Guide to Convergent (Digital) out- of-home

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Introduction

• Drivers of (D)OOH convergence - Connected society

- Digitalization & Networking of OOH

- Today’s customer

• Influence digital behaviour - Driving search

- Driving social media

- Networked OOH

• Introducing Clear Channel Play

Drivers of (D)OOH

convergence

Connected society

– 500 million people globally (55% of active users) access

Facebook via mobile

– 1 in 7 search quieries is on mobile

– 55% of Twitter traffic is from mobile devices

– 65% of smartphone users use them to pass the time when waiting

– 52% use a smartphone as a quick source of information for an

immediate answer

– 51% of US smartphone users rate commuting as one of their top 3

‘non-voice’ usage situations

Source: Posterscope, KPCB internet trends, latitude digital marketing, Facebook, Google, Ericsson Consumer Lab Research

Digitalization & Networking of OOH

– Ads can be bought on over 2,5 million digital OOH screens

globally

– 50% are in the US

– 35% in Asia

– 8% in UK

– 1.600 screens in the global Clear Channel network,

109 of them in Belgium

Source: Posterscope, own source

Today’s consumer

We live in an increasingly urban society.

For the first time in

history, more of us live in

cities than in the country

(51%)

By 2050 the UN predicts

this will rise to 70%

Source: United Nations 2009 Revision of

World Urbanisation Prospects

People are more mobile and more connected.

33% more time is spent out

of home now compared with

ten years ago1

Consumers are increasingly

connected whilst on the

move, with over 1 billion

smartphones now in use

globally2

This trend is set to continue

with 75% of consumers

expected to have a

smartphone by 20153

Sources: 1 Touchpoints 3 (UK) 2 Microsoft Tag 3 Ofcom Communications Market Report UK 2011

Cannes Outdoor Lions Winner, Tesco Home Plus, South Korea

64% of ‘tech-savvy’ UK

consumers say they

sometimes watch TV

whilst simultaneously

using the internet1

69% of UK adults state

they fast forward

through TV ads when

watching recorded

programmes2

Sources: 1 Q Media Research, IAB / Thinkbox 2 GB TGI 2010

We are more able to avoid advertising & attention levels are compromised.

“2012 is the Year of People

Power.

“It is the year when people can

find out what they want to find out

with a few touches of their smart

phones, whenever they want to

and wherever they are.”

Source: Sue Unerman, Chief Strategy Officer, MediaCom UK

Influence digital

behaviour

Driving search

• Objective

– Measure the out-of-home’s ability to drive online search

• International study

– UK (Ooghle), Singapore (Face OOH), Belgium (Go ooh)

• Environments

– street, stations, supermarket, leisure and public transport

Source: Posterscope, iProspect

Campaign

Source: Posterscope, iProspect

Website

thanks find out more

questionnaire homepage

Source: Posterscope, iProspect

Results

– 883 Facebook

– 77% of 18-44

– Traffic peak on Friday

– 70% takes immediate action

– 30% found it innovative

– 26% found it noticeable

– 31% commuters

– 31% used their mobile, 48% being iPhones

Source: Posterscope, iProspect

Driving social media

Credits: Carat, Posterscope

Nivea Kissing Booth

• Photos taken in the “Kissing Booth” were uploaded

to NIVEA’s Facebook and were then displayed on

all 3 digital spectaculars in Times Square.

• Facebook page amassed nearly 500,000

impressions

Driving social media

Corona Light

• Like the brand on Facebook and

have your picture uploaded to a

screen on Times Square

• Images where also used on the

Corona’s FB page and in

participants feeds

• Likes increased to almost 200,000

during the campaign (1 month)

Credits: Iniative

Networked OOH Real time content

Nike, World cup, UK

Bespoke messages were

displayed from Nike brand

ambassadors in relevant

locations based on England’s

progress during the World Cup.

The campaign targeted people

on their way home from watching

the game - by tube, rail and car,

and featured Nike's sponsored

players

Credits: Grand Visual UK

Networked OOH Real time content – social media

Huffington Post UK asked consumers to Tweet their opinions regarding

the day’s top news stories and streamed moderated responses in real-time

to OOH screens in rail stations.

Credits: Total Media, MBA, Posterscope, LocaModa

Networked OOH Real time content – social media

ESPN UK

Posted numerous sport related questions trough social media and DOOH

during Friday evenings and Saturdays. Consumer tweets were streamed live to

different OOH screen networks. Credits: Total Media, MBA, Posterscope, LocaModa

Networked OOH Real time content – enabling sharing

Reebok Flex Interactive window displays as the centerpiece of the “Flex” program.

Displays instructed consumers to take a photo of themselves at the window.

The photo then appeared at the bottom of a shoe on a larger screen, making that consumer one of the

“76 Running Buddies”.

Consumers could then share their “Running Buddy” photo via Facebook, and receive a “photo

keepsake” sent directly to their personal email

Credits: Carat, Posterscope

Networked OOH Real time content – enabling sharing

Mini UK

People were invited to record a short video of themselves in a specially constructed green-screen.

This was edited on-the-fly and displayed on video screens integrated into the windows of the MINI

Countryman, as if they were squeezed inside, looking out from within.

Participants could then watch themselves “pressed against the windows” and share their video with

their friends using Facebook enabled touch-screens.

Credits: Vizeum, Posterscope, Profero

Introducing Clear Channel

Play

A new way to connect brands with people.

Creative richness

Capture attention, tell stories & trigger

emotions with bespoke HD content

capabilities including static, animation,

full-motion video.

Continuous animation

Uki, Belgium

Create an animation

starting on the 1st screen

and continuing on the

other screens.

Relevance. Embrace the freedom to deliver bespoke and multiple messages tailored by context including time, day, location, proximity or topical updates

Share multiple messages

Coca-Cola, Spain

Real time updates

happened during the

European Championship.

Weather based campaign

Coca-Cola, Belgium

Spot only visible when

it’s 23°.

Immediacy. Enhance or evolve creative content

with dynamic messaging including live

updates such as news, weather or

travel, links with social media and

audience or environment.

Coldplay’s concert was broadcast

live on You Tube and Vevo, with

digital promotion and streaming in

Times Square, NY and on the

roadside digital network and in

bar screens in Central London.

Live broadcasts from London to New York

Engagement. Start a conversation, interact with and

collect data from consumers through

links to mobile/online content and

transactional capability through

smartphone technology.

Coca Cola Light, France

A puppet interacted live

with the passers-by, copy

was created by someone

hidden nearby and

streamed to screens.

Start a conversation

• DOOH allows you to change

your message for a specific

location, specific day or day

part or the consumer’s mind

state

• You can integrate interaction

and start a conversation

You can play with the technical

and graphical capabilities of the

DOOH networks

To resume

Let’s