why ooh?
DESCRIPTION
(From Posterscope UK)TRANSCRIPT
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Why OOH?
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What is OOH?Creative opportunity
Location specific
Stature
Ubiquity
Better Accountability
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Evolution of OOH Advertising
Poster
TVRadioWebsiteGame ConsulStorefront Soap Box
SearchPlayBuyRedeem
ShareContributeParticipateChampion
Connecting people through their daily journeys
AWARE CONSIDER ACTIVE PROACTIVE
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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
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Redefining Out-of-Home
Posters
Ads
People & Places
NetworkedVideo Screens /
Cinema
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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
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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
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Experiences
MediaContent
Technology
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The Opportunities for OOH
Offline to Online
Contextual Relevance
Gateways to Mobile
Content
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Offline to Online
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Offline to Online
Driving Website Traffic
Driving Social Media
Driving Search
Enabling Sharing
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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
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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
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Driving Website Traffic
+30%
Credit: Posterscope USA
+329%500,000 visits via vanity URL
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OOH lead mediumDriving Search
OOH campaign
Sea
rch
es f
or A
bso
lut
Mia
mi
Credit: Google Insights- ABSOLUT MIAMI
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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
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500,000 impressions on Facebook page
Driving Social Media
Credit: Posterscope USA / Carat
12,600 likes on Facebook and 49,500 YouTube views
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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
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Contextual Relevance
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How we can use real time dataContextual Relevance
Planning and Media
Optimization
Data as DOOH Content
Creative Optimization
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DOOH Content
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PersonalizationCreative Optimization
7000 personal messages across 17 City Marathons
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Planning and Media Optimization
Credit: SENSEable City Lab at MIT
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Gateways to Content andCommerce
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Gateways to Content and Commerce
NFCAugmented
Reality
Online Controlling
Offline
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Near Field Communications
For video search ‘Posterscope NFC’ on Youtube
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Connecting to ContentNFC
Credit : Starcom Mediavest
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Base : 1000 people who have used smartphone to interact with the real worldPosterscope / Clear Channel Study – UK & USA
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NFC Future Adoption
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30Credit : Posterscope USA / Carat
NFC
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Augmented Reality
Credit: Posterscope USA
56,659 3D scans, 31,082 card scans
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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
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The Opportunities for OOH
Offline to Online
Contextual Relevance
Gateways to Mobile
Content
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Driving Earned MediaMultichannel
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35
Mobile Behavior Data Drives Planning
Trading Desk Integration
Intuitive Targeting
Future of OOH
Transactional
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Why OOH?