Presentation from the FEPE 2015 CONFERENCE on the opportunity for advertisers using out of home media in association with mobile to drive greater performance.

1. The future
of out of
home
Making
mobile
pay

2. The smartphone is the
biggest opportunity to
drive significant
revenues into
Out of Home

4. The scale adoption of
smartphones is the
biggest shift in
consumer behaviour
since the launch of TV

5. How many WhatsApp messages were delivered on 1st April 2014?
6.4 million 64 million
6.4 billion 64 billion

6. 75% of adults have a
smartphone
50% of adults have a
tablet
Usage is over 2 hours a day
71% of adults have
them 22 hours a day

8. Daily
use of a
mobile
Browsing
22 mins
Social
16 mins
Music
15 mins
Games 15
mins
Calls
13 mins
Messaging
11 mins
Emails
9 mins
Reading
8 mins
TV/Films
7 mins
Photos
3 mins

9. 80% of smartphone
usage is via apps

10. Three key areas of mobile use
Wi-Fi
In-home
Wi-Fi hotspots
& contract
Out and about
Mainly contract
(Beacons & Public WiFi)
In-store

11. OOH & mobile : the perfect
partnership
Wi-Fi hotspots
& contract
Out and about

12. Mobile and outdoor
Mobile
From door to store

13. What happens when consumers
are connected in store?

14. Mobile makes OOH
fully accountable
We can measure the
direct influence that
investment has on
sales
Data capture is critical
for the future of the
industry

15. Google click path
63% of smartphone
owners use their
device to check
prices while
shopping

16. What actually happens
July 2014 is the first time mobile
traffic will exceed desktop traffic
Awareness
OOH MOBILE+

17. Delivery

18. Locational
technology
is complex
We don’t believe
one technology will
dominate

19. NFC
BLE
Beacon
Wi-Fi
Hotspot
Rich media

20. NFC

21. BLE iBeacons

22. Shopkick

23. Wi-Fi Hotspot

24. %age of people trying to
connect to the internet

25. Social Wi-Fi

26. Rich media

27. Future imperfect
2013 2016
OOH
Share (%) 6.9% 6.9%
Spend $30.8bn $41.1bn +33%
Mobile
Share (%) 2.7% 7.7%
Spend $10.5bn $45.9bn +337%

28. Most memorable
advertising
TV – 46%
OOH – 34%
Print – 7%
Online – 4%

29. Making this happen
• Requires a coherent approach to
technology & investment across the
industry
• Develop bespoke technology &
planning tools
• Better formats & much better creative
work
• Overcome issues with data protection,
aim at getting consumers to opt in

30. The prize is huge

31. Making
brands
mobile