DSE2011 Presentation S6

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DSE2011 S6 - Interactive A-Z: Now and Future Technologies and Applications

Interactive Technologies: The Myth, Reality and Potential

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DSE2011 Presentation S6

  1. 1. S6 - Interactive A-Z: Now and Future Technologies and Applications Interactive Technologies: The Myth, Reality and Potential Stephen Randall, CEO, LocaModa Inc. MOBILE: +1 781 888 1417 EMAIL: srandall@locamoda.com TWITTER: stephenrandallCopyright © 2010 LocaModa Inc. Place-Based Social Media
  2. 2. Myths.Copyright © 2010 LocaModa Inc.
  3. 3. MOBILE IS NOT LIPSTICK ON A PIGCopyright © 2010 LocaModa Inc.
  4. 4. MOBILE ISN’T A THREAT – IT’S JUST ONE WAY TO CONNECT Copyright © 2010 LocaModa Inc.
  5. 5. THINK“CONNECTED”Copyright © 2010 LocaModa Inc.
  6. 6. EXTEND REACH FROM FEET TO MILES Connecting people in MILES! places to people on FEET! social networks, helps PLACE-BASED NETWORKED SCREEN! all destinations (on and off line) be engaging.! PEOPLE ON-LINE - PEOPLE IN PLACES! FOLLOWERS, FANS, ETC!Copyright © 2010 LocaModa Inc.
  7. 7. Realities.Copyright © 2010 LocaModa Inc.
  8. 8. INTERACTIVITY COMES IN MANY FLAVORS Copyright © 2010 LocaModa Inc.
  9. 9. EACH WITH IT’S OWN CONSIDERATIONS… Copyright © 2010 LocaModa Inc.
  10. 10. 1 TO 1 OR 1 TO MANY?EACH WITH IT’S OWN CONSIDERATIONS… USER IDENTITY/PRIVACY DISCOVERY Copyright © 2010 LocaModa Inc.
  11. 11. EACH INTERACTIVE FLAVOR SUITS DIFFERENT USE CASES Average Number of DOOH Audience Interactions" INTERACTIVE! 2 •  Interactive Place-Based Social Media displays real- time contextual, targeted, curated, social media on DOOH screens with a call ACTIVE! to action.! •  Active Place-Based Social •  DOOH screens can be Media displays contextual, influenced by audience in targeted, curated, social real time.! " media on DOOH screens •  Can be operated by DOOH with a call to action.! networks of with real-time •  DOOH screens can be Internet connectivity.! influenced by audience but NOT in real time – either 1" due to limitations of PASSIVE! infrastructure or time •  Passive Place-Based required by brands/venues to Social Media displays ensure content is adequately contextual, targeted, filtered, moderated and/or " curated, social media curated.! on DOOH screens •  Can be operated by DOOH without a call to networks with minimum action.! Internet connectivity.! •  DOOH screens cannot " be influenced by audience.! •  Can be operated by DOOH networks of any capability.! Minimum DOOH Time To Engage (Seconds)" 0 15  " 30 60 "Copyright © 2010 LocaModa Inc.
  12. 12. …AND DIFFERENT ENGAGEMENT LEVELS Average Number of DOOH Audience Interactions" INTERACTIVE! 2 Reaction" ACTIVE! Screen Updates" " Receive Response" 1" PASSIVE! Send Message" Start to Participate" " Whatʼs In It For Me?" " Recognize Ability To Participate" Minimum DOOH Time To Engage (Seconds)" 0 15  " 30 60 "Copyright © 2010 LocaModa Inc.
  13. 13. …AND DIFFERENT CHANNELS Average Number of DOOH Audience Interactions" INTERACTIVE! 2 Engagement" Path" ACTIVE! BARS, EVENTS, STADIUMS" " CAFES, RESTAURANTS, HEALTH CARE, CINEMAS, FITNESS, EDUCATION, 1" PASSIVE! AMUSEMENT PARKS, CASINOS, WAITING ROOMS " " SUPERMARKETS, PHARMACIES, MALLS, RETAIL STORES, SALONS, WAREHOUSES" " OUTDOOR, TRANSPORTION, CORPORATE, GAS STATIONS, CONVENIENCE STORES" Minimum DOOH Time To Engage (Seconds)" 0 15  " 30 60 "Copyright © 2010 LocaModa Inc.
  14. 14. SIMPLE TIPS… 30-60% increase in check-ins when displayed clearly at venue.! Tips need to be curated/ moderated (i.e. do not show specials for places nearby!)! Highlighted elements display Web streams (e.g. Twitter) do localized tags/sources and not have urls (which canʼt be encourage participation. clicked by OOH audience).Copyright © 2010 LocaModa Inc.
  15. 15. “3 Fs” – FUN, FAME & FORTUNE Users need to be motivated to participate. Using the “3 Fs” helps to maximize engagement. In the award- winning Jumbli campaign, the top players exceed an equivalent of 25 days of continuous interactivity!Copyright © 2010 LocaModa Inc.
  16. 16. Potential.Copyright © 2010 LocaModa Inc.
  17. 17. THE AUDIENCE IS CONNECTED AND THEY EXPECT TO CONTROL THE MEDIA AROUND THEMCopyright © 2010 LocaModa Inc.
  18. 18. DISCONNECTED NETWORKS WILL NOT SURVIVECopyright © 2010 LocaModa Inc.
  19. 19. AFTER THE DESK AND POCKET, THE WALL IS THE LAST UNCONQUERED MEDIA BATTLEGROUNDCopyright © 2010 LocaModa Inc.
  20. 20. (CONNECTED) DOOH NETWORKS WILL BE THE BEACH HEAD FOR LOCAL DIGITAL MEDIA SERVICESCopyright © 2010 LocaModa Inc.
  21. 21. REAL TIME LOCAL PROXIMITY WILL BE VALUABLE Bar, Café, Retail Networks Public Spaces Events Restaurant Networks On-line Mobile Audience AudiencePUBLIC SCREENSKey Marketing Value = Local Proximity PRIVATE (DESK) SCREENS PRIVATE (MOBILE) SCREENS Key Marketing Value = Brands and Key Marketing Value = Intent Advertisers Availability Copyright © 2010 LocaModa Inc.
  22. 22. KEY TAKEAWAYS - CONNECTED (MILES NOT FEET) - INTEGRATED (NOT LIPSTICK ON A PIG) -  BEACH HEAD (VALUE OF PROXIMITY)!Thanks for your time!!Contact Stephen Randall, CEO! Cell 781 888 1417 Email: srandall@locamoda.com twitter.comstephenrandall twitter.com/locamodaCopyright © 2010 LocaModa Inc.

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