3. A changing world, a different perspective
people
consumers
advocates
audiences
content
advertising
screens
television
behavior
data
exchanges
connections
3
4. 2009 - More choices than ever before …
Media Agencies are pathways managers !
OPINION
SOCIAL
VOD
SITES
NETWORKING
PVR
BRANDED
VIRTUAL
ENTERTAINMENT WORD OF
MEDIA
MOUTH MOBILE
SMS
BRANDED
BLOGS
APPLICATIONS
SEARCH
GAMING
COMMUNITY
PODCASTS
WEBSITE
SEEDING
Purchase
RETAIL PUBLIC
NEWSPAPERS
TERRESTRIAL TRANSPORT
TV
RADIO
MAGAZINES
CINEMA
WEB
PORTALS
INTERNET
TV
MULTICHANNEL
BILLBOARDS TV
4
5. 2009 Media Agency Job ?
Building customized exchanges programs !
ENTERTAINMENT
(immersive, social, current, participative)
OPINION
SOCIAL
VOD
SITES
NETWORKING
PVR
BRANDED
VIRTUAL
ENTERTAINMENT WORD OF
MEDIA
MOUTH MOBILE
SMS
BRANDED
BLOGS
APPLICATIONS
SEARCH
GAMING
COMMUNITY
PODCASTS
WEBSITE
SEEDING
Purchase
RETAIL PUBLIC
NEWSPAPERS
TERRESTRIAL TRANSPORT
TV
RADIO
MAGAZINES
CINEMA
WEB
PORTALS
INTERNET
TV
MULTICHANNEL
BILLBOARDS TV
ADVERTISING
(persuasive)
5
7. What do we expect from Com. Channels ?
What will we solve with DOOH ?
Attention grabbing
Involving or absorbing
Reflect my lifestyle
Reliable
source of information
fun/enjoyable
right time and
in the right place
It has a good image
It can be a little unusual
7
8. OOH is leading in attention grabbing
“These touch points can be attention grabbing ” (Top 20 Germany)
DM - Samples
140
Monthly Mags - Advertorials Posters - City Light Poster
Weekly Mags - Advertorials Posters - Small
135
130
Daily Paper - Ads Advertising journals
125
120
Adverts in buses trains Online - Email
115
Loose Inserts - newspaper DM - Letters
110
Loose inserts - magazines POS - Demonstrations
POS - ads in (Other Stores) POS - Demonstrations…
Posters - Transport Weekly Mags - Ads
Fortnightly magazines Cinema - Foyer
Monthly Mags - Ads
8
9. OOH is leading in attention grabbing
“ These touch points can be attention grabbing ” (Top 20 France)
Posters - Small
180
Cinema - Tickets Posters - Transport
160
DM - Samples Posters - Large
140
120
Daily paper - supplement Cinema - Foyer
100
80
60
Events - {other} POS - ads in {Other Stores}
40
20
Press samples Mags - Ads
0
POS - Demonstrations POS - Supermarket ads
Mags - Supplements Daily paper - Ads
Cinema - Spot Mobile - Requested…
Requested Email POS - Demonstrations…
Loose Inserts
9
10. OOH is leading in attention grabbing
“These touch points can be attention grabbing ” (Top 20 Italy)
Posters - Large
200
Online - Company Website Posters - Airport
180
Mobile - SMS MMS Posters - Small
160
140
Online - Competitions Posters - Transport
120
100
80
Weekly Mags - Ads POS - Supermarket ads
60
40
20
Posters - Interactive POS - Ads in tech shops
0
Monthly Mags - Ads POS - Demonstrations
Events - Sports DM - Samples
Posters - Gym or Leisure… Cinema - Foyer
Loose Inserts Cinema - Spot
POS - Demonst. in tech…
10
11. OOH is leading in attention grabbing
quot; These touch points can be attention grabbing quot; (Top 20 UK)
Large Posters
300
Celebrity Endorsements Transport Posters
Radio Spot TV Spot
250
200
Newspapers Advertorials POS Demonstration
150
100
TV Sponsorship POS Suppermarket Ads
50
Online Display Small Posters
0
Email Magazines Ads
Online Company Websites DM Samples
Interactive Posters Newspapers Ads
POS AdsIn Other Stores Cinema
Ambient
11
13. Outdoor in a very near past
Advertising (persuasive)
Outdoor Brand monologue
Share Of Voice
Reach / frequency / regional
selectivity
Multi-layers translation possible
Impact through deformated creation
13
14. Outdoor nowadays - a Mix
Advertising (persuasive)
Posters installing Brand DNA
Share Of
Relevance
Reach / frequency / regional
selectivity
Share Of Mind
Interaction (participative)
Outdoor disposal creating a pathway between
Brand and consumers
Impact through interactive disposals
14
15. Digital playground - agility and intelligence wins
This is also true for DOOH !
15
16. From an agency point of view
Digital Brings New Opportunities to OOH !
– “Easy” content management
– Ability to quickly change out creative and
content based on response.
– Day parting…responding to demographics
– Localized Content - IP based solutions respond to zip codes of
servers
– CRM - Immediate opt in and delivery
of coupons, messaging
– Explode the creative opportunities
– Engaging Experiences – Time spent with brand
increases…
16
17. More platforms + Interactive extensions
Out-of-Home Platforms
Digital Billboards
Ambient Advertising - Video Advertising Networks
Interactive Screens
Kiosks
Interactive Extentions
Adding a Mobile Layer
Smart Messaging - RFID / GPS
Audience Measurement
17
19. Digital Billboards – instantaneous added value
Last minute deals
Dynamic Content
Multiple Messages
Including Day part
19
Digital Billboards
20. Refine targeting
Adding layers of data intensifies targeting
Through lifestyle
Through consumption
Through habit/travel
20
21. Enhanced content
Keep it Simple … + excellence in execution !
– Show it with images!
Integration of a TV screen into a
small format unit
Audiovisual dimension to the
outdoor campaign
– Information on a product
– Trailer
– Demonstration
21
23. Engagement
RFID-Enabled Billboards - Mini
Billboards detect mini owners by a RFID keyfob as they drive by and post a personalized
message based on information obtained when individuals opted-into the program.
Intended to foster brand loyalty
23
24. Engagement interactivity
Mobistar (Orange Group) Bluetooth case (Sep 06)
24
25. Engagement
Why not Mobile Gaming ?
Mobile text game
Compete against each
one another in multiple
locations and with
online players
25
26. Digital mutiplies creativity
Anything can become a screen !
An art installation covering several
buildings of a popular intersection in
the Meat Packing District of NYC
celebrates the announcement of
iGoogle Artist Themes, a new set of
designs for its personalized-home page
product, with contributions by more
than 70 artists, designers, and pop-
culture figures. Including: architect
Michael Graves, fashion designer
Diane von Furstenberg, photographer
Anne Geddes, artist Jeff Koons,
designer Marc Ecko, and New Yorker
cartoon editor Robert Mankoff
The ability to connect with a
community in a specific location
and own the space....
27. As far as we know ….
A few rules to suceed in DOOH
Back to the good old web advertising time ?
– Understand the networks
– Still « Far West » & No Major united networks
– Face the lack of standards in measurement
– OVAB (Q2 2009) ?
– Propose added-value content (but it is not TV !)
– Take into account the time of exposure to the media
27
28. Best of Both Worlds Equation
3
(OUTDOOR ATTRIBUTES)
-> DIGITAL FLEXIBILITY
-> INTERACTIVITY
-> ENGAGE AT POINT OF DECISION
28
29. The future? A « unique » ad server + …
Emergence of « Ad agregators »
Ad consolidators will ... Execute ads across
... Apply targeting based on
collect many ad formats.... various media
behavioral, demographic, opt-in,
performances based data ....
Global DB of Ad
Units Robust Targeting
Multiple Execution
Endless Optimization
29
30. As a conclusion … Where do we stand ?
PR !
Fully actionable
Communication
Channel
30
31. Agency point of view: Get in the Game –
DOOH is also about to Develop a Content Strategy
Social Media
Broadband
Mobile
Digital Broadcast
Out of Home
31
32. Thank you !
hugues.rey@mediabrands.be
Special Thanks to Cedric.tytgat@be.initiative.com + Medialab