getting the most out-of-home kerr.pdf · tom kerr aegis global director 13/02/2013 getting the most...

Tom Kerr

Aegis Global Director

13/02/2013

Getting the Most Out-of-Home

Impact on Consumers

Content The content

they consume

and how they

consume it

Mobility What they do and

how they do it in

different places

Commerce What they buy

and how they

buy it

Social How they connect,

interact and share

Impacting Marketing Budgets

-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

Email

Online advertising

Search (SEO/PPC)

Landing page optimisation

Content creation

Website upgrades

Social media

Decrease

Increase

Source: Marketing Sherpa

Re-defining Media

Re-defining Out-of-Home

Posters

Ads

People

& Places

Networked

Video Screens /

Cinema

Re-defining Out-of-Home

Posters

Mobile etc

Laptops

Tablets

Retail media &

assets

Owned OOH (e.g. delivery

vehicles, buildings)

Networked

Video Screens /

Cinema

Ads

Public

spaces

People

& Places

The OOH Ecosystem

Re-defining Out-of-Home

Posters

Services

Mobile etc

Laptops

Tablets

Retail media &

assets

Owned OOH (e.g. delivery

vehicles, buildings)

Content

Technology

Ads

Physical

Experiences

Public

spaces

Platforms

Apps &

Games

Data

Commerce

& Coupons

People

& Places

Networked

Video Screens /

Cinema

The OOH Ecosystem

Re-defining Out-of-Home

Posters

Services

Mobile etc

Laptops

Tablets

Retail media &

assets

Owned OOH (e.g. delivery

vehicles, buildings)

Content

Technology

Ads

Physical

Experiences

Public

spaces

Platforms

Apps &

Games

Data

Commerce

& Coupons

People

& Places

Google

Facebook

Amazon

Apple

Networked

Video Screens /

Cinema

Gateways to Content, Utility & Commerce

Rock the Vote NFC

6/26/2013

Source : Blue Bite

March Sept Oct

NFC vs QR

Factors that will Impact on NFC Usage

Consumer Adoption

KNOWLEDGE

AVAILABILITY

VALUE

Influencing Digital Behaviour

Searching and Socialising

Mobile Behaviours

20% 80% 55%

Mobile Search Queries Mobile Twitter Traffic Mobile Facebook Traffic

Source : KPCB, Google and Facebook 2011

Driving Search

Driving Website Traffic

+30%

Credit: Posterscope USA

Driving Social Media

Real-time OOH

Data

Information

Content

Real-time

Scheduling

Buying

Media optimization

Creative optimization

DOOH content

Search Behaviour Based Planning Data

Coke Zero

6/26/2013

update

Over 1300 creative versions

73% felt more positive towards brand

How to Get the Most Out-of-Home

Make Convergence

‘What You Do’

Measure More &

Measure Differently

Collaborate More

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

Media, content, technology, experiences

Bought, owned, earned

Interconnected, interdependent

Thank You!