getting the most out-of-home kerr.pdf · tom kerr aegis global director 13/02/2013 getting the most...
TRANSCRIPT
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Tom Kerr
Aegis Global Director
13/02/2013
Getting the Most Out-of-Home
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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
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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
Online advertising
Search (SEO/PPC)
Landing page optimisation
Content creation
Website upgrades
Social media
Decrease
Increase
Source: Marketing Sherpa
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Re-defining Media
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Re-defining Out-of-Home
Posters
Ads
People
& Places
Networked
Video Screens /
Cinema
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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
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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
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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
Amazon
Apple
Networked
Video Screens /
Cinema
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Gateways to Content, Utility & Commerce
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Rock the Vote NFC
6/26/2013
Source : Blue Bite
March Sept Oct
NFC vs QR
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Factors that will Impact on NFC Usage
Consumer Adoption
KNOWLEDGE
AVAILABILITY
VALUE
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Influencing Digital Behaviour
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Searching and Socialising
Mobile Behaviours
20% 80% 55%
Mobile Search Queries Mobile Twitter Traffic Mobile Facebook Traffic
Source : KPCB, Google and Facebook 2011
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Driving Search
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Driving Website Traffic
+30%
Credit: Posterscope USA
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Driving Social Media
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Real-time OOH
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Data
Information
Content
Real-time
Scheduling
Buying
Media optimization
Creative optimization
DOOH content
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Search Behaviour Based Planning Data
Coke Zero
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6/26/2013
update
Over 1300 creative versions
73% felt more positive towards brand
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How to Get the Most Out-of-Home
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Make Convergence
‘What You Do’
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Measure More &
Measure Differently
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Collaborate More
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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
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Thank You!