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.

1. Monster Media: Mobile Social Platform
EVP Mobile & Social: Stephen Randall
MOBILE: +1 781 888 1417
EMAIL: stephen.randall@monstermedia.net
TWITTER: stephenrandall
Copyright © 2013 Monster Media

2. Overview
Out-of-Home: Times Sq, Vegas
Movie Theatres, Malls
Airports, Stations, Bus shelters
Bars, Cafes, QSRs, Offices
Events, Concerts, Conferences
We use social media to amplify audience engagement across out-ofhome (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…
Copyright © 2013 Monster Media

3. 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

4. Where Do People Use Smartphones? (Don’t think about mobile tech, think about mobile)
93% 87%
77%
73% 72%
66%
50%
29%
School
Library
Airport
32%
Dr’s Office
Coffee Shop
Social Gatherings
At Work
Restaurant
In a Store
On The Go
Home
54% 53%
Source: The Mobile Movement Study, Google/Ipsos OTX Media CT, 2011.
Base: Smartphone users. Q: Where do you use your smartphone?
Copyright © 2013 Monster Media

5. Total Available Audience = Audience In Front of ALL Connected Screens
OUT-OF-HOME
SCREENS
TOTAL AVAILABLE AUDIENCE
WEB
SCREENS
MOBILE
SCREENS
Copyright © 2013 Monster Media

6. The Total Available Audience Isn’t Just In Front of Our Screens
Millions of people here
Billions of people here
Copyright © 2013 Monster Media

7. OOH + Social = Increase Engagement For BOTH OOH and Social Screens
10x
Increase in OOH engagement when screens
are connected to social networks
30%
Increase in online engagement
when social networks are connected
to OOH screens
Copyright © 2013 Monster Media

8. The 3Fs Of Cross Channel Engagement
FUN
CROSS-CHANNEL ENGAGEMENT
FAME
FORTUNE
Copyright © 2013 Monster Media

9. Campaign Examples and Case Studies
Copyright © 2013 Monster Media

10. GAP: #BeYourOwnT (Viacom/MTV Screen, Broadway between 44th & 45th Times Square, NYC)
Copyright © 2013 Monster Media

11. GAP: #BeBrightNYC (Viacom/MTV Screen, Broadway between 44th & 45th Times Square, NYC)
Copyright © 2013 Monster Media

12. Titanic Blue-Ray DVD
Copyright © 2013 Monster Media

13. 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

14. Titanic Sales Impact
• 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
Copyright © 2013 Monster Media

15. Levi’s Instagram (34th & 7th Ave, Opp Penn Station, NYC)
Copyright © 2013 Monster Media

16. Tide NFL: Mudsling (CBS Roadblock 8th Ave & 42nd St, Times Square, NYC)
Copyright © 2013 Monster Media

17. Monster’s LocaModa Mobile Social Platform
SOURCES
LOCAMODA
LOCAMODA
Moderators
curate/approve
messages
Pending
messages
CHANNELS
MODERATE
Rejected
messages
Moderator approved
messages
USER
CONTENT
AGGREGATE
SOURCES
Real-time sources:
keywords, tags,
accounts, location,
check-ins, posts,
trending, plays etc
CURATE/FI
LTER
CONTENT
WEB
Auto-approved messages e.g.
client accounts, admin users.
Fine-grained filters to
enable “brand-safe”
messages: Language,
profanity, brands, “nottags”, users, accounts
etc
DISTRIBUTION/P
UBLISH
DOOH OS
PLATFORM
S
AGENCY,
BRAND,
NETWORK,
VENUE,
CONTENT
MARKETING
ASSETS
APP
CONFIGS
Configured applications
and ad units
MOBILE
Interactive elements,
brand assets, marketing
messages, CTAs etc
Layout, number of
messages, pre-roll,
screen attributes,,
locations, timings, etc
Hierarchical access/ Ops configurations
– networks, venues, devices, Real –time
data and analytics, Security, permissions
and access etc
Copyright © 2013 Monster Media

18. Moderation Screenshot
Copyright © 2013 Monster Media

19. Summary In a Nutshell
• 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
Copyright © 2013 Monster Media

20. Thanks For Listening!
Questions?
EVP Mobile & Social: Stephen Randall
MOBILE: +1 781 888 1417
EMAIL: stephen.randall@monstermedia.net
TWITTER: stephenrandall
Copyright © 2013 Monster Media