The document discusses emerging technologies for interactive digital out-of-home advertising, including Bluetooth Low Energy (BLE) beacons, QR codes, NFC, augmented reality, and Google Glass. It analyzes the properties and potential of these technologies for reducing friction in user interactions with billboards and other outdoor displays. Key advantages and challenges of each technology are considered, such as whether they require downloading an app, proximity needed for interaction, and industry support. The document concludes with tips for using these interactive technologies effectively in out-of-home advertising campaigns.

3. www.glasseffect.nl

4. (OxI)+W=V
(OxI)+V=R
4

5. (Object x Id)+Verb=Relation
5

6. Object: Billboard
Identity: Halo 4
Verb: Scan & Watch trailer
Relation: “I love that game”
6

7. Technology makes it possible to give identity
and verbs to objects on scaleable manner.
7

8. Personal technology enabling interaction
with the physical world.
8

9. Mobile
9

10. The 3rd Wave of Mobile
Era of context
Wave 1
Wave 2
Wave 3
1992-2000
2000-2008
2008-2016
Nokia 3210
iPhone
(160 million sold)
(350+ million sold)
?
No icon device. yet
“CONNECTING PEOPLE”
“CONNECTING INTERNET”
“CONNECTING SENSORS”
10

11. We have build the necessary
infrastructure
2000
2008
2016
2022
INTELLIGENCE
“U
CONTEXT
“C
INTERNET
D
to
e
”
ata
INTERNET
ic
Vo
“
PEOPLE
PEOPLE
te
on
From Synchronous
to A-synchronous
n
C
to
t
on
t”
ex
t
From Apps
to Big Data
tekst
SENSORS
AI”
o
Xt
From Services
to Agents
AI
INPUT
CLOUD
SOCIAL
11

12. Interactivity on mobile
Mobile
12

13. We have build the necessary
infrastructure
2000
2008
2016
2022
INTELLIGENCE
“U
GLASS
tekst
xt” SENSORS
From Services
nte BLE
o
C
to Agents
to
nt
te
on
C
“IR/AR
CONTEXT
INTERNET
D
to
e
ic
Vo
“
PEOPLE
AI”
o
Xt
SMS
PEOPLE
”
ata
INTERNET
NFC
QR
From Synchronous
to A-synchronous
From Apps
to Big Data
AI
INPUT
CLOUD
SOCIAL
13

14. Breaking through needs
three factors
1. Supported by Industry?
2. Does it solve a problem?
3. Does it reduce friction?
14

15. Breaking through?
SMS
QR
NFC
IR/AR
BLE
GLASS
Supported by Industry?
X
-
-
-
V
V*
Does it reduce friction?
X
-
V
-
V
V
*if Glass becomes an OS
15

16. Is it made for interactive OOH?
SMS
QR
NFC
IR/AR
BLE
GLASS
Can I use it without DL/opening
V
X
V
X
-
-
Does Apple support it
V
V
X
V
V
V
Can it notify you?
V
X
X
X
V
V
*if Glass becomes an OS
16

17. NFC and QR
- More QR capable phones but NFC is catching up
(500 million in 2014*)
- Both store data like weblinks, commands
- NFC also rewritable, P2P and Payments
*ABI research
17

18. NFC, AR or QR?
Does the context allow user to:
- download an app?
- experience content at Billboard?
- get close to Billboard?
The billboard decides the technology not the campaign
18

19. Who knows about BLE
BLE?
19

20. 20

21. BLE formerly known as Wibree
Launched by Nokia in 2006
21

22. 22

23. BLE Compared to the rest
Noticing
BLE
Meters - 100m
Moment of Interaction
IR/AR
Meters
QR
Converting
NFC
Centimeters
Before
After
Time
23

24. Properties BLE
Microfencing (1meter - 100 meter)
BLE beacon does not need charging (1 to 2 years)
Works also from device to device (dualmode)
Notifications sent to device
24

25. BLE and OOH
Promising as a technology
Beacon services fragmentation (needs an app)
No suitable OS level beacon discovery (Glass?)
Not yet (Q3/Q4 2013)
25

26. 26

27. No Ads in Glass
Pay Per Gaze
Glass Terms & Conditions
27

28. The Basic Idea
Deliver highly contextual services
with a minimal amount of friction
between intention and action.
No friction = conversion
28

29. Navigate with
Touch Pad

30. The Display
640 X 360
(25” at 8 feet)

31. Camera
Photo 5MP
Video 720p

32. Glass supports..
QR code
Voice recognition
Gesture control
Location triggers
BLE (when Android gets upgraded to 4.3)
32

33. Architecture
Timeline
Apps
DEVELOPING
GLASSWARE
Apps
Timeline
Apps
Cards
Mirror API
SUBSCRIBE
GLASSWARE
Timeline
Apps
Timeline
Apps

34. • Add a Calendar Event
• Call Me a Car
• Capture a Panorama
• Check Me In
• Create a 3D Model
• Find a Recipe
• Learn a Song
• Play a Game
GlassVoice.apk
“Ok Glass” and then some...
• Play Music
• Record a Recipe
• Remind Me To...
• Show a Compass
• Start a Bike Ride
• Start a Round of Golf
• Start a Run
• Start a Stopwatch
• Start a Timer
• Translate This
• Tune an Instrument
34

35. Gaze?
“Double blink” action
Eye control sensor
35

36. Pay Per Gaze?
Google Patent: Gaze Tracking System
36

37. Privacy, Safety & Security
“OK Glass, call my lawyer”
37

38. Tips for OOH campaigns
38

39. Provide a
clear Call
to Action
39

40. Make it
worthwhile to
scan!
I need to stop
I need to pull out my phone
I need to stretch my arm
People look at me
40

41. 41

42. (OxI)+W=V
(OxI)+V=R
42

43. Thank You - Hi Five!!
raimovanderklein@gmail.com
www.glasseffect.nl
@rhymo
43