1. OUT OF HOME
DOOH – DIGITAL OUT OF HOME 1

2. OUT OF HOME DOOH – DIGITAL OUT OF HOME
DOOH is reported, globally, as the fastest growing medium
The category has gone through a ‘gold rush’ and subsequent predicted ‘shake out’ phase with decelerated growth over the last couple of years
Global spending in 2009 increased by 4.7% up to $6.69 billion
From 2010 to 2014 forecasts predict DOOH will increase by 10.1% - double digit growth
DOOH, as reported, is the fastest growing medium. Even over the last couple of years, when the global economy experienced a downturn like no other, Digital saw an increase. ….and it’s predicted that the medium will increase by just over 10%.

3. OUT OF HOME DOOH – DIGITAL OUT OF HOME
DOOH, in New Zealand, is a reasonably new consumer targeted channel, providing a network of screens that are focused on delivering location based advertising solutions
The DOOH footprint has quickly become significant with over 1,200 screens delivering an audience, or opportunities to see (OTS), of some 3 million people every week

4. OUT OF HOME DOOH – DIGITAL OUT OF HOME
The key consumer environments showcasing a digital network are:
Retail
Petrol Stations
Shopping Malls
Healthcare
Future consumer environments are:
Education
Lifestyle
Banking
Restaurants/Hospitality
Government Services
Transport

5. The Warehouse digital store network

6. Internationally, multiple digital screens in Buses/Trains

7. ….another example of Digital Out of Home is the Holden Blimp that was seen over the skies of Sydney a couple of years ago, unmistakable with it’s LED digital displays 7

8. …. or this Mini ad in the US
….or this Mini ad in the US. This bloke (if you can male him) is actually Neil. The billboard can identify the owners based on an RFID chip (radio frequency identification) embedded in their key ring, and then tailored the message accordingly. This is the epitome of ‘tailored’ communication…. 8

9. ….and to Asia which has long been at the cutting edge of all forms of Digital and technology. You can see here this digital floating barge in Shanghai may not be to everyone’s liking but there’s no denying the impact it creates. 9

10. And it’s not just in far away places that digital can be found, our closest neighbours, Australia, have now invested in a number of digital billboards. APNO recently erected this billboard in Melbourne and we’re aware that Eye Corp have some excellent digital plans for both their external and internal assets in the future.

11. …and the piece de resistance…
…and the piece de resistance…..the McDonalds giant LED billboard at London’s Piccadilly Circus. This was created to do more than just sell burgers…it’s an interactive poster that allows the 34 million people who pas it every year to interact with McDonald’s. Using a series of 40 second iconic still and moving images, people can take pictures of themselves with our poster as a backdrop and create a fun photo of themselves appearing to wear or do something. The digital technology allows us to display a variety of creative executions – seasonal (umbrella), London-centric (bowler hat) or for events such as Mothers Day, Halloween, etc.

12. OUT OF HOME
INNOVATION AND ENGAGEMENT 12

13. Restoril ‘cockroach’ campaign
A special printing technique was used on one of the more premium sites in Auckland. During the day a simple message could be read and at night, when cockroaches come out to play, the hidden cockroaches could be seen when illuminated by street and car lights. 13

14. Colin McRae ‘Dirt 2 Game’ Campaign
Colin McRae ‘Dirt 2 Game’ Campaign. This special build in Auckland involved spraying real dirt onto the skin that was wiped away by temporarily installed car wipers to help clear the screen – just like in a rally car. 14

15. Eye Corp campaign to launch the new Patricia Cornwell novel
Eye Corp campaign to launch the new Patricia Cornwell novel. A special build to look like a crime scene investigation.

16. Electronic thermostats were installed on boards to show the real temperature in the coldest part of winter. To get away from the cold travel to a warmer destination with Norwegian.no…

18. The billboard was tilted at an angle to provide shade to pedestrians to reinforce the products sun protection factor

23. In terms of engagement and interactivity, Bluetooth is becoming a popular application. By placing Bluetooth units (transmitters) in advertising units, all Bluetooth enabled phones will get pinged inviting the consumer to accept an inbound message. This message is only restricted by bandwidth and can range from simple messages, ringtones, wallpaper to a full TVC. This Toohey’s campaign ran in Australia a couple of years ago and whilst linked to other technologies such as LCD and sound had an opt-in rate of 25% or 41,250 downloads. 165,000 devices were prompted.

24. QR codes, although widely use in Japan and throughout Asia, are in their infancy here, although Vodafone are heavily behind them and given the predicted growth of the mobile marketing sector they should become more popular. QR means ‘Quick Response’ and is essentially a high tech Barcode that can be decoded at high speed. It basically works by the consumer photographing the QR code, sending it via text to a given number. Once the QR code is recognised a channel is then opened up between the mobile device and the advertisers website. From this connection the user can surf the net. The beauty of this application is that it’s truly opt-in….. however the draw back is that it’s still new and needs promoting and the QR reader (technology) has to be downloaded onto many phones which is cumbersome. The newer, smartphones have the technology built in.

27. OUT OF HOME AUDIENCE MEASUREMENT
Launched 4 weeks ago, the first national, industry-wide audience measurement planning tool for outdoor media in Australia
MOVE, which stands for Measurement of Outdoor Visibility and Exposure is also a world first in that it covers all major formats and environments, including roadside billboards, posters, street furniture, railway stations, transit, shopping centres and airports
MOVE introduces a new and more accurate audience measurement currency – Likelihood to See (LTS) – meaning only those people who in all probability will see an outdoor advertising face will be included in the results
Most other media base their results on all people who have the ‘opportunity’ to see regardless of whether they actually do or not
Five major outdoor media companies, APN Outdoor, Adshel, Eye Corp, JC Decaux and oOh!media along with the Outdoor Media Association of Australia provided $10m equity and resources to develop the system

28. OUT OF HOME AUDIENCE MEASUREMENT
MOVE delivers real accountability to the outdoor media industry
The system is based on a comprehensive transport and travel model that has been built using data from a range of sources
These include the Australian Bureau of Statistics Census information; more than 600,000 person journey’s taken from tens of thousands of Government Household Travel Survey’s; bespoke airport and shopping centre survey data; and the transport and pedestrian networks within each of the measured markets
The resulting ‘hybrid’ system is so comprehensive and vast that it is stored on 32 computers ‘in the cloud’ on Amazon and accessed via your browser
MOVE was developed this way because outdoor works differently to other measured media. Broadcast and print media offer the same advertising environment regardless of location within a market, whereas outdoor media is contingent on both the geographic location and the environment
Each outdoor format has a very different audience, from billboards on main arterials to shopping centres to airports. MOVE’s job is to capture these audiences within their unique environment as well as to quantify the duplication

29. CONCLUSION
But perhaps the most exciting area of the Outdoor Digital Revolution are the opportunities that the interactive side of Digital Out of Home offers. There are currently a number of different opportunities, with various advantages requiring different technology capabilities, however one thing the majority of them require is this. 29

30. OOH ADVERTISING NIRVANA Out of Home can deliver this High reach
Frequency
High impact
Drive Sales
Capture your target audience on the way to the purchase destination
Capture them at the point of purchase
Interact with your brand
Out of Home
can deliver this
To summarise, OOH has the ability to deliver large numbers of people, in a variety of environments. This combined with the opportunity to change out copy by day, by mood by consumer environment…..you have a pretty powerful medium. Not bad for the oldest advertising medium in the world.
Thank you