maximising the appeal of dooh to advertisers and media buyers
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maximising the appeal of DOOH to advertisers and media buyers
James Davies: Hyperspace Director, Posterscope UK & Chief Strategy Officer, Posterscope USA
Adam Cherry: Digital Development Manager, Posterscope Worldwide
Screen Expo May 2010
agenda
introduction• communications agency roles• the global marketplace• Prism Screen• the importance of data
• consumer behaviour, profiles & attitudes• proposal optimisation• audience measurement & pricing• demonstrating effectiveness
• compliance • marketing• identifying target advertisers• the importance of flexibility• what happens next
Q&A
Malaysia
South Africa
Singapore
Philippines
Taiwan
India
China
Europe
USA
leading the world from centres of excellence
the Posterscope network
630 people
48 offices
20 countries
an important medium
• 424m impacts in UK*
• 2,500,000 screens globally*
• 24% revenue growth in UK
• 61% growth forecast in USA
• 22% share in China
• 300 top brands last year
• the future of ooh
*Source: Prism Screen
increasing share of OOH revenue
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
USA
CHINA
INDIA
UK SOUTH AFRICA
simplicity & consistency
simplifying planning
Posterscope investment
• dedicated experts• training• insight• research• marketing platforms• planning & buying tools• client / agency seminars
the importance of data
• consumer behaviour• audience profiling• attitudes to screens• proposal optimisation• audience measurement• screen consumption• slicing the data• pricing analysis
consumer behaviour
average dwell time 18 mins
57% of people entering London using overground rail do not transfer onto the tube
20% of those at termini stations are not there to travel
Source: JC Decaux
Other
To buy a drink
Top us shop
to buy sweets/ crisps
To buy a newspaper
To buy lunch
Petrol purchase
11%
11%
11%
12%
12%
13%
67%
consumer behaviour
Source: Digicom
consumer behaviour
Other
School run
Leisure trip
Shopping
Visit friends/relatives
Going to or from work
6%
6%
11%
13%
17%
54%
Source: Digicom
Consumer attitudes and effectiveness
“23% tell others about ads they’ve seen on digital screens”
“27% think about their finances on the way to work” Index 160
“37% agree that they notice ads on digital screens”
“36% think about what to watch on TV on their commute home” Index 125
“37% agree that adverts in train stations influence my opinion on a brand”
“31% agree advertising on a digital screen creates the impression of a quality brand” Index 122
“31% agree being on digital makes a brand more memorable” Index 129
“31% agree being on digital makes a brand more innovative” Index 138
Source: Posterscope OCS study, ABC1 Adults, & frequent rail users
audience profiling“I am very ambitious”
“take risks in business to be successful”
“I like other people to approve of the brands I buy”
“hard juggling responsibilities of work, family and friends”
“I consider myself an expert when it comes to new technology”
Source: Posterscope OCS study, ABC1 Adults & frequent rail users
“earn £40k+”
“52% male”
audience profiling
15.3%
19.0%
19.2%24.5%
22.0%
Aspiring Careerists
Empty Nesters
Traditionalist Families
Facebook Generation
Established Careerists
Source: JC Decaux
network distribution
5.6
5.8
6
6.2
6.4
6.6
6.8
7
7.2
7.4
7.6
1.6 3.2 4.4 7.2 10
Ave ad frequency (per hour)
Sh
are
of c
ateg
ory
sal
es (%
)
optimising frequency
source: Avanti Screenmedia
optimising spot length
average time spent watching screen: 46 secs
but…
people who only glance for 1-2 seconds : 44%
calculating campaign audiences
gross audience
• how many people might see a screen (throughput)• # that actually pass a screen• # that look at a screen• how many screens will they pass/see• probability of my ad being on display• how long people view for
net impacts (impressions)
cover/reach & frequency (estimate it if necessary)
example considerations
• cost per campaign
• cost per thousand impacts
• cost per thousand impacts against specific audiences
• cost per venue
• cost per % of cover
• Relative figures for other media / OOH formats
expressing cost
64% said they would be more likely to watch the show as a result of
seeing the digital advertising
effectiveness research
source: 2008 Posterscope research
for the Guinness hands campaign bar screens generated 44% more talkability than tv
source: 2007 Posterscope research
generating talkability
compliance & marketing
• compliance & communicating issues
• marketing– mpeg of copy– in situ photos– in situ video
unhelpful marketing
unhelpful marketing
unhelpful marketing
unhelpful marketing
unhelpful marketing
unhelpful marketing
eyeconic
unhelpful marketing
unhelpful marketing
exemplary marketing
exemplary marketing
exemplary marketing
exemplary marketing
exemplary marketing
exemplary marketing
exemplary marketing
exemplary marketing
exemplary marketing
Screengallery
electric-avenue
creative optimisation guide
identifying target advertisers
understand your competition (build it & they will come ?)
matching your audience
local versus national
trade marketing ?
light OOH users (offer flexibility etc)
the importance of flexibility
short lead timesbooked 1 day prior
short lead timesthermal activation
short lead timesbooked on day of transmission
flexible durations / dayparts1 day only 4pm – 9pm
ultimate flexibility
what happens next ?more streaming data & social integration
what happens next ?apps & screens
• data driven campaign optimisation based on:
• new inputs e.g. oyster cards, loyalty data, stock levels
• new Postar (flighting & dayparts)
• outcomes e.g. search data, sales, web traffic• real-time optimisation of creative, locations, days, dayparts
etc
what happens next ?optimisation
• better media owner content strategies
• increased evidence & understanding of the role for branded content ooh
what happens next ?content
made the brand proposition less confusing for 52% of consumers
Summary
We’ve talked about :• the importance of data
• consumer behaviour, profiles & attitudes
• proposal optimisation• audience measurement & pricing• demonstrating effectiveness
• compliance • marketing• identifying target advertisers• the importance of flexibility• what happens next
Q&A• interactivity ?• content ?• what else ?