4A's Transformation 2014 - March 18 - François de Gaspé Beaubien, Chairman & Chief Coaching Officer, Zoom Media
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Transforming Out of Home François de Gaspé Beaubien, Chairman & Chief Coaching Officer, Zoom Media Visit http://www.4astransformation.com for more information.
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4A's Transformation 2014 - March 18 - François de Gaspé Beaubien, Chairman & Chief Coaching Officer, Zoom Media
- 1. Transforming Out-of-Home Francois de Gaspe Beaubien Chairman and Chief Coaching Officer
- 5. video boards
- 15. Most ambitious digital signage project in US airports ever
- 18. “… models require granular data, by market, by week. With more granular traffic data, the opportunity to feed models for a fair measure of ROI will impact the OOH industry. Annis Lyles VP, Connections Planning & Investment
- 19. Joe Philport Chief Executive Officer next generation of research
- 20. digitized database: 500K units OOH Inventory Roadside, Street furniture, buses, geocoded audience data
- 21. Eye-tracking research gauge noting of ads at various speeds
- 22. Digital Bulletin Bulletin Poster digitized maps with specific road and inventory locations
- 23. - 5,000 10,000 15,000 20,000 25,000 30,000 0 10 20 30 40 50 60 70 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 HOURLYVOLUME AVERAGESPEED(MPH) TIME OF DAY Limited Access Highway - 106N05087 Reference Speed 58 MPH Weekday Volume Weekend Volume Weekday Speed Weekend Speed speed and traffic data collected hourly
- 24. new world of hyper-local locations integrated with real audience data
- 25. Final step: integration of all media components at hyper-local level
- 26. new research will be integrated and released this spring
- 27. Barry Frey Chief Executive Officer
- 28. video everywhere
- 29. Shopping Gym Taxi Lunch Work Pharmacy Airport Restaurant/Bar Connecting with Consumers Throughout Their Day
- 30. ”Half of all ad campaigns will be multiscreen by 2016… Multiscreen is defined as two or more screens, TV, computer, table t, mobile phone and digital place-based media”
- 33. Mark Kaline Director, Global Media #1 OOH request? Programmatic buying!
- 35. .
- 36. targeting consumer behavior patterns
- 39. TV Radio Print OOH Online media format silos of a traditional media plan
- 40. The silos are blurring. What’s OOH? What’s digital?
- 41. Profile A Profile B Profile C Profile D Profile E silos are becoming about consumer profiles
- 43. Empowered consumer changed the game via technology. Blurs definitions. what’s social? what’s
- 45. ad servers and Internet advertising
- 46. Ad servers are software for web sites and advertisers to serve ads, count them and choose the ads that will make the website most money
- 48. How do we achieve behavioral targeting of consumers on the move?
- 50. technology will be available that will enable DOOH to become smarter by hypertargeting based on big data analysis
- 51. BIG DATA in 2012 elections
- 52. to understand target audience trends to decide how to buy cable TV spots to course-correct their ad buy based on big data trends campaign managers used BIG DATA…
- 57. Digital billboard ad server – no playlists
- 58. DOOH ad server that shifts around creative based on “outdoor cookies” (cell
- 59. DOOH ad server
- 61. how can we make OOH use “Pay Per Look” as billing model? online uses “Pay Per Click” as a billing model
- 62. Learning from online: pay-per-look for DOOH
- 64. develops pay-per-look first develops pay-per-gazethen
- 66. DOOH is getting smarter and will keep getting smarter programmatic big data location awarepay-per-look
- 67. yesterday
- 68. today and tomorrow: mad men become math men
- 69. merci.
Notas do Editor
- Airport invested $30M dollas
- These images illustrate three big data components required to provide ratings for digital billboards:(1) Digitized maps with specific road and inventory locations, (2) Speed and traffic volume data collected on an hour by hour basis (speed data supplied by Innrix), and (3) eye-tracking research to gauge noting of digital ads at various speeds. Information will be integrate and released this spring, next generation of TAB research
- Digitized maps with specific road and inventory locations
- This is an aspirational slide: In the new world of hyper-local marketing the visual display of inventory locations integrated with real audience data
- The final step is the integration of all media components at a hyper local level
- Information will be integrate and released this spring, next generation of TAB resear
- Industry PositionVideo is everywhere!Viewing untethered from TV.Now litany of devices, plethora of platforms.DPB media-strong alternative to recapturing video impressions and light TV viewers.
- Hidden – other one better
- Not t
- Loops dieTemplates dieDay parts dayOTHER LOGOS
- So OOH is also teaching digital a thing or two – Ayuda’s pay per look patent was filed 6 months before Google’s pay per look patent!
- Andreas to insert: if you retain one thing from my talk, DOOH is getting smarter and will keep getting smarter. Devices, location aware, big data, programmatic – this is what’s coming to you from OOH and Digital OOH. Images: getting smarter