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OOH INTEGRATION

Posterscope Managing Director Ben Milne


OWEN’S JOURNEY

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ENGAGEMENT


IMPROVING ENGAGEMENT COGNITIVE LEARNING THEORY

RATIONAL

EMOTIONAL


RATIONAL

EMOTIONAL

DEEPER ENGAGEMENT


IMPROVING ENGAGEMENT SENSORY STIMULATION THEORY

SIGHT

SOUND SMELL

TOUCH

TASTE


TASTE

SOUND

TOUCH

SIGHT

SMELL

DEEPER ENGAGEMENT


OOH 2.0

PEOPLE & PLACES

POSTERS & SCREENS

ADVERTS


CONVERGENCE

Technology

Media

Content

Platforms


IMPACT ON CONSUMERS

Content

Commerce

The content they consume and how they consume it

What they buy and how they buy it

Mobility

Social

What they do and how they do it in different places

How they connect, interact and share


IMPACT ON OOH

CONNECTIVITY

SOPHISTICATED DEVICES

DIGITISED & NETWORKED OOH

CONSUMER ADOPTION


REDEFINING OOH Infrastructure Ads Platforms Posters Screens Content

Services

People & Places Commerce & Coupons

Technology

Physical Experiences

Apps & Games Data


REDEFINING OOH Infrastructure Ads Platforms Posters Public spaces

Networked Video Screens

Content Mobile etc

Commerce & Coupons

People & Places

Services

Owned OOH (e.g. delivery vehicles, buildings)

Laptops

Technology Tablets

Retail media & assets

Physical Experiences

Apps & Games Data


REDEFINING OOH Content Experience Ads Platforms Posters Public spaces

Networked Video Screens

Audio/Video Content Mobile etc

Commerce & Coupons

People & Places

Services

Owned OOH (e.g. delivery vehicles, buildings)

Laptops

Technology Tablets

Retail media & assets

Physical Experiences

Apps & Games Data


3.0 THE OOH ECOSYSTEM Ads Platforms DOOH programming

Touch screen directory

Public spaces

Youku/Tudou

Networked Video Screens

Content

Websites

Mobile etc

E/Mcommerce

People & Places

Virtual store poster Commerce & Coupons

Geofenced SMS

Search

Posters

(e.g. delivery vehicles, buildings)

Visual search Technology Tablets

Gesture-based

Public wi-fi

Owned OOH

Laptops

NFC download

Mobile-based

Services

Retail media & assets

Physical Experiences

Apps & Games Data

Facial recognition


3.0 THE OOH ECOSYSTEM Ads Platforms Posters Public spaces

Media, content, technology, experiences Networked Video Screens

Content

Mobile etc

People & Places

Services

Bought, owned, earned Commerce & Coupons

Owned OOH

(e.g. delivery vehicles, buildings)

Laptops

Technology

Interconnected, interdependent Tablets

Retail media & assets

Physical Experiences

Apps & Games Data


Ads

Tencent Platforms

Posters Public spaces

Baidu

Networked Video Screens

Content Mobile etc

Commerce & Coupons

Sina

People & Places

Owned OOH (e.g. delivery vehicles, buildings)

Laptops

Technology Tablets

Apple

Services

Retail media & assets Physical Experiences

Apps & Games

Data


CREATING DEEPER ENGAGEMENT THE OPPORTUNITY FOR THE OOH ECOSYSTEM

AS A GATEWAY

IN REAL TIME

ENABLING PLAY


CREATING DEEPER ENGAGEMENT THE OPPORTUNITY FOR THE OOH ECOSYSTEM

AS A GATEWAY

IN REAL TIME

ENABLING PLAY


GATEWAYS TO CONTENT & COMMERCE


NFC INSTORE APPLICATIONS 5 SAN FRANCISCO STORES DOWNLOAD I-FOOD ASSISTANT SAVE RECIPE FACEBOOK SHARE ENGAGEMENT : 48 SECONDS 36% OF TAPS CONVERTED

PLAY VIDEO


SUPPORT / DRIVE PROMOTIONS


FIND YOU


BUY YOU


GET / BUY CONTENT GOOGLE PLAYYOUR VENDING NFC


APPLE & NFC ?

23/10/2013


BROWSE CUSTOMISE & BUY

PLAY VIDEO


VIRTUAL STORE V1 (QR)


VIRTUAL STORE V2 (AR)

PLAY VIDEO


SHOPWYRE

‘ADD TO BASKET’ REAL WORLD ITEMS / PRINT ADS


NEW TECH NEW GATEWAYS WEARABLE TECHNOLOGIES


NEW TECH NEW GATEWAYS LED LIGHT


NEW TECH NEW GATEWAYS BLUETOOTH LOW ENERGY (IBEACON)


CREATING DEEPER ENGAGEMENT THE OPPORTUNITY FOR THE OOH ECOSYSTEM

AS A GATEWAY

IN REAL TIME

ENABLING PLAY


OPPORTUNITY TO DELIVER MORE ENGAGING OOH COMMMUNICATION REAL TIME CONTENT

REACTIVE

USEFUL

ENTERTAINING

LIVE


...BUT DOOH CURRENTLY USED TO A FRACTION OF ITS POTENTIAL

3% has reactive scheduling 0.1% integrates live content 0.2% integrates social


COKE CELEBRATES CNY WITH CONSUMERS


PHILIPS LIVE SOCIAL VALENTINES


adidas LIVE VIDEO & SOCIAL FEEDS


ESPN SOCIAL AS OOH CONTENT


LADY GAGA SOCIAL UNLOCK OOH


MINI ONLINE TO OFFFLINE


SPOTIFY USING DATA IN REAL TIME


STELLA ARTOIS CIDER WEATHER ACTIVATED OOH


NIVEA O2O2O

500,000 impressions on Facebook page


1 MONTH, 20 BUS SHELTERS

20,000 INTERACTIONS 100,000+ REVIEWS READ


LIVEPOSTER

CONNECTING OOH AND ONLINE


OPPORUNITY TO PLAN OOH IN REAL TIME AUTOMATION DATA TRIGGERS

BOOKING & SCHEDULING

DYNAMIC CREATIVE


PLANNING OOH IN REAL TIME SEARCH BEHAVIOUR BASED PLANNING


PLANNING OOH IN REAL TIME GTA V

Green/orange = high indices ‘GTAV’


CREATING DEEPER ENGAGEMENT THE OPPORTUNITY FOR THE OOH ECOSYSTEM

AS A GATEWAY

IN REAL TIME

ENABLING PLAY


PUMA PINBALL CLICK FOR VIDEO


INTERACTIVE TOUCHSCREENS 200,000 plays per month across 5 airports


1 month, 20 bus shelters

1 million eggs splatted !


CARTE NOIRE

WINDOW OF INTENSITY


AUGMENTED REALITY 3750 PLAYS PER DAY AT EACH LOCATION 57


COCA-COLA CNY 2013 LION DANCE CLICK FOR VIDEO (apologies for the music)


REDISTRIBUTING CONTENT OFFLINE TO ONLINE


COKE DANCE VENDING PLAY TO PAY


ADIDAS MAKE YOUR CHOICE SOCIAL AT THE HEART


MINI COUNTRYMAN SELL OUT SOCIAL AT THE HEART


MCDONALDS PICK AND PLAY CLICK TO PLAY VIDEO


BUICK ENCORE LBS GAME


NOW ITS YOUR TURN TO PLAY


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MDLZ Media Day_OOH Integration Final_Ben