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Guide to Convergent
(Digital) out- of-home


     Powered by Posterscope
Introduction


        • Drivers of (D)OOH convergence
          - Connected society
          - Digitalization & Networking of OOH
          - Today’s customer
        • Influence digital behaviour
          - Driving search
          - Driving social media
          - Networked OOH
        • Introducing Clear Channel Play
Drivers of (D)OOH
convergence
Connected society


 –   500 million people globally (55% of active users) access
     Facebook via mobile

 – 1 in 7 search quieries is on mobile
 – 55% of Twitter traffic is from mobile devices
 – 65% of smartphone users use them to pass the time when waiting
 – 52% use a smartphone as a quick source of information for an
     immediate answer

 –   51% of US smartphone users rate commuting as one of their top 3
     ‘non-voice’ usage situations

Source: Posterscope, KPCB internet trends, latitude digital marketing, Facebook, Google, Ericsson Consumer Lab Research
Digitalization & Networking of OOH


– Ads can be bought on over 2,5       million digital OOH screens
    globally

– 50% are in the US
– 35% in Asia
– 8% in UK
– 1.600 screens in the global Clear Channel network,
  109 of them in Belgium
    Source: Posterscope, own source
Today’s consumer
We live in an increasingly urban society.




For the first time in
history, more of us live in
cities than in the country
(51%)

By 2050 the UN predicts
this will rise to 70%
Source: United Nations 2009 Revision of
World Urbanisation Prospects
People are more mobile and more connected.


 33% more time is spent out
 of home now compared with
 ten years ago1

 Consumers are increasingly
 connected whilst on the
 move, with over 1 billion
 smartphones now in use
 globally2

 This trend is set to continue
 with 75% of consumers
 expected to have a
 smartphone by 20153

Sources:
1 Touchpoints 3 (UK)
2 Microsoft Tag
3 Ofcom Communications Market Report UK 2011

                                               Cannes Outdoor Lions Winner, Tesco Home Plus, South Korea
We are more able to avoid advertising & attention
levels are compromised.


 64% of ‘tech-savvy’ UK
 consumers say they
 sometimes watch TV
 whilst simultaneously
 using the internet1


 69% of UK adults state
 they fast forward
 through TV ads when
 watching recorded
 programmes2

 Sources:
 1 Q Media Research, IAB / Thinkbox
 2 GB TGI 2010
“2012 is the Year of People
Power.

“It is the year when people can
find out what they want to find out
with a few touches of their smart
phones, whenever they want to
and wherever they are.”
Source: Sue Unerman, Chief Strategy Officer, MediaCom UK
Influence digital
behaviour
Driving search


• Objective
      – Measure the out-of-home’s ability to drive online search
• International study
      – UK (Ooghle), Singapore (Face OOH), Belgium (Go ooh)
• Environments
      – street, stations, supermarket, leisure and public transport




Source: Posterscope, iProspect
Campaign




Source: Posterscope, iProspect
Website

    homepage                     questionnaire




 find out more                     thanks




Source: Posterscope, iProspect
Results


–   883 Facebook
–   77% of 18-44
–   Traffic peak on Friday
–   70% takes immediate action
–   30% found it innovative
–   26% found it noticeable
–   31% commuters
–   31% used their mobile, 48% being iPhones




    Source: Posterscope, iProspect
Driving social media




                   Nivea Kissing Booth
                   • Photos taken in the “Kissing Booth” were uploaded
                      to NIVEA’s Facebook and were then displayed on
                      all 3 digital spectaculars in Times Square.
                   • Facebook page amassed nearly 500,000
                      impressions
                  Credits: Carat, Posterscope
Driving social media




                       Corona Light
                       • Like the brand on Facebook and
                         have your picture uploaded to a
                         screen on Times Square
                       • Images where also used on the
                         Corona’s FB page and in
                         participants feeds
                       • Likes increased to almost 200,000
                         during the campaign (1 month)

                         Credits: Iniative
Networked OOH
Real time content




Nike, World cup, UK
Bespoke messages were
displayed from Nike brand
ambassadors in relevant
locations based on England’s
progress during the World Cup.
The campaign targeted people
on their way home from watching
the game - by tube, rail and car,
and featured Nike's sponsored
players

Credits: Grand Visual UK
Networked OOH
Real time content – social media




  Huffington Post UK asked consumers to Tweet their opinions regarding
  the day’s top news stories and streamed moderated responses in real-time
  to OOH screens in rail stations.
  Credits: Total Media, MBA, Posterscope, LocaModa
Networked OOH
Real time content – social media




  ESPN UK
  Posted numerous sport related questions trough social media and DOOH
  during Friday evenings and Saturdays. Consumer tweets were streamed live to
  different OOH screen networks.
  Credits: Total Media, MBA, Posterscope, LocaModa
Networked OOH
Real time content – enabling sharing




Reebok Flex
Interactive window displays as the centerpiece of the “Flex” program.
Displays instructed consumers to take a photo of themselves at the window.
The photo then appeared at the bottom of a shoe on a larger screen, making that consumer one of the
“76 Running Buddies”.
Consumers could then share their “Running Buddy” photo via Facebook, and receive a “photo
keepsake” sent directly to their personal email
 Credits: Carat, Posterscope
Networked OOH
Real time content – enabling sharing




Mini UK
People were invited to record a short video of themselves in a specially constructed green-screen.
This was edited on-the-fly and displayed on video screens integrated into the windows of the MINI
Countryman, as if they were squeezed inside, looking out from within.
Participants could then watch themselves “pressed against the windows” and share their video with
their friends using Facebook enabled touch-screens.
Credits: Vizeum, Posterscope, Profero
Introducing Clear Channel
Play
A new way to connect brands with people.
Creative richness
Capture attention, tell stories & trigger
emotions with bespoke HD content
capabilities including static, animation,
full-motion video.
Continuous animation




 Uki, Belgium
 Create an animation
 starting on the 1st screen
 and continuing on the
 other screens.
Relevance.
Embrace the freedom to deliver bespoke
and multiple messages tailored by context
including time, day, location, proximity or
topical updates
Share multiple messages




                          Coca-Cola, Spain
                          Real time updates
                          happened during the
                          European Championship.
Weather based campaign




                         Coca-Cola, Belgium
                         Spot only visible when
                         it’s 23°.
Immediacy.
Enhance or evolve creative content
with dynamic messaging including live
updates such as news, weather or
travel, links with social media and
audience or environment.
Live broadcasts from London to New York




Coldplay’s concert was broadcast
live on You Tube and Vevo, with
digital promotion and streaming in
Times Square, NY and on the
roadside digital network and in
bar screens in Central London.
Engagement.
Start a conversation, interact with and
collect data from consumers through
links to mobile/online content and
transactional capability through
smartphone technology.
Start a conversation




 Coca Cola Light, France
 A puppet interacted live
 with the passers-by, copy
 was created by someone
 hidden nearby and
 streamed to screens.
To resume




•   DOOH allows you to change
    your message for a specific
    location, specific day or day
    part or the consumer’s mind
    state
•   You can integrate interaction   You can play with the technical
    and start a conversation        and graphical capabilities of the
                                    DOOH networks
Let’s

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DOOH, a new way to connect brands with people

  • 1. Guide to Convergent (Digital) out- of-home Powered by Posterscope
  • 2. Introduction • Drivers of (D)OOH convergence - Connected society - Digitalization & Networking of OOH - Today’s customer • Influence digital behaviour - Driving search - Driving social media - Networked OOH • Introducing Clear Channel Play
  • 4. Connected society – 500 million people globally (55% of active users) access Facebook via mobile – 1 in 7 search quieries is on mobile – 55% of Twitter traffic is from mobile devices – 65% of smartphone users use them to pass the time when waiting – 52% use a smartphone as a quick source of information for an immediate answer – 51% of US smartphone users rate commuting as one of their top 3 ‘non-voice’ usage situations Source: Posterscope, KPCB internet trends, latitude digital marketing, Facebook, Google, Ericsson Consumer Lab Research
  • 5. Digitalization & Networking of OOH – Ads can be bought on over 2,5 million digital OOH screens globally – 50% are in the US – 35% in Asia – 8% in UK – 1.600 screens in the global Clear Channel network, 109 of them in Belgium Source: Posterscope, own source
  • 7. We live in an increasingly urban society. For the first time in history, more of us live in cities than in the country (51%) By 2050 the UN predicts this will rise to 70% Source: United Nations 2009 Revision of World Urbanisation Prospects
  • 8. People are more mobile and more connected. 33% more time is spent out of home now compared with ten years ago1 Consumers are increasingly connected whilst on the move, with over 1 billion smartphones now in use globally2 This trend is set to continue with 75% of consumers expected to have a smartphone by 20153 Sources: 1 Touchpoints 3 (UK) 2 Microsoft Tag 3 Ofcom Communications Market Report UK 2011 Cannes Outdoor Lions Winner, Tesco Home Plus, South Korea
  • 9. We are more able to avoid advertising & attention levels are compromised. 64% of ‘tech-savvy’ UK consumers say they sometimes watch TV whilst simultaneously using the internet1 69% of UK adults state they fast forward through TV ads when watching recorded programmes2 Sources: 1 Q Media Research, IAB / Thinkbox 2 GB TGI 2010
  • 10. “2012 is the Year of People Power. “It is the year when people can find out what they want to find out with a few touches of their smart phones, whenever they want to and wherever they are.” Source: Sue Unerman, Chief Strategy Officer, MediaCom UK
  • 12. Driving search • Objective – Measure the out-of-home’s ability to drive online search • International study – UK (Ooghle), Singapore (Face OOH), Belgium (Go ooh) • Environments – street, stations, supermarket, leisure and public transport Source: Posterscope, iProspect
  • 14. Website homepage questionnaire find out more thanks Source: Posterscope, iProspect
  • 15. Results – 883 Facebook – 77% of 18-44 – Traffic peak on Friday – 70% takes immediate action – 30% found it innovative – 26% found it noticeable – 31% commuters – 31% used their mobile, 48% being iPhones Source: Posterscope, iProspect
  • 16. Driving social media Nivea Kissing Booth • Photos taken in the “Kissing Booth” were uploaded to NIVEA’s Facebook and were then displayed on all 3 digital spectaculars in Times Square. • Facebook page amassed nearly 500,000 impressions Credits: Carat, Posterscope
  • 17. Driving social media Corona Light • Like the brand on Facebook and have your picture uploaded to a screen on Times Square • Images where also used on the Corona’s FB page and in participants feeds • Likes increased to almost 200,000 during the campaign (1 month) Credits: Iniative
  • 18. Networked OOH Real time content Nike, World cup, UK Bespoke messages were displayed from Nike brand ambassadors in relevant locations based on England’s progress during the World Cup. The campaign targeted people on their way home from watching the game - by tube, rail and car, and featured Nike's sponsored players Credits: Grand Visual UK
  • 19. Networked OOH Real time content – social media Huffington Post UK asked consumers to Tweet their opinions regarding the day’s top news stories and streamed moderated responses in real-time to OOH screens in rail stations. Credits: Total Media, MBA, Posterscope, LocaModa
  • 20. Networked OOH Real time content – social media ESPN UK Posted numerous sport related questions trough social media and DOOH during Friday evenings and Saturdays. Consumer tweets were streamed live to different OOH screen networks. Credits: Total Media, MBA, Posterscope, LocaModa
  • 21. Networked OOH Real time content – enabling sharing Reebok Flex Interactive window displays as the centerpiece of the “Flex” program. Displays instructed consumers to take a photo of themselves at the window. The photo then appeared at the bottom of a shoe on a larger screen, making that consumer one of the “76 Running Buddies”. Consumers could then share their “Running Buddy” photo via Facebook, and receive a “photo keepsake” sent directly to their personal email Credits: Carat, Posterscope
  • 22. Networked OOH Real time content – enabling sharing Mini UK People were invited to record a short video of themselves in a specially constructed green-screen. This was edited on-the-fly and displayed on video screens integrated into the windows of the MINI Countryman, as if they were squeezed inside, looking out from within. Participants could then watch themselves “pressed against the windows” and share their video with their friends using Facebook enabled touch-screens. Credits: Vizeum, Posterscope, Profero
  • 24. A new way to connect brands with people.
  • 25. Creative richness Capture attention, tell stories & trigger emotions with bespoke HD content capabilities including static, animation, full-motion video.
  • 26. Continuous animation Uki, Belgium Create an animation starting on the 1st screen and continuing on the other screens.
  • 27. Relevance. Embrace the freedom to deliver bespoke and multiple messages tailored by context including time, day, location, proximity or topical updates
  • 28. Share multiple messages Coca-Cola, Spain Real time updates happened during the European Championship.
  • 29. Weather based campaign Coca-Cola, Belgium Spot only visible when it’s 23°.
  • 30. Immediacy. Enhance or evolve creative content with dynamic messaging including live updates such as news, weather or travel, links with social media and audience or environment.
  • 31. Live broadcasts from London to New York Coldplay’s concert was broadcast live on You Tube and Vevo, with digital promotion and streaming in Times Square, NY and on the roadside digital network and in bar screens in Central London.
  • 32. Engagement. Start a conversation, interact with and collect data from consumers through links to mobile/online content and transactional capability through smartphone technology.
  • 33. Start a conversation Coca Cola Light, France A puppet interacted live with the passers-by, copy was created by someone hidden nearby and streamed to screens.
  • 34. To resume • DOOH allows you to change your message for a specific location, specific day or day part or the consumer’s mind state • You can integrate interaction You can play with the technical and start a conversation and graphical capabilities of the DOOH networks