re inventing ooh. Аnnie rickard
DESCRIPTION
TRANSCRIPT
The Challenges
16%
15%
29%
25%
5%
7%
5%
1%
2%
6%
2%
8%
9%
13%
15%
39%
42%
49%
51%
53%
56%
65%
-40% -20% 0% 20% 40% 60% 80%
Broadcast advertising
Telemarketing
Print advertising
Direct mail
Online advertising
Search (SEO/PPC)
Landing page optimisation
Content creation
Website upgrades
Social media
Decrease
Increase
How marketing budgets are changing
Source: Marketing Sherpa
Channel mix decrease vs increase
Media
Technology
Content
Platforms
Convergence
TV
Website
Cinema
Gaming console
Poster
Interactive,
connected,
digitally social
experience
Exhibition
stand
Computer
Radio
TV
Gaming console
Debit card
Travel card
Phone
Globalisation
Advertisers want more consistency
The Opportunity for OOH
Increasing audiences
OOH connectivity
Sophisticated devices
Networked OOH
Consumer adoption & receptivity
We are re-defining Out-of-Home;
Inter-connected and inter-dependent
Posters
Networked
Video Screens
Ads
People &
places People
& Places
Infrastructure
We are re-defining Out-of-Home;
The OOH Ecosystem
Posters
Services
Mobile etc
Laptops
Tablets
Retail media &
assets
Owned OOH (e.g. delivery
vehicles, buildings)
Networked
Video Screens Content
Technology
Ads
Physical
Experiences
Public
spaces
Platforms
Apps &
Games
People &
places
Data
Commerce
& Coupons
People
& Places
1 month, 20 bus shelters
20,000 interactions
100,000+ reviews read
Real-time Video - SNCF
Lyon
Brussels
12/3/2012 www.electric-avenue.com
update
Social Content
www.Pioneeringooh.com
Coca Cola
What We Need To Do
Influencing
Planning Influencing
Behaviour
Mobile
Out-of-Home
Integrated MOOH Planning
Gateways to content & transaction
Results
Streaming Live Content to Screens
“The product of one of the
most intriguing creative
partnerships I’ve been
involved in”
Martin Fewell, Deputy Editor,
Channel 4 Newsn
61% of those who do not
currently watch CH4
news stated that the XTP
campaign made them
more likely to view it
High advertising
recognition with 55% of
those exposed recalling the
campaign
Real-time Content
Real-time optimisation & trading
Value through data
Planning
Evaluation Buying
Source: OCS 4
Who is searching in the OOH environment?
101
73
73
106
104
100
100
122
96
92
105
51
68
94
134
148
92
50
105
109
111
91
20 40 60 80 100 120 140 160 180
Live in Far-Eastern
Live in Siberian
Live in Ural
Live in Southern
Live in Volga
Live in Northwest
Live in Central
Live in Moscow
Live in St Petersburg
Have Children
Have Degree
55-64
45-54
35-44
25-34
18-24
Under 18
Divorced
Married
Single (Never Married)
Male
Female
Sample: 898
Universe: 17,058,000
Sample: 898
Universe: 17,058,000
Indexed against All Russian Adults
Source: OCS 4
What activities are they doing on the internet?
Sample: 898
Universe: 17,058,000
Sample: 898
Universe: 17,058,000
Indexed against All Russian Adults
39,3
27,5
40,3
13,6
24,7
19,7
28,6 29,1 29,1
0
50
100
150
200
250
0,0
10,0
20,0
30,0
40,0
50,0
Index
% o
f T
arg
et
Au
die
nce
% of Target Audience Index against all adults
Search Behaviour Based Planning Data
Coke Zero
Search Based Evaluation Data
Adidas
So what do we need to do differently?
Collaborate...... with everyone
Content is everyone’s responsibility in a
convergent world