1. Guide to Convergent
(Digital) out- of-home
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2. Introduction
• Drivers of (D)OOH convergence
- Connected society
- Digitalization & Networking of OOH
- Today’s customer
• Influence digital behaviour
- Driving search
- Driving social media
- Networked OOH
• Introducing Clear Channel Play

3. Drivers of (D)OOH
convergence

4. Connected society
– 500 million people globally (55% of active users) access
Facebook via mobile
– 1 in 7 search quieries is on mobile
– 55% of Twitter traffic is from mobile devices
– 65% of smartphone users use them to pass the time when waiting
– 52% use a smartphone as a quick source of information for an
immediate answer
– 51% of US smartphone users rate commuting as one of their top 3
‘non-voice’ usage situations
Source: Posterscope, KPCB internet trends, latitude digital marketing, Facebook, Google, Ericsson Consumer Lab Research

5. Digitalization & Networking of OOH
– Ads can be bought on over 2,5 million digital OOH screens
globally
– 50% are in the US
– 35% in Asia
– 8% in UK
– 1.600 screens in the global Clear Channel network,
109 of them in Belgium
Source: Posterscope, own source

6. Today’s consumer

7. We live in an increasingly urban society.
For the first time in
history, more of us live in
cities than in the country
(51%)
By 2050 the UN predicts
this will rise to 70%
Source: United Nations 2009 Revision of
World Urbanisation Prospects

8. People are more mobile and more connected.
33% more time is spent out
of home now compared with
ten years ago1
Consumers are increasingly
connected whilst on the
move, with over 1 billion
smartphones now in use
globally2
This trend is set to continue
with 75% of consumers
expected to have a
smartphone by 20153
Sources:
1 Touchpoints 3 (UK)
2 Microsoft Tag
3 Ofcom Communications Market Report UK 2011
Cannes Outdoor Lions Winner, Tesco Home Plus, South Korea

9. We are more able to avoid advertising & attention
levels are compromised.
64% of ‘tech-savvy’ UK
consumers say they
sometimes watch TV
whilst simultaneously
using the internet1
69% of UK adults state
they fast forward
through TV ads when
watching recorded
programmes2
Sources:
1 Q Media Research, IAB / Thinkbox
2 GB TGI 2010

10. “2012 is the Year of People
Power.
“It is the year when people can
find out what they want to find out
with a few touches of their smart
phones, whenever they want to
and wherever they are.”
Source: Sue Unerman, Chief Strategy Officer, MediaCom UK

11. Influence digital
behaviour

12. Driving search
• Objective
– Measure the out-of-home’s ability to drive online search
• International study
– UK (Ooghle), Singapore (Face OOH), Belgium (Go ooh)
• Environments
– street, stations, supermarket, leisure and public transport
Source: Posterscope, iProspect

13. Campaign
Source: Posterscope, iProspect

14. Website
homepage questionnaire
find out more thanks
Source: Posterscope, iProspect

15. Results
– 883 Facebook
– 77% of 18-44
– Traffic peak on Friday
– 70% takes immediate action
– 30% found it innovative
– 26% found it noticeable
– 31% commuters
– 31% used their mobile, 48% being iPhones
Source: Posterscope, iProspect

16. Driving social media
Nivea Kissing Booth
• Photos taken in the “Kissing Booth” were uploaded
to NIVEA’s Facebook and were then displayed on
all 3 digital spectaculars in Times Square.
• Facebook page amassed nearly 500,000
impressions
Credits: Carat, Posterscope

17. Driving social media
Corona Light
• Like the brand on Facebook and
have your picture uploaded to a
screen on Times Square
• Images where also used on the
Corona’s FB page and in
participants feeds
• Likes increased to almost 200,000
during the campaign (1 month)
Credits: Iniative

18. Networked OOH
Real time content
Nike, World cup, UK
Bespoke messages were
displayed from Nike brand
ambassadors in relevant
locations based on England’s
progress during the World Cup.
The campaign targeted people
on their way home from watching
the game - by tube, rail and car,
and featured Nike's sponsored
players
Credits: Grand Visual UK

19. Networked OOH
Real time content – social media
Huffington Post UK asked consumers to Tweet their opinions regarding
the day’s top news stories and streamed moderated responses in real-time
to OOH screens in rail stations.
Credits: Total Media, MBA, Posterscope, LocaModa

20. Networked OOH
Real time content – social media
ESPN UK
Posted numerous sport related questions trough social media and DOOH
during Friday evenings and Saturdays. Consumer tweets were streamed live to
different OOH screen networks.
Credits: Total Media, MBA, Posterscope, LocaModa

21. Networked OOH
Real time content – enabling sharing
Reebok Flex
Interactive window displays as the centerpiece of the “Flex” program.
Displays instructed consumers to take a photo of themselves at the window.
The photo then appeared at the bottom of a shoe on a larger screen, making that consumer one of the
“76 Running Buddies”.
Consumers could then share their “Running Buddy” photo via Facebook, and receive a “photo
keepsake” sent directly to their personal email
Credits: Carat, Posterscope

22. Networked OOH
Real time content – enabling sharing
Mini UK
People were invited to record a short video of themselves in a specially constructed green-screen.
This was edited on-the-fly and displayed on video screens integrated into the windows of the MINI
Countryman, as if they were squeezed inside, looking out from within.
Participants could then watch themselves “pressed against the windows” and share their video with
their friends using Facebook enabled touch-screens.
Credits: Vizeum, Posterscope, Profero

23. Introducing Clear Channel
Play

24. A new way to connect brands with people.

25. Creative richness
Capture attention, tell stories & trigger
emotions with bespoke HD content
capabilities including static, animation,
full-motion video.

26. Continuous animation
Uki, Belgium
Create an animation
starting on the 1st screen
and continuing on the
other screens.

27. Relevance.
Embrace the freedom to deliver bespoke
and multiple messages tailored by context
including time, day, location, proximity or
topical updates

28. Share multiple messages
Coca-Cola, Spain
Real time updates
happened during the
European Championship.

29. Weather based campaign
Coca-Cola, Belgium
Spot only visible when
it’s 23°.

30. Immediacy.
Enhance or evolve creative content
with dynamic messaging including live
updates such as news, weather or
travel, links with social media and
audience or environment.

31. Live broadcasts from London to New York
Coldplay’s concert was broadcast
live on You Tube and Vevo, with
digital promotion and streaming in
Times Square, NY and on the
roadside digital network and in
bar screens in Central London.

32. Engagement.
Start a conversation, interact with and
collect data from consumers through
links to mobile/online content and
transactional capability through
smartphone technology.

33. Start a conversation
Coca Cola Light, France
A puppet interacted live
with the passers-by, copy
was created by someone
hidden nearby and
streamed to screens.

34. To resume
• DOOH allows you to change
your message for a specific
location, specific day or day
part or the consumer’s mind
state
• You can integrate interaction You can play with the technical
and start a conversation and graphical capabilities of the
DOOH networks

35. Let’s