Other Engaging Interfaces




Barnado’s donation-activated digital creative   Royal National Institute for the Deaf             Holographic projection multi-touch screen
with coins making the featured girl smile.      screens and digital windows that react to         allowing the user to mix music tracks.
                                                surrounding noise levels.




Credits: JAA ,Posterscope, BBH                  Credits: Posterscope, M&C Saatchi, Walker Media   Credits: ICE AV Technology                  89
Mobile + OOH gaming



          Real-time optimisation
                                                                             Engaging interfaces

             Refreshed content
                                        Networked OOH
              Enabling Sharing
                                                                          Influencing digital behaviour                     App downloads & usage


                                                                                                                            Web traffic
Digital control of physical world
                                                    Convergent
                                                    Out-of-Home                                                             Coupon redemption
                   Online OOH                                     Video           Live broadcasts

                                                                                                                            Social media usage
                                                                                  Cross-platform video
                   Public utility
                                                                                                                            Search
                                    New planning data                             Re-defining the video screen
          Personalised content


       Social media on screens
                                                                    Gateways to mobile content                   QR codes


                                                                                                                 NFC
               Data as content

                                                                                                                 Visual search


                                                                                                                 Mobile augmented reality




                                                                                                                                                 90
New Planning Data


        As the web becomes increasingly hyper-local and businesses and consumers create more and more location-based data there
        are huge opportunities to utilise this data to inform and optimise the planning of both traditional and interactive OOH media and
        to measure effectiveness. Electronic public transport tickets, sat-nav’s, loyalty cards, mobile search, mobile wallets, and numerous
websites and mobile apps are just some examples of how technology is being used to create location-specific data trails, all of which have the
potential to help determine which OOH sites, dayparts and creative treatments might be most effective for a particular campaign.




Posterscope, in partnership with Locately, has recently pioneered the use of GPS tracking of mobile phones together with sophisticated
analytics to understand how behaviours changed as a result of exposure to particular poster campaigns.



                                                                                                                                            91
OOH Convergence Guide
Want More?

Out-of-Home opportunities and planning are
evolving at an incredibly fast pace with new
insight, data, evidence, media and technological
applications arriving all the time.

You can keep up to date by subscribing to our
new portal

pioneeringooh.com
Thanks for reading. We hope you found it useful.
Those of you reading this offline can download
and share at:

http://www.slideshare.net/Posterscope




posterscope.com
                                                   92
93

More Related Content

What's hot

Posterscope Media Digest - Summer 2013
Posterscope Media Digest - Summer 2013Posterscope Media Digest - Summer 2013
Posterscope Media Digest - Summer 2013
Posterscope
 
Posterscope Guide to Convergent Out-Of-Home Belgium
Posterscope Guide to Convergent Out-Of-Home BelgiumPosterscope Guide to Convergent Out-Of-Home Belgium
Posterscope Guide to Convergent Out-Of-Home Belgium
Posterscope Belgium
 
Global Mobile - A World-view by Havas Digital
Global Mobile - A World-view by Havas DigitalGlobal Mobile - A World-view by Havas Digital
Global Mobile - A World-view by Havas Digital
Havas Media
 
Carat's top 10 trends 2016
Carat's top 10 trends 2016Carat's top 10 trends 2016
Carat's top 10 trends 2016
Carat Nederland
 
Posterscope OOH Marketplace 2016
Posterscope OOH Marketplace 2016Posterscope OOH Marketplace 2016
Posterscope OOH Marketplace 2016
Posterscope Belgium
 
Location - the new battlefield
Location - the new battlefieldLocation - the new battlefield
Location - the new battlefield
Michal Jarski
 
Cross-Media Behavioral Measurement
Cross-Media Behavioral MeasurementCross-Media Behavioral Measurement
Cross-Media Behavioral Measurement
Havas Media
 
Posterscope hot topics 2014
Posterscope hot topics 2014Posterscope hot topics 2014
Posterscope hot topics 2014
PosterscopeNL
 
Call To Action
Call To Action Call To Action
Call To Action
Posterscope
 
Location-based Marketing (LBM) - Global Media Trends
Location-based Marketing (LBM) - Global Media Trends Location-based Marketing (LBM) - Global Media Trends
Location-based Marketing (LBM) - Global Media Trends
Havas Media
 
Retail, Mobile and OOH
Retail, Mobile and OOHRetail, Mobile and OOH
Retail, Mobile and OOH
Posterscope
 
Ccb guide to convergent dooh
Ccb guide to convergent doohCcb guide to convergent dooh
Ccb guide to convergent dooh
bvandennotelaer
 
Shazam x NBCU
Shazam x NBCUShazam x NBCU
Shazam x NBCU
Jason Newport
 
Mobile Marketing Masterclass - March 2012
Mobile Marketing Masterclass - March 2012Mobile Marketing Masterclass - March 2012
Mobile Marketing Masterclass - March 2012
kapoorkriti
 
Asia Pacific Digital Disruption 2016: The Next Set of Waves
Asia Pacific Digital Disruption 2016: The Next Set of WavesAsia Pacific Digital Disruption 2016: The Next Set of Waves
Asia Pacific Digital Disruption 2016: The Next Set of Waves
Dentsu Aegis Network
 
Havas Media Global Trends: Location-based marketing
Havas Media Global Trends: Location-based marketing Havas Media Global Trends: Location-based marketing
Havas Media Global Trends: Location-based marketing
Havas Media
 
Disruptive Marketing
Disruptive MarketingDisruptive Marketing
Disruptive Marketing
Carie Creekmore
 
Posterscope 2017 Predictions
Posterscope 2017 PredictionsPosterscope 2017 Predictions
Posterscope 2017 Predictions
Posterscope
 
Future of mobile search vertical searchworks
Future of mobile search vertical searchworksFuture of mobile search vertical searchworks
Future of mobile search vertical searchworks
Kerstin Recker
 
iProspect Client Summit 2014
iProspect Client Summit 2014iProspect Client Summit 2014
iProspect Client Summit 2014
Jason Newport
 

What's hot (20)

Posterscope Media Digest - Summer 2013
Posterscope Media Digest - Summer 2013Posterscope Media Digest - Summer 2013
Posterscope Media Digest - Summer 2013
 
Posterscope Guide to Convergent Out-Of-Home Belgium
Posterscope Guide to Convergent Out-Of-Home BelgiumPosterscope Guide to Convergent Out-Of-Home Belgium
Posterscope Guide to Convergent Out-Of-Home Belgium
 
Global Mobile - A World-view by Havas Digital
Global Mobile - A World-view by Havas DigitalGlobal Mobile - A World-view by Havas Digital
Global Mobile - A World-view by Havas Digital
 
Carat's top 10 trends 2016
Carat's top 10 trends 2016Carat's top 10 trends 2016
Carat's top 10 trends 2016
 
Posterscope OOH Marketplace 2016
Posterscope OOH Marketplace 2016Posterscope OOH Marketplace 2016
Posterscope OOH Marketplace 2016
 
Location - the new battlefield
Location - the new battlefieldLocation - the new battlefield
Location - the new battlefield
 
Cross-Media Behavioral Measurement
Cross-Media Behavioral MeasurementCross-Media Behavioral Measurement
Cross-Media Behavioral Measurement
 
Posterscope hot topics 2014
Posterscope hot topics 2014Posterscope hot topics 2014
Posterscope hot topics 2014
 
Call To Action
Call To Action Call To Action
Call To Action
 
Location-based Marketing (LBM) - Global Media Trends
Location-based Marketing (LBM) - Global Media Trends Location-based Marketing (LBM) - Global Media Trends
Location-based Marketing (LBM) - Global Media Trends
 
Retail, Mobile and OOH
Retail, Mobile and OOHRetail, Mobile and OOH
Retail, Mobile and OOH
 
Ccb guide to convergent dooh
Ccb guide to convergent doohCcb guide to convergent dooh
Ccb guide to convergent dooh
 
Shazam x NBCU
Shazam x NBCUShazam x NBCU
Shazam x NBCU
 
Mobile Marketing Masterclass - March 2012
Mobile Marketing Masterclass - March 2012Mobile Marketing Masterclass - March 2012
Mobile Marketing Masterclass - March 2012
 
Asia Pacific Digital Disruption 2016: The Next Set of Waves
Asia Pacific Digital Disruption 2016: The Next Set of WavesAsia Pacific Digital Disruption 2016: The Next Set of Waves
Asia Pacific Digital Disruption 2016: The Next Set of Waves
 
Havas Media Global Trends: Location-based marketing
Havas Media Global Trends: Location-based marketing Havas Media Global Trends: Location-based marketing
Havas Media Global Trends: Location-based marketing
 
Disruptive Marketing
Disruptive MarketingDisruptive Marketing
Disruptive Marketing
 
Posterscope 2017 Predictions
Posterscope 2017 PredictionsPosterscope 2017 Predictions
Posterscope 2017 Predictions
 
Future of mobile search vertical searchworks
Future of mobile search vertical searchworksFuture of mobile search vertical searchworks
Future of mobile search vertical searchworks
 
iProspect Client Summit 2014
iProspect Client Summit 2014iProspect Client Summit 2014
iProspect Client Summit 2014
 

Viewers also liked

Posterscope USA's 2017 Predictions
Posterscope USA's 2017 Predictions Posterscope USA's 2017 Predictions
Posterscope USA's 2017 Predictions
Posterscope
 
The Real World August 2016
The Real World August 2016The Real World August 2016
The Real World August 2016
Posterscope
 
Location - The growing importance for marketers - presented by Posterscope
Location - The growing importance for marketers - presented by PosterscopeLocation - The growing importance for marketers - presented by Posterscope
Location - The growing importance for marketers - presented by Posterscope
Posterscope
 
Carat's 10 Trends for 2017
Carat's 10 Trends for 2017Carat's 10 Trends for 2017
Carat's 10 Trends for 2017
dentsu
 
Unlocking the value of real-time for OOH advertisers
Unlocking the value of real-time for OOH advertisersUnlocking the value of real-time for OOH advertisers
Unlocking the value of real-time for OOH advertisers
Posterscope
 
Advertising Out-of-Home Presentation
Advertising Out-of-Home PresentationAdvertising Out-of-Home Presentation
Advertising Out-of-Home Presentation
Gabbi Baker
 
TV and OOH - Complementary Media (slideshare)
TV and OOH -  Complementary Media (slideshare)TV and OOH -  Complementary Media (slideshare)
TV and OOH - Complementary Media (slideshare)
Posterscope
 
DOOH, a new way to connect brands with people
DOOH, a new way to connect brands with peopleDOOH, a new way to connect brands with people
DOOH, a new way to connect brands with people
Clear Channel Belgium Where brands meet people
 
Digital Out Of Home: The state of the industry today and tomorrow
Digital Out Of Home: The state of the industry today and tomorrowDigital Out Of Home: The state of the industry today and tomorrow
Digital Out Of Home: The state of the industry today and tomorrow
Digital Signage Today
 
Self Services Trends
Self Services TrendsSelf Services Trends
Self Services Trends
Carmelon Digital Marketing
 
Digital Trends in 2017: Making Business Impact in a Changing World
Digital Trends in 2017: Making Business Impact in a Changing WorldDigital Trends in 2017: Making Business Impact in a Changing World
Digital Trends in 2017: Making Business Impact in a Changing World
Edelman
 
Global ooh innovations #1
Global ooh innovations #1Global ooh innovations #1
Global ooh innovations #1
GalleryMedia
 
The Real World June 2016
The Real World June 2016The Real World June 2016
The Real World June 2016
Posterscope
 
The Posterscope View: How OOH Will Evolve in 2013
The Posterscope View: How OOH Will Evolve in 2013 The Posterscope View: How OOH Will Evolve in 2013
The Posterscope View: How OOH Will Evolve in 2013
Posterscope
 
People, Places….and Persuasion
People, Places….and PersuasionPeople, Places….and Persuasion
People, Places….and Persuasion
Posterscope
 
The Real World June 2015
The Real World June 2015The Real World June 2015
The Real World June 2015
Posterscope
 
Self service in health care
Self service in health careSelf service in health care
Self service in health care
gmartocchio
 

Viewers also liked (17)

Posterscope USA's 2017 Predictions
Posterscope USA's 2017 Predictions Posterscope USA's 2017 Predictions
Posterscope USA's 2017 Predictions
 
The Real World August 2016
The Real World August 2016The Real World August 2016
The Real World August 2016
 
Location - The growing importance for marketers - presented by Posterscope
Location - The growing importance for marketers - presented by PosterscopeLocation - The growing importance for marketers - presented by Posterscope
Location - The growing importance for marketers - presented by Posterscope
 
Carat's 10 Trends for 2017
Carat's 10 Trends for 2017Carat's 10 Trends for 2017
Carat's 10 Trends for 2017
 
Unlocking the value of real-time for OOH advertisers
Unlocking the value of real-time for OOH advertisersUnlocking the value of real-time for OOH advertisers
Unlocking the value of real-time for OOH advertisers
 
Advertising Out-of-Home Presentation
Advertising Out-of-Home PresentationAdvertising Out-of-Home Presentation
Advertising Out-of-Home Presentation
 
TV and OOH - Complementary Media (slideshare)
TV and OOH -  Complementary Media (slideshare)TV and OOH -  Complementary Media (slideshare)
TV and OOH - Complementary Media (slideshare)
 
DOOH, a new way to connect brands with people
DOOH, a new way to connect brands with peopleDOOH, a new way to connect brands with people
DOOH, a new way to connect brands with people
 
Digital Out Of Home: The state of the industry today and tomorrow
Digital Out Of Home: The state of the industry today and tomorrowDigital Out Of Home: The state of the industry today and tomorrow
Digital Out Of Home: The state of the industry today and tomorrow
 
Self Services Trends
Self Services TrendsSelf Services Trends
Self Services Trends
 
Digital Trends in 2017: Making Business Impact in a Changing World
Digital Trends in 2017: Making Business Impact in a Changing WorldDigital Trends in 2017: Making Business Impact in a Changing World
Digital Trends in 2017: Making Business Impact in a Changing World
 
Global ooh innovations #1
Global ooh innovations #1Global ooh innovations #1
Global ooh innovations #1
 
The Real World June 2016
The Real World June 2016The Real World June 2016
The Real World June 2016
 
The Posterscope View: How OOH Will Evolve in 2013
The Posterscope View: How OOH Will Evolve in 2013 The Posterscope View: How OOH Will Evolve in 2013
The Posterscope View: How OOH Will Evolve in 2013
 
People, Places….and Persuasion
People, Places….and PersuasionPeople, Places….and Persuasion
People, Places….and Persuasion
 
The Real World June 2015
The Real World June 2015The Real World June 2015
The Real World June 2015
 
Self service in health care
Self service in health careSelf service in health care
Self service in health care
 

Similar to Guide to Convergent Out-of-Home

Richard Robinson Presentation
Richard Robinson PresentationRichard Robinson Presentation
Richard Robinson Presentation
Richard Brelet
 
Rapp - DMA Scotland Mobile Event
Rapp - DMA Scotland Mobile EventRapp - DMA Scotland Mobile Event
Rapp - DMA Scotland Mobile Event
Rachel Aldighieri
 
Taking Your Website Mobile
Taking Your Website MobileTaking Your Website Mobile
Taking Your Website Mobile
nijsitecore
 
Content Strategy Across Connected Devices
Content Strategy Across Connected DevicesContent Strategy Across Connected Devices
Content Strategy Across Connected Devices
Brandon Carson
 
Technology Trends : Impacts to Thai Industries
Technology Trends : Impacts to Thai IndustriesTechnology Trends : Impacts to Thai Industries
Technology Trends : Impacts to Thai Industries
Software Park Thailand
 
Multichannel me - Chasing after the multichannel user
Multichannel me - Chasing after the multichannel userMultichannel me - Chasing after the multichannel user
Multichannel me - Chasing after the multichannel user
frog
 
FabriQate - Mobile Scene in China
FabriQate - Mobile Scene in ChinaFabriQate - Mobile Scene in China
FabriQate - Mobile Scene in China
FabriQate
 
Mobile is NOT a Channel - Rob Griffin at IMMAP Summit, 2012
Mobile is NOT a Channel - Rob Griffin at IMMAP Summit, 2012Mobile is NOT a Channel - Rob Griffin at IMMAP Summit, 2012
Mobile is NOT a Channel - Rob Griffin at IMMAP Summit, 2012
Havas Media
 
Top Digital Trends for 2012
Top Digital Trends for 2012Top Digital Trends for 2012
Top Digital Trends for 2012
BullsEye Internet Marketing
 
eMarketer: Top Digital Trends in 2012
eMarketer: Top Digital Trends in 2012eMarketer: Top Digital Trends in 2012
eMarketer: Top Digital Trends in 2012
Automotive Digital Marketing Professional Community
 
Top Digital Trends for 2012
Top Digital Trends for 2012Top Digital Trends for 2012
Top Digital Trends for 2012
Shamir Ramjan
 
Las Tendencias Digitales de 2012
Las Tendencias Digitales de 2012Las Tendencias Digitales de 2012
Las Tendencias Digitales de 2012
César Zamorano Valenzuela
 
15111 e marketer_top_digital_trends_2012
15111 e marketer_top_digital_trends_201215111 e marketer_top_digital_trends_2012
15111 e marketer_top_digital_trends_2012
Nguyen Thi Quynh Thong
 
Group 4 - Digital Trends
Group 4 - Digital TrendsGroup 4 - Digital Trends
Group 4 - Digital Trends
Anthony Roman
 
emarketer top digital trends 2012
emarketer top digital trends 2012emarketer top digital trends 2012
emarketer top digital trends 2012
Di Gallo
 
eMarketer_top_digital_trends 2012
eMarketer_top_digital_trends 2012eMarketer_top_digital_trends 2012
eMarketer_top_digital_trends 2012
Javier Ruiz
 
Group 4 - Digital Trends
Group 4 - Digital TrendsGroup 4 - Digital Trends
Group 4 - Digital Trends
Anthony Roman
 
E marketer top digital trends 2012
E marketer top digital trends 2012E marketer top digital trends 2012
E marketer top digital trends 2012
Juan Carlos Göldy
 
15111 e marketer_top_digital_trends_2012
15111 e marketer_top_digital_trends_201215111 e marketer_top_digital_trends_2012
15111 e marketer_top_digital_trends_2012
onlinekash
 
Mobile Is My Addiction; Cricket Is My Religion
Mobile Is My Addiction; Cricket Is My Religion Mobile Is My Addiction; Cricket Is My Religion
Mobile Is My Addiction; Cricket Is My Religion
InMobi
 

Similar to Guide to Convergent Out-of-Home (20)

Richard Robinson Presentation
Richard Robinson PresentationRichard Robinson Presentation
Richard Robinson Presentation
 
Rapp - DMA Scotland Mobile Event
Rapp - DMA Scotland Mobile EventRapp - DMA Scotland Mobile Event
Rapp - DMA Scotland Mobile Event
 
Taking Your Website Mobile
Taking Your Website MobileTaking Your Website Mobile
Taking Your Website Mobile
 
Content Strategy Across Connected Devices
Content Strategy Across Connected DevicesContent Strategy Across Connected Devices
Content Strategy Across Connected Devices
 
Technology Trends : Impacts to Thai Industries
Technology Trends : Impacts to Thai IndustriesTechnology Trends : Impacts to Thai Industries
Technology Trends : Impacts to Thai Industries
 
Multichannel me - Chasing after the multichannel user
Multichannel me - Chasing after the multichannel userMultichannel me - Chasing after the multichannel user
Multichannel me - Chasing after the multichannel user
 
FabriQate - Mobile Scene in China
FabriQate - Mobile Scene in ChinaFabriQate - Mobile Scene in China
FabriQate - Mobile Scene in China
 
Mobile is NOT a Channel - Rob Griffin at IMMAP Summit, 2012
Mobile is NOT a Channel - Rob Griffin at IMMAP Summit, 2012Mobile is NOT a Channel - Rob Griffin at IMMAP Summit, 2012
Mobile is NOT a Channel - Rob Griffin at IMMAP Summit, 2012
 
Top Digital Trends for 2012
Top Digital Trends for 2012Top Digital Trends for 2012
Top Digital Trends for 2012
 
eMarketer: Top Digital Trends in 2012
eMarketer: Top Digital Trends in 2012eMarketer: Top Digital Trends in 2012
eMarketer: Top Digital Trends in 2012
 
Top Digital Trends for 2012
Top Digital Trends for 2012Top Digital Trends for 2012
Top Digital Trends for 2012
 
Las Tendencias Digitales de 2012
Las Tendencias Digitales de 2012Las Tendencias Digitales de 2012
Las Tendencias Digitales de 2012
 
15111 e marketer_top_digital_trends_2012
15111 e marketer_top_digital_trends_201215111 e marketer_top_digital_trends_2012
15111 e marketer_top_digital_trends_2012
 
Group 4 - Digital Trends
Group 4 - Digital TrendsGroup 4 - Digital Trends
Group 4 - Digital Trends
 
emarketer top digital trends 2012
emarketer top digital trends 2012emarketer top digital trends 2012
emarketer top digital trends 2012
 
eMarketer_top_digital_trends 2012
eMarketer_top_digital_trends 2012eMarketer_top_digital_trends 2012
eMarketer_top_digital_trends 2012
 
Group 4 - Digital Trends
Group 4 - Digital TrendsGroup 4 - Digital Trends
Group 4 - Digital Trends
 
E marketer top digital trends 2012
E marketer top digital trends 2012E marketer top digital trends 2012
E marketer top digital trends 2012
 
15111 e marketer_top_digital_trends_2012
15111 e marketer_top_digital_trends_201215111 e marketer_top_digital_trends_2012
15111 e marketer_top_digital_trends_2012
 
Mobile Is My Addiction; Cricket Is My Religion
Mobile Is My Addiction; Cricket Is My Religion Mobile Is My Addiction; Cricket Is My Religion
Mobile Is My Addiction; Cricket Is My Religion
 

More from Posterscope

The mobility mindset posterscope 2020
The mobility mindset posterscope 2020The mobility mindset posterscope 2020
The mobility mindset posterscope 2020
Posterscope
 
Playing safe play in the near
Playing safe play in the nearPlaying safe play in the near
Playing safe play in the near
Posterscope
 
Working out the world of work
Working out the world of workWorking out the world of work
Working out the world of work
Posterscope
 
Audiences and brands head out of home
Audiences and brands head out of home Audiences and brands head out of home
Audiences and brands head out of home
Posterscope
 
Psi global ooh predictions post covid19
Psi global ooh predictions post covid19Psi global ooh predictions post covid19
Psi global ooh predictions post covid19
Posterscope
 
All hail retail (Posterscope)
All hail retail (Posterscope)All hail retail (Posterscope)
All hail retail (Posterscope)
Posterscope
 
Uk Mobility Index wc 25th May
Uk Mobility Index wc 25th MayUk Mobility Index wc 25th May
Uk Mobility Index wc 25th May
Posterscope
 
The Healing Power of OOH
The Healing Power of OOH The Healing Power of OOH
The Healing Power of OOH
Posterscope
 
Uk mobility index wc 18th May was 65.7
Uk mobility index wc 18th May was 65.7Uk mobility index wc 18th May was 65.7
Uk mobility index wc 18th May was 65.7
Posterscope
 
Flexibility agility relevancy will be key ingredients in post lockdown advert...
Flexibility agility relevancy will be key ingredients in post lockdown advert...Flexibility agility relevancy will be key ingredients in post lockdown advert...
Flexibility agility relevancy will be key ingredients in post lockdown advert...
Posterscope
 
Travel: Moving Nearer to Normal
Travel: Moving Nearer to NormalTravel: Moving Nearer to Normal
Travel: Moving Nearer to Normal
Posterscope
 
Home is where the work is - WORK in the NOW
Home is where the work is   - WORK in the NOWHome is where the work is   - WORK in the NOW
Home is where the work is - WORK in the NOW
Posterscope
 
Posterscope: Supermarket Peep: A Glimpse at UK Shopping Behaviours in the Now
Posterscope: Supermarket Peep: A Glimpse at UK Shopping Behaviours in the NowPosterscope: Supermarket Peep: A Glimpse at UK Shopping Behaviours in the Now
Posterscope: Supermarket Peep: A Glimpse at UK Shopping Behaviours in the Now
Posterscope
 
PSI: The Global Travel & OOH industries in 2020 and beyond
PSI: The Global Travel & OOH industries in 2020 and beyond PSI: The Global Travel & OOH industries in 2020 and beyond
PSI: The Global Travel & OOH industries in 2020 and beyond
Posterscope
 
PSI: The Global Travel & OOH industries in 2020 and beyond
PSI: The Global Travel & OOH industries in 2020 and beyond PSI: The Global Travel & OOH industries in 2020 and beyond
PSI: The Global Travel & OOH industries in 2020 and beyond
Posterscope
 
Posterscope publish 2020 predictions
Posterscope publish 2020 predictions Posterscope publish 2020 predictions
Posterscope publish 2020 predictions
Posterscope
 
PSI win Best Agency at The Moodies 2019
PSI win Best Agency at The Moodies 2019PSI win Best Agency at The Moodies 2019
PSI win Best Agency at The Moodies 2019
Posterscope
 
Four key factors that will accelerate air travel in 2019
Four key factors that will accelerate air travel in 2019Four key factors that will accelerate air travel in 2019
Four key factors that will accelerate air travel in 2019
Posterscope
 
Posterscope predictions-2019
Posterscope predictions-2019Posterscope predictions-2019
Posterscope predictions-2019
Posterscope
 
2018 Global Travel Predictions
2018 Global Travel Predictions2018 Global Travel Predictions
2018 Global Travel Predictions
Posterscope
 

More from Posterscope (20)

The mobility mindset posterscope 2020
The mobility mindset posterscope 2020The mobility mindset posterscope 2020
The mobility mindset posterscope 2020
 
Playing safe play in the near
Playing safe play in the nearPlaying safe play in the near
Playing safe play in the near
 
Working out the world of work
Working out the world of workWorking out the world of work
Working out the world of work
 
Audiences and brands head out of home
Audiences and brands head out of home Audiences and brands head out of home
Audiences and brands head out of home
 
Psi global ooh predictions post covid19
Psi global ooh predictions post covid19Psi global ooh predictions post covid19
Psi global ooh predictions post covid19
 
All hail retail (Posterscope)
All hail retail (Posterscope)All hail retail (Posterscope)
All hail retail (Posterscope)
 
Uk Mobility Index wc 25th May
Uk Mobility Index wc 25th MayUk Mobility Index wc 25th May
Uk Mobility Index wc 25th May
 
The Healing Power of OOH
The Healing Power of OOH The Healing Power of OOH
The Healing Power of OOH
 
Uk mobility index wc 18th May was 65.7
Uk mobility index wc 18th May was 65.7Uk mobility index wc 18th May was 65.7
Uk mobility index wc 18th May was 65.7
 
Flexibility agility relevancy will be key ingredients in post lockdown advert...
Flexibility agility relevancy will be key ingredients in post lockdown advert...Flexibility agility relevancy will be key ingredients in post lockdown advert...
Flexibility agility relevancy will be key ingredients in post lockdown advert...
 
Travel: Moving Nearer to Normal
Travel: Moving Nearer to NormalTravel: Moving Nearer to Normal
Travel: Moving Nearer to Normal
 
Home is where the work is - WORK in the NOW
Home is where the work is   - WORK in the NOWHome is where the work is   - WORK in the NOW
Home is where the work is - WORK in the NOW
 
Posterscope: Supermarket Peep: A Glimpse at UK Shopping Behaviours in the Now
Posterscope: Supermarket Peep: A Glimpse at UK Shopping Behaviours in the NowPosterscope: Supermarket Peep: A Glimpse at UK Shopping Behaviours in the Now
Posterscope: Supermarket Peep: A Glimpse at UK Shopping Behaviours in the Now
 
PSI: The Global Travel & OOH industries in 2020 and beyond
PSI: The Global Travel & OOH industries in 2020 and beyond PSI: The Global Travel & OOH industries in 2020 and beyond
PSI: The Global Travel & OOH industries in 2020 and beyond
 
PSI: The Global Travel & OOH industries in 2020 and beyond
PSI: The Global Travel & OOH industries in 2020 and beyond PSI: The Global Travel & OOH industries in 2020 and beyond
PSI: The Global Travel & OOH industries in 2020 and beyond
 
Posterscope publish 2020 predictions
Posterscope publish 2020 predictions Posterscope publish 2020 predictions
Posterscope publish 2020 predictions
 
PSI win Best Agency at The Moodies 2019
PSI win Best Agency at The Moodies 2019PSI win Best Agency at The Moodies 2019
PSI win Best Agency at The Moodies 2019
 
Four key factors that will accelerate air travel in 2019
Four key factors that will accelerate air travel in 2019Four key factors that will accelerate air travel in 2019
Four key factors that will accelerate air travel in 2019
 
Posterscope predictions-2019
Posterscope predictions-2019Posterscope predictions-2019
Posterscope predictions-2019
 
2018 Global Travel Predictions
2018 Global Travel Predictions2018 Global Travel Predictions
2018 Global Travel Predictions
 

Recently uploaded

WhatsApp Spy Online Trackers and Monitoring Apps
WhatsApp Spy Online Trackers and Monitoring AppsWhatsApp Spy Online Trackers and Monitoring Apps
WhatsApp Spy Online Trackers and Monitoring Apps
HackersList
 
Salesforce AI & Einstein Copilot Workshop
Salesforce AI & Einstein Copilot WorkshopSalesforce AI & Einstein Copilot Workshop
Salesforce AI & Einstein Copilot Workshop
CEPTES Software Inc
 
RPA In Healthcare Benefits, Use Case, Trend And Challenges 2024.pptx
RPA In Healthcare Benefits, Use Case, Trend And Challenges 2024.pptxRPA In Healthcare Benefits, Use Case, Trend And Challenges 2024.pptx
RPA In Healthcare Benefits, Use Case, Trend And Challenges 2024.pptx
SynapseIndia
 
Figma AI Design Generator_ In-Depth Review.pdf
Figma AI Design Generator_ In-Depth Review.pdfFigma AI Design Generator_ In-Depth Review.pdf
Figma AI Design Generator_ In-Depth Review.pdf
Management Institute of Skills Development
 
“Deploying Large Language Models on a Raspberry Pi,” a Presentation from Usef...
“Deploying Large Language Models on a Raspberry Pi,” a Presentation from Usef...“Deploying Large Language Models on a Raspberry Pi,” a Presentation from Usef...
“Deploying Large Language Models on a Raspberry Pi,” a Presentation from Usef...
Edge AI and Vision Alliance
 
BLOCKCHAIN TECHNOLOGY - Advantages and Disadvantages
BLOCKCHAIN TECHNOLOGY - Advantages and DisadvantagesBLOCKCHAIN TECHNOLOGY - Advantages and Disadvantages
BLOCKCHAIN TECHNOLOGY - Advantages and Disadvantages
SAI KAILASH R
 
High Profile Girls call Service Pune 000XX00000 Provide Best And Top Girl Ser...
High Profile Girls call Service Pune 000XX00000 Provide Best And Top Girl Ser...High Profile Girls call Service Pune 000XX00000 Provide Best And Top Girl Ser...
High Profile Girls call Service Pune 000XX00000 Provide Best And Top Girl Ser...
bhumivarma35300
 
IPLOOK Remote-Sensing Satellite Solution
IPLOOK Remote-Sensing Satellite SolutionIPLOOK Remote-Sensing Satellite Solution
IPLOOK Remote-Sensing Satellite Solution
IPLOOK Networks
 
The Rise of AI in Cybersecurity How Machine Learning Will Shape Threat Detect...
The Rise of AI in Cybersecurity How Machine Learning Will Shape Threat Detect...The Rise of AI in Cybersecurity How Machine Learning Will Shape Threat Detect...
The Rise of AI in Cybersecurity How Machine Learning Will Shape Threat Detect...
digitalxplive
 
EuroPython 2024 - Streamlining Testing in a Large Python Codebase
EuroPython 2024 - Streamlining Testing in a Large Python CodebaseEuroPython 2024 - Streamlining Testing in a Large Python Codebase
EuroPython 2024 - Streamlining Testing in a Large Python Codebase
Jimmy Lai
 
Vulnerability Management: A Comprehensive Overview
Vulnerability Management: A Comprehensive OverviewVulnerability Management: A Comprehensive Overview
Vulnerability Management: A Comprehensive Overview
Steven Carlson
 
Three New Criminal Laws in India 1 July 2024
Three New Criminal Laws in India 1 July 2024Three New Criminal Laws in India 1 July 2024
Three New Criminal Laws in India 1 July 2024
aakash malhotra
 
TrustArc Webinar - 2024 Data Privacy Trends: A Mid-Year Check-In
TrustArc Webinar - 2024 Data Privacy Trends: A Mid-Year Check-InTrustArc Webinar - 2024 Data Privacy Trends: A Mid-Year Check-In
TrustArc Webinar - 2024 Data Privacy Trends: A Mid-Year Check-In
TrustArc
 
Types of Weaving loom machine & it's technology
Types of Weaving loom machine & it's technologyTypes of Weaving loom machine & it's technology
Types of Weaving loom machine & it's technology
ldtexsolbl
 
CHAPTER-8 COMPONENTS OF COMPUTER SYSTEM CLASS 9 CBSE
CHAPTER-8 COMPONENTS OF COMPUTER SYSTEM CLASS 9 CBSECHAPTER-8 COMPONENTS OF COMPUTER SYSTEM CLASS 9 CBSE
CHAPTER-8 COMPONENTS OF COMPUTER SYSTEM CLASS 9 CBSE
kumarjarun2010
 
The importance of Quality Assurance for ICT Standardization
The importance of Quality Assurance for ICT StandardizationThe importance of Quality Assurance for ICT Standardization
The importance of Quality Assurance for ICT Standardization
Axel Rennoch
 
(CISOPlatform Summit & SACON 2024) Digital Personal Data Protection Act.pdf
(CISOPlatform Summit & SACON 2024) Digital Personal Data Protection Act.pdf(CISOPlatform Summit & SACON 2024) Digital Personal Data Protection Act.pdf
(CISOPlatform Summit & SACON 2024) Digital Personal Data Protection Act.pdf
Priyanka Aash
 
"Mastering Graphic Design: Essential Tips and Tricks for Beginners and Profes...
"Mastering Graphic Design: Essential Tips and Tricks for Beginners and Profes..."Mastering Graphic Design: Essential Tips and Tricks for Beginners and Profes...
"Mastering Graphic Design: Essential Tips and Tricks for Beginners and Profes...
Anant Gupta
 
Premium Girls Call Mumbai 9920725232 Unlimited Short Providing Girls Service ...
Premium Girls Call Mumbai 9920725232 Unlimited Short Providing Girls Service ...Premium Girls Call Mumbai 9920725232 Unlimited Short Providing Girls Service ...
Premium Girls Call Mumbai 9920725232 Unlimited Short Providing Girls Service ...
shanihomely
 
Acumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdf
Acumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdfAcumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdf
Acumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdf
BrainSell Technologies
 

Recently uploaded (20)

WhatsApp Spy Online Trackers and Monitoring Apps
WhatsApp Spy Online Trackers and Monitoring AppsWhatsApp Spy Online Trackers and Monitoring Apps
WhatsApp Spy Online Trackers and Monitoring Apps
 
Salesforce AI & Einstein Copilot Workshop
Salesforce AI & Einstein Copilot WorkshopSalesforce AI & Einstein Copilot Workshop
Salesforce AI & Einstein Copilot Workshop
 
RPA In Healthcare Benefits, Use Case, Trend And Challenges 2024.pptx
RPA In Healthcare Benefits, Use Case, Trend And Challenges 2024.pptxRPA In Healthcare Benefits, Use Case, Trend And Challenges 2024.pptx
RPA In Healthcare Benefits, Use Case, Trend And Challenges 2024.pptx
 
Figma AI Design Generator_ In-Depth Review.pdf
Figma AI Design Generator_ In-Depth Review.pdfFigma AI Design Generator_ In-Depth Review.pdf
Figma AI Design Generator_ In-Depth Review.pdf
 
“Deploying Large Language Models on a Raspberry Pi,” a Presentation from Usef...
“Deploying Large Language Models on a Raspberry Pi,” a Presentation from Usef...“Deploying Large Language Models on a Raspberry Pi,” a Presentation from Usef...
“Deploying Large Language Models on a Raspberry Pi,” a Presentation from Usef...
 
BLOCKCHAIN TECHNOLOGY - Advantages and Disadvantages
BLOCKCHAIN TECHNOLOGY - Advantages and DisadvantagesBLOCKCHAIN TECHNOLOGY - Advantages and Disadvantages
BLOCKCHAIN TECHNOLOGY - Advantages and Disadvantages
 
High Profile Girls call Service Pune 000XX00000 Provide Best And Top Girl Ser...
High Profile Girls call Service Pune 000XX00000 Provide Best And Top Girl Ser...High Profile Girls call Service Pune 000XX00000 Provide Best And Top Girl Ser...
High Profile Girls call Service Pune 000XX00000 Provide Best And Top Girl Ser...
 
IPLOOK Remote-Sensing Satellite Solution
IPLOOK Remote-Sensing Satellite SolutionIPLOOK Remote-Sensing Satellite Solution
IPLOOK Remote-Sensing Satellite Solution
 
The Rise of AI in Cybersecurity How Machine Learning Will Shape Threat Detect...
The Rise of AI in Cybersecurity How Machine Learning Will Shape Threat Detect...The Rise of AI in Cybersecurity How Machine Learning Will Shape Threat Detect...
The Rise of AI in Cybersecurity How Machine Learning Will Shape Threat Detect...
 
EuroPython 2024 - Streamlining Testing in a Large Python Codebase
EuroPython 2024 - Streamlining Testing in a Large Python CodebaseEuroPython 2024 - Streamlining Testing in a Large Python Codebase
EuroPython 2024 - Streamlining Testing in a Large Python Codebase
 
Vulnerability Management: A Comprehensive Overview
Vulnerability Management: A Comprehensive OverviewVulnerability Management: A Comprehensive Overview
Vulnerability Management: A Comprehensive Overview
 
Three New Criminal Laws in India 1 July 2024
Three New Criminal Laws in India 1 July 2024Three New Criminal Laws in India 1 July 2024
Three New Criminal Laws in India 1 July 2024
 
TrustArc Webinar - 2024 Data Privacy Trends: A Mid-Year Check-In
TrustArc Webinar - 2024 Data Privacy Trends: A Mid-Year Check-InTrustArc Webinar - 2024 Data Privacy Trends: A Mid-Year Check-In
TrustArc Webinar - 2024 Data Privacy Trends: A Mid-Year Check-In
 
Types of Weaving loom machine & it's technology
Types of Weaving loom machine & it's technologyTypes of Weaving loom machine & it's technology
Types of Weaving loom machine & it's technology
 
CHAPTER-8 COMPONENTS OF COMPUTER SYSTEM CLASS 9 CBSE
CHAPTER-8 COMPONENTS OF COMPUTER SYSTEM CLASS 9 CBSECHAPTER-8 COMPONENTS OF COMPUTER SYSTEM CLASS 9 CBSE
CHAPTER-8 COMPONENTS OF COMPUTER SYSTEM CLASS 9 CBSE
 
The importance of Quality Assurance for ICT Standardization
The importance of Quality Assurance for ICT StandardizationThe importance of Quality Assurance for ICT Standardization
The importance of Quality Assurance for ICT Standardization
 
(CISOPlatform Summit & SACON 2024) Digital Personal Data Protection Act.pdf
(CISOPlatform Summit & SACON 2024) Digital Personal Data Protection Act.pdf(CISOPlatform Summit & SACON 2024) Digital Personal Data Protection Act.pdf
(CISOPlatform Summit & SACON 2024) Digital Personal Data Protection Act.pdf
 
"Mastering Graphic Design: Essential Tips and Tricks for Beginners and Profes...
"Mastering Graphic Design: Essential Tips and Tricks for Beginners and Profes..."Mastering Graphic Design: Essential Tips and Tricks for Beginners and Profes...
"Mastering Graphic Design: Essential Tips and Tricks for Beginners and Profes...
 
Premium Girls Call Mumbai 9920725232 Unlimited Short Providing Girls Service ...
Premium Girls Call Mumbai 9920725232 Unlimited Short Providing Girls Service ...Premium Girls Call Mumbai 9920725232 Unlimited Short Providing Girls Service ...
Premium Girls Call Mumbai 9920725232 Unlimited Short Providing Girls Service ...
 
Acumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdf
Acumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdfAcumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdf
Acumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdf
 

Guide to Convergent Out-of-Home

  • 1. 1
  • 2. Contents 3 Introduction 4 Drivers of OOH Convergence 6 Impact on the Consumer 7 Opportunities Arising 8 Video 18 Influencing Digital Behaviour 45 Gateways to Mobile Content 60 Networked OOH 80 Engaging Interfaces 90 New Planning Data 92 Want More? 2
  • 3. OOH Convergence Guide Introduction T he world in which we live is being transformed by technology, This convergent world presents an enormous range of opportunities which in turn is changing how people behave, especially for brands to derive even more value from the Out-of-Home medium. when they are out of the home. One unifying theme is that of convergence. This guide outlines some of these opportunities and associated case   studies. It attempts some segmentation but of course the nature of You can now access the internet through your TV, watch TV on your convergence means that areas constantly overlap and blur. It is also phone, video content can be found on all manner of screens and, of not intended to be exhaustive and you can keep up to date with the course, the number and variety of devices that enable web access latest developments at PioneeringOOH.com out-of-home is growing enormously.  Meanwhile the definitions of media, content and technology are increasingly blurring. http://pioneeringooh.com/ 3
  • 4. Introduction Drivers of OOH Convergence Connectivity Sophisticated Devices Digitisation & Networking of OOH * 3G/4G accounts for 56% of US mobile * 53% of UK mobiles are smartphones. Source: * Ads can be bought on over 2.5 million digital subscriptions (51% in UK). Source: digitalstats. Comscore Q4 2011 OOH screens globally. com/KPCB internet trends * 48% of US mobile owners will have a * 50% are in the US. * More than 150 carriers in 60 countries are smartphone by the end of 2012. Source: currently committed to 4G deployments and emarketer * 35% in Asia. trials. Source: Deloitte * Singapore has 62% smartphone penetration. * 8% in UK. * The auction for 4G networks in the UK will be Source: Google/Ipsos * Almost all major networks are remotely held in late 2012. addressable except for some of those in China. * Worldwide 4G subscribers will top 158 million by 2013. Source: Renub research * BT have over 2.8m Wi-Fi hotspots for UK customers. 4
  • 5. Introduction Drivers of OOH Convergence Consumer Adoption The existence or ownership of technology doesn’t necessarily equate to usage and adoption, however… * In September 2011 50.4% of the total US mobile audience used mobile web/apps Source: http://www.comscoredatamine.com/ * 28% of UK smartphone users have made a purchase using mobile internet Source: Google * M-commerce tripled year on year on black Friday in USA Source: IBM * £3.3bn of mobile payments in the UK predicted for 2013 Source: Google * Mobile now accounts for over 10% of all sales on eBay UK and 15% of Ocado grocery shopping orders Source: mobilemarketingmagazine.com * Amazon sold >$1 billion in a year via mobile devices in 2010. eBay expecting $7bn in 2012 Source: KCPB internet trends/eBay * 23% of US consumers are now “very willing” to use their mobile phone as a wallet Source: KPMG * 490 million people forecast to use mobile payments in 2014 Source: mobithinking.com 5
  • 6. Introduction Impact on the Consumer Content Commerce The content What they buy they consume and how they and how they buy it consume it Mobility Social What they do and How they how they do it in connect, interact different places and share 6
  • 7. Introduction The Opportunity for OOH Mobile + OOH gaming Real-time optimisation Engaging interfaces Refreshed content Networked OOH Enabling Sharing Influencing digital behaviour App downloads & usage Web traffic Digital control of physical world Convergent Out-of-Home Coupon redemption Online OOH Video Live broadcasts Social media usage Cross-platform video Public utility Search New planning data Re-defining the video screen Personalised content Social media on screens Gateways to mobile content QR codes NFC Data as content Visual search Mobile augmented reality 7
  • 8. Mobile + OOH gaming Real-time optimisation Engaging interfaces Refreshed content Networked OOH Enabling Sharing Influencing digital behaviour App downloads & usage Web traffic Digital control of physical world Convergent Out-of-Home Coupon redemption Online OOH Video Live broadcasts Social media usage Cross-platform video Public utility Search New planning data Re-defining the video screen Personalised content Social media on screens Gateways to mobile content QR codes NFC Data as content Visual search Mobile augmented reality 8
  • 9. Video Introduction O ne of the most important changes to the OOH media the only OOH agency with a comprehensive proprietary planning landscape in recent times has been the introduction of video- system (Prism Screen) that tackles many of these areas and makes based content to the medium. This led many people to treat the planning of DOOH and cross platform video activity quick and these new formats as outdoor TV which in most cases is entirely accountable. inappropriate. Having said this there are many digital Out-of-Home (DOOH) formats that can be planned alongside other video based The nature of OOH video content can also be particularly broad. media as long as distinct audience measurement techniques, price For example, projection technology is completely redefining what benchmarking, consumer insight, spot length/frequency optimisation constitutes a video screen. and creative optimisation are taken into account. Posterscope is 9
  • 10. Video Cross Platform Video The proliferation of OOH screens allows brands to extract This is more about reach and targeting rather than innovation greater value from the production of video-based content, and is often overlooked by cross-media planners. In many furthermore brands benefit from reaching light TV viewers countries the audience is huge. A comprehensive campaign who tend to be heavy consumers of OOH. Planning DOOH alongside delivers 150m impressions (UK), 800m (USA) and 540m (China) TV, Video-on-Demand and the like might involve some creative over a month. adaptation but this is generally cost effective and OOH agencies can help with this. Maynards Wine Gums - UK Pernod Ricard, Chivas - China A teaser aired prior to the TV launch in rail/underground stations, motorway Ad premier synchronized across TV & DOOH on 241 screens in 6 major service stations, roadside, ATMs and online. cities at 7pm on launch day. Credits: PHD, Posterscope Credits: TBWA Shanghai, Carat China, Heartland-Posterscope 10
  • 11. Video Cross Platform Video American Idol - USA FX Channel, Falling Skies - UK High impact static elements surrounding a video box on portrait screens. Leveraging content from on-air TV idents across city centre screens. Credits: Fox Broadcasting, Vizeum Credits: Walker Media, Posterscope 11
  • 12. Video Cross Platform Video Ray Ban Milky Bar Video content of Spain’s Tomatina tomato throwing A mobile app that allowed people to turn themselves into the Milky Bar Kid. Images could be festival across 12 cities used online, TV, and DOOH uploaded to Facebook and participants were then featured within video ads across TV, online video screens in New York. and digital Out-of-Home Credits: Vizeum, Posterscope Credits: Posterscope, Mindshare, JWT 12
  • 13. Video Cross Platform Video http://vimeo.com/18750048 YouTube Custom video selector touch-screen installation within the windows of empty retail units on London’s Carnaby St. Credits: OMD, Posterscope 13
  • 14. Video Live Broadcasts Very few DOOH networks offer live video as an ‘off-the- shelf’ product but many can be enabled with some technical modifications. http://bit.ly/IwD4CF Five USA The UK based TV channel created the first campaign to incorporate a live international video broadcast. A camera placed in Times Square, New York fed a video-stream to cross-track projection screens on the London Underground. Credits: Vizeum, Brooklyn Brothers, Posterscope, CBS 14
  • 15. Video Re-defining the Video Screen The rise of projection technology, often combined with Numerous campaigns have utilised ‘projection mapping’ but specialist content adaptation techniques or sensors is allowing the vast majority of consumers will never have experienced almost any surface to become a video screen. them in real life. Earned media is key to driving value unless locations have enormous or highly relevant audiences. This technique is still very much in vogue but will no doubt be surpassed by one of the other jaw-dropping technologies that are on the market or in development. http://vimeo.com/17283195 http://bit.ly/If0u8Q Disney Tron Legacy Hyundai Projection mapping on London’s Southbank. Hyundai Malaysia fixed a life sized 3D car to the projection surface Credits: JJP Credits: Innocean Worldwide, EPPN Inc, Idea from Daily Life, Bread 15 Communications
  • 16. Video Re-defining the Video Screen http://bit.ly/HFD93j http://bit.ly/HCsBA7 http://bit.ly/I8cqMD For the launch of the new Toyota Auris Hybrid Jordan sportswear combined building mapping Projection mapping onto a mannequin. This the car itself was used as the projection surface. with an ‘exploding’ water projection. could be used to create a highly engaging window installation within an existing retail outlet, a pop-up shop or empty retail unit window. Credits: Glue Isobar Credits: W+K New York Credits: LCI Productions Ltd 16
  • 17. Video Re-defining the Video Screen http://vimeo.com/21707345 http://bit.ly/IMlIw4 Peroni UK billboard converted into a 20 seat mini-cinema. Interactive pool table using sensors that allows images and animations to follow the movements of the pool balls as players hit them around the table. Credits: MPG Media Contacts, Posterscope Credits: Obscura Digital 17
  • 18. Mobile + OOH gaming Real-time optimisation Engaging interfaces Refreshed content Networked OOH Enabling Sharing Influencing digital behaviour App downloads & usage Web traffic Digital control of physical world Convergent Out-of-Home Coupon redemption Online OOH Video Live broadcasts Social media usage Cross-platform video Public utility Search New planning data Re-defining the video screen Personalised content Social media on screens Gateways to mobile content QR codes NFC Data as content Visual search Mobile augmented reality 18
  • 19. Influencing Digital Behaviour Introduction T he ability to influence the actions that people take on PCs, This section is not just about mobile and portable devices. Influencing laptops, mobiles and other connected devices such as tablets, actions taken on fixed devices at home or work is still important. e-readers, media players, portable gaming consoles and In fact 50% of full time workers in the UK access the internet at internet enabled TVs is of course a core requirement for any media work every day with OOH being the most prolific offline medium these days. encountered beforehand. The case studies throughout this section demonstrate the power of OOH media in this whole area. And the growth in the relative importance of mobile is making OOH an even more crucial part of the communications mix. Source: Touchpoints, 2010 19
  • 20. Influencing Digital Behaviour Mobile Internet Usage 1in7queries 55% of Twitter search is on mobile Source: latitude digital marketing traffic is from mobile devices 500million 55 people globally ( % Source: KPCB internet trends of active users) access Facebook via mobile Source: Facebook 20
  • 21. Influencing Digital Behaviour Mobile / Internet Usage OOH 65% 89% use on-the-go of smartphone owners use them to pass the Where Smartphone Is Used time when waiting Home On-the-go 89% 98% Work 74% 52% In a store 68% Public Transport 64% Cafe or coffee shop 61% use as a quick source Restaurant 58% of information for an Social gathering 54% immediate answer Airport 47% Doctor’s 26% School 16% Source: Google Base: Owners who use the internet in general 21
  • 22. Influencing Digital Behaviour Mobile / Internet Usage OOH 44% of UK ‘urbanites’ that use web/ 71% apps on their smartphones access Facebook when travelling by bus, waiting at bus stops, travelling on trains or waiting at stations Source: Metro/Posterscope study http://slidesha.re/JPgeG0 of 16-24 year old UK internet users access 51% of US smartphone users it while out and about. Source: ONS / BBC rate commuting as one of their top 3 ‘non-voice’ usage situations Source: Ericsson Consumer Lab Research 22
  • 23. c. 7% 1 of mobile apps are OOH related 23
  • 24. Influencing Digital Behaviour Driving App Downloads & Usage The nature of many apps and the times at which smartphones (& tablets) are used for non-voice activities is making OOH media a common choice to influence app downloads & usage. Google campaign encouraging voice search. Roadside and transport The Telegraph newspaper iPad application. UK rail and underground environments. stations. Credits: OMD, Posterscope Credits: Carat, Posterscope 24
  • 25. Influencing Digital Behaviour Driving App Downloads & Usage Lamar’s Road Ninja app allows users to search for businesses or points of Live counter of Road Ninja downloads. interest that are specifically located within easy reach of main US highways. 1,000 digital and static billboards were the only media used to promote the app which received over 100,000 downloads during the 4-week period. The app has also consistently been one of the top 10 free travel apps. 25
  • 26. Influencing Digital Behaviour Price Comparison & Coupon Services 27% of US smartphone owners have changed their mind about an in-store purchase decision as a 45% of smartphone-owning mothers result of information gathered on in the US use them for price their smartphone. comparison purpose. 21% in the UK. Source: Greystripe / mobiadnews.com Source: Google. Base: owners who use the internet in general In 2012 42% use smartphone apps/web in the 26.5% grocery store. Source: Greystripe / mobiadnews.com of US smartphone owners will have used a mobile coupon in the last year in 2012. Source: emarketer 26
  • 27. Influencing Digital Behaviour Price Comparison & Coupon Services OOH media should be considered for brands that benefit from the use of coupon, price comparison and barcode scanning apps/sites. OOH can encourage usage when out shopping and of course the same technique could be employed to discourage usage and try to shorten the path to purchase. 27
  • 28. Influencing Digital Behaviour Driving Search / Mobile Search Plenty of evidence exists to demonstrate the effectiveness of OOH as a driver of search and the growth of mobile search is making the medium an even more critical component in marketing plans. Search Mobile Search 20% 36% of UK adults have searched online in the last week after seeing an OOH ad. Increases to... of smartphone users have 34% performed a mobile search after seeing a billboard for heavy mobile (Note: this under represents the medium as it doesn’t 44% account for all other forms of OOH media) internet users (UK) Source: Posterscope OOH Consumer Survey TV and OOH were found to be the biggest drivers of have done so after search across a selection of UK travel, insurance, car and seeing something mobile campaigns Source: Outdoor Media Centre in-store Source: Google Mobile Movement 28
  • 29. Influencing Digital Behaviour Driving Search / Mobile Search Some key categories for which OOH should be considered to increase searches OOH driven searches (USA) Smartphone searchers look for a wide variety of information Types of Info Sought Using Search Engine (via Smartphone) General search 70% Product search 58% Restaurants or pubs/bars 36% Travel information 29% or holidays Job offers 17% Flat or housing 14% Source: Google/Ibsos Source: Posterscope OOH Consumer Survey 29
  • 30. Influencing Digital Behaviour Driving Search / Mobile Search Marks and Spencer UK Panasonic Lumix, USA, and MINI Roadster, UK Posters were the only medium to feature this product. Search call-to-action featured very prominently in the creative. Credits: Walker Media, Posterscope Credits: MPG, Posterscope 30
  • 31. Influencing Digital Behaviour Driving Search / Mobile Search Searches for ‘We Are London’ Adidas ‘We are London’ campaign with OOH accounting for 98% of media budget Credits: Carat, Posterscope 31
  • 32. Influencing Digital Behaviour Driving Web Traffic Mooncup - UK United Nations Foundation - USA Just 200 London Underground posters for 4 weeks generated 250,000 Digital OOH in universities, taxis, rail stations, airports and malls, roadside, visits to loveyourvagina.com promoting the ‘Mooncup’ product city centres and more. 30% uplift in web traffic during the campaign with no other media support. Credits: Good Stuff, Posterscope Credits: Posterscope 32
  • 33. Influencing Digital Behaviour Driving Wi-Fi Web Traffic As well as 3G/4G, the proliferation of Wi-Fi hotspots makes it even easier to drive people online immediately as a result of seeing an OOH ad. Location-based ads and apps can be placed on hotspot home pages and surfing can be ad-funded which also allows data capture. OOH creative that directs people to a hotspot in the same location can be an alternative to other types of ‘interactive posters’ that link to rich content. Credit Suisse sponsorship of free Wi-Fi at London City Airport with screens and static OOH formats driving traffic. During the campaign there was a 224% increase in Wi-Fi usage vs same time last year. Credits: MPG Media Contacts, McCann Erickson UK, PSI 33
  • 34. Influencing Digital Behaviour Driving Wi-Fi Web Traffic Ads and location-based service apps on Bing offered a session of complimentary Wi- Virgin America posters with embedded free Wi-Fi hotspot home pages Fi access in exchange for a search on Bing. Wi-Fi hotspots Campaign ran in Wi-Fi hotspots in airports and hotels. Credits: jiwire Credits: Universal McCann, JiWire Credits: Eleven, Posterscope 34
  • 35. Influencing Digital Behaviour Driving Social Media There are numerous ways of using OOH to influence behaviour within social media. Approaches include using the very public nature of OOH as a reward for online participation, creating real world experiences that people want to share, using location-based check-ins, or creating online experiences whereby people can directly affect events in the real-world. http://bit.ly/HzyEF7 Wispa Gold Nivea Consumers could upload their own poster design to the web and choose a Nivea Kissing Booth in Times Square, New York from which consumer preferred location for this to be displayed in the real-world. Almost 1,000 photos were uploaded to Facebook and three nearby giant digital screens. winning designs were posted and one was even hand painted by iconic artist Thousands of people took part during the four-week period and the Rolf Harris. OOH was the lead medium in this campaign. Facebook page amassed nearly 500,000 impressions. * 500,000 joined Facebook group during campaign * 100 PR Pieces worth £400k * #1 confectionary launch of the year * £8 in value sales for every £1 spent Credits: PHD, Posterscope Credits: Carat, Posterscope 35
  • 36. Influencing Digital Behaviour Driving Social Media http://bit.ly/ICBDAm http://bit.ly/HFwXtC GM Vauxhall and Becks ran Facebook competitions inviting people to submit car-inspired graffiti and bottle label designs respectively. The winners saw their work hand-painted onto London billboards and mural sites. The Vauxhall Facebook competition received almost 10,000 entries and over 75,000 page views. Credits: Carat, Posterscope Credits: Vizeum, Posterscope 36
  • 37. Influencing Digital Behaviour Driving Social Media Corona Light capitalised on people’s desire for fame by rewarding those UK telephone directory enquiries service, The Number 118118, gave who chose to ‘like’ the brand on Facebook with the opportunity to have their people the opportunity to win free taxi rides in customised Christmas cabs photo uploaded to a screen in Times Square, New York. Images from Times by dropping a pin on their desired pickup point using a Facebook app. Square were also used on the Corona’s Facebook page and in participants feeds. Likes increased by 6,000% during the campaign to almost 200,000 Credits: Initiative Credits: Zenith, Meridian, Brooklyn Brothers, Diffusion 37
  • 38. Networked OOH Driving Social Media Skiers were photographed on the custom-created Nissan ski run and could then view and share using the digital interactive tables in local bars. * 4 resorts * 1 million photos - the largest account on Flickr at the time * 800,000 views Credits: MGOMD, Posterscope, PSI 38
  • 39. Influencing Digital Behaviour Driving Social Media http://bit.ly/HERUqP Coca-Cola and Renault have both developed event-based activity that allows people to like Facebook pages by touching RFID cards/wristbands on posters. Each RFID tag is registered to an individual’s Facebook profile. The same mechanic is also possible with NFC-enabled phones. Credits: Renault Nederland, Dorst & Lesser, E-dolegie 39
  • 40. Influencing Digital Behaviour Driving Social Media 26% of UK ‘daily Twitter users’ have tweeted in the last 7 days after seeing an OOH ad Source: Posterscope OOH Consumer Survey Pretty Polly UK posters driving traffic to Facebook store Credits: Beattie McGuinness Bungay, Good Stuff, Posterscope 40
  • 41. Influencing Digital Behaviour Using Mobile to Control the Physical World: Check-ins ‘Non-venue’ locations such as poster sites can be created While there is still uncertainty regarding long term consumer as check-in points on social networks, such as Foursquare. adoption of the check-in mechanic this is partially due to Facebook requires activity to be more centrally linked to the consumer awareness and the appeal of the reward. This can overall philosophy of sharing. This does not exclude Facebook from be overcome by using OOH media to explain and motivate. such campaigns but the mechanic needs to be more than just issuing a consumer reward for check-in Coca-Cola in Australia rewarded check-ins to their vending machines via Foursquare with prizes. Credits: Host 41
  • 42. Influencing Digital Behaviour Using Mobile to Control the Physical World: Check-ins Many campaigns have allowed people to activate OOH installations by sending an SMS and similarly the reward for checking-in could be some kind of physical action in the real world. Billboard for German pet food brand GranataPet dispenses a sample when The MLB Fan Cave store in New York featured a vending machine that you check-in on Foursquare. dispensed baseballs to people who checked-in to the storefront display using Foursquare. Credits: Agenta Credits: Monster Media, OMD 42
  • 43. Influencing Digital Behaviour Using Online to Control the Physical World The previous mobile check-in examples are based on participants being in the same location as the OOH installation, however this needn’t be the case. Players could equally take part in OOH activity remotely via PC or any other connected device. http://bit.ly/IwLj1q Ariel washing powder allowed online players, via Facebook, to remotely shoot guns loaded with jam at real clothes, which were located in shopping malls in Stockholm. The jam covered clothes were then washed and sent to the player who successfully shot the garment. Credits: Saatchi & Saatchi Stockholm 43
  • 44. Influencing Digital Behaviour Using Online to Control the Physical World http://vimeo.com/14596059 Nike A MINI Countryman was placed on a 15% slope at the Brussels Consumers were invited to blow onto the microphone of their computer (or Motorshow, hanging only by a thick rope. A Bunsen burner was place under onto a point-of-sale display computer in a Nike store). This blowing action the rope and whenever a person ‘liked’ the Facebook page, a short burst of then moved a shoe that was floating on jets of air in an Argentinean store. flame was generated. The person who broke the rope won the car. Credits: TBWA Credits: TBWA 44
  • 45. Mobile + OOH gaming Real-time optimisation Engaging interfaces Refreshed content Networked OOH Enabling Sharing Influencing digital behaviour App downloads & usage Web traffic Digital control of physical world Convergent Out-of-Home Coupon redemption Online OOH Video Live broadcasts Social media usage Cross-platform video Public utility Search New planning data Re-defining the video screen Personalised content Social media on screens Gateways to mobile content QR codes NFC Data as content Visual search Mobile augmented reality 45
  • 46. Gateways to Mobile Content Introduction T he proliferation of smartphones is of course making it much easier for users to access digital content especially with tools such as Google’s home screen search bar and apps from YouTube, Facebook, etc. The previous section highlighted the importance of OOH media to remind and motivate people to seek out content but OOH can also act as a more tangible gateway to content. This can either shorten the process by taking people straight to the advertised item or destination, or it makes the whole experience more fun and interesting. There are numerous ways of achieving this. We have outlined a few examples in this section. 46
  • 47. Gateways to Mobile Content QR Codes Quick Response Codes are not unique to OOH and are found Whilst QR codes are unlikely to have a long-term future on all manner of print material and even the occasional TV (outside of Japan where usage is mainstream) due to or digital screen ad. They enable mobile users who have a more advanced technologies such as NFC (Near Field suitable app installed (and understand how to use it) to hyperlink to Communication) they are appearing on more and more ads outside any form of content hosted online. of Japan where usage is mainstream. Common mistakes when adding QR codes to campaigns include lack of consumer instructions, poorly optimised mobile content or user journey and limited or non- existent tracking. Different codes should at least be assigned to different media or formats. Availability of mobile signal should also be considered. Postercope can provide tracking, production, and advice across all of these areas. http://pioneeringooh.com/ 47
  • 48. Gateways to Mobile Content QR Codes In June 2011 Among these users 14 million Americans scanned a QR or bar code = 6.2% of US mobile population. (4.6% across EU5 countries) 23.5% scanned from a poster/flyer/kiosk. Source: Comscore 48
  • 49. Gateways to Mobile Content QR Codes QR codes: Understanding & motivation (USA 2011) 21% have heard of ‘QR codes’. 43% would be interested in 72% claim to have seen a QR code. scanning one to gain access to discounts, coupons, and free items. 81% Nearly recalled when shown a QR code. also cited an interest in scanning to get product c.25% 30% did not know what it was. information, exclusive content or make a purchase. Source: Chadwick Martin Bailey / Marketingcharts.com / sixsteen-nine.net 49
  • 50. Gateways to Mobile Content QR Codes Virtual stores: QR codes allocated to specific items that can be purchased immediately via mobile. http://vimeo.com/21228618 Sears / Kmart - USA HMV / 20th Century Fox - UK Resume with talking mouth Airports, malls, street furniture, cinemas. Street furniture. QR code on the back of a résumé so that a video of the applicant’s talking mouth was overlaid onto his photo. Credits: MPG, Chrysalis, Posterscope Credits: Vizeum, Posterscope Credits: Victor Petit 50
  • 51. Gateways to Mobile Content Visual Search Various ‘visual search’ apps exist including Nokia’s Point & Find and Google Goggles. Smartphone owners with a mobile app can view objects and ads through their camera phone and are served on-screen links to related content. Some other operators deliver visual search results via SMS when the user sends a photo of the ad via MMS. The ads below were all Google Goggles-enabled. HTC - USA Google Maps - UK Samsung Galaxy SII - UK L’Oreal Garnier - UK Street furniture. Transport posters. Transport posters. Transport posters. Credits: Deutsch LA Credits: Google, CBS Outdoor UK Credits: Google, CBS Outdoor UK Credits: Google, CBS Outdoor UK 51
  • 52. Gateways to Mobile Content Visual Search http://slidesha.re/ICQKqW Nokia Point & Find test in the UK used posters to drive app downloads * 3% app download rate (amongst compatible handsets). followed by a month of activity during which every poster site in the entire test city was enabled to work with the app. Five different brand campaigns * Equivalent to a top 3 app in the Ovi store. were included. * Average of 23% of app users clicked on any given campaign. * Video clips & Facebook links most popular. * Usage peaked at lunchtime. Credits: Nokia, Posterscope, JCDecaux 52
  • 53. Gateways to Mobile Content Mobile Augmented Reality This allows virtual hidden content to be overlaid onto posters There are numerous providers of mobile AR apps which vary in when viewed through a camera phone and mobile AR app quality, speed and handset compatibility. In addition there are often chains of technology re-sellers. Brands have the choice of integrating AR into their existing app, creating a new branded app (usually by re-skinning an existing AR app) or promoting an existing third-party app. Regardless of the route, serious consideration should be given to consumer education and call-to-action. The cost of adding mobile AR to a poster campaign can often be minimal. http://vimeo.com/33296885 Volkswagen - USA Domino’s Pizza - UK Credits: Red Urban Credits: Arena, Posterscope, Blippar 53
  • 54. Gateways to Mobile Content Mobile Augmented Reality http://vimeo.com/greenboxproject Becks Worldwide Green Box Project during which those with Becks’ mobile AR app installed could point their phone at the boxes to unlock layers of hidden content. Credits: Vizeum, Posterscope, Mother 54
  • 55. Gateways to Mobile Content RFID Radio Frequency ID is the technology found inside building security passes, inventory management, product tracking, passports, transit ticket cards and more. Simplistically, it allows individual items or people to be electronically identified. NFC (see next section) is built upon RFID. In China, Focus Media have deployed RFID-enabled screens that allow consumers to touch one of the ads with their RFID card to trigger the sending of an SMS containing links to more information, discounts, content, etc. The RFID cards are pre-distributed and the user links the card to their mobile. 55
  • 56. Gateways to Mobile Content NFC Near Field Communication is a contactless technology that NFC is highly scalable with most handset manufacturers is starting to be integrated into smartphones. It allows users releasing NFC-enabled phones in the near future. Nokia, to touch their phone against an NFC tag or reader to instruct Samsung, Google and others already have some handsets on the phone to take an action such as opening a particular web page the market and there is speculation as to whether Apple will join the or app. NFC also allows phones to become mobile wallets, as well collective commitment to NFC. For OOH, NFC allows simple, quick, as allowing users to touch their NFC-enabled phones against each highly scalable, affordable interaction between mobiles and poster other to share content. NFC tags can easily be affixed to almost any sites. There are some challenges to adoption, in particular regarding accessible poster site. ownership of the payment component with the banks, mobile operators and players such as Google all competing, but overall we expect NFC to become the dominant technology for mobile and OOH interaction. 53% of global phones will be Shipments of NFC-enabled NFC-enabled by 2015 Source: Frost & Sullivan 2011 handsets will reach over 700m in 2016 Source: IMS Research 2011 http://bit.ly/IkPjh6 Our NFC research infographic reveals likely consumer adoption, the most relevant advertiser categories and the most motivating content. 56
  • 57. Gateways to Mobile Content NFC http://slidesha.re/HHBJEG http://bit.ly/HQd8yX NFC-enabled posters for 20th Century Fox’s X-Men and VH1’s Basketball Wives. Both allowed instantaneous connection to the movie trailer page and a Facebook ‘Like’ button by simply touching an NFC phone against the poster. Credits: Posterscope, Nokia, 02, Proxama, JCDecaux, Cemusa 57
  • 58. Gateways to Mobile Content NFC Hotel Tonight utilised Blue Bite’s NFC posters NFC-enabled storefronts triggered the start NFC-enabled smartphone users in China in US cafes to initiate downloads of their mobile of a mobile crime solving game. could automatically check-in at more than 200 app. The NFC-triggered downloads were Starbucks locations for a special Christmas promoted and explained using RMG’s screens in deal. Users touch their phones on ‘in-store’ the same venues. postcards embedded with NFC tags. Credits: Blue Bite, RMG Networks Credits: Blue Bite, Pearl Media Credits: Starbucks, Jiepang 58
  • 59. Gateways to Mobile Content NFC Nokia and Taiwan Taxi have partnered to allow Nokia’s NFC-enabled posters in Dubai Players of Angry Birds Magic on a Nokia people to book a taxi by touching NFC-enabled cinema foyers delivering coupons for free C7 handset have to find NFC tags or other NFC mobile phones against NFC poster sites. The popcorn and movie tickets. handsets to unlock new levels by touching their poster is used to determine the person’s location Credits: Proxama phone against them. This approach of unlocking and an SMS confirmation is sent by the taxi gaming content through NFC posters gives operator. The service is to be rolled out to 15,000 brands another option when wanting to reward sites. consumers through advertising. 59
  • 60. Mobile + OOH gaming Real-time optimisation Engaging interfaces Refreshed content Networked OOH Enabling Sharing Influencing digital behaviour App downloads & usage Web traffic Digital control of physical world Convergent Out-of-Home Coupon redemption Online OOH Video Live broadcasts Social media usage Cross-platform video Public utility Search New planning data Re-defining the video screen Personalised content Social media on screens Gateways to mobile content QR codes NFC Data as content Visual search Mobile augmented reality 60
  • 61. Networked OOH Introduction W ith the exception of China where many content updates Added flexibility also gives the potential for agencies to optimise are carried out physically the vast majority of digital OOH activity in real-time based on outcomes such as sales, search etc. screens are internet connected which allows content to be Optimisation might be assessed in terms of creative, location, time, changed quickly and cost effectively. day and more. Screens can therefore be used on a much more reactive and tactical Exact technical capabilities do vary enormously by media owner and basis and content can be redistributed from other digital sources. network. Some of the opportunities in this section are available as This enables integration with other bought, owned and earned ‘off-the-shelf’ options, others may require modifications to media digital media, new data sources as well as all kinds of interactive and owner systems and some opportunities might only be possible on content sharing options. certain locations or networks. 61
  • 62. Networked OOH Triggered Campaigns McCain potato wedges (UK) ads only aired during good barbecue Carnival Cruises (USA) only ran during bad weather. Screens included weather. roadside, office elevators, taxis, bus sides and rail stations Credits: PHD, Posterscope Credits: MPG, Chrysalis, Posterscope 62
  • 63. Networked OOH Real-time Content Digital OOH content can be created from a myriad of data streams such as trending, mobile activity, public API’s, client or partner data, social media, websites, content management systems and more. CBS Outdoor UK have recently enabled their London Underground cross track projection screens with sophisticated live update capabilities. This will allow almost any source of real-time data, information, comment and images to be used as content. 63
  • 64. Networked OOH Real-time Content: Social Media Huffington Post UK asked consumers to tweet their opinions regarding the day’s top news stories using the hashtag #Huffpostuk and streamed moderated responses in real-time to OOH screens in rail stations. Credits: Total Media, MBA, Posterscope , LocaModa 64
  • 65. Networked OOH Real-time Content: Social Media ESPN UK posted numerous sport related questions through social media and digital OOH during Friday evenings and Saturdays. Consumer tweets using the advertised hashtag were streamed live to 8 different OOH screen networks. Credits: Arena, Posterscope, BDA Creative, LocaModa 65
  • 66. Networked OOH Real-time Content: Social Media Brand Live Video Product Micro-blog Feed Adidas screens showing live video alongside real-time social media commentary at the 2011 Beijing Marathon Credits: Carat, wwwinsisobar, Heartland-Posterscope China. 66
  • 67. Networked OOH Real-time Content: Social Media Canadian Tourism Commission screens streamed content from twitter, YouTube and Facebook that related to real experiences of vacations in Canada Credits: DDB Canada, Tribal Vancouver, InWindow Outdoor 67
  • 68. Networked OOH Real-time Content: Product http://bit.ly/IQf0rC New Country Radio in Kentucky USA used a live stream of the song Virgin Holidays in UK airports using the latest number of holidays sold to currently being played on the station. individual destinations as advertising content. Credits: Cox Media Credits: PSI, MGOMD, Posterscope 68
  • 69. Networked OOH Real-time Content: Utility http://vimeo.com/32957679 Channel 4 streamed the latest news stories to London Underground In US airports, Marriott provided travellers with fun suggestions about cross track projection screens via a custom-created automated content what to do that day based on up-to-the-minute weather information in the management system (CMS). This was treated as a major content distribution destinations relevant to the terminal, gate and even time of day. channel in its own right with an assigned editorial news team having access to the CMS. Credits: OMD, Posterscope, Cloud & Compass Credits: Carat, Posterscope 69
  • 70. Networked OOH Real-time Content: Utility Yell.com interactive bus shelter screens providing local area maps APIs (whereby content/data owners allow some of their digital assets to be and directories (2006) and constantly updated online consumer reviews for imported by a third party) can be an ideal source of data for screen content. businesses in proximity (2011). For example, the real-time availability of bikes and docking stations in London’s cycle hire scheme as used by this mobile app. Credits: PHD, Rapier, Posterscope Credits: Little Fluffy Toys Ltd. 70
  • 71. Networked OOH Real-time Content: Behaviour Buildings that change colour based on current online sentiment. Mood Rokk Vodka screens embedded into telephone kiosk posters acting as a is determined by real-time analysis of keywords within blog posts. live counter showing the number of gay marriages in New York, which had recently been legalised. Credits: Emotional Cities Credits: Carat USA, Posterscope, The GLADD organization 71
  • 72. Networked OOH Real-time Content: Connecting People Tourism Toronto and Tourism Montreal partnered on the “Cheating Wall” initiative, which consists of video screens located in the two cities, giving residents a chance to discover all that their rival city has to offer using a live video and audio. Credits: Monster Media, Crispin Porter + Bogusky Canada. 72
  • 73. Networked OOH Real-time Content: Personalisation Online behavioural targeting and social media sponsored stories are not the only way to deliver more personalised messaging to consumers. Networked OOH screens have the potential to be combined with facial analysis, text and object recognition, RFID loyalty cards, real-time human copywriting and more. Glaceau Vitamin Water UK personalised messages written by brand-employed spotters sitting in the vicinity with 3G laptops. Credits: Vizeum, Posterscope, Bulletproof 73
  • 74. Networked OOH Enabling Sharing Custom made installations can be networked in much the same way as permanent DOOH screens. This enables real-world retail experiences to be socialised and for interactive OOH media and experiential activity to have built-in sharing mechanics to maximise earned media value. http://vimeo.com/18045229 MINI UK video recording booth, real-time editing and video projection from inside the life-sized fibreglass model cars onto the window. Videos could then be shared via email and Facebook using adjacent touch screens. Thousands of dealer leads were generated. Credits: Vizeum, Posterscope, Profero 74
  • 75. Networked OOH Enabling Sharing http://vimeo.com/32285732 Reebok Flex * Five interactive storefronts in New York and L.A. whereby consumers could upload their photo, touch and morph into the “76 Running Buddies” (the 76 sensors within the Reebok sneaker). * Photos could be shared via Facebook and email. * Tens of thousands of photos were taken. Credits: Carat, Posterscope 75
  • 76. Networked OOH Enabling Sharing http://bit.ly/HFmRL5 Pepsi has developed a vending machine that Diesel’s retail installations allowing shoppers to FaceLook, a real-life posting application lets users give their friends a beverage gift by photograph themselves outside the fitting rooms based on Face.com facial-recognition entering the recipient’s name, mobile phone and then post to Facebook for comments. technology, enabled Summer Love number and a personalized text message or participants to post comments and pictures video. The SMS/MMS gift is delivered with a to their Facebook page, just by looking at the system code and instructions to redeem it at any similar machine. screen. The Coca-Cola kiosk recognized their faces and uploaded to their pages using This functionality could be added to a touch only their faces as identification. screen OOH ad campaign to motivate consumer advocacy and sharing. Credits: Pepsi Equipment Innovation, DCI Marketing, Protagonist Credits: FullSix Credits: Publicis E-Dologic 76
  • 77. Networked OOH Mobile + OOH Gaming Internet connected OOH screens allow mobile phones to be used as controllers for all kinds of gaming experiences. This might require a custom created app or mobile website or there are various inexpensive off-the-shelf options that can be modified as required. In Wi- Fi enabled locations games can be even more sophisticated. http://bit.ly/IQf7DH McDonald’s ‘pong’ game allows players to control the game play via Nestle’s IVR (Interactive Voice Response) game in Turkey allowed players a mobile website. Redeemable coupons are delivered at the end of a to use the keypad of their mobile phone to control a projection-based game. successful game. An app does not need to be downloaded as IVR uses touch-tone or voice recognition. Credits: DDB Stockholm Credits: Mobilera, Outeractive 77
  • 78. Networked OOH Mobile + OOH Gaming http://bit.ly/HFxzzt Phone paints building Screach Hyundai A German research scientist has built an Scalable app that allows numerous games to be Times Square screen game requiring the Hyundai application that allows an iPhone user to digitally played on OOH screens using mobile phones. app to be downloaded plus a connection to a alter the appearance of a building façade. Users particular Wi-Fi hotspot. simply aim their device at the building causing the viewfinder to show the façade on-screen which the user can then paint in different colours. This is then replicated on the actual building. Credits: The University of Munich (LMU), The German Research Center for Artificial Intelligence (DFKI) 78
  • 79. Networked OOH Facebook + OOH Gaming LocaModa’s Jumbli word game can be played via Facebook with game play shown live on OOH screens in the US. Credits: LocaModa, Clear Channel 79
  • 80. Mobile + OOH gaming Real-time optimisation Engaging interfaces Refreshed content Networked OOH Enabling Sharing Influencing digital behaviour App downloads & usage Web traffic Digital control of physical world Convergent Out-of-Home Coupon redemption Online OOH Video Live broadcasts Social media usage Cross-platform video Public utility Search New planning data Re-defining the video screen Personalised content Social media on screens Gateways to mobile content QR codes NFC Data as content Visual search Mobile augmented reality 80
  • 81. Engaging Interfaces Introduction W hilst content and location are of primary importance An innovative or larger than life interface in the public domain can in attracting audiences to participate in digital OOH seem particularly cutting edge, engaging and fun, especially when experiences, the nature of the technology that is used experienced in groups which can of course drive earned media both can also be a huge determinant in uptake levels. The use of new digitally and face-to-face. technologies in OOH situations often precedes mainstream consumer product applications. For example, touch screens in bus shelters and Many examples of engaging interfaces have been included in earlier self-service kiosks preceded those in mobile phones, and gesture- sections, in particular those with social media or mobile integration. based gaming campaigns were deployed well before Microsoft The following pages highlight some other particularly successful Kinect. In fact, Microsoft licensed part of the Kinect technology from applications and potential developments for the future. a business involved in OOH advertising. 81
  • 82. Engaging Interfaces Touch Screens http://vimeo.com/18079231 Cadbury’s Splat the Egg - UK Yahoo - USA Nestle Aero - UK 1 million eggs splatted over 1 month at 20 bus Clear Channel’s bus stop derby in San Francisco Touch screen quiz which is similar in many ways shelters where players could compete against those in to the content approach for many Facebook other bus shelters games and applications. Credits: PHD, Posterscope, JCDecaux Credits: Mediavest, Clear Channel Credits: Mindshare, Posterscope, JCDecaux 82
  • 83. Engaging Interfaces Touch Screens http://vimeo.com/32269760 HTC USA created interactive screens that demonstrated the unique interface of their new tablet. In cinema lobbies and on street furniture consumers could take and manipulate photos of themselves and their friends then save them for email distribution and social media sharing. Credits: Deutsch, Posterscope 83
  • 84. Engaging Interfaces Gesture Based Games http://vimeo.com/18668405 Disney - USA Cadbury’s - UK Marriott Crowd controlled game on cinema screens. Movement controlled game in UK shopping malls. Gesture based pinball game in US airports. Over 200,000 plays per month across 5 airports. Credits: Carat, Posterscope Credits: PHD, Posterscope, Grand Visual Credits: Carat, Posterscope 84
  • 85. Engaging Interfaces Eye Controlled Gaming http://bit.ly/IwMJJi Prototype of a display that uses an eye tracking technology to allow a user to control on-screen games, page scrolling and other interfaces purely based on the movement of your eyes Credits: Tobii 85
  • 86. Engaging Interfaces Simulators BMW X3 driving simulator with an on-screen game, controlled using steering wheel and pedals inside a real car. Players’ scores were shown on a digital OOH leaderboard alongside live results from around the country Credits: Posterscope,Vizeum 86
  • 87. Engaging Interfaces Augmented Reality Nestle Green Giant augmented reality in UK shopping malls. Players had to jump to try and ‘high five’ the giant. Video content of the experiences was used within creative for online banners. Credits: Universal McCann, Work Club, Posterscope 87
  • 88. Engaging Interfaces Augmented Reality http://bit.ly/IkPzg7 Heineken Fanta Nokia To promote that Heineken is the ‘best friend’ Fanta’s cartoon character interactions in cinema Nokia’s augmented reality experience was hosted for partying, Posterscope Taiwan launched an foyers. on an enormous phone screen suspended from Augmented Reality campaign that allowed people a crane. to interact with the characters from the Heineken TV Commercial and see the effect broadcast on a giant digital screen. Credits: Leo Burnett, Posterscope Credits: Heartland-Posterscope Credits: Carat, JWT, Heartland-Posterscope 88
  • 89. Gateways to Mobile Content Other Engaging Interfaces Barnado’s donation-activated digital creative Royal National Institute for the Deaf Holographic projection multi-touch screen with coins making the featured girl smile. screens and digital windows that react to allowing the user to mix music tracks. surrounding noise levels. Credits: JAA ,Posterscope, BBH Credits: Posterscope, M&C Saatchi, Walker Media Credits: ICE AV Technology 89
  • 90. Mobile + OOH gaming Real-time optimisation Engaging interfaces Refreshed content Networked OOH Enabling Sharing Influencing digital behaviour App downloads & usage Web traffic Digital control of physical world Convergent Out-of-Home Coupon redemption Online OOH Video Live broadcasts Social media usage Cross-platform video Public utility Search New planning data Re-defining the video screen Personalised content Social media on screens Gateways to mobile content QR codes NFC Data as content Visual search Mobile augmented reality 90
  • 91. New Planning Data As the web becomes increasingly hyper-local and businesses and consumers create more and more location-based data there are huge opportunities to utilise this data to inform and optimise the planning of both traditional and interactive OOH media and to measure effectiveness. Electronic public transport tickets, sat-nav’s, loyalty cards, mobile search, mobile wallets, and numerous websites and mobile apps are just some examples of how technology is being used to create location-specific data trails, all of which have the potential to help determine which OOH sites, dayparts and creative treatments might be most effective for a particular campaign. Posterscope, in partnership with Locately, has recently pioneered the use of GPS tracking of mobile phones together with sophisticated analytics to understand how behaviours changed as a result of exposure to particular poster campaigns. 91
  • 92. OOH Convergence Guide Want More? Out-of-Home opportunities and planning are evolving at an incredibly fast pace with new insight, data, evidence, media and technological applications arriving all the time. You can keep up to date by subscribing to our new portal pioneeringooh.com Thanks for reading. We hope you found it useful. Those of you reading this offline can download and share at: http://www.slideshare.net/Posterscope posterscope.com 92
  • 93. 93