This document discusses the evolution of digital signage and digital out-of-home (DOOH) advertising. It notes that DOOH allows for interactivity, location-based services, and user generated content. Major trends include mobility, interactivity, and always-on connectivity. Successful DOOH requires integrated participative engagement and added value through relevant content, location-based services, and timely information. Monetizing DOOH involves various business models where landlords, content management systems, and advertisers generate revenue through advertising, content renting, and revenue sharing. The future of DOOH is bright if it can move beyond classical static screens.
4. !
CONTENT
Outdoor
the only media without content
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5. Evolution
Time & Place Outdoor
Time & Place
Targets OOH
Time & Place
Targets DOOH
Behaviours
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6. The search for the Graal
Land
Lords
CMS
Media
Content
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7. Major Trends
Mobility Interactivity
« Always On » «UGC»
Location Base Services User Generated Content
Digital OOH
Participative Out-of-the Box
Brand Experience Disruption
Engage the consumers Surprise the targets
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8. The Gold Triangle
Information
Advertising
& Services
Advertainment
Infotainment !
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Exploitation
Land Lords & CMS
9. Driving Demand / Driving Consumption...
Digital Out-of-Home and the Participation Age
New Communities, New Behaviors Infrastructure, Demands
On the Network
Driving Demand
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Driving consumption ..
10. The DOOH challenge…
Need to integrate
Participative Engagement
and
Added Value
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11. The DOOH challenge…
Added Value
Relevant Contents
Location Base Service
Time Base Information
Relevant Advertising
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12. The DOOH challenge…
Added Value
France : La ville de Marseille installe une borne
interactive outdoor facilitant la localisation des
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14 janvier 2010 à 9:48
14. The DOOH challenge…
Metrics
How Well?
Impact on
Brand Equity
Brand Activation
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And...Sales
15. Monetizing – Business Models
Advert. Revenues
Land Lords CMS Advertisers
Renting
Software
Hardware (screens)
Kick Back On Adv Rev Implementation
B. Prignon Location Loans
16. Monetizing – Business Models
Financing Advert. Revenues
Software
Land Media
CMS Advertisers
Lords Reps
Financing
Screens
Kick Back On Adv Rev Implementation
B. Prignon Location Loans
&
Revenues Sharing
17. Monetizing – Business Models
CMS Advert. Revenues
Land New Media
Advertisers
Lords Reps
Content
Kick Back On Adv Rev Provider
Revenues Sharing
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18. Monetizing – Business Models
CMS Advert. Revenues
Revenue
Financing Screens
Interaction
Land New Media
Advertisers
Lords Reps
Sharing
Kick Back On Adv Rev
Revenues Sharing
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Content
Provider Content Renting
20. Cleverwood is your New Media
Consulting partner, providing
expertise, knowledge and
consulting services for Web,
Mobile, Interactive Television
and emerging channels.
And tweets down here
Summary over here
Thank You
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Slides will up be there
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