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