The expanding Out-of-Home infrastructure now encompasses not only bought and owned media, but also devices such as mobile, laptop and tablet that are all used primarily while out of home. This convergence of media is driven by the evolving consumer landscape, which is why our Hot Topics for 2014 primarily focus on the intersection of where technology meets media on a multi-platform level. As a result of the rapid proliferation of mobile devices and screen options we are seeing a significant increase in location-based marketing, as well as the need for value. The momentum behind environment awareness is adding a layer of context
that allows applications to be grounded in utility rather than pure entertainment, providing consumers with a more useful and engaging connection. Our 2014 Hot Topics include a full range of themes including real-time optimization, borrowed formats, smart devices and OOH’s affect on the speed of delivery.

1. 22/04/2014
2014Hot Topics

2. Eco-system

3. What we think
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AWARENESS ENGAGEMENT

4. Borrowed FormatsOur world is becoming video agnostic because
of borrowed formats. With commercials
shrinking to fifteen-second spots and platforms
like Vine cutting content down to six seconds,
video needs to evolve into a format that is
ubiquitous across a variety of screen sizes and
formats.
Video activation strategy must consider all five
screens including mobile, tablet, TV, PC and
digital OOH in order to be pertinent to a time
starved audience.

5. What we think
The notion of borrowed formats has dramatically changed the
perception and place of digital OOH in the greater media
landscape, resulting in the need to develop a video activation
strategy rather than consider each medium/format as its own
entity. In order to be effective, video must now be adapted to
operate across the gamut of digital formats that includes
everything from large spectaculars to the 2”x 5” screen in the
consumer’s hand.
Our constantly connected culture has made multi-channel
reach crucial, with DOOH now serving a vital role in influencing
far reaching environments that are a part of someone’s daily
routine including trips to the supermarket, coffee shop, and
health club to name a few.

6. Real Time Technology
The expansion of real time technology and its
data capacity is increasing the opportunity to
deliver relevant messaging at pertinent
times, ultimately influencing brand conversion. In
addition, this technology offers data
capture, allowing brands to optimize against core
targets.
Brands can now take consumer curated content
and deliver messaging within relevant contexts
based on data generated.

7. What we think
Out-of-Home is primed to be an enabler for real time content
both in terms of reaching consumers during multiple touch-
points throughout their day, and pinpointing exact locations
while still offering scale.
The ability to provide real time content that can be changed
instantly within a specific context is a dynamic opportunity. Our
Liveposter platform can immediately deliver location specific
copy to multiple screens, combining real time data that is both
relevant and beneficial to consumers.

8. Smart Devices & Personalization
The variety of mobile and smart devices is
expanding as wearable technologies become
more mainstream. Smart devices are now a part
of our DNA to the point of knowing what we
want before we even know we want it.
Technology has become so smart that it now
knows where you are located, your emotional
state and if you are near other smart
devices, allowing for the transmission between
one another to create a truly individualized
experience for that user at the ideal moment.

9. What we think
Although still in development for best practices, wearable
technology presents the opportunity to have high-priority,
contextual notifications delivered directly to the wrist, waist
and head without reaching for a mobile device while on the go.
Personalized user data that is collected with each experience
can calculate what a user does and when they do it, offering
valuable information for reaching a key target.
Wearable technology also allows for augmented reality to
extend the OOH footprint by solving the need for an outside
application to initiate interaction, redefining OOH media
beyond its known infrastructure.

10. New Age Ad Intrusion
Beacons are disrupting the communications
landscape, going beyond geo-fencing to offer
contextually relevant information directly to a
person‟s mobile device without opening an
application. The beacon creates a profile of the
user within a short range, assumes why they
are in a specific location, and sends a specific
message or offer accordingly.
Beacons replace historic targeting information
with live data to assume best time and place for
messaging to deliver brand conversion. This
data is supported by an audience sample
whose participation is based on opt out rather
than opt in.

11. What we think
Today’s mobile-to-physical world engagements, while slicker
than previous attempts, still need to focus on mastering the
simple things such as campaign execution, removal of usage
friction, and above all, delivering value when it matters most.
Beacons promise significant improvements over first attempts
at real-world brand engagements via mobile, providing greater
parity across basic smartphone features, and gaining traction
across multiple platforms.
While it is currently restricted to engagement within a 20 feet
distance we expect the beacon’s capacity to expand in the near
future, allowing for engagement with Out-of-Home beyond place
based environments.

12. In 2014 we will see old formats have new
functions by providing benefits for users and key
data for advertisers. Advertising will be
smarter, allowing targeting based on intricate
data that is more relevant to the end user.
For example, sensors in outdoor formats will
detect weather conditions to offer appropriate
amenities; side walks will become GPS
enabled; telephone kiosks will transform into
information hubs; all providing function for users
through interaction and data.
Grand Gestures & Utilization

13. What we think
Within the overcrowded advertising space, media must meet
high expectations to obtain share of spend. As a result, grand
gestures are highly advantageous for Out-of-Home with a utility
component creating a more meaningful connection between a
brand and its user. Not only does this add value for the user,
but is also beneficial for the advertiser by allowing for a longer
dwell time, higher engagement and return of data contributing
to smarter advertising moving forward.

14. The iStreet & Speed of Delivery
Online retail continues to grow rapidly but it
loses out on the convenience of immediate
transaction of goods that is traditionally satisfied
via physical space.
Online retailers are now experimenting with
shorter delivery timeframes, and in some cases,
same-day delivery to capture a greater slice of
retail spend.

15. What we think
Brands can now create or extend physical entities through the
use of Out-of-Home media. Posters and pop-up installations
bring the brand to a wider audience, reaching consumers with
an extended retail footprint while bridging the gap on the
transaction of goods.
As the space between online and physical entities narrows, we
anticipate physical spaces to become experiential showrooms
for innovation, promoting various channels for transaction and
delivery of goods.

16. Uberfication & On-Demand Models
The on-demand model was previously the
mainstay of TV channels, allowing the consumer
to choose their „prime time‟, rather than be
dictated by the network. However, this level of
on-demand service now extends beyond the
living room.
Entities like Uber and Hailo now give consumers
control of personal transportation− click to
order, taxi arrives and payment is processed all
done through your account. This is leading the
revolution that will enable people to control when
and where they have access to premium
services.

17. What we think
The on-demand model’s greatest value is convenience, which
Out-of-Home can support by extending exposure and
accessibility. NFC, geo-fencing and other call to action
technologies act as a gateway for users, allowing them to easily
access Uber or Hailo for transportation when in a rush or
Redbox for entertainment when on the way home from work, all
done immediately while on the go.

18. Three-Dimensional PrintingThree-dimensional printing can best be
described as “non-augmented reality”. Like
other technologies that came before, 3D printing
has been slow to take off due to
misunderstanding of utility.
However, in 2014 3D printing manufacturers are
getting smarter, and their use is becoming
clearer to the mass market. Newer, cheaper
models are making the technology more
accessible while also coming in a range of sizes
for a broad range of uses.

19. What we think
Three dimensional printing has surpassed novelty status as
Out-of-Home proves its mass appeal in extended
environments where it is now feasible to use. It has become
a “reality” that allows brands to offer tangible, personalized
samples for audiences as a memorable brand
experience, and allows for experiential campaigns to offer
scalable, personal engagement with the public.