The Rise of Digital Signage

Mixed Reality Advertising

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Definitions: Mixed Reality Advertising, DOOH*

*Digital Out-of-Home (DOOH), which is also called Out-of-Home Video Advertising, In-Store TV, Captive Audience TV, Digital Signage, Dynamic Digital Display etc

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People (still) walk in the real world, but spend the better part of their time “connected” to the digital world while in the real world. This Digital dependence is the foundation of what Mixed Reality experiences are all about.“

Source: www.RealVision.ae

DOOH is the 4th screen*

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TV Internet Mobile DOOH

Lean Back Lean Forward Move Live/ Shop

Content Context

Screen

Mode

Focus

*excluding cinema

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DOOH = targeted communications at the FMT

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Shopper

Brand

Retailer

Selling Shelf Space +Screen Time

Increased TrafficImproved Results (cross sell/ upsell)

Improved Experience

Brand Equity / call to action

FlexibilityCost

Targeted Communications

at the first moment

of truth (FMT)

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Why should I care about DOOH ?

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REASON #1

BECAUSE IT GETS PROVEN BRANDING + CALL TO ACTION

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We intercept people when they are moving out in the world with their wallets in their back pockets.

1. Sales Lifts 4-50%, up to 300%

2. Increase in Inquiries 5-15%

3. Improve visit Experience 80%

4. Reduce Wait time perception -40%

5. Brand Recall 40%+

6. CPM $3-$40

7. Increase in traffic 33%

8. Increase in average shopping cart +30%

Source: “The Impact of Digital-out-of Home” / Digital Signage Today

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REASON #2

BECAUSE SHOPPERS DO ENGAGE WITH DOOH. IT’S VERY FAMILIAR, YET UNFAMILIAR.

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Catching Attention without being Annoying

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ANNOYING ATTENTION CATCHING

INTERESTING ENTERTAINING

DOOH 26 63 53 48

TV 51 56 51 56INTERNET 67 47 34 31

Source: OTX “Digital Out-of-Home Media Awareness & Attitude Study

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REASON #3

BECAUSE THE TIMING IS RIGHT FOR THE INDUSTRY

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Why the timing is Right

• DOOH is the fastest growing media next to the internet:

− DOOH expenditures worldwide will grow 4.7% to $6.69 billion this year, and 10.1%

over the next five years.

• Brands Demand more Accountability from Media:

− DOOH Standards and Measurability are being established

• Technology is fueling growth:

− LCD Cost is going down

− Cross-platform+interaction with mobile

• Platform Dominance / First Mover

• *Digital Signage ROI report, Digital Signage Association, PQ Media Trends

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REASON #4

BECAUSE IT MEANS LOWER COST, MORE CONTROL + FLEXIBILITY

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Doing the math. If you have…

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1000 storesX 5 zones/storeX 5 products/zoneX 52 weeks

=1,300,000 ads

(That’s just a lot of ads to produce and manage)

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In a world without DOOH you need to…

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Invest time and resources in: Planning + Distribution,+ Staying on Top (non compliance, inventory etc )

Higher Cost + Lost Opportunity

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Duh! DOOH is way better

MORE CONTROL:

• Ensure Compliance

• Manage Remotely

MORE FLEXIBILITY

• Target + customize (dayparting, geographic etc)

• Emergency planning / Direct, zero delay access to consumer

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REASON #5

BECAUSE IT ALLOWS US TO DO REALLY COOL THINGS

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Framing the possibilities

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Investing in Functionality(can we deliver?)

Ad Unit

Content

Delivery/ Interaction

Still Video Mixed/Layered 3D

Information Entertainment

LCD TouchScreenGesture based

Mobile/RFID

Audience Driven

Promotions

Leveraging Context (Why should I look @ the

screen?)Increasing Relevance

(Content+Context)

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3D: Becoming Mainstream?

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DOOF + 3D: Eye catching + unique = more eyeballs, longer time, better results. Newcast reports a 283 percent sales lift for a Johnson & Johnson execution done in Latin America

HOW? The screen wears the glasses so the audience doesn’t have to

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Big Brands Are Trying Gesture Activated DOOHSamsung, Nike, Hugo Boss, Coke, Intel, AT&T, Sony, Sprint, Virgin , Target the list is long

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Turning window shoppers to Real shoppers

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People can control and interact with mesmerizing multi-media images and special effects, play games, manipulate advertisements or immerse their video image right into the heart of an ad or display, simply by waving their hand or pointing their finger in front of the retail window. 

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Going off-the beaten track with Cellular DOOH

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AVAILABLE: Using a reliable network that ‘s everywhere PLUG+PLAY: Easy, fast , cost efficient, flexible or temporary installation RELIABLE: Plenty of bandwidth, Separate Footprint, Effective Security

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How can we get it right ?

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IMPERATIVE #1

ESTABLISHING CLEAR OBJECTIVES

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Objectives define Functionality

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Customer Facing(Aspiration, Influence,

Perception)

Staff Facing(Information

)

Cost Reduction

Merchandising Branding

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IMPERATIVE #2

MAKING THE NECESSARY INVESTMENT IN THE RIGHT FUNCTIONALITY

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Investing in Functionality

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Investment

StaticFixed Loop

Single Region

Multi RegionDynamic Content

Day parting

Functionality

Local InputTriggered DisplayMulti Use (staff)Links to other

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Getting things in place: Targeting the attention Zone1. Use Big Screens

2. Use regular size screens, but put them in front of the viewer

3. Guess where attention will be focused and place screens strategically.

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Distance between viewer and screen

Vertical % of attention zone

occupied

Horizontal % of attention zone

occupied

Total % of attention zone

occupied

5 feet 91.60% 100% 91.60%

10 feet 45.80% 50.50% 23.10%

15 feet 30.50% 33.70% 10.30%

20 feet 22.30% 25.30% 5.80%

Source: Wirespring.com

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The right Screen in the right Place, gets the right message to the right person (in the right time)

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Screen placement Number of monthly viewers

CPM Face-value "deal" to the

advertiser

Likelihood the ad will be effective*

15' above floor (ceiling mount) 10,000 $10 Good Low10' above floor (wall mount) 6,000 $16.67 Fair Medium5' above floor (endcap) 3,000 $33.33 Poor High

Source: Wirespring.com

* Under discussion within the DOOH community: New metrics to improve on standard CPM: Presence, notice and dwell time: We are still learning the many dimension of influence of DOOH.

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IMPERATIVE #3

RELEVANCE IS KING

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Who’s the King? Content vs Context vs Measurement

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Content Rules

1. Allow me not just see the product but visualize myself using the product

= Activate my imagination at the time when I buy a product

2. From trance to glance – dwell time varies static, dynamic, interactive (2,5, 10+)

From Saying to People to Joining People in what they are doing

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Enhancing Relevance

1. Dayparting

2. Geotargeting

3. Real Time Targeting with cameras (age, gender, HH)

4. Amazon style filtering + personalization

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Invest in Data and Refine

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1. Proof of Play at the screen level

2. Traffic Counters

3. Video Recognition Systems (traffic count, dwell time, demographics etc)

4. Ceiling Based cameras, heat maps, POS data analysis

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In a nutshell

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Conclusions

• DOOH fills an important gap in the communications continuum offering real benefits to retailers, brands and shoppers: cost, flexibility, control, results.

• DOOH Enables Mixed Reality Advertising and allows brands to deliver innovative experiences beyond imagination

• The timing is now right to invest in DOOH

• Thoughtful planning + design are KSF of implementation

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Vassilis Bakopoulos Info: www.vassilisbakopoulos.com

In co operation with:

M2C MEDIA Ltd. Tel:  +30 (210) 93 28 721

Email: info@m2cmedia.com