2. In 2011 Social, Local and Mobile helped create demand
and relevance for digital place-based media.
#1 SOCIAL
#2 LOCAL (context)
#3 MOBILE (personal)
Sources: Miller, Kaplan, Arase for digital place-based media, and Kantar Media for all other media.
Platt Retail Institute North American Digital Signage Index 1
3. In 2011 Social, Local and Mobile Propelled Digital Place-
based Media into Mainstream Media Status
Ad Revenue Growth for Digital Place-
16% based Media January-June 2011 vs. 2010
Growth rate compared with the media
5x industry as a whole during that timeframe
Projected Digital Place-based Media
21% industry growth for 2H 2011
Sources: Miller, Kaplan, Arase for digital place-based media, and Kantar Media for all other media.
Platt Retail Institute North American Digital Signage Index 2
4. Consumers Are Addicted to
Digital Media
181MM PEOPLE
Viewed digital place-based screens
in the last month (US)
1/3 OF VIEWERS
Have taken action after seeing Digital
Place-based Advertising
Source: Arbitron Digital Place-Based Video Study 2010
Source: SeeSaw/OTX 2007/8 Custom Study See Technical Appendix: Exhibit Q
5. The Evolution of Digital Place-Based Media
2.0 - ACTIVATION
Social
1.0 AWARENESS
Local
Digital Place-
based Video
Mobile
2009 - 2011 2012
6. 1.0 Awareness
1.0 AWARENESS
• Networked Screens With
Content
Digital Place- • One to Many
based Video Communication
• Several Networks Now at
Scale
2009 - 2011
7. 2.0 Activation
2.0 - ACTIVATION
Social Social
• Social media integration
• Personal engagement
Local Local
• Location based services and
commerce
Mobile Mobile
• Interactive
• Geo targeted
• Mobile engagement; NFC, QR, SMS
2012
8. Launching Pad For Consumer Activity
Place-Based Digital Media
builds brand awareness, Place-Based Audio
Place-Based Video
drives engagement and
consumer transaction with
a multi-touch media
approach. Social Media
Mobile
Commerce (NFC & QR)
Find out what
Place-Based
Digital Media
can do for your
brand WiFi
9. Multiple Touch-Points Throughout
The Travel Experience
IN-FLIGHT
5 domestic airlines, 110,000 screens on 800+ planes
• Seat back programming—short and long form—including general entertainment, news and weather from various major network and
studio suppliers. Appropriate for viewers of all ages
• Ad units include full cabin video during take-off (Roadblock) and units throughout programming
ON-TRAIN
17 trains Northeast corridor
• Back lit displays on all trains
• WiFi
EN-ROUTE
• CNN Airport Live TV Programming
• Airport Retail Digital signage in airport
retail
EXECUTIVE AIRPORT LOUNGE & FBOS
5 domestic airlines, 3 international airlines (93 screens) & Fixed Based Operators (119 screens)
• Digital Signage • Wifi • Targeted Location Based Mobile
• Static and digital posters • Montser Media • Mobile engagement technologies
10. Two Key Environments
For the Fit and Well
Audience
PHARMACY HEALTH NETWORK
700 pharmacy locations. 4 million monthly viewers
• Screens in pharmacy waiting area with full sight, sound
and motion
FITNESS ENTERTAINMENT NETWORK
600 Fitness Clubs. Top DMAs. 13 million adults
• Full sound video ads inserted into live cable TV broadcast in the club’s cardio area.
• Ad Pod Interactive Screens
• Targeted mobile banner advertising
11. Multiple Touch-Points Throughout a Day in
The Life of an Active Consumer
NYTIMES.COM TODAY NETWORK
600 cafés and eateries delivering 5 million monthly viewers
• Screens placed near the point of sale
• Full screen and IAB standard ads with contextual targteting
• NFC, SMS, QR, Bluetooth, WIFI enabled
TAXI ENTERTAINMENT NETWORK
4,000 taxis serving 2 million monthly passengers
• Captive environment with high dwell time
• Premium lifestyle video content from Yahoo! Optimized by
daypart
• Run TV or digital creative on a touchscreen device mounted in
the backseat with the passengers
12. “Half the money I spend on
advertising is wasted; the trouble is
I don't know which half.”
John Wanamaker, (attributed)
US department store merchant (1838 - 1922)
14. Digital Place-Based Media Is Converging
MOBILE
- Tablets - QR
- Bluetooth / Wi-Fi - NFC
- Apps - SMS
- Mobile web - Video
- Mobile to - Coupons
screen - Downloads
VIDEO SOCIAL
- OOH TV Screens - Check In - Social deals /
- Often ad supported - Twitter posts coupons
- Social currency - User
- Facebook generated
Connect content
AUDIO
Digital Place-Based COMMERCE
- Overhead Audio Media - POS - Exclusive
- Subscription based - Payments Content
- Coupons / - Downloads
INTERACTIVE Deals
- NFC
- Touchscreen - Coupons
software - Interactive
- Long form engagement
content - Payments
13
15. Build Integrated Networks Around Premium
Audiences
Integrated Place-Based Digital Media builds brand
awareness, drives engagement and consumer WiFi
transaction with a multi-touch media approach.
Commerce (NFC & QR)
Social Media
Place-Based Audio
Extending
Mobile Place-Based Video The Brand
Out Of
Home
16. Integrated Place-based Media Drives Advertiser Value
• Build Awareness – Through Place-based
Video
• Drive Engagement – Through activation
based media such as
• Multi-Touch – Deliver powerful multi-
touch campaigns
• Scale – Deliver more impressions through
multiple media formats
17. Integrated Place-based Media Drives Investor Value
New Channels
• Social media
• Trading desks / DSPs
$ Valuation
Multiple Revenue Streams
- CPM Paid for Media
- Licensee
New Buying groups - CPA
• Mobile
• Digital
• Planners
Increased
Inventory
• Increase
deal size
Engagement Inventory
18. Implementing Integrated Digital Place-based
Basic Mobile
1 Engagement
Social and Local
2 Screen
Enablement
Interactive and
3 Advanced
Mobile Products
20. Monterey Bay Aquarium
Launch Date June 19th, 2011
Location San Francisco Tour
Monster Portable
OOH Media Storefront
Engine Company 1
Partners MacDonald Media
Advertiser Monterey Bay Aquarium
Target Demographic Bay Area Tourists and Locals
9,800 People took a dive
38,400 Badges Collected
Results 1,453 Facebook Posts
21. NFC Engagement
Launch Date April 2011
Location San Francisco
OOH Media NFC
Partners Blue Bite
Hotels.com
Advertiser The New York Times
Target Demographic Urban Tech-thusiasts
Results Proof of concept and roll out
22. Cover Girl Mall Experience
Launch Date June 1st, 2010
Broadway, NY
Perimeter Mall, Atlanta
Ford City Mall, Chicago
Location Georgetown Park, Wash DC
OOH Media Storefront Media
Monster Media
Partners MediaVest
Advertiser Cover Girl Queen Collection
Target Demographic Inspirational Fashionistas
15,356 Video Plays
15,938 Video Start Activations
Results 2,535 Total Submissions
24. Academy Awards Street Engagement
Launch Date January 31st, 2011
Location Broadway, NY
OOH Media Monster Storefront
Monster Media
Partners Media Storm
Advertiser Academy Awards
Target Demographic Movie Enthusiasts
50,000 Touch Activations
13,000 Email Submissions
Results 8,000 Photo Submissions
26. Event-Based Social Media Black-Eyed Peas
Launch Date September 30th, 2011
Robin Hood Concert
Location NYC
OOH Media Live Social Media Feed
Partners Loca Moda
Advertiser Black-Eyed Peas
Target Demographic Concert Attendees
29. Avatar Augmented Reality
Launch Date April 16th. 2010
Location The Grove, LA
OOH Media Inwindow Outdoor
Zenith Media
Partners Fox Studios
Advertiser AVATAR - Blu-ray/DVD release
Target Demographic Avatar Fans & Grove shoppers
30. Axe/Lynx Excite Place-based Augmented Reality
Launch Date March 5th, 2011
Location Victoria Station, London
OOH Media WPP media agency Mindshare and OOH agency
Kinetic, with production agency Grand Visual and
JCDecaux
Agency BBH London
Advertiser Lynx Excite (Axe)
Target Demographic 15- to 25-year-old males
31. Porsche Touch Screen Engagement
Launch Date July 2010
Location 9 Key DMAs across US
OOH Media RMG Networks
Advertiser Porsche
Results Sold 246 cars
32. Four Square Social Engagement
Launch Date June-July 2011
Location Chicago
OOH Media RMG Networks
Venue FourSquare
Advertiser App
132% increase in
Results venue check-ins
33. Four Square Social Engagement
Garry M.
The 6th Annual DSIC
Be sure to check out
25 my keynote on
October 17th
34. In Summary
Social, Local and Mobile are trends that magnify the
importance of place and context
Enabling advertisers and venues to have deeper, more
meaningful relationships with their customers will
increase you company valuation
Digital place-based media needs to leverage the
power of content and interactivity
Notas do Editor
87 % of smartphone users access the mobile web2012 will be the year that smartphone sales will surpass PCs65MM people use a mobile device to update their Facebook profile
InvestmentSignificant VC and PE Capex to invest in building out networksLimited early successAcquisitionAggregation of networks to build scale and consistencyVenue-Led DeploymentConsumer demand drove venues to support the roll out of digital mediaSocialIn-venue Wi-Fi servicesLocation based screen advertisingLocalIn-venue Wi-Fi servicesLocation based screen advertisingLocal commerceMobileInteractive touch screenGeo targeted mobile inventoryMobile engagement; NFC, QR, SMS
InvestmentSignificant VC and PE Capex to invest in building out networksLimited early successAcquisitionAggregation of networks to build scale and consistencyVenue-Led DeploymentConsumer demand drove venues to support the roll out of digital mediaSocialIn-venue Wi-Fi servicesLocation based screen advertisingLocalIn-venue Wi-Fi servicesLocation based screen advertisingLocal commerceMobileInteractive touch screenGeo targeted mobile inventoryMobile engagement; NFC, QR, SMS
InvestmentSignificant VC and PE Capex to invest in building out networksLimited early successAcquisitionAggregation of networks to build scale and consistencyVenue-Led DeploymentConsumer demand drove venues to support the roll out of digital mediaSocialIn-venue Wi-Fi servicesLocation based screen advertisingLocalIn-venue Wi-Fi servicesLocation based screen advertisingLocal commerceMobileInteractive touch screenGeo targeted mobile inventoryMobile engagement; NFC, QR, SMS
Consumer Interaction & OwnershipCONVERGENCEAdd audio, interactivity, wi-fi, social, mobile, commerce, etc.Justify the M&A plansPutting the remote back into the consumer’s handsInteractivity: the final stage of DOOHRMG has embraced this emerging phase in various ways… annoucement of major deals:
Supporting new season of South ParkCreating Avatars that will be shown in Times SquareAlong with moderated tweets for the show
Custom application allows venue managers, their customers and community members to post events, info, offers, and timely messages to venue screens via SMS Text, RSS, Twitter, and Facebook. Posts sent to the screen can also update the venue's Twitter and Facebook status in real time.Dynamic title CTA’s to promote brand and social media initiatives
Used during their 9/30 Robin Hood Concert in the ParkCombined the functionality of Text, Photo, Twitter, Check-In, and Flickr in one app. Customize the display for any of the content streams to create a location relevant social media experienceComplete with built-in profanity filtering.
Venues display their tips, not user tips.Screens can be updated via web or mobile phones – making it fast and easy for venues to control their marketingValue to venue owner is often overlooked. LocaModa has made it easy for venues to not only update their DOOH screens BUT ALSO and have their marketing messages go to Twitter, Facebook, their website etc. And visa versa.Immediate, measurable results – for advertisers AND venues.When LocaModa ran an A/B test in Chicago using Foursquare, we saw an uplift of 139% for venues displaying LocaModa Foursquare on their screens. Not just happening with “cool” brands in cool placesClear Channel is using LocaModa community board on out-of-home screens in White Plains to help the city post updates to their community board. (I need to check if we can mention this)Community Board is being developed for health care venues to make their content more engaging.