the future is now - presentation for screen media expo
DESCRIPTION
The future is now. Digital out of home networks not architected for the future won't have a future. Advertisers not prepared for the future will be marginalized. The audience is already living in the future. The web is disrupting TV and everything passive in its wake is going the same way. The word digital used to mean "not analog". Today it means frictionless. Tomorrow it means free and if your network isn't truly digital, it means it's f***ed. To understand the future of digital signage, we can learn much from the US, where web technologies and social media platforms are not only shaping our industry, but our lives. Nimble, innovative technology and media companies are leveraging location based services and user generated content to catalyze opportunities at the expense of traditional media and broadcast models. This keynote will help form strategies for a connected web-enabled future and reduce dependancies on siloed networks, proprietary systems, walled gardens and passive media.TRANSCRIPT
1 Screen Media Expo Europe – April 6th 2010
The Future Is NowStephen Randall CEO, LocaModa Inc!
www.twitter.com/stephenrandall
2 Screen Media Expo Europe – April 6th 2010
MY GOAL TODAY…
Help prevent you getting the same war wounds as
many companies on the other side
of the pond. !
3 Screen Media Expo Europe – April 6th 2010
THE FUTURE IS NOT…!
4 Screen Media Expo Europe – April 6th 2010
HARD TO BUY!FRAGMENTATION!NOT MEASUREABLE!
FEW STANDARDS!
WALLED GARDENS !POOR USER EXPERIENCE!LARGE CAPEX!
COMMODITIZED OFFERINGS!
5 Screen Media Expo Europe – April 6th 2010
Commoditized DOOH Systems
and Services!
Web 2.0 Starts to Disrupt all
Media Markets!
Attention = Profit!
Real time + Measurement = Standard!
Technology Maturity"
Mar
ket E
xpec
tatio
ns"
THE STORY OF DOOH
End to End Solutions
Remove Friction in Market!
WE ARE HERE"
Web Connected Content Strategies!
Passive media dies!
Industry Consolidation
Starts!
Large CapEx + Little revenue!
DOOH strategy!= Land grab!
Narrowcasting born from broadcasting!
DOOH 1.0 DOOH 2.0
6 Screen Media Expo Europe – April 6th 2010
THE WORLD HAS CHANGED FROM THIS…!
7 Screen Media Expo Europe – April 6th 2010
TO THIS!
8 Screen Media Expo Europe – April 6th 2010
Open!
Connected!
Personalization!Web as Platform!
Collaboration!
User-Generated Content!Cross Platform!
Real-Time!
Trust!Mobile!
YOU KNOW THE STORY…!
Cross Channel!
9 Screen Media Expo Europe – April 6th 2010
IMPRESSION / PASSIVE /PUSH / MONOLOGUE /REACTIVE / ON-DEMAND / PULL / USER-INFLUENCED /ACTIVE / REAL-TIME / CONNECTED / DIALOGUE / INTERACTIVE / USER GENERATED / EXPRESSION
10 Screen Media Expo Europe – April 6th 2010
100 billion clicks per day!55 trillion links!1 trillion urls in 6,000 days!2.3 trillion text messages per year !2 million emails per second!1 million IM messages per second!65 billion phones calls per year!Source – Kevin Kelly “The next 5,000 days” !
11 Screen Media Expo Europe – April 6th 2010
AND…!
3 billion Twitter API requests a day!12.2 billion YouTube views in Feb!20 billion Facebook posts in Feb!
12 Screen Media Expo Europe – April 6th 2010
BUT THIS IS NOT ABOUT TWITTER!
13 Screen Media Expo Europe – April 6th 2010
ITʼS NOT ABOUT FACEBOOK!
14 Screen Media Expo Europe – April 6th 2010
AND ITʼS NOT ABOUT MOBILE!
15 Screen Media Expo Europe – April 6th 2010
ITʼS ABOUT BEING CONNECTED!
16 Screen Media Expo Europe – April 6th 2010
An Out-of-Home platform exists to activate mobile & internet "Audience of One” engagement. Sir Martin Sorrell, CEO WPP. WSJ April 9th 2010
“ “
17 Screen Media Expo Europe – April 6th 2010
YOUR AUDIENCE IS CONNECTED!BUT ARE YOU CONNECTED TO THEM?!
18 Screen Media Expo Europe – April 6th 2010
METCALFʼS LAW!
THE VALUE OF A NETWORK IS PROPORTIONAL TO THE SQUARE OF
ITS CONNECTED USERS!
19 Screen Media Expo Europe – April 6th 2010
BUT DOOH NETWORKS
DO NOT LEVERAGE THEIR POTENTIAL NETWORK EFFECT
20 Screen Media Expo Europe – April 6th 2010
OUT OF!HOME!DIGITAL!
21 Screen Media Expo Europe – April 6th 2010
DIGITAL!FRICTIONLESS!
CO
NN
ECTE
D!
SPEED! WEB
!MEASURABLE!
NETWORKED!FRIC
TIO
NLE
SS!
DAT
A!
DYNAMIC!
INTERACTIVE!B
ITS!
COMPUTER!
INTERNET!
22 Screen Media Expo Europe – April 6th 2010
STANDARD DOOH NETWORK!Model: 1,000 Venues x 1,200 People/Month x 50% Noticing = 6,000,000 Audience per Month!
CONNECTOMETER!
23 Screen Media Expo Europe – April 6th 2010
SINGLE NODE INTERACTIVITY!1,200 People/Month x 50% Noticing x 2% Response = 120 Interactions* per Venue/Month!
CONNECTOMETER!CONNECTOMETER!
* Interactions at a venue are displayed ONLY on that venueʼs screens"
24 Screen Media Expo Europe – April 6th 2010
MULTI-NODE INTERACTIVITY!1,000 Venues x 1,200 People/Month x 50% Noticing x 2% Response = 120,000 Interactions** per Venue/Month!
CONNECTOMETER!
** Interactions at a venue are displayed on ALL venue screens"
25 Screen Media Expo Europe – April 6th 2010
CONNECTOMETER!
MULTI-CHANNEL INTERACTIVITY!75% Venue Msgs via Social Nets x 120 Avg Social Graph x 5% Social Net Response = 540,000*** Additional Interactions!
*** See Comparative Network Value Chart and Assumptions/Sources"
26 Screen Media Expo Europe – April 6th 2010
COMPARATIVE NETWORK VALUE!
27 Screen Media Expo Europe – April 6th 2010
ENGAGEMENT IS CROSS-CHANNEL!
MOBILE!
SOCIAL!
LOCAL!
CROSS-CHANNEL ENGAGEMENT! CROSS-CHANNEL ENGAGEMENT!
CR
OSS-C
HA
NN
EL ENG
AG
EMEN
T!
SPECIAL �OFFER! �
SPECIAL �OFFER! �
28 Screen Media Expo Europe – April 6th 2010
ENGAGEMENT AND THE “3Fs”!
FAME!
FUN!
FORTUNE!
CROSS-CHANNEL ENGAGEMENT! CROSS-CHANNEL ENGAGEMENT!
CR
OSS-C
HA
NN
EL ENG
AG
EMEN
T!
SPECIAL �OFFER! �
SPECIAL �OFFER! �
29 Screen Media Expo Europe – April 6th 2010
SCREENS NEED TO REACH MILES !(NOT FEET)!
DIGITAL OUT-OF-HOME NETWORKED SCREEN!
FEET!
MILES!
PEOPLE ON-LINE - FOLLOWERS,
FANS, ETC!
MOBILE CLICK! WEB CLICK!
PEOPLE IN VENUES!
30 Screen Media Expo Europe – April 6th 2010
EXAMPLE 1: VANS “BEHERE” Global campaign for Vans, enabling photos, text messages !
connected to Facebook, Twitter, Vans.com and Times Square.!
31 Screen Media Expo Europe – April 6th 2010
EXAMPLE 2: TOSCANINI’S Twitter, Foursquare, Text-messaging – enable venue marketing, engagement with patrons
online and in venue, reduction of perceived wait time and interactive ads.!
32 Screen Media Expo Europe – April 6th 2010
WEBSITES & SOCIAL NETWORKS TV BARS
ALL SCREENS ARE CONNECTED DIGITAL BILLBOARDS CAFES & RESTAURANTS CONCERTS & EVENTS
33 Screen Media Expo Europe – April 6th 2010
YOUR FUTURE
DEPENDS ON YOUR
CONNECTEDNESS
34 Screen Media Expo Europe – April 6th 2010
Your network has a real time connection to web (10 Points) Dynamic media supports local/topical tags (10 Points)
Media is multi-network (10 Points) Mobile is more than a text message CTA (10 Points) Screens react (interact) in real time to end users (10 Points) Localized media is updated in real-time (10 Points) You measure real-time user engagement (10 Points) You attract interactive media budgets (10 Points) You embrace open standards (10 Points)
YOUR CONNECTIVY SCORE?
Media is multi-channel – Web/Mobile/DOOH (10 Points)
35 Screen Media Expo Europe – April 6th 2010
RECOMMENDED
Did You Know 3.0 Official Video 2009 Edition – Youtube
What The F**K Is Social Media. Marta Kagan, Slideshare.net
Increasing the Value of a Digital Out of Home Network Via Metcalfe’s Law. Stephen Randall, LocaModa.com
The first 5,000 days of the web, and the next 5,000: Kevin Kelly on TED.com
Series of 4 White Papers on Interactive/Social Technology in DOOH. Stephen Randall, LocaModa.com
Twitter on Place Based Screens. Why It’s Not So Simple. Jacob Elder, LocaModa.com
36 Screen Media Expo Europe – April 6th 2010
www.twitter.com/stephenrandall
THANKS!!