livereach media whitepaper

WHITE PAPER 01-25-2017 www.livereachmedia.com

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www.livereachmedia.com The Rise of Digital Out-Of-Home Advertising

represents the next frontier in advertising technology and is one of the fastest growing market segments in digital advertising today. By 2019, the DOOH market is projected to reach approximately $5 billion dollars in the US alone. As media buyers look for new sources of inventory to capture audiences and accelerate consumer engagement, the DOOH market represents a prime opportunity to reach the masses through a 1-to-many medium, at a scale unparalleled with traditional advertising. No other medium comes close to the size and scale of each digital display, and each asset is generally placed where there is a captive audience: most would agree it's hard to escape advertising near public venues like Times Square, or stadiums, roadside billboards, urban highways, airports, and transit stations. In addition to the conversion of traditional billboards to digital billboards, new inventory sources continue to rise, and most market size estimates do not account for additions such as LinkNYC replacing the traditional telephone booth. The DOOH market is prime for investment in infrastructure, advertising, and valuable data capture solutions.

The Digital Out-of-Home (DOOH) Market

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DOOH Advertising Physical OOH Advertising

DOOH advertising revenue drives global growth

The global market for OOH advertising by type of advertising (US$bn)

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Advertisers expect a programmatic solution as they have become accustomed to the benefits of online advertising: a deep understanding of the audience being served, a simplified and unified campaign execution process, a way of measuring and tracking the impact of ad dollars for a specified campaign, and the ability to automate the entire ad sales process in one holistic platform. The DOOH market currently lacks the capabilities and sophisticated technology to fulfill marketers’ expectations. For years, OOH media owners and their advertisers, have relied on survey data from organizations like the Traffic Audit Bureau, which uses a combination of manual surveys and counting techniques taken at quarterly, or other infrequent intervals, to provide measures of reach and CPM. This data, however, is not delivered in real time and also does not account for unique traffic or dwell time, which measures the amount of time an individual remains in viewing range of a specific display. Ties to demographics are speculative at best.

Limitations and Challenges of the OOH/DOOH Market

As of today, location gathering technologies lack the precision required to determine whether an individual is in close proximity of a digital billboard. While the various methodologies of capturing location data can diminish the aforementioned variance, this gap is still is a concern to marketers and digital billboard owners. Accurate location data allows digital billboard owners to command higher CPMs and assures advertisers that their ads are being seen by the intended audience. Without this critical component, the DOOH market will continue to lag behind the online advertising market.

In addition to the limitations of survey data, marketers need to know specific location data, age and gender demographic information, and traffic patterns to successfully quantify the value of serving on a digital billboard. Current marketplace solutions utilize carrier data to understand aggregated traffic patterns, or integrate with various ad-tech vendors to capture location data passed during a bid request. Many of the current solutions lack accuracy and the ability to send this data in real-time to an ad serving platform. For a true DOOH ad serving platform to function in a comparable manner to online media buying, the data must be ingested in real-time and the advertiser should specifically understand demographic and location information before the ad is served.

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BLUETOOTH BEACON – BLE

WIFI

IMAGE PROCESSING

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INTERNET CONNECTIVITY

Intelligent Analytics Point: Feature Summary

LiveReach Media is the only programmatic platform built to bring the sophistication of online media buying to the DOOH market. LRM harnesses the power of real-time data, harvested locally at each digital billboard display site, and feeds this detailed audience data into its state-of-the-art programmatic platform to allow advertisers to bid on audiences in real-time. In addition to its powerful platform, LRM installs an IAP (Intelligent Analytics Point) device embedded or in proximity to every display providing an unparalleled data capturing solution along with the ability to communicate with nearby mobile devices via BLE technology. Any personally identifiable data like images or MAC addresses are analyzed, anonymized, and destroyed. Only metadata is transferred from the IAP to the LRM Cloud, ensuring consumer privacy.

Our Solution:

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LiveReach’s programmatic platform enables advertisers to uncover key insights

•  IAP-enabled displays are able to pinpoint users resulting in precise location data

•  Advertisers can visualize demographic information (e.g. age brackets, gender)

•  Monitor traffic movement patterns as audiences move among multiple display zones

•  Measure engagement as the IAP’s image processing technology allows advertisers to understand the rate and length at which individuals directly view content compared to passive observers

•  Uncover dwell-time, the average time users spend near a digital billboard (giving publishers the ability to command premium prices)

•  Quantify total unique individuals as LRM has the ability to identify duplicate individuals in a specified zone and time frame

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Most digital billboards are controlled and operated by a content management system. A content management system is an integral piece of the entire DOOH advertising system and any player in the industry needs to be able to seamlessly integrate with a CMS. Digital signage in the marketplace today is sold by a select few companies which have their own content management system enabling the underlying ad serving. A CMS agnostic platform ensures that advertisers are not locked into one particular inventory set and have the ability to choose from every digital billboard across the entire US. (eventually the world) LRM has solved one of the biggest pain points in the industry. With an advanced CMS and the LiveReach platform existing media infrastructure like bar or restaurant TV’s and Ipads may now be monetized with incremental inventory available by timeslot, or triggered by existing context related ads.

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Content Management System Integration

Consolidating your Media Buy Media buyers want to consolidate their mobile, display, video, and eventually their programmatic TV buys in one holistic platform. In alignment with buyer needs, LiveReach Media has partnered with Pubmatic, one of the leading SSPs, to provide a consolidated buy through PubMatic’s Media Buyer Console. While LiveReach Media’s platform handles the full functionality of campaign creation and execution, customers already using PubMatic’s Media Buyer Console can simply opt in DOOH inventory sources and begin utilizing one of the most engaging advertising mediums.


•  Cross screen solutions have become critical to the marketing mix as advertisers try to deepen the level of engagement with a user across various device and ad formats. LiveReach Media’s DOOH platform is capable of serving a display or video ad in real-time based on audience data, and then in a specified sequence, serve a follow-up ad to a user’s device.

•  For instance: If a user sees a movie ad in a cinema lobby, delivered via an IAP enabled digital display, LiveReach can send notifications via bluetooth beacons (BLE technology) to send offers and other forms of contextually relevant promotions to movie-goers. Detailed ROI response measurements are available.

•  LRM’s platform combines CMS integration with Bluetooth low energy beacons and a wide range of SDK-enabled mobile applications serving entertainment, cinema, sports venues, consumer packaged goods, and other markets.

•  Redirect users to mobile web or mobile applications for endless promotional opportunities.

Cross Screen Exposure: Marriage of digital signage and mobile device campaigns

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www.livereachmedia.com The Rise of Digital Out-Of-Home Advertising 8

As digital signage continues to permeate throughout our world, the need for sophistication in the Digital Out-of-Home market continues to grow. Through its unique partnerships and talented team, LiveReach Media is not only able to empower its customers but also able to lift the entire advertising technology ecosystem to greater heights. We look forward to working with our partners and serving our customers.

Conclusion

Check us out at: www.livereachmedia.com

Partners:

1287 Anvilwood Ave., Sunnyvale, CA 94089

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