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DOOH
A Brave New World !

Hugues Rey – 3rd of February 2009
A BRAVE NEW WORLD ?




BEST OF BOTH WORLDS !



           2
A changing world, a different perspective

                                 people
      consumers

                                 advocates
       audiences

                                 content
      advertising

                                 screens
       television

                                 behavior
            data

                                 exchanges
     connections


                        3
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
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
Innovation

  Accountability




Communication Channel
Mix (Second) Challenge:
Avoid the PR Dream ;-)
                   6
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
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
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
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
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
DOOH - Entertaining & Interesting
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
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
Digital playground - agility and intelligence wins




This is also true for DOOH !
                         15
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
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
Digital Billboards – Fastest growing OOH




                       18
Digital Billboards – instantaneous added value


                              Last minute deals




                                          Dynamic Content




                              Multiple Messages
                              Including Day part



                         19
    Digital Billboards
Refine targeting
Adding layers of data intensifies targeting




                                Through lifestyle
                                Through consumption
                                Through habit/travel



                         20
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
Engagement
Activation : Mobile + Digital Billboards - BBC




 Displays Mobile SMS Voting


                              22
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
Engagement                               interactivity
Mobistar (Orange Group) Bluetooth case (Sep 06)




                          24
Engagement
Why not Mobile Gaming ?


                          Mobile text game

                          Compete against each
                          one another in multiple
                          locations and with
                          online players




                     25
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....
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
Best of Both Worlds Equation



                     3
(OUTDOOR ATTRIBUTES)
-> DIGITAL FLEXIBILITY
-> INTERACTIVITY
-> ENGAGE AT POINT OF DECISION
              28
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
As a conclusion … Where do we stand ?


             PR !



                     Fully actionable
                     Communication
                     Channel



                      30
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
Thank you !
                hugues.rey@mediabrands.be


Special Thanks to Cedric.tytgat@be.initiative.com + Medialab
Media, Marketing and Digital




             33

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Digital Ooh Amsterdam 3 2 9 Black 2.7

  • 1. DOOH A Brave New World ! Hugues Rey – 3rd of February 2009
  • 2. A BRAVE NEW WORLD ? BEST OF BOTH WORLDS ! 2
  • 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
  • 6. Innovation Accountability Communication Channel Mix (Second) Challenge: Avoid the PR Dream ;-) 6
  • 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
  • 12. DOOH - Entertaining & Interesting
  • 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
  • 18. Digital Billboards – Fastest growing OOH 18
  • 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
  • 22. Engagement Activation : Mobile + Digital Billboards - BBC Displays Mobile SMS Voting 22
  • 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
  • 33. Media, Marketing and Digital 33