The Future Is Now - Presentation for Screen media expo

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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.

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The Future Is Now - Presentation for Screen media expo

  1. 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. 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. 3. THE FUTURE IS NOT…! Screen Media Expo Europe – April 6th 2010 3
  4. 4. LARGEEXPERIENCE! POOR USER CAPEX! WALLED GARDENS ! FRAGMENTATION! NOT MEASUREABLE! HARD TO BUY! COMMODITIZED OFFERINGS! FEW STANDARDS! Screen Media Expo Europe – April 6th 2010 4
  5. 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" Screen Media Expo Europe – April 6th 2010 5
  6. 6. THE WORLD HAS CHANGED FROM THIS…! Screen Media Expo Europe – April 6th 2010 6
  7. 7. TO THIS! Screen Media Expo Europe – April 6th 2010 7
  8. 8. YOU KNOW THE STORY…! Open! Real-Time! Connected! Cross Channel! Cross Platform! User-Generated Content! Web as Platform! Personalization! Collaboration! Mobile! Trust! Screen Media Expo Europe – April 6th 2010 8
  9. 9. IMPRESSION / PASSIVE / PUSH / MONOLOGUE / REACTIVE / ON-DEMAND / PULL / USER-INFLUENCED / ACTIVE / REAL-TIME / CONNECTED / DIALOGUE / INTERACTIVE / USER GENERATED / EXPRESSION Screen Media Expo Europe – April 6th 2010 9
  10. 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” ! Screen Media Expo Europe – April 6th 2010 10
  11. 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. 12. BUT THIS IS NOT ABOUT TWITTER! Screen Media Expo Europe – April 6th 2010 12
  13. 13. ITʼS NOT ABOUT FACEBOOK! Screen Media Expo Europe – April 6th 2010 13
  14. 14. AND ITʼS NOT ABOUT MOBILE! Screen Media Expo Europe – April 6th 2010 14
  15. 15. ITʼS ABOUT BEING CONNECTED! Screen Media Expo Europe – April 6th 2010 15
  16. 16. “ An Out-of-Home platform exists to activate mobile & “ internet "Audience of One” engagement. Sir Martin Sorrell, CEO WPP. WSJ April 9th 2010 Screen Media Expo Europe – April 6th 2010 16
  17. 17. YOUR AUDIENCE IS CONNECTED! BUT ARE YOU CONNECTED TO THEM?! Screen Media Expo Europe – April 6th 2010 17
  18. 18. METCALFʼS LAW! THE VALUE OF A NETWORK IS PROPORTIONAL TO THE SQUARE OF ITS CONNECTED USERS! Screen Media Expo Europe – April 6th 2010 18
  19. 19. BUT DOOH NETWORKS DO NOT LEVERAGE THEIR POTENTIAL NETWORK EFFECT Screen Media Expo Europe – April 6th 2010 19
  20. 20. DIGITAL! OUT OF! HOME! Screen Media Expo Europe – April 6th 2010 20
  21. 21. DIGITAL! CONNECTED! FRICTIONLESS! BITS! COMPUTER! DYNAMIC! SPEED! MEASURABLE! DATA! WEB! INTERNET! FRICTIONLESS! INTERACTIVE! NETWORKED! Screen Media Expo Europe – April 6th 2010 21
  22. 22. STANDARD DOOH NETWORK! Model: 1,000 Venues x 1,200 People/Month x 50% Noticing = 6,000,000 Audience per Month! CONNECTOMETER! Screen Media Expo Europe – April 6th 2010 22
  23. 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. 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" Screen Media Expo Europe – April 6th 2010 24
  25. 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" Screen Media Expo Europe – April 6th 2010 25
  26. 26. COMPARATIVE NETWORK VALUE! Screen Media Expo Europe – April 6th 2010 26
  27. 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! Screen Media Expo Europe – April 6th 2010 27
  28. 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! Screen Media Expo Europe – April 6th 2010 28
  29. 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! Screen Media Expo Europe – April 6th 2010 29
  30. 30. EXAMPLE 1: VANS “BEHERE” Global campaign for Vans, enabling photos, text messages ! connected to Facebook, Twitter, Vans.com and Times Square.! Screen Media Expo Europe – April 6th 2010 30
  31. 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.! Screen Media Expo Europe – April 6th 2010 31
  32. 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. 33. YOUR FUTURE DEPENDS ON YOUR CONNECTEDNESS Screen Media Expo Europe – April 6th 2010 33
  34. 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) Screen Media Expo Europe – April 6th 2010 34
  35. 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. 36. THANKS!! www.twitter.com/stephenrandall srandall@locamoda.com Screen Media Expo Europe – April 6th 2010 36

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