location based marketing association
DESCRIPTION
Local from its origins, mobile and social in this present time, the billboard has been transformed from a static surface to an interactive and geo-targeted advertising hub. This presentation examines how to engage with the Total Available Audience and how to amplify Out of Home (OOH) engagement using social media. Case studies included.TRANSCRIPT
Copyright © 2013 Monster Media
Monster Media: Mobile Social Platform
EVP Mobile & Social: Stephen RandallMOBILE: +1 781 888 1417
EMAIL: [email protected]: stephenrandall
Copyright © 2013 Monster Media
We use social media to amplify audience engagement across out-of-home (OOH) networks and on-line.
Our platform enables OOH networks reaching over 100,000,000 people every day in airports, movie theatres, cafes, QSRs, colleges, malls, arenas, bars, conferences, at bus shelters, events and at iconic locations including Times Sq and the Vegas strip.
We have exclusive relationships with the largest OOH networks, to enable, produce and manage interactive digital media.
Over 3,000 interactive campaigns…
Out-of-Home: Times Sq, Vegas Movie Theatres, Malls Airports, Stations, Bus shelters Bars, Cafes, QSRs, Offices Events, Concerts, Conferences
Overview
Copyright © 2013 Monster Media
OOH Is Evolving…
• OOH is a $35 Billion global market. (Source PWC)
• Social and Mobile platforms are making OOH more engaging, measurable and relevant.
• In Oct ’13 the Out-of-Home Advertising Association of America (OAAA) published a Mobile & Social Application Guidelines a Standard for Social and Mobile engagement.
Copyright © 2013 Monster Media
Ho
me
On
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93% 87%
77%73% 72%
66%
54% 53%
32%29%
50%
Source: The Mobile Movement Study, Google/Ipsos OTX Media CT, 2011. Base: Smartphone users. Q: Where do you use your smartphone?
Where Do People Use Smartphones? (Don’t think about mobile tech, think about mobile)
Copyright © 2013 Monster Media
OUT-OF-HOME SCREENS
MOBILE SCREENS
WEB SCREENS
TOTAL AVAILABLE AUDIENCE
Total Available Audience = Audience In Front of ALL Connected Screens
Copyright © 2013 Monster Media
Millions of people here Billions of people here
The Total Available Audience Isn’t Just In Front of Our Screens
Copyright © 2013 Monster Media
Increase in online engagement when social networks are connected to OOH screens
Increase in OOH engagement when screens are connected to social networks
10x 30%
OOH + Social = Increase Engagement For BOTH OOH and Social Screens
Copyright © 2013 Monster Media
FAME
FUN
FORTUNE
CROSS-CHANNEL ENGAGEMENT CROSS-CHANNEL ENGAGEMENT
CR
OS
S-C
HA
NN
EL
EN
GA
GE
ME
NT
SPECIAL
OFFER!
SPECIALOFFER!
The 3Fs Of Cross Channel Engagement
Copyright © 2013 Monster Media
Campaign Examples and Case Studies
Copyright © 2013 Monster Media
GAP: #BeYourOwnT (Viacom/MTV Screen, Broadway between 44th & 45th Times Square, NYC)
Copyright © 2013 Monster Media
GAP: #BeBrightNYC (Viacom/MTV Screen, Broadway between 44th & 45th Times Square, NYC)
Copyright © 2013 Monster Media
Titanic Blue-Ray DVD
Copyright © 2013 Monster Media
Titanic Headline Data
• 5.1 million reach (10x DOOH/DPB)• 440,435 unique users liked, commented, shared or viewed
• 688,704 new likes• 2,700 comments• 2.7 million fans talked about campaign
• 44% more shares, likes, comments & posts
Copyright © 2013 Monster Media
• Blu-ray sales: $34.22 million in 2 Weeks (w/e 15th September 2012)
• Blue-ray 82% of all disc sales Source: Home Media Magazine
• Already 25.35% of TOTAL DVD (from 1999) revenue Source: Home Media Magazine
Titanic Sales Impact
Copyright © 2013 Monster Media
Levi’s Instagram (34th & 7th Ave, Opp Penn Station, NYC)
Copyright © 2013 Monster Media
Tide NFL: Mudsling (CBS Roadblock 8th Ave & 42nd St, Times Square, NYC)
Copyright © 2013 Monster Media
AGGREGATE SOURCES
CURATE/FILTER
CONTENT
MODERATEPending
messages
Auto-approved messages e.g. client accounts, admin users.
MARKETINGASSETS
APPCONFIGS
CHANNELSLOCAMODASOURCES LOCAMODA
AGENCY,BRAND,
NETWORK, VENUE,
CONTENT
Real-time sources: keywords, tags, accounts, location, check-ins, posts, trending, plays etc
Fine-grained filters to enable “brand-safe” messages: Language, profanity, brands, “not-tags”, users, accounts etc
Moderators curate/approve
messages
Rejected messages
Configured applications and ad units
Hierarchical access/ Ops configurations – networks, venues, devices, Real –time data and analytics, Security, permissions and access etc
DISTRIBUTION/PUBLISH
DOOH OS PLATFORM
S
Interactive elements, brand assets, marketing messages, CTAs etc
Layout, number of messages, pre-roll, screen attributes,, locations, timings, etc
MOBILE
WEBUSER
CONTENT
Moderator approved messages
Monster’s LocaModa Mobile Social Platform
Copyright © 2013 Monster Media
Moderation Screenshot
Copyright © 2013 Monster Media
• Think about Total Available Audience
• Use Social to Amplify engagement
• 10x for OOH and 30% increase on-line.
• Networks Operators – Screens are more valuable when they are connected to more screens/people (Metcalf’s Law)
• And finally….
Content is still King, but Connectivity is the Emperor
Summary In a Nutshell
Copyright © 2013 Monster Media
EVP Mobile & Social: Stephen RandallMOBILE: +1 781 888 1417
EMAIL: [email protected]: stephenrandall
Questions?
Thanks For Listening!