Why OOH?

What is OOH?Creative opportunity

Location specific

Stature

Ubiquity

Better Accountability

Evolution of OOH Advertising

Poster

TVRadioWebsiteGame ConsulStorefront Soap Box

SearchPlayBuyRedeem

ShareContributeParticipateChampion

Connecting people through their daily journeys

AWARE CONSIDER ACTIVE PROACTIVE

Drivers of OOH Convergence

Poster

SearchPlayBuyRedeem

AWARE CONSIDER ACTIVE PROACTIVE

SearchPlayBuyRedeem

Digitized & Networked OOH

1m+ screens in USA

Posterscope Prism Screen

Sophisticated Devices

55% of mobile subscribers

Informa

Connectivity

3G/4G 64% of

subscriptions

Informa / KBCA

Consumer Adoption

36% of Smartphone users made

mobile payment

Nielsen

Redefining Out-of-Home

Posters

People & Places

NetworkedVideo Screens /

Cinema

Redefining Out-of-Home

Posters

Mobile etc

Laptops

TabletsRetail media &

assets

Owned OOH (e.g. delivery

vehicles, buildings)

Public spaces

People & Places

Cinema

Redefining Out-of-HomeThe OOH Ecosystem

ServicesContent

TechnologyCommerce& Coupons

Posters

Mobile etc

Laptops

TabletsRetail media &

assets

Owned OOH (e.g. delivery

vehicles, buildings)

PhysicalExperiences

Public spaces

Platforms

Apps &Games

People & Places

Cinema

Commerce & Coupons

Content

Technology

Services

Experiences

MediaContent

Technology

The Opportunities for OOH

Offline to Online

Contextual Relevance

Gateways to Mobile

Content

Offline to Online

Driving Website Traffic

Driving Social Media

Driving Search

Enabling Sharing

Mobile Behaviors

of 18-34s search while on street

23% 26% 26%of 18-34s search while

travelling on bus/train/carof 18-34s shop while on

mobile

Search Shop

Source : Posterscope USA OOH Consumer Survey

Mobile Behaviors

1 7insearch queries is on mobile

60%of mobile search is location specific

32%of smartphones owners have made a purchase after receiving a promo message on mobile

SOURCES : Google, OCS

Driving Website Traffic

Credit: Posterscope USA

+329%500,000 visits via vanity URL

OOH lead mediumDriving Search

OOH campaign

Credit: Google Insights- ABSOLUT MIAMI

Driving Search

Google searches for “voice search” in London more than doubled versus the rest of the country – the biggest proportion coming from smart phones

Mobile

100% of media budget

Credit: OMG / Posterscope UK

500,000 impressions on Facebook page

Driving Social Media

Credit: Posterscope USA / Carat

12,600 likes on Facebook and 49,500 YouTube views

Credit : Posterscope UK / Mindshare

Enabling Sharing

107,120 photos taken, 21,837 shared by email

126,985 photos shared with over 88,000 individual

interactions

How we can use real time dataContextual Relevance

Planning and Media

Optimization

Data as DOOH Content

Creative Optimization

DOOH Content

PersonalizationCreative Optimization

7000 personal messages across 17 City Marathons

Planning and Media Optimization

Credit: SENSEable City Lab at MIT

Gateways to Content andCommerce

Gateways to Content and Commerce

NFCAugmented

Reality

Online Controlling

Offline

Near Field Communications

For video search ‘Posterscope NFC’ on Youtube

Connecting to ContentNFC

Credit : Starcom Mediavest

Base : 1000 people who have used smartphone to interact with the real worldPosterscope / Clear Channel Study – UK & USA

NFC Future Adoption

30Credit : Posterscope USA / Carat

Augmented Reality

Credit: Posterscope USA

56,659 3D scans, 31,082 card scans

Real Time Controlled Online

21,000 new fansEquivalent to 0.2% of population of Belgium

Credit: Posterscope Belgium, TBWA/Agency.com, Ogilvy and Mather

50,000 downloads in one hour

16m people through earned media

The Opportunities for OOH

Offline to Online

Gateways to Mobile

Content

Driving Earned MediaMultichannel

Mobile Behavior Data Drives Planning