Why OOH?
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Transcript of Why OOH?
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
TVRadioWebsiteGame ConsulStorefront Soap Box
SearchPlayBuyRedeem
ShareContributeParticipateChampion
AWARE CONSIDER ACTIVE PROACTIVE
TVRadioWebsiteGame ConsulStorefront Soap Box
SearchPlayBuyRedeem
ShareContributeParticipateChampion
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
Ads
People & Places
NetworkedVideo Screens /
Cinema
Redefining Out-of-Home
Posters
Mobile etc
Laptops
TabletsRetail media &
assets
Owned OOH (e.g. delivery
vehicles, buildings)
Ads
Public spaces
People & Places
NetworkedVideo Screens /
Cinema
Redefining Out-of-HomeThe OOH Ecosystem
ServicesContent
TechnologyCommerce& Coupons
Posters
Mobile etc
Laptops
TabletsRetail media &
assets
Owned OOH (e.g. delivery
vehicles, buildings)
Ads
PhysicalExperiences
Public spaces
Platforms
Apps &Games
Data
People & Places
NetworkedVideo Screens /
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
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
+30%
Credit: Posterscope USA
+329%500,000 visits via vanity URL
OOH lead mediumDriving Search
OOH campaign
Sea
rch
es f
or A
bso
lut
Mia
mi
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
Contextual Relevance
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
NFC
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
Contextual Relevance
Gateways to Mobile
Content
Driving Earned MediaMultichannel
35
Mobile Behavior Data Drives Planning
Trading Desk Integration
Intuitive Targeting
Future of OOH
Transactional
Why OOH?