Guide to Convergent Out-of-Home

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Contents

Introduction Drivers of OOH Convergence Impact on the Consumer

Opportunities Arising Video Influencing Digital Behaviour Gateways to Mobile Content Networked OOH Engaging Interfaces New Planning Data

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he world in which we live is being transformed by technology, which in turn is changing how people behave, especially when they are out of the home. One unifying theme is that of

convergence. You can now access the internet through your TV, watch TV on your phone, video content can be found on all manner of screens and, of course, the number and variety of devices that enable web access out-of-home is growing enormously.

Meanwhile the definitions of media, content and technology are increasingly blurring.

This convergent world presents an enormous range of opportunities for brands to derive even more value from the Out-of-Home medium.

This guide outlines some of these opportunities and associated case studies. It attempts some segmentation but of course the nature of convergence means that areas constantly overlap and blur. It is also not intended to be exhaustive and you can keep up to date with the latest developments at PioneeringOOH.com

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OOH Convergence GuideIntroduction

http://pioneeringooh.com/


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* 3G/4G accounts for 56% of US mobile subscriptions (51% in UK). Source: digitalstats.com/KPCB internet trends

* More than 150 carriers in 60 countries are currently committed to 4G deployments and trials. Source: Deloitte

* The auction for 4G networks in the UK will be held in late 2012.

* Worldwide 4G subscribers will top 158 million by 2013. Source: Renub research

* BT have over 2.8m Wi-Fi hotspots for UK customers.

* 53% of UK mobiles are smartphones. Source: Comscore Q4 2011

* 48% of US mobile owners will have a smartphone by the end of 2012. Source: emarketer

* Singapore has 62% smartphone penetration. Source: Google/Ipsos

* Ads can be bought on over 2.5 million digital OOH screens globally.

* 50% are in the US.

* 35% in Asia.

* 8% in UK.

* Almost all major networks are remotely addressable except for some of those in China.

IntroductionDrivers of OOH Convergence

Connectivity Sophisticated Devices Digitisation & Networking of OOH

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IntroductionDrivers of OOH Convergence

The existence or ownership of technology doesn’t necessarily equate to usage and adoption, however…

* In September 2011 50.4% of the total US mobile audience used mobile web/apps Source: http://www.comscoredatamine.com/

* 28% of UK smartphone users have made a purchase using mobile internet Source: Google

* M-commerce tripled year on year on black Friday in USA Source: IBM

* £3.3bn of mobile payments in the UK predicted for 2013 Source: Google

* Mobile now accounts for over 10% of all sales on eBay UK and 15% of Ocado grocery shopping orders Source: mobilemarketingmagazine.com

* Amazon sold >$1 billion in a year via mobile devices in 2010. eBay expecting $7bn in 2012 Source: KCPB internet trends/eBay

* 23% of US consumers are now “very willing” to use their mobile phone as a wallet Source: KPMG

* 490 million people forecast to use mobile payments in 2014 Source: mobithinking.com

Consumer Adoption

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ContentThe content they consume and how they consume it

CommerceWhat they buy and how they buy it

MobilityWhat they do and how they do it in different places

SocialHow they connect, interact and share

IntroductionImpact on the Consumer

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IntroductionThe Opportunity for OOH

Convergent Out-of-Home

Video Live broadcasts

Cross-platform video

Re-defining the video screen

Gateways to mobile content QR codes

NFC

Visual search

Mobile augmented reality

Networked OOH

Mobile + OOH gaming

Real-time optimisation

Refreshed content

Enabling Sharing

Digital control of physical world

Online OOH

Public utility

Personalised content

Social media on screens

Data as content

Influencing digital behaviour App downloads & usage

Web traffic

Coupon redemption

Social media usage

Search

Engaging interfaces

New planning data

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NFC

Visual search


Networked OOH

Mobile + OOH gaming


Refreshed content

Enabling Sharing


Online OOH

Public utility



Data as content


Web traffic

Coupon redemption

Social media usage

Search

Engaging interfaces

New planning data

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ne of the most important changes to the OOH media landscape in recent times has been the introduction of video-based content to the medium. This led many people to treat

these new formats as outdoor TV which in most cases is entirely inappropriate. Having said this there are many digital Out-of-Home (DOOH) formats that can be planned alongside other video based media as long as distinct audience measurement techniques, price benchmarking, consumer insight, spot length/frequency optimisation and creative optimisation are taken into account. Posterscope is

the only OOH agency with a comprehensive proprietary planning system (Prism Screen) that tackles many of these areas and makes the planning of DOOH and cross platform video activity quick and accountable.

The nature of OOH video content can also be particularly broad. For example, projection technology is completely redefining what constitutes a video screen.

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VideoIntroduction

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The proliferation of OOH screens allows brands to extract greater value from the production of video-based content, furthermore brands benefit from reaching light TV viewers

who tend to be heavy consumers of OOH. Planning DOOH alongside TV, Video-on-Demand and the like might involve some creative adaptation but this is generally cost effective and OOH agencies can help with this.

This is more about reach and targeting rather than innovation and is often overlooked by cross-media planners. In many countries the audience is huge. A comprehensive campaign

delivers 150m impressions (UK), 800m (USA) and 540m (China) over a month.

VideoCross Platform Video

Credits: PHD, Posterscope Credits: TBWA Shanghai, Carat China, Heartland-Posterscope

Maynards Wine Gums - UKA teaser aired prior to the TV launch in rail/underground stations, motorway service stations, roadside, ATMs and online.

Pernod Ricard, Chivas - ChinaAd premier synchronized across TV & DOOH on 241 screens in 6 major cities at 7pm on launch day.

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American Idol - USAHigh impact static elements surrounding a video box on portrait screens.

FX Channel, Falling Skies - UKLeveraging content from on-air TV idents across city centre screens.


Credits: Walker Media, PosterscopeCredits: Fox Broadcasting, Vizeum

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Ray BanVideo content of Spain’s Tomatina tomato throwing festival across 12 cities used online, TV, and DOOH video screens in New York.

Credits: Vizeum, Posterscope

Milky Bar A mobile app that allowed people to turn themselves into the Milky Bar Kid. Images could be uploaded to Facebook and participants were then featured within video ads across TV, online and digital Out-of-Home

Credits: Posterscope, Mindshare, JWT

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Credits: OMD, Posterscope

http://vimeo.com/18750048

YouTube Custom video selector touch-screen installation within the windows of empty retail units on London’s Carnaby St.


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VideoLive Broadcasts

Very few DOOH networks offer live video as an ‘off-the-shelf’ product but many can be enabled with some technical modifications.

http://bit.ly/IwD4CF

Five USAThe UK based TV channel created the first campaign to incorporate a live international video broadcast. A camera placed in Times Square, New York fed a video-stream to cross-track projection screens on the London Underground.

Credits: Vizeum, Brooklyn Brothers, Posterscope, CBS

http://bit.ly/IwD4CF

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VideoRe-defining the Video Screen

The rise of projection technology, often combined with specialist content adaptation techniques or sensors is allowing almost any surface to become a video screen.

Numerous campaigns have utilised ‘projection mapping’ but the vast majority of consumers will never have experienced them in real life. Earned media is key to driving value unless

locations have enormous or highly relevant audiences. This technique is still very much in vogue but will no doubt be surpassed by one of the other jaw-dropping technologies that are on the market or in development.

http://vimeo.com/17283195 http://bit.ly/If0u8Q

Credits: JJP Credits: Innocean Worldwide, EPPN Inc, Idea from Daily Life, Bread Communications

Disney Tron LegacyProjection mapping on London’s Southbank.

HyundaiHyundai Malaysia fixed a life sized 3D car to the projection surface


http://bit.ly/If0u8Q

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Credits: Glue Isobar Credits: W+K New York Credits: LCI Productions Ltd

For the launch of the new Toyota Auris Hybrid the car itself was used as the projection surface.

Jordan sportswear combined building mapping with an ‘exploding’ water projection.

Projection mapping onto a mannequin. This could be used to create a highly engaging window installation within an existing retail outlet, a pop-up shop or empty retail unit window.

http://bit.ly/HFD93j http://bit.ly/HCsBA7 http://bit.ly/I8cqMD

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Peroni UK billboard converted into a 20 seat mini-cinema. Interactive pool table using sensors that allows images and animations to follow the movements of the pool balls as players hit them around the table.


http://vimeo.com/21707345 http://bit.ly/IMlIw4

Credits: Obscura DigitalCredits: MPG Media Contacts, Posterscope


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NFC

Visual search


Networked OOH

Mobile + OOH gaming


Refreshed content

Enabling Sharing


Online OOH

Public utility



Data as content


Web traffic

Coupon redemption

Social media usage

Search

Engaging interfaces

New planning data

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he ability to influence the actions that people take on PCs, laptops, mobiles and other connected devices such as tablets, e-readers, media players, portable gaming consoles and

internet enabled TVs is of course a core requirement for any media these days.

The case studies throughout this section demonstrate the power of OOH media in this whole area. And the growth in the relative importance of mobile is making OOH an even more crucial part of the communications mix.

This section is not just about mobile and portable devices. Influencing actions taken on fixed devices at home or work is still important. In fact 50% of full time workers in the UK access the internet at work every day with OOH being the most prolific offline medium encountered beforehand.

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Influencing Digital BehaviourIntroduction

Source: Touchpoints, 2010

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Influencing Digital BehaviourMobile Internet Usage

of Twitter traffic is from mobile devices

search queriesis on mobile

people globally (55% of active users) access Facebook via mobile

55%1 in 7

500 millionSource: KPCB internet trends

Source: latitude digital marketing

Source: Facebook

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Influencing Digital BehaviourMobile / Internet Usage OOH

of smartphone owners use them to pass the time when waiting

use on-the-go

use as a quick source of information for an immediate answer

65 % 89 %

52 %

Source: Google Base: Owners who use the internet in general

Where Smartphone Is Used

Home

On-the-go

Work

In a store

Public Transport

Cafe or coffee shop

Restaurant

Social gathering

Airport

Doctor’s

School

98%

89%

74%

68%

64%

61%

58%

54%

47%

26%

16%

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Influencing Digital BehaviourMobile / Internet Usage OOH

of 16-24 year old UK internet users access it while out and about.

of US smartphone users rate commuting as one of their top 3 ‘non-voice’ usage situations

of UK ‘urbanites’ that use web/apps on their smartphones access Facebook when travelling by bus, waiting at bus stops, travelling on trains or waiting at stations 71%51 %

44 %

Source: ONS / BBC

Source: Ericsson Consumer Lab Research

Source: Metro/Posterscope study

http://slidesha.re/JPgeG0

http://slidesha.re/JPgeG0

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of mobile apps are OOH relatedc.17%

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Google campaign encouraging voice search. Roadside and transport environments.

The Telegraph newspaper iPad application. UK rail and underground stations.

Influencing Digital BehaviourDriving App Downloads & Usage

The nature of many apps and the times at which smartphones (& tablets) are used for non-voice activities is making OOH media a common choice to influence app downloads & usage.

Credits: OMD, Posterscope Credits: Carat, Posterscope

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Lamar’s Road Ninja app allows users to search for businesses or points of interest that are specifically located within easy reach of main US highways. 1,000 digital and static billboards were the only media used to promote the app which received over 100,000 downloads during the 4-week period. The app has also consistently been one of the top 10 free travel apps.

Live counter of Road Ninja downloads.

Influencing Digital BehaviourDriving App Downloads & Usage

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of US smartphone owners have changed their mind about an in-store purchase decision as a result of information gathered on their smartphone.

use smartphone apps/web in the grocery store.

of US smartphone owners will have used a mobile coupon in the last year in 2012.

In 2012

of smartphone-owning mothers in the US use them for price comparison purpose.

27%

42%

26.5%

45%

21% in the UK.

Influencing Digital BehaviourPrice Comparison & Coupon Services

Source: Google. Base: owners who use the internet in general

Source: Greystripe / mobiadnews.com

Source: Greystripe / mobiadnews.com

Source: emarketer

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OOH media should be considered for brands that benefit from the use of coupon, price comparison and barcode scanning apps/sites. OOH can encourage usage when out shopping and of course the same technique could be employed to discourage usage and try to shorten the path to purchase.

Influencing Digital BehaviourPrice Comparison & Coupon Services

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Influencing Digital BehaviourDriving Search / Mobile Search

for heavy mobile internet users (UK)

have done so after seeing something in-store

of UK adults have searched online in the last week after seeing an OOH ad. Increases to...

TV and OOH were found to be the biggest drivers of search across a selection of UK travel, insurance, car and mobile campaigns

of smartphone users have performed a mobile search after seeing a billboard (Note: this under represents the medium as it doesn’t account for all other forms of OOH media)

44%

20%

34%

36%

Source: Posterscope OOH Consumer Survey

Source: Outdoor Media Centre Source: Google Mobile Movement

Search Mobile Search

Plenty of evidence exists to demonstrate the effectiveness of OOH as a driver of search and the growth of mobile search is making the medium an even more critical component in marketing plans.

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Some key categories for which OOH should be considered to increase searches


General search

Product search

Job offers

Flat or housing

Restaurants orpubs/bars

Travel informationor holidays

70%

Types of Info Sought Using Search Engine (via Smartphone)

58%

36%

29%

17%

14%

OOH driven searches (USA) Smartphone searchers look for awide variety of information

Source: Google/Ibsos

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Marks and Spencer UKPosters were the only medium to feature this product.

Panasonic Lumix, USA, and MINI Roadster, UKSearch call-to-action featured very prominently in the creative.

Credits: MPG, PosterscopeCredits: Walker Media, Posterscope

31Credits: Carat, Posterscope

Adidas‘We are London’ campaign with OOH accounting for 98% of media budget


Searches for ‘We Are London’

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Influencing Digital BehaviourDriving Web Traffic

Mooncup - UKJust 200 London Underground posters for 4 weeks generated 250,000 visits to loveyourvagina.com promoting the ‘Mooncup’ product

United Nations Foundation - USADigital OOH in universities, taxis, rail stations, airports and malls, roadside, city centres and more. 30% uplift in web traffic during the campaign with no other media support.

Credits: PosterscopeCredits: Good Stuff, Posterscope

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As well as 3G/4G, the proliferation of Wi-Fi hotspots makes it even easier to drive people online immediately as a result of seeing an OOH ad. Location-based ads and apps can be placed on hotspot home pages and surfing can be ad-funded which also allows data capture. OOH creative that directs people to a hotspot in the same location can be an alternative to other types of ‘interactive posters’

that link to rich content.

Credits: MPG Media Contacts, McCann Erickson UK, PSI

Influencing Digital BehaviourDriving Wi-Fi Web Traffic

Credit Suisse sponsorship of free Wi-Fi at London City Airport with screens and static OOH formats driving traffic. During the campaign there was a 224% increase in Wi-Fi usage vs same time last year.

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Influencing Digital BehaviourDriving Wi-Fi Web Traffic

Credits: jiwire Credits: Universal McCann, JiWire Credits: Eleven, Posterscope

Ads and location-based service apps on Wi-Fi hotspot home pages

Bing offered a session of complimentary Wi-Fi access in exchange for a search on Bing. Campaign ran in Wi-Fi hotspots in airports and hotels.

Virgin America posters with embedded free Wi-Fi hotspots

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Influencing Digital BehaviourDriving Social Media

Wispa GoldConsumers could upload their own poster design to the web and choose a preferred location for this to be displayed in the real-world. Almost 1,000 winning designs were posted and one was even hand painted by iconic artist Rolf Harris. OOH was the lead medium in this campaign.

* 500,000 joined Facebook group during campaign

* 100 PR Pieces worth £400k

* #1 confectionary launch of the year

* £8 in value sales for every £1 spent

NiveaNivea Kissing Booth in Times Square, New York from which consumer photos were uploaded to Facebook and three nearby giant digital screens. Thousands of people took part during the four-week period and the Facebook page amassed nearly 500,000 impressions.

Credits: PHD, Posterscope Credits: Carat, Posterscope

http://bit.ly/HzyEF7

There are numerous ways of using OOH to influence behaviour within social media. Approaches include using the very public nature of OOH as a reward for online participation, creating real world experiences that people want to share, using location-based check-ins, or creating online experiences whereby people can directly affect events in the real-world.

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Credits: Vizeum, Posterscope

GM Vauxhall and Becks ran Facebook competitions inviting people to submit car-inspired graffiti and bottle label designs respectively. The winners saw their work hand-painted onto London billboards and mural sites.

The Vauxhall Facebook competition received almost 10,000 entries and over 75,000 page views.

Credits: Carat, Posterscope

http://bit.ly/HFwXtChttp://bit.ly/ICBDAm

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Credits: Zenith, Meridian, Brooklyn Brothers, DiffusionCredits: Initiative

Corona Light capitalised on people’s desire for fame by rewarding those who chose to ‘like’ the brand on Facebook with the opportunity to have their photo uploaded to a screen in Times Square, New York. Images from Times Square were also used on the Corona’s Facebook page and in participants feeds.

Likes increased by 6,000% during the campaign to almost 200,000

UK telephone directory enquiries service, The Number 118118, gave people the opportunity to win free taxi rides in customised Christmas cabs by dropping a pin on their desired pickup point using a Facebook app.

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Networked OOHDriving Social Media

Credits: MGOMD, Posterscope, PSI

Skiers were photographed on the custom-created Nissan ski run and could then view and share using the digital interactive tables in local bars.

* 4 resorts

* 1 million photos - the largest account on Flickr at the time

* 800,000 views

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Coca-Cola and Renault have both developed event-based activity that allows people to like Facebook pages by touching RFID cards/wristbands on posters. Each RFID tag is registered to an individual’s Facebook profile. The same mechanic is also possible with NFC-enabled phones.

Credits: Renault Nederland, Dorst & Lesser, E-dolegie

http://bit.ly/HERUqP

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Pretty Polly UK posters driving traffic to Facebook store

Credits: Beattie McGuinness Bungay, Good Stuff, Posterscope

of UK ‘daily Twitter users’ have tweeted in the last 7 days after seeing an OOH ad

26%


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‘Non-venue’ locations such as poster sites can be created as check-in points on social networks, such as Foursquare. Facebook requires activity to be more centrally linked to the

overall philosophy of sharing. This does not exclude Facebook from such campaigns but the mechanic needs to be more than just issuing a consumer reward for check-in

While there is still uncertainty regarding long term consumer adoption of the check-in mechanic this is partially due to consumer awareness and the appeal of the reward. This can

be overcome by using OOH media to explain and motivate.

Influencing Digital BehaviourUsing Mobile to Control the Physical World: Check-ins

Credits: Host

Coca-Cola in Australia rewarded check-ins to their vending machines via Foursquare with prizes.

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Billboard for German pet food brand GranataPet dispenses a sample when you check-in on Foursquare.

The MLB Fan Cave store in New York featured a vending machine that dispensed baseballs to people who checked-in to the storefront display using Foursquare.

Many campaigns have allowed people to activate OOH installations by sending an SMS and similarly the reward for checking-in could be some kind of physical action in the real world.

Credits: Agenta Credits: Monster Media, OMD

Influencing Digital BehaviourUsing Mobile to Control the Physical World: Check-ins

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Ariel washing powder allowed online players, via Facebook, to remotely shoot guns loaded with jam at real clothes, which were located in shopping malls in Stockholm. The jam covered clothes were then washed and sent to the player who successfully shot the garment.

Influencing Digital BehaviourUsing Online to Control the Physical World

The previous mobile check-in examples are based on participants being in the same location as the OOH installation, however this needn’t be the case. Players could equally take part in OOH activity remotely via PC or any other connected device.

http://bit.ly/IwLj1q

Credits: Saatchi & Saatchi Stockholm

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Nike Consumers were invited to blow onto the microphone of their computer (or onto a point-of-sale display computer in a Nike store). This blowing action then moved a shoe that was floating on jets of air in an Argentinean store.

A MINI Countryman was placed on a 15% slope at the Brussels Motorshow, hanging only by a thick rope. A Bunsen burner was place under the rope and whenever a person ‘liked’ the Facebook page, a short burst of flame was generated. The person who broke the rope won the car.

Influencing Digital BehaviourUsing Online to Control the Physical World

Credits: TBWA Credits: TBWA



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NFC

Visual search


Networked OOH

Mobile + OOH gaming


Refreshed content

Enabling Sharing


Online OOH

Public utility



Data as content


Web traffic

Coupon redemption

Social media usage

Search

Engaging interfaces

New planning data

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he proliferation of smartphones is of course making it much easier for users to access digital content especially with tools such as Google’s home screen search bar and apps from

YouTube, Facebook, etc.

The previous section highlighted the importance of OOH media to remind and motivate people to seek out content but OOH can also act as a more tangible gateway to content. This can either shorten the process by taking people straight to the advertised item or destination, or it makes the whole experience more fun and interesting.

There are numerous ways of achieving this. We have outlined a few examples in this section.

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Gateways to Mobile ContentIntroduction

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Quick Response Codes are not unique to OOH and are found on all manner of print material and even the occasional TV or digital screen ad. They enable mobile users who have a

suitable app installed (and understand how to use it) to hyperlink to any form of content hosted online.

Whilst QR codes are unlikely to have a long-term future (outside of Japan where usage is mainstream) due to more advanced technologies such as NFC (Near Field

Communication) they are appearing on more and more ads outside of Japan where usage is mainstream. Common mistakes when adding QR codes to campaigns include lack of consumer instructions, poorly optimised mobile content or user journey and limited or non-existent tracking. Different codes should at least be assigned to different media or formats. Availability of mobile signal should also be considered. Postercope can provide tracking, production, and advice across all of these areas.

Gateways to Mobile ContentQR Codes



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scanned from a poster/flyer/kiosk.

Americans scanned a QR or bar code = 6.2% of US mobile population. (4.6% across EU5 countries)

23.5%

14million

In June 2011 Among these users

Source: Comscore

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claim to have seen a QR code.

did not know what it was.

Nearly

72 %

30 %

Source: Chadwick Martin Bailey / Marketingcharts.com / sixsteen-nine.net


81%

21%

recalled when shown a QR code.

have heard of ‘QR codes’.

QR codes: Understanding & motivation (USA 2011)

would be interested in scanning one to gain access to discounts, coupons, and free items.

also cited an interest in scanning to get product information, exclusive content or make a purchase.

43 %

c.25 %

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Credits: MPG, Chrysalis, Posterscope Credits: Vizeum, Posterscope Credits: Victor Petit


Virtual stores: QR codes allocated to specific items that can be purchased immediately via mobile.

HMV / 20th Century Fox - UKStreet furniture.

Sears / Kmart - USAAirports, malls, street furniture, cinemas.

Resume with talking mouthQR code on the back of a résumé so that a video of the applicant’s talking mouth was overlaid onto his photo.


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HTC - USAStreet furniture.

Samsung Galaxy SII - UKTransport posters.

Google Maps - UKTransport posters.

L’Oreal Garnier - UKTransport posters.

Gateways to Mobile ContentVisual Search

Credits: Deutsch LA Credits: Google, CBS Outdoor UKCredits: Google, CBS Outdoor UK Credits: Google, CBS Outdoor UK

Various ‘visual search’ apps exist including Nokia’s Point & Find and Google Goggles. Smartphone owners with a mobile app can view objects and ads through their camera phone and are served on-screen links to related content. Some other operators deliver visual search results via SMS when the user sends a photo of the ad via MMS. The ads below were all Google Goggles-enabled.

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Gateways to Mobile ContentVisual Search

http://slidesha.re/ICQKqW

Credits: Nokia, Posterscope, JCDecaux

Nokia Point & Find test in the UK used posters to drive app downloads followed by a month of activity during which every poster site in the entire test city was enabled to work with the app. Five different brand campaigns were included.

* 3% app download rate (amongst compatible handsets).

* Equivalent to a top 3 app in the Ovi store.

* Average of 23% of app users clicked on any given campaign.

* Video clips & Facebook links most popular.

* Usage peaked at lunchtime.

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This allows virtual hidden content to be overlaid onto posters when viewed through a camera phone and mobile AR app

There are numerous providers of mobile AR apps which vary in quality, speed and handset compatibility. In addition there are often chains of technology re-sellers. Brands have the choice

of integrating AR into their existing app, creating a new branded app (usually by re-skinning an existing AR app) or promoting an existing third-party app. Regardless of the route, serious consideration should be given to consumer education and call-to-action. The cost of adding mobile AR to a poster campaign can often be minimal.

Gateways to Mobile ContentMobile Augmented Reality

Credits: Arena, Posterscope, BlipparCredits: Red Urban

Domino’s Pizza - UKVolkswagen - USA



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Becks Worldwide Green Box Project during which those with Becks’ mobile AR app installed could point their phone at the boxes to unlock layers of hidden content.

Gateways to Mobile ContentMobile Augmented Reality

Credits: Vizeum, Posterscope, Mother

http://vimeo.com/greenboxproject

http://vimeo.com/greenboxproject

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Gateways to Mobile ContentRFID

Radio Frequency ID is the technology found inside building security passes, inventory management, product tracking, passports, transit ticket cards and more. Simplistically, it allows individual items or people to be electronically identified. NFC (see next section) is built upon RFID.

In China, Focus Media have deployed RFID-enabled screens that allow consumers to touch one of the ads with their RFID card to trigger the sending of an SMS containing links to more information, discounts, content, etc. The RFID cards are pre-distributed and the user links the card to their mobile.

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Near Field Communication is a contactless technology that is starting to be integrated into smartphones. It allows users to touch their phone against an NFC tag or reader to instruct

the phone to take an action such as opening a particular web page or app. NFC also allows phones to become mobile wallets, as well as allowing users to touch their NFC-enabled phones against each other to share content. NFC tags can easily be affixed to almost any accessible poster site.

NFC is highly scalable with most handset manufacturers releasing NFC-enabled phones in the near future. Nokia, Samsung, Google and others already have some handsets on

the market and there is speculation as to whether Apple will join the collective commitment to NFC. For OOH, NFC allows simple, quick, highly scalable, affordable interaction between mobiles and poster sites. There are some challenges to adoption, in particular regarding ownership of the payment component with the banks, mobile operators and players such as Google all competing, but overall we expect NFC to become the dominant technology for mobile and OOH interaction.

Gateways to Mobile ContentNFC

53%of global phones will be NFC-enabled by 2015

Our NFC research infographic reveals likely consumer adoption, the most relevant advertiser categories and the most motivating content.

Source: Frost & Sullivan 2011

700mShipments of NFC-enabled handsets will reach over

in 2016Source: IMS Research 2011

http://bit.ly/IkPjh6

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NFC-enabled posters for 20th Century Fox’s X-Men and VH1’s Basketball Wives. Both allowed instantaneous connection to the movie trailer page and a Facebook ‘Like’ button by simply touching an NFC phone against the poster.

Credits: Posterscope, Nokia, 02, Proxama, JCDecaux, Cemusa

http://slidesha.re/HHBJEG http://bit.ly/HQd8yX

58Credits: Blue Bite, Pearl MediaCredits: Blue Bite, RMG Networks Credits: Starbucks, Jiepang

Hotel Tonight utilised Blue Bite’s NFC posters in US cafes to initiate downloads of their mobile app. The NFC-triggered downloads were promoted and explained using RMG’s screens in the same venues.

NFC-enabled storefronts triggered the start of a mobile crime solving game.

NFC-enabled smartphone users in China could automatically check-in at more than 200 Starbucks locations for a special Christmas deal. Users touch their phones on ‘in-store’ postcards embedded with NFC tags.


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Nokia and Taiwan Taxi have partnered to allow people to book a taxi by touching NFC-enabled mobile phones against NFC poster sites. The poster is used to determine the person’s location and an SMS confirmation is sent by the taxi operator. The service is to be rolled out to 15,000 sites.

Players of Angry Birds Magic on a Nokia C7 handset have to find NFC tags or other NFC handsets to unlock new levels by touching their phone against them. This approach of unlocking gaming content through NFC posters gives brands another option when wanting to reward consumers through advertising.

Nokia’s NFC-enabled posters in Dubai cinema foyers delivering coupons for free popcorn and movie tickets.Credits: Proxama

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NFC

Visual search


Networked OOH

Mobile + OOH gaming


Refreshed content

Enabling Sharing


Online OOH

Public utility



Data as content


Web traffic

Coupon redemption

Social media usage

Search

Engaging interfaces

New planning data

61

ith the exception of China where many content updates are carried out physically the vast majority of digital OOH screens are internet connected which allows content to be

changed quickly and cost effectively.

Screens can therefore be used on a much more reactive and tactical basis and content can be redistributed from other digital sources. This enables integration with other bought, owned and earned digital media, new data sources as well as all kinds of interactive and content sharing options.

Added flexibility also gives the potential for agencies to optimise activity in real-time based on outcomes such as sales, search etc. Optimisation might be assessed in terms of creative, location, time, day and more.

Exact technical capabilities do vary enormously by media owner and network. Some of the opportunities in this section are available as ‘off-the-shelf’ options, others may require modifications to media owner systems and some opportunities might only be possible on certain locations or networks.

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Networked OOHIntroduction

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McCain potato wedges (UK) ads only aired during good barbecue weather.

Carnival Cruises (USA) only ran during bad weather. Screens included roadside, office elevators, taxis, bus sides and rail stations

Credits: MPG, Chrysalis, PosterscopeCredits: PHD, Posterscope

Networked OOHTriggered Campaigns

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Networked OOHReal-time Content

Digital OOH content can be created from a myriad of data streams such as trending, mobile activity, public API’s, client or partner data, social media, websites, content management systems and more.

CBS Outdoor UK have recently enabled their London Underground cross track projection screens with sophisticated live update capabilities. This will allow almost any source of real-time data, information, comment and images to be used as content.

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Huffington Post UK asked consumers to tweet their opinions regarding the day’s top news stories using the hashtag #Huffpostuk and streamed moderated responses in real-time to OOH screens in rail stations.

Credits: Total Media, MBA, Posterscope , LocaModa

Networked OOHReal-time Content: Social Media

65Credits: Arena, Posterscope, BDA Creative, LocaModa

ESPN UK posted numerous sport related questions through social media and digital OOH during Friday evenings and Saturdays. Consumer tweets using the advertised hashtag were streamed live to 8 different OOH screen networks.


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Adidas screens showing live video alongside real-time social media commentary at the 2011 Beijing Marathon

Brand Live Video Product Micro-blog Feed

Credits: Carat, wwwinsisobar, Heartland-Posterscope China.

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Canadian Tourism Commission screens streamed content from twitter, YouTube and Facebook that related to real experiences of vacations in Canada


Credits: DDB Canada, Tribal Vancouver, InWindow Outdoor

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Virgin Holidays in UK airports using the latest number of holidays sold to individual destinations as advertising content.

New Country Radio in Kentucky USA used a live stream of the song currently being played on the station.

Networked OOHReal-time Content: Product

Credits: PSI, MGOMD, PosterscopeCredits: Cox Media

http://bit.ly/IQf0rC

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In US airports, Marriott provided travellers with fun suggestions about what to do that day based on up-to-the-minute weather information in the destinations relevant to the terminal, gate and even time of day.


Channel 4 streamed the latest news stories to London Underground cross track projection screens via a custom-created automated content management system (CMS). This was treated as a major content distribution channel in its own right with an assigned editorial news team having access to the CMS.

Credits: OMD, Posterscope, Cloud & Compass


Networked OOHReal-time Content: Utility


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Networked OOHReal-time Content: Utility

Yell.com interactive bus shelter screens providing local area maps and directories (2006) and constantly updated online consumer reviews for businesses in proximity (2011).

Credits: PHD, Rapier, Posterscope

APIs (whereby content/data owners allow some of their digital assets to be imported by a third party) can be an ideal source of data for screen content. For example, the real-time availability of bikes and docking stations in London’s cycle hire scheme as used by this mobile app.

Credits: Little Fluffy Toys Ltd.

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Buildings that change colour based on current online sentiment. Mood is determined by real-time analysis of keywords within blog posts.

Credits: Emotional Cities

Networked OOHReal-time Content: Behaviour

Rokk Vodka screens embedded into telephone kiosk posters acting as a live counter showing the number of gay marriages in New York, which had recently been legalised.

Credits: Carat USA, Posterscope, The GLADD organization

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Networked OOHReal-time Content: Connecting People

Tourism Toronto and Tourism Montreal partnered on the “Cheating Wall” initiative, which consists of video screens located in the two cities, giving residents a chance to discover all that their rival city has to offer using a live video and audio.

Credits: Monster Media, Crispin Porter + Bogusky Canada.

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Glaceau Vitamin Water UK personalised messages written by brand-employed spotters sitting in the vicinity with 3G laptops.

Networked OOHReal-time Content: Personalisation

Online behavioural targeting and social media sponsored stories are not the only way to deliver more personalised messaging to consumers. Networked OOH screens have the potential to be combined with facial analysis, text and object recognition, RFID loyalty cards, real-time human copywriting and more.

Credits: Vizeum, Posterscope, Bulletproof

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Custom made installations can be networked in much the same way as permanent DOOH screens. This enables real-world retail experiences to be socialised and for interactive OOH media and experiential activity to have built-in sharing mechanics to maximise earned media value.

MINI UK video recording booth, real-time editing and video projection from inside the life-sized fibreglass model cars onto the window. Videos could then be shared via email and Facebook using adjacent touch screens. Thousands of dealer leads were generated.

Networked OOHEnabling Sharing

Credits: Vizeum, Posterscope, Profero



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Reebok Flex* Five interactive storefronts in New York and L.A. whereby consumers could upload their photo, touch and morph into the “76 Running Buddies” (the 76

sensors within the Reebok sneaker).

* Photos could be shared via Facebook and email.

* Tens of thousands of photos were taken.





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Diesel’s retail installations allowing shoppers to photograph themselves outside the fitting rooms and then post to Facebook for comments.

Pepsi has developed a vending machine that lets users give their friends a beverage gift by entering the recipient’s name, mobile phone number and a personalized text message or video. The SMS/MMS gift is delivered with a system code and instructions to redeem it at any similar machine.

This functionality could be added to a touch screen OOH ad campaign to motivate consumer advocacy and sharing.


Credits: FullSix

http://bit.ly/HFmRL5

Credits: Pepsi Equipment Innovation, DCI Marketing, Protagonist

FaceLook, a real-life posting application based on Face.com facial-recognition technology, enabled Summer Love participants to post comments and pictures to their Facebook page, just by looking at the screen. The Coca-Cola kiosk recognized their faces and uploaded to their pages using only their faces as identification.

Credits: Publicis E-Dologic

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McDonald’s ‘pong’ game allows players to control the game play via a mobile website. Redeemable coupons are delivered at the end of a successful game.

Networked OOHMobile + OOH Gaming

Internet connected OOH screens allow mobile phones to be used as controllers for all kinds of gaming experiences. This might require a custom created app or mobile website or there are various inexpensive off-the-shelf options that can be modified as required. In Wi-Fi enabled locations games can be even more sophisticated.

http://bit.ly/IQf7DH

Credits: DDB Stockholm

Nestle’s IVR (Interactive Voice Response) game in Turkey allowed players to use the keypad of their mobile phone to control a projection-based game. An app does not need to be downloaded as IVR uses touch-tone or voice recognition.

Credits: Mobilera, Outeractive

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Networked OOHMobile + OOH Gaming

http://bit.ly/HFxzzt

Phone paints buildingA German research scientist has built an application that allows an iPhone user to digitally alter the appearance of a building façade. Users simply aim their device at the building causing the viewfinder to show the façade on-screen which the user can then paint in different colours. This is then replicated on the actual building.

ScreachScalable app that allows numerous games to be played on OOH screens using mobile phones.

HyundaiTimes Square screen game requiring the Hyundai app to be downloaded plus a connection to a particular Wi-Fi hotspot.

Credits: The University of Munich (LMU), The German Research Center for Artificial Intelligence (DFKI)

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Networked OOHFacebook + OOH Gaming

LocaModa’s Jumbli word game can be played via Facebook with game play shown live on OOH screens in the US.

Credits: LocaModa, Clear Channel

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NFC

Visual search


Networked OOH

Mobile + OOH gaming


Refreshed content

Enabling Sharing


Online OOH

Public utility



Data as content


Web traffic

Coupon redemption

Social media usage

Search

Engaging interfaces

New planning data

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hilst content and location are of primary importance in attracting audiences to participate in digital OOH experiences, the nature of the technology that is used

can also be a huge determinant in uptake levels. The use of new technologies in OOH situations often precedes mainstream consumer product applications. For example, touch screens in bus shelters and self-service kiosks preceded those in mobile phones, and gesture-based gaming campaigns were deployed well before Microsoft Kinect. In fact, Microsoft licensed part of the Kinect technology from a business involved in OOH advertising.

An innovative or larger than life interface in the public domain can seem particularly cutting edge, engaging and fun, especially when experienced in groups which can of course drive earned media both digitally and face-to-face.

Many examples of engaging interfaces have been included in earlier sections, in particular those with social media or mobile integration. The following pages highlight some other particularly successful applications and potential developments for the future.

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Engaging InterfacesIntroduction

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Engaging InterfacesTouch Screens


Cadbury’s Splat the Egg - UK1 million eggs splatted over 1 month at 20 bus shelters

Yahoo - USAClear Channel’s bus stop derby in San Francisco where players could compete against those in other bus shelters

Nestle Aero - UKTouch screen quiz which is similar in many ways to the content approach for many Facebook games and applications.

Credits: PHD, Posterscope, JCDecaux Credits: Mediavest, Clear Channel Credits: Mindshare, Posterscope, JCDecaux


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Engaging InterfacesTouch Screens


Credits: Deutsch, Posterscope

HTC USA created interactive screens that demonstrated the unique interface of their new tablet. In cinema lobbies and on street furniture consumers could take and manipulate photos of themselves and their friends then save them for email distribution and social media sharing.


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Engaging InterfacesGesture Based Games

Credits: Carat, Posterscope Credits: PHD, Posterscope, Grand Visual Credits: Carat, Posterscope


Disney - USACrowd controlled game on cinema screens.

Cadbury’s - UKMovement controlled game in UK shopping malls.

MarriottGesture based pinball game in US airports. Over 200,000 plays per month across 5 airports.


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Prototype of a display that uses an eye tracking technology to allow a user to control on-screen games, page scrolling and other interfaces purely based on the movement of your eyes

Engaging InterfacesEye Controlled Gaming

Credits: Tobii

http://bit.ly/IwMJJi

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BMW X3 driving simulator with an on-screen game, controlled using steering wheel and pedals inside a real car. Players’ scores were shown on a digital OOH leaderboard alongside live results from around the country

Engaging InterfacesSimulators

Credits: Posterscope,Vizeum

87Credits: Universal McCann, Work Club, Posterscope

Engaging InterfacesAugmented Reality

Nestle Green Giant augmented reality in UK shopping malls. Players had to jump to try and ‘high five’ the giant.

Video content of the experiences was used within creative for online banners.

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Engaging InterfacesAugmented Reality

http://bit.ly/IkPzg7

Credits: Leo Burnett, Posterscope Credits: Heartland-Posterscope Credits: Carat, JWT, Heartland-Posterscope

HeinekenTo promote that Heineken is the ‘best friend’ for partying, Posterscope Taiwan launched an Augmented Reality campaign that allowed people to interact with the characters from the Heineken TV Commercial and see the effect broadcast on a giant digital screen.

FantaFanta’s cartoon character interactions in cinema foyers.

NokiaNokia’s augmented reality experience was hosted on an enormous phone screen suspended from a crane.

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Gateways to Mobile ContentOther Engaging Interfaces

Credits: JAA ,Posterscope, BBH Credits: Posterscope, M&C Saatchi, Walker Media Credits: ICE AV Technology

Barnado’s donation-activated digital creative with coins making the featured girl smile.

Royal National Institute for the Deaf screens and digital windows that react to surrounding noise levels.

Holographic projection multi-touch screen allowing the user to mix music tracks.

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NFC

Visual search


Networked OOH

Mobile + OOH gaming


Refreshed content

Enabling Sharing


Online OOH

Public utility



Data as content


Web traffic

Coupon redemption

Social media usage

Search

Engaging interfaces

New planning data

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As the web becomes increasingly hyper-local and businesses and consumers create more and more location-based data there are huge opportunities to utilise this data to inform and optimise the planning of both traditional and interactive OOH media and to measure effectiveness. Electronic public transport tickets, sat-nav’s, loyalty cards, mobile search, mobile wallets, and numerous

websites and mobile apps are just some examples of how technology is being used to create location-specific data trails, all of which have the potential to help determine which OOH sites, dayparts and creative treatments might be most effective for a particular campaign.

Posterscope, in partnership with Locately, has recently pioneered the use of GPS tracking of mobile phones together with sophisticated analytics to understand how behaviours changed as a result of exposure to particular poster campaigns.

New Planning Data

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OOH Convergence GuideWant More?

Out-of-Home opportunities and planning are evolving at an incredibly fast pace with new insight, data, evidence, media and technological applications arriving all the time.

You can keep up to date by subscribing to our new portal

pioneeringooh.comThanks for reading. We hope you found it useful. Those of you reading this offline can download and share at:

http://www.slideshare.net/Posterscope

posterscope.com

http://www.slideshare.net/Posterscope

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Date post:	15-Jan-2015
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