2. The Challenges

3. How marketing budgets are changing
Channel mix decrease vs increase
Social media 2% 65%
Website upgrades 6% 56%
Content creation 2% 53%
Landing page optimisation 1% 51%
Search (SEO/PPC) 5% 49%
Online advertising 7% 42%
Decrease
Email 5% 39%
Increase
Direct mail 25% 15%
Print advertising 29% 13%
Telemarketing 15% 9%
Broadcast advertising 16% 8%
-40% -20% 0% 20% 40% 60% 80%
Source: Marketing Sherpa

4. Convergence
Technology
Media Content
Platforms

5. TV
Website
Poster Cinema
Gaming console

6. Interactive,
Exhibition connected,
stand digitally social
experience

7. Computer
Radio
TV
Phone Gaming console
Debit card
Travel card

8. Globalisation
Advertisers want more consistency

9. The Opportunity for OOH

10. Increasing audiences
OOH connectivity
Sophisticated devices
Networked OOH
Consumer adoption & receptivity

11. We are re-defining Out-of-Home;
Inter-connected and inter-dependent
Ads
Posters
Networked
Video Screens
People &
places
People
& Places

12. We are re-defining Out-of-Home;
The OOH Ecosystem
Infrastructure
Ads
Platforms
Posters
Public
spaces Networked
Content Video Screens Services
People &
Mobile etc places
People
Owned OOH
& Places (e.g. delivery
vehicles, buildings)
Commerce
& Coupons Laptops Technology
Retail media &
Tablets assets
Apps & Physical
Games Experiences
Data

13. 1 month, 20 bus shelters
20,000 interactions
100,000+ reviews read

14. Real-time Video - SNCF
Brussels
Lyon

15. update
Social Content
12/3/2012 www.electric-avenue.com
www.Pioneeringooh.com

16. Coca Cola

17. What We Need To Do

18. Integrated MOOH Planning
Mobile
Influencing Influencing
Behaviour Planning
Out-of-Home

19. Gateways to content & transaction

21. Real-time Live Content to Screens
StreamingContent
Results
“The product of one of the
High advertising 61% of those who do not most intriguing creative
recognition with 55% of currently watch CH4 partnerships I’ve been
those exposed recalling the news stated that the XTP involved in”
campaign campaign made them
more likely to view it Martin Fewell, Deputy Editor,
Channel 4 Newsn

22. Real-time optimisation & trading

23. Value through data

24. Planning
Buying Evaluation

25. Who is searching in the OOH environment?
Indexed against All Russian Adults
Female 91
Male 111
Single (Never Married) 109
Married 105
Divorced 50
Under 18 92
18-24 148
25-34 134
35-44 94
45-54 68
55-64 51
Have Degree 105
Have Children 92
Live in St Petersburg 96
Live in Moscow 122
Live in Central 100
Live in Northwest 100
Live in Volga 104
Live in Southern 106
Live in Ural 73
Live in Siberian 73
Live in Far-Eastern 101
20 40 60 80 100 120 140 160 180
Sample: 898
Universe: 17,058,000
Source: OCS 4

26. What activities are they doing on the internet?
Indexed against All Russian Adults
% of Target Audience Index against all adults
50,0 250
39,3 40,3
40,0 200
% of Target Audience
28,6 29,1 29,1
30,0 27,5 150
24,7
Index
19,7
20,0 100
13,6
10,0 50
0,0 0
Sample: 898
Universe: 17,058,000
Source: OCS 4

27. Coke Zero
Search Behaviour Based Planning Data

28. Adidas
Search Based Evaluation Data

29. So what do we need to do differently?
Collaborate...... with everyone
Content is everyone’s responsibility in a
convergent world