Re inventing ooh. Аnnie rickard
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Transcript of Re inventing ooh. Аnnie rickard
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The Challenges
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16%
15%
29%
25%
5%
7%
5%
1%
2%
6%
2%
8%
9%
13%
15%
39%
42%
49%
51%
53%
56%
65%
-40% -20% 0% 20% 40% 60% 80%
Broadcast advertising
Telemarketing
Print advertising
Direct mail
Online advertising
Search (SEO/PPC)
Landing page optimisation
Content creation
Website upgrades
Social media
Decrease
Increase
How marketing budgets are changing
Source: Marketing Sherpa
Channel mix decrease vs increase
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Media
Technology
Content
Platforms
Convergence
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TV
Website
Cinema
Gaming console
Poster
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Interactive,
connected,
digitally social
experience
Exhibition
stand
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Computer
Radio
TV
Gaming console
Debit card
Travel card
Phone
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Globalisation
Advertisers want more consistency
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The Opportunity for OOH
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Increasing audiences
OOH connectivity
Sophisticated devices
Networked OOH
Consumer adoption & receptivity
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We are re-defining Out-of-Home;
Inter-connected and inter-dependent
Posters
Networked
Video Screens
Ads
People &
places People
& Places
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Infrastructure
We are re-defining Out-of-Home;
The OOH Ecosystem
Posters
Services
Mobile etc
Laptops
Tablets
Retail media &
assets
Owned OOH (e.g. delivery
vehicles, buildings)
Networked
Video Screens Content
Technology
Ads
Physical
Experiences
Public
spaces
Platforms
Apps &
Games
People &
places
Data
Commerce
& Coupons
People
& Places
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1 month, 20 bus shelters
20,000 interactions
100,000+ reviews read
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Real-time Video - SNCF
Lyon
Brussels
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12/3/2012 www.electric-avenue.com
update
Social Content
www.Pioneeringooh.com
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Coca Cola
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What We Need To Do
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Influencing
Planning Influencing
Behaviour
Mobile
Out-of-Home
Integrated MOOH Planning
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Gateways to content & transaction
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Results
Streaming Live Content to Screens
“The product of one of the
most intriguing creative
partnerships I’ve been
involved in”
Martin Fewell, Deputy Editor,
Channel 4 Newsn
61% of those who do not
currently watch CH4
news stated that the XTP
campaign made them
more likely to view it
High advertising
recognition with 55% of
those exposed recalling the
campaign
Real-time Content
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Real-time optimisation & trading
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Value through data
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Planning
Evaluation Buying
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Source: OCS 4
Who is searching in the OOH environment?
101
73
73
106
104
100
100
122
96
92
105
51
68
94
134
148
92
50
105
109
111
91
20 40 60 80 100 120 140 160 180
Live in Far-Eastern
Live in Siberian
Live in Ural
Live in Southern
Live in Volga
Live in Northwest
Live in Central
Live in Moscow
Live in St Petersburg
Have Children
Have Degree
55-64
45-54
35-44
25-34
18-24
Under 18
Divorced
Married
Single (Never Married)
Male
Female
Sample: 898
Universe: 17,058,000
Sample: 898
Universe: 17,058,000
Indexed against All Russian Adults
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Source: OCS 4
What activities are they doing on the internet?
Sample: 898
Universe: 17,058,000
Sample: 898
Universe: 17,058,000
Indexed against All Russian Adults
39,3
27,5
40,3
13,6
24,7
19,7
28,6 29,1 29,1
0
50
100
150
200
250
0,0
10,0
20,0
30,0
40,0
50,0
Index
% o
f T
arg
et
Au
die
nce
% of Target Audience Index against all adults
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Search Behaviour Based Planning Data
Coke Zero
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Search Based Evaluation Data
Adidas
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So what do we need to do differently?
Collaborate...... with everyone
Content is everyone’s responsibility in a
convergent world