maximising the appeal of DOOH to advertisers and media buyers

James Davies: Hyperspace Director, Posterscope UK & Chief Strategy Officer, Posterscope USA

Adam Cherry: Digital Development Manager, Posterscope Worldwide

Screen Expo May 2010

agenda

introduction• communications agency roles• the global marketplace• Prism Screen• the importance of data

• consumer behaviour, profiles & attitudes• proposal optimisation• audience measurement & pricing• demonstrating effectiveness

• compliance • marketing• identifying target advertisers• the importance of flexibility• what happens next

Q&A

Malaysia

South Africa

Singapore

Philippines

Taiwan

India

China

Europe

USA

leading the world from centres of excellence

the Posterscope network

630 people

48 offices

20 countries

an important medium

• 424m impacts in UK*

• 2,500,000 screens globally*

• 24% revenue growth in UK

• 61% growth forecast in USA

• 22% share in China

• 300 top brands last year

• the future of ooh

*Source: Prism Screen

increasing share of OOH revenue

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

USA

CHINA

INDIA

UK SOUTH AFRICA

simplicity & consistency

simplifying planning

Posterscope investment

• dedicated experts• training• insight• research• marketing platforms• planning & buying tools• client / agency seminars

the importance of data

• consumer behaviour• audience profiling• attitudes to screens• proposal optimisation• audience measurement• screen consumption• slicing the data• pricing analysis

consumer behaviour

average dwell time 18 mins

57% of people entering London using overground rail do not transfer onto the tube

20% of those at termini stations are not there to travel

Source: JC Decaux

Other

To buy a drink

Top us shop

to buy sweets/ crisps

To buy a newspaper

To buy lunch

Petrol purchase

11%

11%

11%

12%

12%

13%

67%

consumer behaviour

Source: Digicom

consumer behaviour

Other

School run

Leisure trip

Shopping

Visit friends/relatives

Going to or from work

6%

6%

11%

13%

17%

54%

Source: Digicom

Consumer attitudes and effectiveness

“23% tell others about ads they’ve seen on digital screens”

“27% think about their finances on the way to work” Index 160

“37% agree that they notice ads on digital screens”

“36% think about what to watch on TV on their commute home” Index 125

“37% agree that adverts in train stations influence my opinion on a brand”

“31% agree advertising on a digital screen creates the impression of a quality brand” Index 122

“31% agree being on digital makes a brand more memorable” Index 129

“31% agree being on digital makes a brand more innovative” Index 138

Source: Posterscope OCS study, ABC1 Adults, & frequent rail users

audience profiling“I am very ambitious”

“take risks in business to be successful”

“I like other people to approve of the brands I buy”

“hard juggling responsibilities of work, family and friends”

“I consider myself an expert when it comes to new technology”

Source: Posterscope OCS study, ABC1 Adults & frequent rail users

“earn £40k+”

“52% male”

audience profiling

15.3%

19.0%

19.2%24.5%

22.0%

Aspiring Careerists

Empty Nesters

Traditionalist Families

Facebook Generation

Established Careerists

Source: JC Decaux

network distribution

5.6

5.8

6

6.2

6.4

6.6

6.8

7

7.2

7.4

7.6

1.6 3.2 4.4 7.2 10

Ave ad frequency (per hour)

Sh

are

of c

ateg

ory

sal

es (%

)

optimising frequency

source: Avanti Screenmedia

optimising spot length

average time spent watching screen: 46 secs

but…

people who only glance for 1-2 seconds : 44%

calculating campaign audiences

gross audience

• how many people might see a screen (throughput)• # that actually pass a screen• # that look at a screen• how many screens will they pass/see• probability of my ad being on display• how long people view for

net impacts (impressions)

cover/reach & frequency (estimate it if necessary)

example considerations

• cost per campaign

• cost per thousand impacts

• cost per thousand impacts against specific audiences

• cost per venue

• cost per % of cover

• Relative figures for other media / OOH formats

expressing cost

64% said they would be more likely to watch the show as a result of

seeing the digital advertising

effectiveness research

source: 2008 Posterscope research

for the Guinness hands campaign bar screens generated 44% more talkability than tv

source: 2007 Posterscope research

generating talkability

compliance & marketing

• compliance & communicating issues

• marketing– mpeg of copy– in situ photos– in situ video

unhelpful marketing

unhelpful marketing

unhelpful marketing

unhelpful marketing

unhelpful marketing

unhelpful marketing

eyeconic

unhelpful marketing

unhelpful marketing

exemplary marketing

exemplary marketing

exemplary marketing

exemplary marketing

exemplary marketing

exemplary marketing

exemplary marketing

exemplary marketing

exemplary marketing

Screengallery

electric-avenue

creative optimisation guide

identifying target advertisers

understand your competition (build it & they will come ?)

matching your audience

local versus national

trade marketing ?

light OOH users (offer flexibility etc)

the importance of flexibility

short lead timesbooked 1 day prior

short lead timesthermal activation

short lead timesbooked on day of transmission

flexible durations / dayparts1 day only 4pm – 9pm

ultimate flexibility

what happens next ?more streaming data & social integration

what happens next ?apps & screens

• data driven campaign optimisation based on:

• new inputs e.g. oyster cards, loyalty data, stock levels

• new Postar (flighting & dayparts)

• outcomes e.g. search data, sales, web traffic• real-time optimisation of creative, locations, days, dayparts

etc

what happens next ?optimisation

• better media owner content strategies

• increased evidence & understanding of the role for branded content ooh

what happens next ?content

made the brand proposition less confusing for 52% of consumers

Summary

We’ve talked about :• the importance of data

• consumer behaviour, profiles & attitudes

• proposal optimisation• audience measurement & pricing• demonstrating effectiveness

• compliance • marketing• identifying target advertisers• the importance of flexibility• what happens next

Q&A• interactivity ?• content ?• what else ?