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The personalisation of technology and the interactive behaviours it encourages are redefining Out of Home advertising’s role. Outdoor was once a “notice and do” medium, now it’s a “think and feel” medium too, triggering interaction and launching experiences. Where are the boundaries of future industry development ?
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ON THE TRESHOLD OF CHANGES
Tomaž Žontar, deputy sales director, Europlakat Slovenia
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 2
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 3
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 4
New Media Lanscape
• media landscape has changed significantly • fragmentation of communication channels • personalisation of technology • interactive behaviours • brand new role for OOH • amplify many of Out of Home’s traditional strengths • new opportunities for brands to engage with consumers • triggering interaction and launching experiences
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 5
Mobile Technologies
• mobile devices are rapidly becoming the dominant digital format • by 2016 the proportion of smart phones will already get close to 80% of all phones
Smartphone Penetration EU (Source: Our Mobile Planet)
*Slovenia: estimated 40+%
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 6
Consumer Interaction, Technology and Content
• the smartphone is a critical component in the long-term future of OOH • not every poster will be interactive, indeed the vast majority won’t be • smartphones carrying NFC and RFID technology will facilitate interaction • mass use of interactive posters will not be a reality in the short to medium term • the OOH industry should make an effort to re-engage with the creative advertising
community
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 7
Different evironments, different behaviours
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 8
OOH Mobile Platforms
Augmented Reality
Mobile search WiFi
QR Codes Social networks
Picture recognition NFC
SMS/ Direct
response
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 9
OOH Mobile Platforms
SMS / Direct
response
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 10
OOH Mobile Platforms
Augmented Reality
http://youtu.be/Cqaq69Lnsvc
http://youtu.be/dqOPCL1gd7o
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 11
OOH Mobile Platforms
Mobile search
OOH = 98% of media budget
SEARCH UPLIFT PER £1MC
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 12
OOH Mobile Platforms
WiFi
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 13
OOH Mobile Platforms
QR Codes http://youtu.be/ukrBp7CzrPM
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si
14
OOH Mobile Platforms
Social / Apps
(60% of mobile users)
40% (Jan 2011)
45% (Sep 2011)
60% (Jun 2011)
80%??
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 15
OOH Mobile Platforms
Picture recognition
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 16
OOH Mobile Platforms
NFC
http://www.youtube.com/watch?v=ORkuWJcJpXo
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 17
OOH Mobile Platforms
NFC • four weeks in March 2012 – 13 different clients • every 6 sheet (citylight) – 300 faces was equiped with NFC and QR • 6,000 scans using QR and NFC-enabled devices • 78% of consumers were positive, • 44% rated it as excellent,
Kinetic & JCDecaux UK NFC project – READING (pop. 150.000)
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 18
Slovenia Innovate
Device Num
NKBMWiFi_MT001_Konzorcij 519
NKBMWiFi_MT002_Askerceva 130
NKBMWiFi_MT003_Bavarskidvor 379
NKBMWiFi_MT004_Klinicnicenter 108
NKBMWiFi_MT005_Gospodarskorazstavisce 99
NKBMWiFi_MT006_Staracerkev 871
NKBMWiFi_MT007_Kolizej 102
NKBMWiFi_MT008_Mirje 101
NKBMWiFi_MT009_Tobacna 197
SKUPAJ 2506
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 19
Slovenia Innovate
• 42“ LED screens + built-in mini PC + WiFi or 3G internet connection optional • unlimited potential: live feed, web cam, web sites interaction, twitter mobile communication, video gaming etc.
Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 20
Thank you for your attention!
