2014 Hot Topics

Pioneering Out-of-Home

We aim to continually build understanding Out-of-Home media in

the connected economy and make Out-of-Home campaigns easy

and accountable for our customers to execute.

Our point of difference is that we better understand emerging

technology and consumer behaviour when Out-of-Home and how

the two combine to create new opportunities for advertisers.

Posterscope is the world‟s leading Out-of-Home communications

agency.

Traditionally the past drove the present. In today’s world, the

future drives the present.

Hot Topics 2014 Borrowed Formats

Real Time Technology

Smart Devices & Personalization

New Age Ad Intrusion

Grand Gestures & Utilization

The iStreet & Speed of Delivery

Uberfication & On-Demand Models

Three-Dimensional Printing

Borrowed Formats Our world is becoming video agnostic because

of borrowed formats. With commercials

shrinking to fifteen-second spots and platforms

like Vine cutting content down to six seconds,

video needs to evolve into a format that is

ubiquitous across a variety of screen sizes and

formats.

Video activation strategy must consider all five

screens including mobile, tablet, TV, PC and

digital OOH in order to be pertinent to a time

starved audience.

What we think

The notion of borrowed formats has dramatically changed the

perception and place of digital OOH in the greater media

landscape, resulting in the need to develop a video activation

strategy rather than consider each medium/format as its own

entity. In order to be effective, video must now be formatted to

operate across the gamut of digital formats that includes

everything from large spectaculars to the 2”x 5” screen in the

consumer’s hand.

Our constantly connected culture has made multi-channel

reach crucial, with DOOH now serving a vital role in influencing

far reaching environments that are a part of someone’s daily

routine including trips to the supermarket, coffee shop, and

health club to name a few.

Real Time Technology The expansion of real time technology and its

data capacity is increasing the opportunity to

deliver relevant messaging at pertinent times,

ultimately influencing brand conversion. In

addition, this technology offers data capture,

allowing brands to optimize against core targets.

Brands can now take consumer curated content

and deliver messaging within relevant contexts

based on data generated.

What we think

Out-of-Home is primed to be an enabler for real time content

both in terms of reaching consumers during multiple touch-

points throughout their day, and pinpointing exact locations

while still offering scale.

The ability to provide content that can be changed instantly

within a context in real time is a dynamic opportunity. Our

digital platform can immediately deliver location specific copy

to multiple screens, combining real time data that is both

relevant and beneficial to consumers.

Smart Devices & Personalization The variety of mobile and smart devices is

expanding as wearable technologies become

more mainstream. Smart devices are now a part

of our DNA to the point of knowing what we

want before we even know we want it.

Technology has become so smart that it now

knows where you are located, your emotional

state and if you are near other smart devices,

allowing for the transmission between one

another to create a truly individualized

experience for that user at the ideal moment.

What we think

Although still in development for best practices, wearable

technology presents the opportunity to have high-priority,

contextual notifications delivered directly to the wrist, waist

and head without reaching for a mobile device while on the go.

Personalized user data that is collected with each experience

can calculate what a user does and when they do it, offering

valuable information for reaching a key target.

Wearable technology also allows for augmented reality to

extend the OOH footprint by solving the need for an outside

application to initiate interaction, redefining OOH media

beyond its known infrastructure.

New Age Ad Intrusion Beacons are disrupting the communications

landscape, going beyond geo-fencing within a

short range, to offer contextually relevant

information directly onto a person‟s mobile

device without opening an application. The

beacon creates a profile of the user, assumes

why they are in a specific location, and sends a

specific message or offer accordingly.

Beacons replace historic targeting information

with live data to assume best time and place for

messaging to deliver brand conversion. This

data is supported by an audience sample

whose participation is based on opt out rather

than opt in.

What we think

Today’s mobile-to-physical world engagements, while slicker

than previous attempts, still need to focus on mastering the

simple things such as campaign execution, removal of usage

friction, and above all, delivering value when it matters most.

Beacons promise significant improvements over first attempts

at real-world brand engagements via mobile, providing greater

parity across basic smartphone features, and gaining traction

across multiple platforms.

While it is currently restricted to engagement within a 20 feet

distance we expect the beacon’s capacity to expand in the near

future, allowing for engagement with Out-of-Home beyond place

based environments.

In 2014 we will see old formats have new

functions by providing benefits for users and key

data for advertisers. Advertising will be smarter,

allowing targeting based on intricate data that is

more relevant to the end user.

For example, sensors in outdoor formats will

detect weather conditions to offer appropriate

amenities; side walks will become GPS

enabled; telephone kiosks will transform into

information hubs; all providing function for users

through interaction and data.

Grand Gestures & Utilization

What we think

Within the overcrowded advertising space, media must meet

high expectations to obtain share of spend. As a result, grand

gestures are highly advantageous for Out-of-Home with a utility

component creating a more meaningful connection between a

brand and its user. Not only does this add value for the user,

but is also beneficial for the advertiser by allowing for a longer

dwell time, higher engagement and return of data contributing

to smarter advertising moving forward.

The iStreet & Speed of Delivery Online retail continues to grow rapidly but it

loses out on the convenience of immediate

transaction of goods that is traditionally satisfied

via physical space.

Online retailers are now experimenting with

shorter delivery timeframes, and in some cases,

same-day delivery to capture a greater slice of

retail spend.

What we think

Brands can now create or extend physical entities through the

use of Out-of-Home media. Posters and pop-up installations

bring the brand to a wider audience, reaching consumers with

an extended retail footprint while bridging the gap on the

transaction of goods.

As the space between online and physical entities narrows, we

anticipate physical spaces to become experiential showrooms

for innovation, promoting various channels for transaction and

delivery of goods.

Uberfication & On-Demand Models The on-demand model was previously the

mainstay of TV channels, allowing the consumer

to choose their „prime time‟, rather than be

dictated by the network. However, this level of

on-demand service now extends beyond the

living room.

Entities like Uber now give consumers control of

personal transportation− click to order, taxi

arrives and payment is processed all done

through your account. This is leading the

revolution that will enable people to control when

and where they have access to premium

services.

What we think

The on-demand model’s greatest value is convenience, which

Out-of-Home can support by extending exposure and

accessibility. NFC, geo-fencing and other call to action

technologies act as a gateway for users, allowing them to easily

access Uber for transportation when in a rush or Redbox for

movie entertainment when on the way home from work, all done

immediately while on the go.

Three-Dimensional Printing Three-dimensional printing can better be

described as “non-augmented reality”. Like

other technologies that came before, 3D printing

has been slow to take off due to

misunderstanding of utility.

However, in 2014 3D printing manufacturers are

getting smarter, and their use is becoming

clearer to the mass market. Newer, cheaper

models are making the technology more

accessible while also coming in a range of sizes

for a broad range of uses.

What we think

Three dimensional printing has surpassed novelty status as

Out-of-Home proves its mass appeal in extended

environments where it is now feasible to use. It has become

a “reality” that allows brands to offer tangible, personalized

samples for audiences as a memorable brand experience,

and allows for experiential campaigns to offer scalable,

personal engagement with the public.

Posterscope Netherlands

Moermanskkade 85

1001 NK Amsterdam

T: +31 (0) 20 5304 500