The future is now. Digital out of home networks not architected for the future won't have a future. Advertisers not prepared for the future will be marginalized. The audience is already living in the future. The web is disrupting TV and everything passive in its wake is going the same way. The word digital used to mean "not analog". Today it means frictionless. Tomorrow it means free and if your network isn't truly digital, it means it's f***ed. To understand the future of digital signage, we can learn much from the US, where web technologies and social media platforms are not only shaping our industry, but our lives. Nimble, innovative technology and media companies are leveraging location based services and user generated content to catalyze opportunities at the expense of traditional media and broadcast models. This keynote will help form strategies for a connected web-enabled future and reduce dependancies on siloed networks, proprietary systems, walled gardens and passive media.

1. The Future Is Now
Stephen Randall CEO, LocaModa Inc
!
www.twitter.com/stephenrandall
srandall@locamoda.com
Screen Media Expo Europe – April 6th 2010 1

2. MY GOAL TODAY…
Help prevent you
getting the same
war wounds as
many companies
on the other side
of the pond. !
Screen Media Expo Europe – April 6th 2010 2

3. THE FUTURE IS NOT…!
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4. LARGEEXPERIENCE!
POOR USER
CAPEX!
WALLED GARDENS !
FRAGMENTATION!
NOT MEASUREABLE!
HARD TO BUY!
COMMODITIZED OFFERINGS!
FEW STANDARDS!
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5. THE STORY OF DOOH
Large CapEx + Attention = Profit!
Little revenue!
DOOH strategy! Real time + Measurement
= Land grab! = Standard!
Market Expectations"
WE ARE End to End
Solutions
Web 2.0 Starts HERE" Remove Friction
to Disrupt all in Market!
Media Markets!
Commoditized
DOOH Systems Web Connected
Content Strategies!
and Services!
Industry
Consolidation
Starts!
Narrowcasting born
from broadcasting! Passive media dies!
DOOH 1.0 DOOH 2.0
Technology Maturity"
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6. THE WORLD HAS CHANGED FROM THIS…!
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7. TO THIS!
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8. YOU KNOW THE STORY…!
Open!
Real-Time!
Connected!
Cross Channel!
Cross Platform!
User-Generated Content!
Web as Platform!
Personalization!
Collaboration!
Mobile!
Trust!
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9. IMPRESSION / PASSIVE /
PUSH / MONOLOGUE /
REACTIVE / ON-DEMAND /
PULL / USER-INFLUENCED /
ACTIVE / REAL-TIME /
CONNECTED / DIALOGUE /
INTERACTIVE / USER
GENERATED / EXPRESSION
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10. 100 billion clicks per day!
55 trillion links!
1 trillion urls in 6,000 days!
2.3 trillion text messages per year !
2 million emails per second!
1 million IM messages per second!
65 billion phones calls per year!
Source – Kevin Kelly “The next 5,000 days” !
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11. AND…!
3 billion Twitter API requests a day!
12.2 billion YouTube views in Feb!
20 billion Facebook posts in Feb!
Screen Media Expo Europe – April 6th 2010 11

12. BUT THIS IS NOT ABOUT TWITTER!
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13. ITʼS NOT ABOUT FACEBOOK!
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14. AND ITʼS NOT ABOUT MOBILE!
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15. ITʼS ABOUT BEING CONNECTED!
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16. “
An Out-of-Home
platform exists to
activate mobile &
“
internet "Audience
of One” engagement.
Sir Martin Sorrell, CEO WPP. WSJ April 9th 2010
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17. YOUR AUDIENCE IS CONNECTED!
BUT ARE YOU CONNECTED TO THEM?!
Screen Media Expo Europe – April 6th 2010 17

18. METCALFʼS LAW!
THE VALUE OF A NETWORK IS
PROPORTIONAL TO THE SQUARE OF
ITS CONNECTED USERS!
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19. BUT
DOOH NETWORKS
DO NOT LEVERAGE
THEIR POTENTIAL
NETWORK EFFECT
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20. DIGITAL!
OUT OF!
HOME!
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21. DIGITAL!
CONNECTED!
FRICTIONLESS!
BITS!
COMPUTER! DYNAMIC!
SPEED! MEASURABLE!
DATA!
WEB!
INTERNET!
FRICTIONLESS!
INTERACTIVE!
NETWORKED!
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22. STANDARD DOOH NETWORK!
Model: 1,000 Venues x 1,200 People/Month x 50% Noticing = 6,000,000 Audience per Month!
CONNECTOMETER!
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23. SINGLE NODE INTERACTIVITY!
1,200 People/Month x 50% Noticing x 2% Response = 120 Interactions* per Venue/Month!
CONNECTOMETER!
* Interactions at a venue are displayed ONLY on that venueʼs screens"
Screen Media Expo Europe – April 6th 2010 23

24. MULTI-NODE INTERACTIVITY!
1,000 Venues x 1,200 People/Month x 50% Noticing x 2% Response = 120,000 Interactions** per Venue/Month!
CONNECTOMETER!
** Interactions at a venue are displayed on ALL venue screens"
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25. MULTI-CHANNEL INTERACTIVITY!
75% Venue Msgs via Social Nets x 120 Avg Social Graph x 5% Social Net Response = 540,000*** Additional Interactions!
CONNECTOMETER!
*** See Comparative Network Value Chart and Assumptions/Sources"
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26. COMPARATIVE NETWORK VALUE!
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27. ENGAGEMENT IS CROSS-CHANNEL!
SOCIAL!
T!
SPECIAL
CRO
SS- MEN
CHA
GAGE
OFFER!
NNE N
CROSS-CHANNEL ENGAGEMENT!
LE LE
NGA A NNE
GEM -CH
ENT! CR OSS
MOBILE! LOCAL!
SPECIAL
OFFER!
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28. ENGAGEMENT AND THE “3Fs”!
FUN!
T!
SPECIAL
CRO
SS- MEN
CHA
GAGE
OFFER!
NNE N
CROSS-CHANNEL ENGAGEMENT!
LE LE
NGA A NNE
GEM -CH
ENT! CR OSS
FAME! FORTUNE!
SPECIAL
OFFER!
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29. SCREENS NEED TO REACH MILES!
(NOT FEET)
!
MOBILE CLICK! WEB CLICK!
MILES!
FEET!
DIGITAL OUT-OF-HOME
NETWORKED SCREEN!
PEOPLE ON-LINE
PEOPLE - FOLLOWERS,
IN VENUES! FANS, ETC!
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30. EXAMPLE 1: VANS “BEHERE”
Global campaign for Vans, enabling photos, text messages !
connected to Facebook, Twitter, Vans.com and Times Square.!
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31. EXAMPLE –2: TOSCANINI’S with patrons
Twitter, Foursquare, Text-messaging enable venue marketing, engagement
online and in venue, reduction of perceived wait time and interactive ads.!
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32. ALL SCREENS ARE CONNECTED
DIGITAL BILLBOARDS
CAFES & RESTAURANTS
CONCERTS & EVENTS
WEBSITES & SOCIAL NETWORKS
TV
BARS
Screen Media Expo Europe – April 6th 2010 32

33. YOUR
FUTURE
DEPENDS
ON YOUR
CONNECTEDNESS
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34. YOUR CONNECTIVY SCORE?
Your network has a real time connection to web (10 Points)
Dynamic media supports local/topical tags (10 Points)
Media is multi-channel – Web/Mobile/DOOH (10 Points)
Media is multi-network (10 Points)
Mobile is more than a text message CTA (10 Points)
Screens react (interact) in real time to end users (10 Points)
Localized media is updated in real-time (10 Points)
You measure real-time user engagement (10 Points)
You attract interactive media budgets (10 Points)
You embrace open standards (10 Points)
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35. RECOMMENDED
Did You Know 3.0 The first 5,000 days of
Official Video 2009 the web, and the next
Edition – Youtube
5,000: Kevin Kelly on
TED.com
Series of 4 White
What The F**K Is Social Papers on Interactive/
Media. Marta Kagan, Social Technology in
Slideshare.net
DOOH. Stephen
Randall,
LocaModa.com
Increasing the Value of Twitter on Place Based
a Digital Out of Home Screens. Why It’s Not
Network Via Metcalfe’s So Simple. Jacob Elder,
Law. Stephen Randall, LocaModa.com
LocaModa.com
Screen Media Expo Europe – April 6th 2010 35

36. THANKS!!
www.twitter.com/stephenrandall
srandall@locamoda.com
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