Digital Place-based Media 2.0: The Next Generation is Interactivity
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October 26, 2011 DIGITAL OUT-OF-HOME MEDIA 2.0: THE NEXT GENERATION IS INTERACTIVITY
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Keynote presentation given by Garry McGuire at the 6th Annual Digital Signage Investors Conference in October 2011.
Transcript of Digital Place-based Media 2.0: The Next Generation is Interactivity
October 26, 2011
DIGITAL OUT-OF-HOME MEDIA 2.0:
THE NEXT GENERATION IS INTERACTIVITY
1
In 2011 Social, Local and Mobile helped create demand
and relevance for digital place-based media.
LOCAL (context)
SOCIAL
#1
#2
MOBILE (personal) #3
Sources: Miller, Kaplan, Arase for digital place-based media, and Kantar Media for all other media. Platt Retail Institute North American Digital Signage Index
2
In 2011 Social, Local and Mobile Propelled Digital Place-
based Media into Mainstream Media Status
Growth rate compared with the media
industry as a whole during that timeframe
Ad Revenue Growth for Digital Place-
based Media January-June 2011 vs. 2010
16%
5x
Projected Digital Place-based Media
industry growth for 2H 2011 21%
Sources: Miller, Kaplan, Arase for digital place-based media, and Kantar Media for all other media. Platt Retail Institute North American Digital Signage Index
Consumers Are Addicted to
Digital Media
181MM PEOPLE Viewed digital place-based screens
in the last month (US)
1/3 OF VIEWERS Have taken action after seeing Digital
Place-based Advertising
Source: Arbitron Digital Place-Based Video Study 2010 Source: SeeSaw/OTX 2007/8 Custom Study See Technical Appendix: Exhibit Q
The Evolution of Digital Place-Based Media
2009 - 2011 2012
2.0 - ACTIVATION
Mobile
Local
Social
Digital Place-
based Video
1.0 AWARENESS
1.0 Awareness
2009 - 2011
Digital Place-
based Video
1.0 AWARENESS
• Networked Screens With
Content
• One to Many
Communication
• Several Networks Now at Scale
2.0 Activation
2012
2.0 - ACTIVATION
Mobile
Local
Social
Mobile • Interactive
• Geo targeted
• Mobile engagement; NFC, QR, SMS
Local • Location based services and
commerce
Social • Social media integration
• Personal engagement
Launching Pad For Consumer Activity
Find out what
Place-Based Digital Media
can do for your brand
Mobile
WiFi
Place-Based Audio
Social Media
Commerce (NFC & QR)
Place-Based Video
Place-Based Digital Media
builds brand awareness,
drives engagement and
consumer transaction with
a multi-touch media
approach.
Multiple Touch-Points Throughout
The Travel Experience IN-FLIGHT
5 domestic airlines, 110,000 screens on 800+ planes
• Seat back programming—short and long form—including general entertainment, news and weather from various major network and
studio suppliers. Appropriate for viewers of all ages
• Ad units include full cabin video during take-off (Roadblock) and units throughout programming
ON-TRAIN 17 trains Northeast corridor
• Back lit displays on all trains
• WiFi
EN-ROUTE
• CNN Airport Live TV Programming
• Airport Retail Digital signage in airport
retail
EXECUTIVE AIRPORT LOUNGE & FBOS
5 domestic airlines, 3 international airlines (93 screens) & Fixed Based Operators (119 screens)
• Digital Signage
• Static and digital posters
• Wifi
• Montser Media
• Targeted Location Based Mobile
• Mobile engagement technologies
Two Key Environments
For the Fit and Well
Audience
FITNESS ENTERTAINMENT NETWORK
600 Fitness Clubs. Top DMAs. 13 million adults
• Full sound video ads inserted into live cable TV broadcast in the club’s cardio area.
• Ad Pod Interactive Screens
• Targeted mobile banner advertising
PHARMACY HEALTH NETWORK
700 pharmacy locations. 4 million monthly viewers
• Screens in pharmacy waiting area with full sight, sound
and motion
Multiple Touch-Points Throughout a Day in
The Life of an Active Consumer
NYTIMES.COM TODAY NETWORK
600 cafés and eateries delivering 5 million monthly viewers • Screens placed near the point of sale • Full screen and IAB standard ads with contextual targteting • NFC, SMS, QR, Bluetooth, WIFI enabled
TAXI ENTERTAINMENT NETWORK
4,000 taxis serving 2 million monthly passengers • Captive environment with high dwell time
• Premium lifestyle video content from Yahoo! Optimized by
daypart
• Run TV or digital creative on a touchscreen device mounted in
the backseat with the passengers
“Half the money I spend on
advertising is wasted; the trouble is
I don't know which half.”
John Wanamaker, (attributed)
US department store merchant (1838 - 1922)
3.0: Minority Report-style Advertising
13
- Check In
- Twitter posts
- Social currency
Connect
- Social deals /
coupons
- User
generated
content
MOBILE
- Tablets
- Bluetooth / Wi-Fi
- Apps
- Mobile web
- Mobile to
screen
- QR
- NFC
- SMS
- Video
- Coupons
- Downloads
Digital Place-Based Media Is Converging
- OOH TV Screens - Often ad supported
VIDEO SOCIAL
- Touchscreen
software
- Long form
content
- Coupons
- Interactive
engagement
- Payments
INTERACTIVE
Digital Place-Based Media - POS
- Payments
- Coupons /
Deals
- NFC
- Exclusive
Content
- Downloads
COMMERCE
- Overhead Audio
- Subscription based
AUDIO
Build Integrated Networks Around Premium
Audiences
Extending
The Brand Out Of
Home
Integrated Place-Based Digital Media builds brand
awareness, drives engagement and consumer
transaction with a multi-touch media approach.
Mobile
WiFi
Place-Based Audio
Social Media
Commerce (NFC & QR)
Place-Based Video
Integrated Place-based Media Drives Advertiser Value
• Build Awareness – Through Place-based
Video
• Drive Engagement – Through activation
based media such as
• Multi-Touch – Deliver powerful multi-
touch campaigns
• Scale – Deliver more impressions through
multiple media formats
Integrated Place-based Media Drives Investor Value $
Va
lua
tio
n
Engagement Inventory
New Channels • Social media
• Trading desks / DSPs
New Buying groups • Mobile
• Digital
• Planners
Multiple Revenue Streams - CPM Paid for Media
- Licensee
- CPA
Increased
Inventory • Increase
deal size
Implementing Integrated Digital Place-based
Social and Local
Screen
Enablement
Basic Mobile
Engagement
1
2
Interactive and
Advanced
Mobile Products 3
AWARENESS AND ACTIVATION IN
ACTION
Monterey Bay Aquarium
Launch Date June 19th, 2011
Location San Francisco Tour
OOH Media
Monster Portable
Storefront
Partners
Engine Company 1
MacDonald Media
Advertiser Monterey Bay Aquarium
Target Demographic Bay Area Tourists and Locals
Results
9,800 People took a dive
38,400 Badges Collected
1,453 Facebook Posts
NFC Engagement
Launch Date April 2011
Location San Francisco
OOH Media NFC
Partners Blue Bite
Advertiser
Hotels.com
The New York Times
Target Demographic Urban Tech-thusiasts
Results
Proof of concept and roll out
Cover Girl Mall Experience
Launch Date June 1st, 2010
Location
Broadway, NY
Perimeter Mall, Atlanta
Ford City Mall, Chicago
Georgetown Park, Wash DC
OOH Media
Storefront Media
Partners
Monster Media
MediaVest
Advertiser Cover Girl Queen Collection
Target Demographic Inspirational Fashionistas
Results
15,356 Video Plays 15,938 Video Start Activations 2,535 Total Submissions
LocaModa South Park in Times Square
Academy Awards Street Engagement
Launch Date January 31st, 2011
Location Broadway, NY
OOH Media
Monster Storefront
Partners
Monster Media
Media Storm
Advertiser Academy Awards
Target Demographic Movie Enthusiasts
Results
50,000 Touch Activations
13,000 Email Submissions
8,000 Photo Submissions
LocaModa Diet Coke Community Board
Event-Based Social Media Black-Eyed Peas
Launch Date September 30th, 2011
Location
Robin Hood Concert
NYC
OOH Media
Live Social Media Feed
Partners Loca Moda
Advertiser Black-Eyed Peas
Target Demographic Concert Attendees
Black-Eyed Peas/Robin Hood Concert NYC
Event Engagement
• 2,000 tweets
• $4,000,000 raised during the
event
Avatar Augmented Reality
Launch Date April 16th. 2010
Location The Grove, LA
OOH Media
Inwindow Outdoor
Partners
Zenith Media
Fox Studios
Advertiser AVATAR - Blu-ray/DVD release
Target Demographic Avatar Fans & Grove shoppers
Axe/Lynx Excite Place-based Augmented Reality
Launch Date March 5th, 2011
Location Victoria Station, London
OOH Media
WPP media agency Mindshare and OOH agency
Kinetic, with production agency Grand Visual and
JCDecaux
Agency BBH London
Advertiser Lynx Excite (Axe)
Target Demographic 15- to 25-year-old males
Porsche Touch Screen Engagement
Launch Date July 2010
Location 9 Key DMAs across US
OOH Media
RMG Networks
Advertiser Porsche
Results Sold 246 cars
Four Square Social Engagement
Launch Date June-July 2011
Location Chicago
OOH Media
RMG Networks
Advertiser
Venue FourSquare
App
Results
132% increase in
venue check-ins
Four Square Social Engagement
Garry M.
The 6th Annual DSIC
25 Be sure to check out
my keynote on
October 17th
In Summary
Social, Local and Mobile are trends that magnify the
importance of place and context
Enabling advertisers and venues to have deeper, more
meaningful relationships with their customers will
increase you company valuation
Digital place-based media needs to leverage the
power of content and interactivity
