on the threshold of changes (tomaž Žontar - europlakat)
Post on 22-Oct-2014
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DESCRIPTION
The personalisation of technology and the interactive behaviours it encourages are redefining Out of Home advertising’s role. Outdoor was once a “notice and do” medium, now it’s a “think and feel” medium too, triggering interaction and launching experiences. Where are the boundaries of future industry development ?TRANSCRIPT
ON THE TRESHOLD OF CHANGES
Tomaž Žontar, deputy sales director, Europlakat Slovenia
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 2
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 3
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 4
New Media Lanscape
• media landscape has changed significantly • fragmentation of communication channels • personalisation of technology • interactive behaviours • brand new role for OOH • amplify many of Out of Home’s traditional strengths • new opportunities for brands to engage with consumers • triggering interaction and launching experiences
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 5
Mobile Technologies
• mobile devices are rapidly becoming the dominant digital format • by 2016 the proportion of smart phones will already get close to 80% of all phones
Smartphone Penetration EU (Source: Our Mobile Planet)
*Slovenia: estimated 40+%
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 6
Consumer Interaction, Technology and Content
• the smartphone is a critical component in the long-term future of OOH • not every poster will be interactive, indeed the vast majority won’t be • smartphones carrying NFC and RFID technology will facilitate interaction • mass use of interactive posters will not be a reality in the short to medium term • the OOH industry should make an effort to re-engage with the creative advertising
community
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 7
Different evironments, different behaviours
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 8
OOH Mobile Platforms
Augmented Reality
Mobile search WiFi
QR Codes Social networks
Picture recognition NFC
SMS/ Direct
response
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 9
OOH Mobile Platforms
SMS / Direct
response
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 10
OOH Mobile Platforms
Augmented Reality
http://youtu.be/Cqaq69Lnsvc
http://youtu.be/dqOPCL1gd7o
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 11
OOH Mobile Platforms
Mobile search
OOH = 98% of media budget
SEARCH UPLIFT PER £1MC
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 12
OOH Mobile Platforms
WiFi
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 13
OOH Mobile Platforms
QR Codes http://youtu.be/ukrBp7CzrPM
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si
14
OOH Mobile Platforms
Social / Apps
(60% of mobile users)
40% (Jan 2011)
45% (Sep 2011)
60% (Jun 2011)
80%??
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 15
OOH Mobile Platforms
Picture recognition
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 16
OOH Mobile Platforms
NFC
http://www.youtube.com/watch?v=ORkuWJcJpXo
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 17
OOH Mobile Platforms
NFC • four weeks in March 2012 – 13 different clients • every 6 sheet (citylight) – 300 faces was equiped with NFC and QR • 6,000 scans using QR and NFC-enabled devices • 78% of consumers were positive, • 44% rated it as excellent,
Kinetic & JCDecaux UK NFC project – READING (pop. 150.000)
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 18
Slovenia Innovate
Device Num
NKBMWiFi_MT001_Konzorcij 519
NKBMWiFi_MT002_Askerceva 130
NKBMWiFi_MT003_Bavarskidvor 379
NKBMWiFi_MT004_Klinicnicenter 108
NKBMWiFi_MT005_Gospodarskorazstavisce 99
NKBMWiFi_MT006_Staracerkev 871
NKBMWiFi_MT007_Kolizej 102
NKBMWiFi_MT008_Mirje 101
NKBMWiFi_MT009_Tobacna 197
SKUPAJ 2506
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 19
Slovenia Innovate
• 42“ LED screens + built-in mini PC + WiFi or 3G internet connection optional • unlimited potential: live feed, web cam, web sites interaction, twitter mobile communication, video gaming etc.
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 20
Thank you for your attention!