Guide to Convergent Out-of-Home

Contents

3 Introduction
4 Drivers of OOH Convergence
6 Impact on the Consumer

7 Opportunities Arising
8 Video
18 Influencing Digital Behaviour
45 Gateways to Mobile Content
60 Networked OOH
80 Engaging Interfaces
90 New Planning Data

92 Want More?

2

OOH Convergence Guide
Introduction

T
he world in which we live is being transformed by technology, This convergent world presents an enormous range of opportunities
which in turn is changing how people behave, especially for brands to derive even more value from the Out-of-Home medium.
when they are out of the home. One unifying theme is that of
convergence. This guide outlines some of these opportunities and associated case
studies. It attempts some segmentation but of course the nature of
You can now access the internet through your TV, watch TV on your convergence means that areas constantly overlap and blur. It is also
phone, video content can be found on all manner of screens and, of not intended to be exhaustive and you can keep up to date with the
course, the number and variety of devices that enable web access latest developments at PioneeringOOH.com
out-of-home is growing enormously.

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

http://pioneeringooh.com/

3

Introduction
Drivers of OOH Convergence

Connectivity Sophisticated Devices Digitisation & Networking of OOH

* 3G/4G accounts for 56% of US mobile * 53% of UK mobiles are smartphones. Source: * Ads can be bought on over 2.5 million digital
subscriptions (51% in UK). Source: digitalstats. Comscore Q4 2011 OOH screens globally.
com/KPCB internet trends
* 48% of US mobile owners will have a * 50% are in the US.
* More than 150 carriers in 60 countries are smartphone by the end of 2012. Source:
currently committed to 4G deployments and emarketer * 35% in Asia.
trials. Source: Deloitte
* Singapore has 62% smartphone penetration. * 8% in UK.
* The auction for 4G networks in the UK will be Source: Google/Ipsos * Almost all major networks are remotely
held in late 2012. addressable except for some of those in China.

* Worldwide 4G subscribers will top 158 million
by 2013. Source: Renub research
* BT have over 2.8m Wi-Fi hotspots for UK
customers.

4

Introduction
Drivers of OOH Convergence

Consumer Adoption

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

5

Introduction
Impact on the Consumer

Content Commerce
The content What they buy
they consume and how they
and how they buy it
consume it

Mobility Social
What they do and How they
how they do it in connect, interact
different places and share

6

Introduction
The Opportunity for OOH

Mobile + OOH gaming

Real-time optimisation
Engaging interfaces

Refreshed content
Networked OOH
Enabling Sharing
Influencing digital behaviour App downloads & usage

Web traffic
Digital control of physical world
Convergent
Out-of-Home Coupon redemption
Online OOH Video Live broadcasts

Social media usage
Cross-platform video
Public utility
Search
New planning data Re-defining the video screen
Personalised content

Social media on screens
Gateways to mobile content QR codes

NFC
Data as content

Visual search

Mobile augmented reality

7

Mobile + OOH gaming

Engaging interfaces

Refreshed content
Networked OOH
Enabling Sharing

Web traffic
Convergent

Social media usage
Public utility
Search


NFC
Data as content

Visual search


8

Video
Introduction

O
ne of the most important changes to the OOH media the only OOH agency with a comprehensive proprietary planning
landscape in recent times has been the introduction of video- system (Prism Screen) that tackles many of these areas and makes
based content to the medium. This led many people to treat the planning of DOOH and cross platform video activity quick and
these new formats as outdoor TV which in most cases is entirely accountable.
inappropriate. Having said this there are many digital Out-of-Home
(DOOH) formats that can be planned alongside other video based The nature of OOH video content can also be particularly broad.
media as long as distinct audience measurement techniques, price For example, projection technology is completely redefining what
benchmarking, consumer insight, spot length/frequency optimisation constitutes a video screen.
and creative optimisation are taken into account. Posterscope is

9

Video
Cross Platform Video

The proliferation of OOH screens allows brands to extract This is more about reach and targeting rather than innovation
greater value from the production of video-based content, and is often overlooked by cross-media planners. In many
furthermore brands benefit from reaching light TV viewers countries the audience is huge. A comprehensive campaign
who tend to be heavy consumers of OOH. Planning DOOH alongside delivers 150m impressions (UK), 800m (USA) and 540m (China)
TV, Video-on-Demand and the like might involve some creative over a month.
adaptation but this is generally cost effective and OOH agencies can
help with this.

Maynards Wine Gums - UK Pernod Ricard, Chivas - China
A teaser aired prior to the TV launch in rail/underground stations, motorway Ad premier synchronized across TV & DOOH on 241 screens in 6 major
service stations, roadside, ATMs and online. cities at 7pm on launch day.

Credits: PHD, Posterscope Credits: TBWA Shanghai, Carat China, Heartland-Posterscope 10

Video

American Idol - USA FX Channel, Falling Skies - UK
High impact static elements surrounding a video box on portrait screens. Leveraging content from on-air TV idents across city centre screens.

Credits: Fox Broadcasting, Vizeum Credits: Walker Media, Posterscope 11

Video

Ray Ban Milky Bar
Video content of Spain’s Tomatina tomato throwing A mobile app that allowed people to turn themselves into the Milky Bar Kid. Images could be
festival across 12 cities used online, TV, and DOOH uploaded to Facebook and participants were then featured within video ads across TV, online
video screens in New York. and digital Out-of-Home

Credits: Vizeum, Posterscope Credits: Posterscope, Mindshare, JWT 12

Video

http://vimeo.com/18750048

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

Credits: OMD, Posterscope 13

Video
Live 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 USA
The 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 14

Video
Re-defining the Video Screen

The rise of projection technology, often combined with Numerous campaigns have utilised ‘projection mapping’ but
specialist content adaptation techniques or sensors is allowing the vast majority of consumers will never have experienced
almost any surface to become a video screen. 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

Disney Tron Legacy Hyundai
Projection mapping on London’s Southbank. Hyundai Malaysia fixed a life sized 3D car to the projection surface

Credits: JJP Credits: Innocean Worldwide, EPPN Inc, Idea from Daily Life, Bread 15
Communications

Video

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

For the launch of the new Toyota Auris Hybrid Jordan sportswear combined building mapping Projection mapping onto a mannequin. This
the car itself was used as the projection surface. with an ‘exploding’ water projection. could be used to create a highly engaging
window installation within an existing retail outlet,
a pop-up shop or empty retail unit window.

Credits: Glue Isobar Credits: W+K New York Credits: LCI Productions Ltd 16

Video

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

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.

Credits: MPG Media Contacts, Posterscope Credits: Obscura Digital 17

Mobile + OOH gaming

Engaging interfaces

Refreshed content
Networked OOH
Enabling Sharing

Web traffic
Convergent

Social media usage
Public utility
Search


NFC
Data as content

Visual search


18

Influencing Digital Behaviour
Introduction

T
he ability to influence the actions that people take on PCs, This section is not just about mobile and portable devices. Influencing
laptops, mobiles and other connected devices such as tablets, actions taken on fixed devices at home or work is still important.
e-readers, media players, portable gaming consoles and In fact 50% of full time workers in the UK access the internet at
internet enabled TVs is of course a core requirement for any media work every day with OOH being the most prolific offline medium
these days. encountered beforehand.

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.

Source: Touchpoints, 2010 19

Mobile Internet Usage

1in7queries
55%
of Twitter
search
is on mobile
Source: latitude digital marketing

traffic is
from mobile
devices
500million
55
people globally ( %
Source: KPCB internet trends of active users) access
Facebook via mobile
Source: Facebook

20

Mobile / Internet Usage OOH

65% 89%
use on-the-go
of smartphone owners
use them to pass the Where Smartphone Is Used

time when waiting Home

On-the-go 89%
98%

Work 74%

52%
In a store 68%

Public Transport 64%

Cafe or coffee shop 61%

use as a quick source Restaurant 58%

of information for an Social gathering 54%

immediate answer Airport 47%

Doctor’s 26%

School 16%
Source: Google
Base: Owners who use the internet in general 21

Mobile / Internet Usage OOH

44%
of UK ‘urbanites’ that use web/

71%
apps on their smartphones
access Facebook when
travelling by bus, waiting at
bus stops, travelling on trains
or waiting at stations
Source: Metro/Posterscope study
http://slidesha.re/JPgeG0
of 16-24 year old UK
internet users access
51%
of US smartphone users
it while out and about.
Source: ONS / BBC

rate commuting as one
of their top 3 ‘non-voice’
usage situations
Source: Ericsson Consumer Lab Research

22

c. 7%
1 of mobile apps
are OOH related
23

Driving 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.

Google campaign encouraging voice search. Roadside and transport The Telegraph newspaper iPad application. UK rail and underground
environments. stations.

Credits: OMD, Posterscope Credits: Carat, Posterscope 24

Driving App Downloads & Usage

Lamar’s Road Ninja app allows users to search for businesses or points of Live counter of Road Ninja downloads.
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.

25

Price Comparison & Coupon Services

27%
of US smartphone owners have
changed their mind about an
in-store purchase decision as a
45%
of smartphone-owning mothers
result of information gathered on in the US use them for price
their smartphone. comparison purpose.

21% in the UK.
Source: Greystripe / mobiadnews.com

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

In 2012
42%
use smartphone apps/web in the

26.5%
grocery store.
Source: Greystripe / mobiadnews.com

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

26

Price Comparison & Coupon Services

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.

27

Driving 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.

Search Mobile Search

20% 36%
of UK adults have
searched online in the
last week after seeing an
OOH ad. Increases to... of smartphone users have

34%
performed a mobile search
after seeing a billboard
for heavy mobile (Note: this under represents the medium as it doesn’t

44%
account for all other forms of OOH media)
internet users (UK)
Source: Posterscope OOH Consumer Survey

TV and OOH were found
to be the biggest drivers of have done so after
search across a selection of
UK travel, insurance, car and seeing something
mobile campaigns
Source: Outdoor Media Centre
in-store
Source: Google Mobile Movement 28


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

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

Types of Info Sought Using Search Engine (via Smartphone)

General search 70%

Product search 58%

Restaurants or
pubs/bars 36%

Travel information
29%
or holidays

Job offers 17%

Flat or housing 14%

Source: Google/Ibsos

Source: Posterscope OOH Consumer Survey 29


Marks and Spencer UK Panasonic Lumix, USA, and MINI Roadster, UK
Posters were the only medium to feature this product. Search call-to-action featured very prominently in the creative.

Credits: Walker Media, Posterscope Credits: MPG, Posterscope 30


Searches for ‘We Are London’

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

Credits: Carat, Posterscope 31

Driving Web Traffic

Mooncup - UK United Nations Foundation - USA
Just 200 London Underground posters for 4 weeks generated 250,000 Digital OOH in universities, taxis, rail stations, airports and malls, roadside,
visits to loveyourvagina.com promoting the ‘Mooncup’ product city centres and more. 30% uplift in web traffic during the campaign
with no other media support.

Credits: Good Stuff, Posterscope Credits: Posterscope 32

Driving Wi-Fi Web Traffic

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.

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.

Credits: MPG Media Contacts, McCann Erickson UK, PSI 33

Driving Wi-Fi Web Traffic

Ads and location-based service apps on Bing offered a session of complimentary Wi- Virgin America posters with embedded free
Wi-Fi hotspot home pages Fi access in exchange for a search on Bing. Wi-Fi hotspots
Campaign ran in Wi-Fi hotspots in airports and
hotels.

Credits: jiwire Credits: Universal McCann, JiWire Credits: Eleven, Posterscope 34

Driving Social Media

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.

http://bit.ly/HzyEF7

Wispa Gold Nivea
Consumers could upload their own poster design to the web and choose a Nivea Kissing Booth in Times Square, New York from which consumer
preferred location for this to be displayed in the real-world. Almost 1,000 photos were uploaded to Facebook and three nearby giant digital screens.
winning designs were posted and one was even hand painted by iconic artist Thousands of people took part during the four-week period and the
Rolf Harris. OOH was the lead medium in this campaign. Facebook page amassed nearly 500,000 impressions.

* 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

Credits: PHD, Posterscope Credits: Carat, Posterscope 35


http://bit.ly/ICBDAm http://bit.ly/HFwXtC

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 Credits: Vizeum, Posterscope 36


Corona Light capitalised on people’s desire for fame by rewarding those UK telephone directory enquiries service, The Number 118118, gave
who chose to ‘like’ the brand on Facebook with the opportunity to have their people the opportunity to win free taxi rides in customised Christmas cabs
photo uploaded to a screen in Times Square, New York. Images from Times by dropping a pin on their desired pickup point using a Facebook app.
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

Credits: Initiative Credits: Zenith, Meridian, Brooklyn Brothers, Diffusion 37

Networked OOH

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

Credits: MGOMD, Posterscope, PSI 38


http://bit.ly/HERUqP

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 39


26%
of UK ‘daily
Twitter users’ have
tweeted in the last
7 days after seeing
an OOH ad
Source: Posterscope OOH Consumer Survey

Pretty Polly UK posters driving traffic to Facebook store

Credits: Beattie McGuinness Bungay, Good Stuff, Posterscope 40

Using Mobile to Control the Physical World: Check-ins

‘Non-venue’ locations such as poster sites can be created While there is still uncertainty regarding long term consumer
as check-in points on social networks, such as Foursquare. adoption of the check-in mechanic this is partially due to
Facebook requires activity to be more centrally linked to the consumer awareness and the appeal of the reward. This can
overall philosophy of sharing. This does not exclude Facebook from be overcome by using OOH media to explain and motivate.
such campaigns but the mechanic needs to be more than just issuing
a consumer reward for check-in

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

Credits: Host 41

Using Mobile to Control the Physical World: Check-ins

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.

Billboard for German pet food brand GranataPet dispenses a sample when The MLB Fan Cave store in New York featured a vending machine that
you check-in on Foursquare. dispensed baseballs to people who checked-in to the storefront display
using Foursquare.

Credits: Agenta Credits: Monster Media, OMD 42

Using 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

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.

Credits: Saatchi & Saatchi Stockholm 43

Using Online to Control the Physical World


Nike A MINI Countryman was placed on a 15% slope at the Brussels
Consumers were invited to blow onto the microphone of their computer (or Motorshow, hanging only by a thick rope. A Bunsen burner was place under
onto a point-of-sale display computer in a Nike store). This blowing action the rope and whenever a person ‘liked’ the Facebook page, a short burst of
then moved a shoe that was floating on jets of air in an Argentinean store. flame was generated. The person who broke the rope won the car.

Credits: TBWA Credits: TBWA 44

Mobile + OOH gaming

Engaging interfaces

Refreshed content
Networked OOH
Enabling Sharing

Web traffic
Convergent

Social media usage
Public utility
Search


NFC
Data as content

Visual search


45

Gateways to Mobile Content
Introduction

T
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.

46

QR Codes

Quick Response Codes are not unique to OOH and are found Whilst QR codes are unlikely to have a long-term future
on all manner of print material and even the occasional TV (outside of Japan where usage is mainstream) due to
or digital screen ad. They enable mobile users who have a more advanced technologies such as NFC (Near Field
suitable app installed (and understand how to use it) to hyperlink to Communication) they are appearing on more and more ads outside
any form of content hosted online. 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.

http://pioneeringooh.com/ 47

QR Codes

In June 2011 Among these users

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

23.5%
scanned from a
poster/flyer/kiosk.

Source: Comscore 48

QR Codes

QR codes: Understanding & motivation (USA 2011)

21% have heard of ‘QR codes’. 43%
would be interested in

72% claim to have
seen a QR code.
scanning one to gain
access to discounts,
coupons, and free items.

81%
Nearly
recalled when
shown a QR code. also cited an interest in
scanning to get product
c.25%

30%
did not know what it was.
information, exclusive
content or make a
purchase.
Source: Chadwick Martin Bailey / Marketingcharts.com /
sixsteen-nine.net 49

QR Codes

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


Sears / Kmart - USA HMV / 20th Century Fox - UK Resume with talking mouth
Airports, malls, street furniture, cinemas. Street furniture. QR code on the back of a résumé so that a video
of the applicant’s talking mouth was overlaid onto
his photo.

Credits: MPG, Chrysalis, Posterscope Credits: Vizeum, Posterscope Credits: Victor Petit 50

Visual Search

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.

HTC - USA Google Maps - UK Samsung Galaxy SII - UK L’Oreal Garnier - UK
Street furniture. Transport posters. Transport posters. Transport posters.

Credits: Deutsch LA Credits: Google, CBS Outdoor UK Credits: Google, CBS Outdoor UK Credits: Google, CBS Outdoor UK 51

Visual Search

http://slidesha.re/ICQKqW

Nokia Point & Find test in the UK used posters to drive app downloads * 3% app download rate (amongst compatible handsets).
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 * Equivalent to a top 3 app in the Ovi store.
were included. * Average of 23% of app users clicked on any given campaign.
* Video clips & Facebook links most popular.
* Usage peaked at lunchtime.

Credits: Nokia, Posterscope, JCDecaux 52

Mobile Augmented Reality

This allows virtual hidden content to be overlaid onto posters There are numerous providers of mobile AR apps which vary in
when viewed through a camera phone and mobile AR app 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.


Volkswagen - USA Domino’s Pizza - UK

Credits: Red Urban Credits: Arena, Posterscope, Blippar 53

Mobile Augmented Reality

http://vimeo.com/greenboxproject

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.

Credits: Vizeum, Posterscope, Mother 54

RFID

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.

55

NFC

Near Field Communication is a contactless technology that NFC is highly scalable with most handset manufacturers
is starting to be integrated into smartphones. It allows users releasing NFC-enabled phones in the near future. Nokia,
to touch their phone against an NFC tag or reader to instruct Samsung, Google and others already have some handsets on
the phone to take an action such as opening a particular web page the market and there is speculation as to whether Apple will join the
or app. NFC also allows phones to become mobile wallets, as well collective commitment to NFC. For OOH, NFC allows simple, quick,
as allowing users to touch their NFC-enabled phones against each highly scalable, affordable interaction between mobiles and poster
other to share content. NFC tags can easily be affixed to almost any sites. There are some challenges to adoption, in particular regarding
accessible poster site. 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.

53% of global phones will be Shipments of NFC-enabled
NFC-enabled by 2015
Source: Frost & Sullivan 2011
handsets will reach over 700m in 2016
Source: IMS Research 2011

http://bit.ly/IkPjh6

Our NFC research infographic reveals likely consumer
adoption, the most relevant advertiser categories and the
most motivating content.
56

NFC

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

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 57

NFC

Hotel Tonight utilised Blue Bite’s NFC posters NFC-enabled storefronts triggered the start NFC-enabled smartphone users in China
in US cafes to initiate downloads of their mobile of a mobile crime solving game. could automatically check-in at more than 200
app. The NFC-triggered downloads were Starbucks locations for a special Christmas
promoted and explained using RMG’s screens in deal. Users touch their phones on ‘in-store’
the same venues. postcards embedded with NFC tags.

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

NFC

Nokia and Taiwan Taxi have partnered to allow Nokia’s NFC-enabled posters in Dubai Players of Angry Birds Magic on a Nokia
people to book a taxi by touching NFC-enabled cinema foyers delivering coupons for free C7 handset have to find NFC tags or other NFC
mobile phones against NFC poster sites. The popcorn and movie tickets. handsets to unlock new levels by touching their
poster is used to determine the person’s location Credits: Proxama phone against them. This approach of unlocking
and an SMS confirmation is sent by the taxi gaming content through NFC posters gives
operator. The service is to be rolled out to 15,000 brands another option when wanting to reward
sites. consumers through advertising.

59

Mobile + OOH gaming

Engaging interfaces

Refreshed content
Networked OOH
Enabling Sharing

Web traffic
Convergent

Social media usage
Public utility
Search


NFC
Data as content

Visual search


60

Networked OOH
Introduction

W
ith the exception of China where many content updates Added flexibility also gives the potential for agencies to optimise
are carried out physically the vast majority of digital OOH activity in real-time based on outcomes such as sales, search etc.
screens are internet connected which allows content to be Optimisation might be assessed in terms of creative, location, time,
changed quickly and cost effectively. day and more.

Screens can therefore be used on a much more reactive and tactical Exact technical capabilities do vary enormously by media owner and
basis and content can be redistributed from other digital sources. network. Some of the opportunities in this section are available as
This enables integration with other bought, owned and earned ‘off-the-shelf’ options, others may require modifications to media
digital media, new data sources as well as all kinds of interactive and owner systems and some opportunities might only be possible on
content sharing options. certain locations or networks.

61

Networked OOH
Triggered Campaigns

McCain potato wedges (UK) ads only aired during good barbecue Carnival Cruises (USA) only ran during bad weather. Screens included
weather. roadside, office elevators, taxis, bus sides and rail stations

Credits: PHD, Posterscope Credits: MPG, Chrysalis, Posterscope 62

Networked OOH
Real-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.

63

Networked OOH
Real-time Content: Social Media

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 64

Networked OOH

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.

Credits: Arena, Posterscope, BDA Creative, LocaModa 65

Networked OOH

Brand Live Video Product Micro-blog Feed

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

Credits: Carat, wwwinsisobar, Heartland-Posterscope China. 66

Networked OOH

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 67

Networked OOH
Real-time Content: Product

http://bit.ly/IQf0rC

New Country Radio in Kentucky USA used a live stream of the song Virgin Holidays in UK airports using the latest number of holidays sold to
currently being played on the station. individual destinations as advertising content.

Credits: Cox Media Credits: PSI, MGOMD, Posterscope 68

Networked OOH
Real-time Content: Utility


Channel 4 streamed the latest news stories to London Underground In US airports, Marriott provided travellers with fun suggestions about
cross track projection screens via a custom-created automated content what to do that day based on up-to-the-minute weather information in the
management system (CMS). This was treated as a major content distribution destinations relevant to the terminal, gate and even time of day.
channel in its own right with an assigned editorial news team having access
to the CMS.

Credits: OMD, Posterscope, Cloud & Compass Credits: Carat, Posterscope 69

Networked OOH
Real-time Content: Utility

Yell.com interactive bus shelter screens providing local area maps APIs (whereby content/data owners allow some of their digital assets to be
and directories (2006) and constantly updated online consumer reviews for imported by a third party) can be an ideal source of data for screen content.
businesses in proximity (2011). For example, the real-time availability of bikes and docking stations in
London’s cycle hire scheme as used by this mobile app.

Credits: PHD, Rapier, Posterscope Credits: Little Fluffy Toys Ltd. 70

Networked OOH
Real-time Content: Behaviour

Buildings that change colour based on current online sentiment. Mood Rokk Vodka screens embedded into telephone kiosk posters acting as a
is determined by real-time analysis of keywords within blog posts. live counter showing the number of gay marriages in New York, which had
recently been legalised.

Credits: Emotional Cities Credits: Carat USA, Posterscope, The GLADD organization 71

Networked OOH
Real-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. 72

Networked OOH
Real-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.

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

Credits: Vizeum, Posterscope, Bulletproof 73

Networked OOH
Enabling Sharing

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.

Credits: Vizeum, Posterscope, Profero 74

Networked OOH
Enabling Sharing


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.

Credits: Carat, Posterscope 75

Networked OOH
Enabling Sharing

http://bit.ly/HFmRL5

Pepsi has developed a vending machine that Diesel’s retail installations allowing shoppers to FaceLook, a real-life posting application
lets users give their friends a beverage gift by photograph themselves outside the fitting rooms based on Face.com facial-recognition
entering the recipient’s name, mobile phone and then post to Facebook for comments. technology, enabled Summer Love
number and a personalized text message or participants to post comments and pictures
video. The SMS/MMS gift is delivered with a
to their Facebook page, just by looking at the
system code and instructions to redeem it at any
similar machine.
screen. The Coca-Cola kiosk recognized
their faces and uploaded to their pages using
This functionality could be added to a touch only their faces as identification.
screen OOH ad campaign to motivate consumer
advocacy and sharing.
Credits: Pepsi Equipment Innovation, DCI Marketing,
Protagonist Credits: FullSix Credits: Publicis E-Dologic 76

Networked OOH
Mobile + 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

McDonald’s ‘pong’ game allows players to control the game play via Nestle’s IVR (Interactive Voice Response) game in Turkey allowed players
a mobile website. Redeemable coupons are delivered at the end of a to use the keypad of their mobile phone to control a projection-based game.
successful game. An app does not need to be downloaded as IVR uses touch-tone or voice
recognition.

Credits: DDB Stockholm Credits: Mobilera, Outeractive 77

Networked OOH
Mobile + OOH Gaming

http://bit.ly/HFxzzt

Phone paints building Screach Hyundai
A German research scientist has built an Scalable app that allows numerous games to be Times Square screen game requiring the Hyundai
application that allows an iPhone user to digitally played on OOH screens using mobile phones. app to be downloaded plus a connection to a
alter the appearance of a building façade. Users particular Wi-Fi hotspot.
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.

Credits: The University of Munich (LMU), The German
Research Center for Artificial Intelligence (DFKI) 78

Networked OOH
Facebook + 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 79

Mobile + OOH gaming

Engaging interfaces

Refreshed content
Networked OOH
Enabling Sharing

Web traffic
Convergent

Social media usage
Public utility
Search


NFC
Data as content

Visual search


80

Engaging Interfaces
Introduction

W
hilst content and location are of primary importance An innovative or larger than life interface in the public domain can
in attracting audiences to participate in digital OOH seem particularly cutting edge, engaging and fun, especially when
experiences, the nature of the technology that is used experienced in groups which can of course drive earned media both
can also be a huge determinant in uptake levels. The use of new digitally and face-to-face.
technologies in OOH situations often precedes mainstream consumer
product applications. For example, touch screens in bus shelters and Many examples of engaging interfaces have been included in earlier
self-service kiosks preceded those in mobile phones, and gesture- sections, in particular those with social media or mobile integration.
based gaming campaigns were deployed well before Microsoft The following pages highlight some other particularly successful
Kinect. In fact, Microsoft licensed part of the Kinect technology from applications and potential developments for the future.
a business involved in OOH advertising.

81

Engaging Interfaces
Touch Screens


Cadbury’s Splat the Egg - UK Yahoo - USA Nestle Aero - UK
1 million eggs splatted over 1 month at 20 bus Clear Channel’s bus stop derby in San Francisco Touch screen quiz which is similar in many ways
shelters where players could compete against those in to the content approach for many Facebook
other bus shelters games and applications.

Credits: PHD, Posterscope, JCDecaux Credits: Mediavest, Clear Channel Credits: Mindshare, Posterscope, JCDecaux 82

Engaging Interfaces
Touch Screens


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.

Credits: Deutsch, Posterscope 83

Engaging Interfaces
Gesture Based Games


Disney - USA Cadbury’s - UK Marriott
Crowd controlled game on cinema screens. Movement controlled game in UK shopping malls. Gesture based pinball game in US airports. Over
200,000 plays per month across 5 airports.

Credits: Carat, Posterscope Credits: PHD, Posterscope, Grand Visual Credits: Carat, Posterscope 84

Engaging Interfaces
Eye Controlled Gaming

http://bit.ly/IwMJJi

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

Credits: Tobii 85

Engaging Interfaces
Simulators

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

Credits: Posterscope,Vizeum 86

Engaging Interfaces
Augmented 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.

Credits: Universal McCann, Work Club, Posterscope 87

Engaging Interfaces
Augmented Reality

http://bit.ly/IkPzg7

Heineken Fanta Nokia
To promote that Heineken is the ‘best friend’ Fanta’s cartoon character interactions in cinema Nokia’s augmented reality experience was hosted
for partying, Posterscope Taiwan launched an foyers. on an enormous phone screen suspended from
Augmented Reality campaign that allowed people a crane.
to interact with the characters from the Heineken
TV Commercial and see the effect broadcast on a
giant digital screen.

Credits: Leo Burnett, Posterscope Credits: Heartland-Posterscope Credits: Carat, JWT, Heartland-Posterscope 88

Other Engaging Interfaces

Barnado’s donation-activated digital creative Royal National Institute for the Deaf Holographic projection multi-touch screen
with coins making the featured girl smile. screens and digital windows that react to allowing the user to mix music tracks.
surrounding noise levels.

Credits: JAA ,Posterscope, BBH Credits: Posterscope, M&C Saatchi, Walker Media Credits: ICE AV Technology 89

Mobile + OOH gaming

Engaging interfaces

Refreshed content
Networked OOH
Enabling Sharing

Web traffic
Convergent

Social media usage
Public utility
Search


NFC
Data as content

Visual search


90

New Planning Data

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.

91

OOH Convergence Guide
Want 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.com
Thanks 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
92

Guide to Convergent Out-of-Home

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (17)

Similar to Guide to Convergent Out-of-Home

Similar to Guide to Convergent Out-of-Home (20)

More from Posterscope

More from Posterscope (20)

Recently uploaded

Recently uploaded (20)

Guide to Convergent Out-of-Home