1. Posterscope
Guide to Convergent Out-of-Home
Belgium 2012

2. In collaboration with Isobar, Google, Havas Media Digital, JC Decaux and Clear Channel.
The data contained in this publication is non-exhaustive and provided for general information purposes only. Please note that every effort has been made to ensure the accuracy of the
information at the time of its inclusion. However, Posterscope shall not, under any circumstances, be liable for the use that readers may make with the content shown in this document. In
the event of any doubt or misunderstanding, we strongly recommend to contact Posterscope.
All rights reserved by the authors. Partial or entire reproduction of the works and texts published in this book shall only be authorised with the agreement of the authors.
Member of Posterscope Worldwide.
Managing Editor : Benoît Van Cottem
Copy : Alessandro Asproni & Valérie De Coster
Prepress : Tom Delahaye & Valérie De Coster
Printing : Imprimerie Triumph
2

3. Contents
Glossary 4
Introduction 6
Drivers of OOH Convergence 7
Impact on the Consumer 17
Opportunities Arising 18
Video 19
Influencing Digital Behaviour 26
Gateways to Mobile Content 39
Networked OOH 48
Engaging Interfaces 62
New Planning Data 70
Want More? 71
3

4. Glossary
SMARTPHONE
There is no standard definition that clearly delineates a smartphone, however the following requirements are
commonly accepted for designating smartphones : PC-like functionality with a dedicated operating system,
Internet connectivity and mobile browser, hardware or software-based keyboard, embedded memory, ability
to download applications and run them independently.
QR CODE (Quick Response Code)
Two-dimensional code used to provide easy access to information through a smartphone on which a QR
Code reader is installed. Once the code reader app is activated the user must shoot a picture of the code
in order to access to the stored content, which can be a phone number, text message, plain text, an URL, ...
The code’s creator can track information about the number of times a code was scanned and its associated
action taken, along with the times of scans and the operating system of the devices that scanned it.
4

5. Glossary
RFID (Radio Frequency IDentification)
Data collection technology that uses electronic tags for storing data. Unlike bar codes, which must be in close
proximity and line of sight to the scanner for reading, RFID tags do not require line of sight and can be em-
bedded within packages. Depending on the type of tag and application, they can be read at a varying range
of distances.
NFC (Near Field Communication)
Wireless technology that enables the exchange of data between devices in close proximity to each other,
typically mobile phones. A NFC tag can also easily be affixed to almost any accessible poster site in order for
users in possesion of a NFC-enabled device to communicate with the ad.
OS (Operating System)
Master software on a computer or smartphone that allows it to run other applications developed for that plat-
form.
AR (Augmented Reality)
Combination of real-world and computer-generated data. Use of live video imagery digitally processed and
«augmented» by the addition of computer-generated graphics.
5

6. Guide to Convergent Out-of-Home
Introduction
osterscope is the world’s leading Out-of-Home Communications agency. We aim to continually build
P understanding of the role of Out-of-Home in the connected economy and make Out-of-Home cam-
paigns easy and accountable for our customers to execute.
Traditionally the past drove the present, but in today’s world, the future drives the present. Technology plays a
growing role in the way brands are built, which in turn changes how people behave, especially when they are
out of the home. One unifying theme is that of convergence.
You can now access the Internet through your TV, watch TV on your mobile phone, video content can be found
on all manner of screens and, of course, the number and variety of devices that enable web access out-of-
home is growing enormously.
Meanwhile the definitions of media, content and technology are increasingly blurring. This convergent world
presents an enormous range of opportunities for brands to derive even more value from the Out-of-Home
medium.
This guide outlines some of these opportunities and associated case studies. It attempts some segmentation
but of course the nature of convergence means that areas constantly overlap and blur. It is also not intended
to be exhaustive and you can keep up to date with the latest developments at PioneeringOOH.com
http://pioneeringooh.com/
6

7. Drivers of OOH Convergence
Connectivity
Source: Google / TNS Infratest - « Mobile,Tablet & Inter- Source: IAB 2012
net Usage » - May 2012 - Target 16+ Smartphone users
7

8. Drivers of OOH Convergence
Connectivity
Source: Deloitte Source: Renub research
8

9. Drivers of OOH Convergence
Sophisticated Devices
Source: Google / Ipsos - «Our Mobile Planet : Belgium» Source: Isobar - Chocolate Barometer - Feb 2012 - Uni- Source: Isobar - Chocolate Barometer - Feb
- May 2012 - Universe 16+ verse 15-70 yo 2012 - Universe 15-70 yo
9

10. Drivers of OOH Convergence
Sophisticated Devices
Worldwide Mobile Operating Systems Market Share
Source: Isobar - Chocolate Barometer - Feb 2012 -
Universe 15-70 yo
Source: Digitimes Research 2012 Source: GFK Retail & Technology 2011
10

11. Drivers of OOH Convergence
Smartphone User profile
Dutch
speaking
French
speaking
Source: OPAb - Mobile Study - March 2011 - Universe: Surfer 18+
11

12. Drivers of OOH Convergence
Digitalisation & Networking OOH
12

13. Drivers of OOH Convergence
Consumer Adoption
Source: Banksys Bancontact / Mister Cash 2012 Source: Google / TNS Infratest - « Mobile,Tablet & Inter-
net Usage » - May 2012 - Target 16+ Smartphone users
13

14. Drivers of OOH Convergence
Consumer Adoption
Source: Isobar - Chocolate Barometer - Feb 2012 - Tar- Source: IBM 2012 Source: IAB 2012
get: BE Smartphone owners - Universe 15-70 yo
14

15. Drivers of OOH Convergence
Consumer Adoption
Source: KCPB internet trends Source: eBay Source: Mobilethinking.com
15

16. Drivers of OOH Convergence
Consumer Adoption
72
%
Source: Google / Ipsos - «Our Mobile Planet : Belgium» - Source: IAB 2012 Source: Immobi - Average on 165 countries
May 2012 - Universe 18-64 yo
16

17. Impact of 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
17

18. Opportunities Arising
NETWORKED OOH ENGAGING INTERFACES
Mobile + OOH gaming
Real-time optimisation
Refreshed content
Enabling sharing
Digital control of physical world
INFLUENCING DIGITAL BEHAVIOUR
App downloads & usage
Online OOH
Web traffic
Public utility
Coupon redemption
Personalised content
Social media on screens
CONVERGENT Social media usage
Search
Data as content OUT-OF-HOME
VIDEO
Live broadcasts
Cross-Platform video
Re-defining the video screen
NEW PLANNI NG DATA GATEWAYS TO MOBILE CONTENT
QR codes
NFC
RFID
Visual search
Mobile augmented reality
18

19. Video
Introduction
ne of the most important changes to the OOH media landscape in recent times has been the
O introduction of video-based content to the medium. This led many people to treat these new formats
as outdoor TV which in most cases is entirely inappropriate. Having said this there are many digital
Out-of-Home (DOOH) formats that can be planned alongside other video based media as long as
distinct audience measurement techniques, price benchmarking, consumer insight, spot length/frequency
optimisation and creative optimisation are taken into account.
Posterscope is the only OOH agency with a comprehensive proprietary planning system (Prism Screen) that
tackles many of these areas and makes the planning of DOOH and cross platform video activity quick and
accountable.
The nature of OOH video content can also be particularly broad. For example, projection technology is
completely redefining what constitutes a video screen.
19

20. Video
Introduction
15-18 YO (155 AFFINITY INDEX)
18-24 YO (120 AFFINITY INDEX)
Source: Posterscope Belgium - Out-of-Home Consumer Survey - Target: Total 15-64 yo
20

21. Video
Cross Platform Video
15-18 YO (193 AFFINITY INDEX)
15-18 YO (144 AFFINITY INDEX) 18-24 YO (138 AFFINITY INDEX)
25-34 YO (123 AFFINITY INDEX) MEN (130 AFFINITY INDEX)
18-24 YO (120 AFFINITY INDEX) STATIONS VISITORS* (120 AFFINITY INDEX)
Source: Posterscope Belgium - Out-of-Home Consumer Survey - Target: Total 15-64 yo
(*) Min. once to 3 times a month
21

22. Video
Cross Platform Video
The proliferation of OOH screens allows brands to extract greater value from the production of video-
based content, furthermore brands benefit from reaching light TV viewers who tend to be heavy
consumers of OOH. Planning DOOH alongside TV, Video-on-Demand and the like might involve
some creative adaptation but this is generally cost effective and OOH agencies can help with this.
This is more about reach and targeting rather than innovation and is often overlooked by cross-media
planners. In many countries the audience is huge.
Credits: Belgium - BMW, Posterscope, Carat, G&Co Credits: Belgium - ING, Posterscope, Carat, Euro RSCG Credits: Belgium - Total, Posterscope
22

23. Video
Live Broadcast
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: UK - Posterscope, Vizeum, Brooklyn Brothers, CBS
23

24. Video
Re-defining the Video Screen
The rise of projection technology, often combined allowing almost any surface to become a video screen.
http://bit.ly/HCsBA7 http://bit.ly/HFD93j
Jordan sportswear combined building mapping with an For the launch of the new Toyota Auris Hybrid the car itself
‘exploding’ water projection. was used as the projection surface.
Credits: USA - W+K New York Credits: Glue Isobar
24

25. Video
Re-defining the Video Screen
Numerous campaigns have utilised ‘projection mapping’ but the vast majority of consumers will never
have experienced 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.
For the launch of the new Battlefield game: a combination of Nespresso: 3D building mapping.
XXL and mobile projections.
Credits: Belgium - EA / Dice, Mindshake Credits: Belgium - Nespresso
25

26. Influencing Digital Behaviour
Introduction
he ability to influence the actions that people take on PCs, laptops, mobiles and other connected
T devices such as tablets, e-readers, media players, portable gaming consoles and internet enabled TVs
is of course a core requirement for any media these days.
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.
This section is not just about mobile and portable devices. Influencing actions taken on fixed devices at home
or work is still important.
26

27. Influencing Digital Behaviour
Mobile Internet Usage
Source: Facebook Source: Latitude Digital Marketing Source: KPCB Internet trends
27

28. Influencing Digital Behaviour
Mobile/Internet Usage OOH
Where Smartphone is used?*
(*) Source: Google / Ipsos - «Our Mobile Planet : Belgium» - May 2012 - Target: Private smartphone users who use the internet in general - Universe: 18-64 yo
28

29. Influencing Digital Behaviour
Mobile/Internet Usage OOH
Place of use Time of use
100%
94%
88% 89%
90% 86% 87% 88%
83%
80%
72%
70% 70%
69%
60%
58% 58% 67% 62%
53%
50% 55%
48% 53% 51%
44%
40%
42% 41%
38%
30%
36%
95% 54% 38%
20%
10%
0%
6-9h 9-12h 12-14h 14-17h 17-20h 20-24h
SMARTPHONE TABLET PORTABLE COMPUTER FIXED COMPUTER
When I travel / commute
Source: OPAb - Mobile Study - March 2011 - Target: surfer 18+
29

30. Influencing Digital Behaviour
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.
http://youtu.be/3eyGIzPjgmc
BNP Paribas Fortis launched its Easy Banking app using a large size iPhone reproduction to let the public discover the benefits
of the application and to incite people to download it on their own mobile device.
Results: 100.000 mobile banking sessions per month.
Credits: Belgium - BNP Paribas Fortis, Havas Media, Publicis
30

31. Influencing Digital Behaviour
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.
Source: IAB 2012 Source: Google / Ipsos - «Our Mobile Planet : Belgium» - May 2012 - Target: Private smartphone users who use the
internet in general - Universe: 18-64 yo
31

32. Influencing Digital Behaviour
Price Comparison & Coupon Services
18% IN CAFES & RESTAURANTS
17% ON-THE-GO
12% IN PUBLIC TRANSPORTS
11% IN STORE
Source: Google / Ipsos - «Our Mobile Planet : Belgium» - May 2012 - Target: Private smartphone users who use the internet in general - Universe: 18-64 yo
32

33. Influencing Digital Behaviour
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.
Types of info sought using
Search Engine (via smartphone)
Source: Google / Ipsos - «Our Mobile Planet : Belgium» - May 2012 - Target: private smartphone users who use the Source: Posterscope Belgium - GO OOH Study 2012
internet in general (*) and at least rarely notice ad - Universe: 18-64 yo
33

34. Influencing Digital Behaviour
Driving 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.
http://youtu.be/au0RUEUlTsg
Onboard the ALLO Telecom BLuTRAM, passengers could connect free of charge to the ALLO telecom network using their
smartphone or mobile phone. Once connected, the wi-fi users were able to download an application giving them free access to
music, games and movie trailers. The Bluetooth users received new content everyday and every week a lucky winner was picked
up and received a mobile phone.
Credits: Belgium - Allo Telecom, Mediaedge
34

35. Influencing Digital Behaviour
Driving Social Media
Facebook 5.112
Youtube 4.242
Linkedin 766
Twitter 544
Google+ 503
Tumblr 233
Pinterest 53
0 1.000 2.000 3.000 4.000 5.000 6.000
BE Unique Visitors per month (x1000)
Source: ComScore - August 2012 Source: Google / Ipsos - «Our Mobile Planet : Belgium» - May 2012 - Target: Private
smartphone users who use the internet in general - Universe: 18-64 yo
35

36. Influencing Digital Behaviour
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.
Nivea Kissing Booth in Times Square (New York) from which consumer photos were uploaded to Facebook and three nearby
giant digital screens. Thousands of people took part during the four-week period and the Facebook page amassed nearly 500,000
impressions.
Credits: USA - BDF, Posterscope, Carat
36

37. Influencing Digital Behaviour
Using Mobile to Control the Physical World: Check-ins
‘Non-venue’ locations such as poster sites can be created as check-in points on social networks,
such as Foursquare. Facebook requires activity to be more centrally linked to the overall philosophy of
sharing. This does not exclude Facebook from such campaigns but the mechanic needs to be more
than just issuing a consumer reward for check-in
While there is still uncertainty regarding long term consumer adoption of the check-in mechanic this
is partially due to consumer awareness and the appeal of the reward. This can be overcome by using
OOH media to explain and motivate.
37

38. Influencing Digital Behaviour
Using Mobile to Control the Physical World: Check-ins
http://youtu.be/u5Bu9UXe7VM
A MINI Countryman was placed on a 15% slope at the BNP Paribas Fortis launched a national foursquare action
Brussels Motorshow, hanging only by a thick rope. A Bunsen in the different bank agencies and offices. For every cus-
burner was place under the rope and whenever a person ‘liked’ tomer’s check-in, BNP Paribas Fortis Foundation offered a
the Facebook page, a short burst of flame was generated. The lunch to Food Banks.
person who broke the rope won the car.
Results:
+21.314 fans within 10 days
134.716 microsite visitors
1.000.000 page views
14.961 fans talked about it
Credits: Belgium - MINI, Posterscope, TBWA Credits: Belgium - BNP Paribas Fortis, Socialike
38

39. Gateways to Mobile Content
Introduction
he proliferation of smartphones is of course making it much easier for users to access digital content
T 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.
39

40. Gateways to Mobile Content
QR Codes
Quick Response Codes are not unique to OOH and are found on all manner of print material and even
the occasional TV or digital screen ad. They enable mobile users who have a suitable app installed (and
understand how to use it) to hyperlink to any form of content hosted online.
Whilst QR codes are unlikely to have a long-term future (outside of Japan where usage is mainstream)
due to more advanced technologies such as NFC (Near Field Communication) they are appearing on
more and more ads outside 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.
40

41. Gateways to Mobile Content
QR Codes
Virtual stores: QR codes allocated to specific items that can be purchased immediately via mobile.
http://youtu.be/olkoDyiHYW0
To promote its online purchase service (delhaizedirect.be), Delhaize created a virtual supermarket showing 300 different products
and placed it in various environments (stations, shopping centers, ...). The campaign aimed to show how easy and time-saving the
Delhaize Direct service is.
Results:
+22% of Delhaize Direct App downloads
+30% of sales on Delhaize Direct website
Credits: Belgium - Delhaize, Brand
41

42. Gateways to Mobile Content
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.
http://youtu.be/cUrGXZKVNGo
The Absolut Blank campaign used the visual recognition technique provided by WiMO for the first time in Belgium. Once down-
loaded, the WiMO app enables smartphone users to access an online content simply by shooting the poster with their phone’s
camera.
Credits: Belgium - PRB, Posterscope, Vizeum
42

43. Gateways to Mobile Content
AR
Mobile Augmented Reality (AR) allows virtual hidden content to be overlaid onto posters when viewed
through a camera phone and mobile AR app.
There are numerous providers of mobile AR apps which vary in 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.
AUGMENTED
REALITY (AR)
43

44. Gateways to Mobile Content
AR
http://vimeo.com/33296885 To announce its collaboration with FON leading to the activation of 500.000 free
wi-fi hotspots all around the country, Belgacom launched an online based contest
using the Google Streetview technology.
Credits: USA - Volkswagen, Red Urban Credits: Belgium - Belcagom, Google
44

45. Gateways to Mobile Content
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.
45

46. Gateways to Mobile Content
NFC
Near Field Communication is a contactless technology that is starting to be integrated into smartphones.
It allows users to touch their phone against an NFC tag or reader to instruct the phone to take an action
such as opening a particular web page or app. NFC also allows phones to become mobile wallets, as
well as allowing users to touch their NFC-enabled phones against each other to share content. NFC tags can
easily be affixed to almost any accessible poster site.
Source: Frost & Sullivan 2011 Source: IMS Research 2011
46

47. Gateways to Mobile Content
NFC
NFC is highly scalable with most handset manufacturers releasing NFC-enabled phones in the near
future. Nokia, Samsung, Google and others already have some handsets on the market and there is
speculation as to whether Apple will join the collective commitment to NFC. For OOH, NFC allows
simple, quick, highly scalable, affordable interaction between mobiles and poster sites. There are some
challenges to adoption, in particular regarding 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.
PingPing is a platform of mobile micro-payments which allows to pay small purchases via your GSM, with a 25 euros maximum
amount by transaction. Because at the moment very few mobile phones are NFC compatible, PingPing integrated a small NFC
chip into self-adhesive badges or inside student cards. In Belgium, with PinPing, you can already pay in some places, your drinks,
your buffet, your parking space, your bus ticket.
Credits: Belgium - PingPing
47

48. Networked OOH
Introduction
ith the exception of China where many content updates are carried out physically the vast majority
W of digital OOH screens are internet connected which allows content to be changed quickly and
cost effectively.
Screens can therefore be used on a much more reactive and tactical basis and content can be redistributed
from other digital sources. This enables integration with other bought, owned and earned digital media, new
data sources as well as all kinds of interactive and content sharing options.
Added flexibility also gives the potential for agencies to optimise activity in real-time based on outcomes such
as sales, search etc. Optimisation might be assessed in terms of creative, location, time, day and more.
Exact technical capabilities do vary enormously by media owner and network. Some of the opportunities in
this section are available as ‘off-the-shelf’ options, others may require modifications to media owner systems
and some opportunities might only be possible on certain locations or networks.
48

49. Networked OOH
Triggered Campaigns
For its Summer Campaign, Coca Cola booked a digital screens McCain potato wedges ads only aired during good
network and broadcasted its video spots only when the outdoor barbecue weather.
temperature reached 22°C and more.
Credits: Belgium - Coca Cola Company, Universal Media Credits: UK - McCain, Posterscope, PHD
49

50. 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.
50

51. Networked OOH
Real-time Content: Social Media
Huffington Post 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: UK - Huffington Post, Posterscope,Total Media, MBA, LocaModa
51

52. Networked OOH
Real-time Content: Social Media
Canadian Tourism Commission screens streamed content from twitter, YouTube and Facebook that related to real experiences
of vacations in Canada.
Credits: Canada - Canadian Tourism Commission, DDB Canada, Tribal Vancouver, InWindow Outdoor
52

53. Networked OOH
Real-time Content: Product
http://bit.ly/IQf0rC
New Country Radio in Kentucky USA used a live stream of Virgin Holidays in UK airports using the latest number of
the song currently being played on the station. holidays sold to individual destinations as advertising content.
Credits: USA - Cox Media Credits: UK - Virgin Holidays, Posterscope, PSI, MGOMD
53

54. Networked OOH
Real-time Content: Utility
Channel 4 streamed the latest news stories to London In US airports, Marriott provided travellers with fun
Underground cross track projection screens via a custom- suggestions about what to do that day based on up-to-the-
created automated content management system (CMS). This minute weather information in the destinations relevant to the
was treated as a major content distribution channel in its own terminal, gate and even time of day.
right with an assigned editorial news team having access to
the CMS.
Credits: UK - Channel 4, Posterscope, OMD, Cloud & Compass Credits: USA - Marriott, Posterscope, Carat
54

55. Networked OOH
Real-time Content: Utility
Yell.com interactive bus shelter screens providing local area maps and directories (2006) and constantly updated online consumer
reviews for businesses in proximity (2011).
Credits: UK - Yell.com, PHD, Rapier, Posterscope
55

56. Networked OOH
Real-time Content: Behaviour
Buildings that change colour based on current online Rokk Vodka screens embedded into telephone kiosk posters
sentiment. Mood is determined by real-time analysis of acting as a live counter showing the number of gay marriages
keywords within blog posts. in New York, which had recently been legalised.
Credits: Emotional Cities Credits: USA - Rokk Vodka, Carat, Posterscope, The GLADD organization
56

57. 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: Canada - Monster Media, Crispin Porter + Bogusky Canada.
57

58. 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.
http://youtu.be/yd76BhO9iEA
Ford has launched a speaking ad campaign, called Glaceau Vitamin Water personalised messages written by
Ford Ad Miracles that speaks. The campaign site brand-employed spotters sitting in the vicinity with 3G laptops.
even has a live webcam that is mounted to one of the
posters to monitor viewers reactions.
Credits: Belgium - Ford Motor Company, Ogilvy & Mather
58

59. 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.
http://vimeo.com/18045229
MINI 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: UK - Posterscope, Vizeum, Profero
59

60. 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.
McDonald’s ‘pong’ game allows players to control the game play via a mobile website. Redeemable coupons are delivered at the
end of a successful game.
Credits: Sweden - McDonald’s, DDB Stockholm
60

61. Networked OOH
Mobile + OOH Gaming
LocaModa’s Jumbli word game can be played via Facebook with game A MINI Countryman was placed on a 15% slope
play shown live on OOH screens in the US. at the Brussels Motorshow, hanging only by a thick
rope. A Bunsen burner was place under the rope and
whenever a person ‘liked’ the Facebook page, a short
burst of flame was generated. The person who broke
the rope won the car.
Credits: USA - LocaModa, Clear Channel Credits: Belgium - MINI, Posterscope, TBWA
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62. Engaging Interfaces
Introduction
hilst content and location are of primary importance in attracting audiences to participate in digital
W OOH experiences, the nature of the technology that is used can also be a huge determinant in
uptake levels. The use of new technologies in OOH situations often precedes mainstream consumer
product applications. For example, touch screens in bus shelters and self-service kiosks preceded those in
mobile phones, and gesture-based gaming campaigns were deployed well before Microsoft Kinect. In fact,
Microsoft licensed part of the Kinect technology from a business involved in OOH advertising.
An innovative or larger than life interface in the public domain can seem particularly cutting edge, engaging
and fun, especially when experienced in groups which can of course drive earned media both digitally and
face-to-face.
Many examples of engaging interfaces have been included in earlier sections, in particular those with social
media or mobile integration. The following pages highlight some other particularly successful applications and
potential developments for the future.
62

63. Engaging Interfaces
Touch Screens
http://vimeo.com/18079231 http://vimeo.com/32269760
Cadbury’s Splat the Egg HTC created interactive screens that demonstrated the unique interface of their new
1 million eggs splatted over 1 month at tablet. In cinema lobbies and on street furniture consumers could take and manipulate
20 bus shelters photos of themselves and their friends then save them for email distribution and social
media sharing.
Credits: UK - Cadbury’s, Posterscope, PHD, JCDecaux Credits: USA - HTC, Posterscope, Deutsch
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64. Engaging Interfaces
Gesture Based Games
http://vimeo.com/18668405
Disney Cadbury’s Marriott
Crowd controlled game on ci nema Movement controlled game in UK Gesture based pinball game in US
screens. shopping malls. airports. Over 200,000 plays per month
across 5 airports.
Credits: USA - Disney, Posterscope, Carat Credits: UK - Cadbury’s, Posterscope, PHD, Grand Visual Credits: USA - Marriott, Posterscope, Carat
64

65. Engaging Interfaces
Gesture Based Games
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
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66. 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: BMW, Posterscope,Vizeum
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67. 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: UK - Nestle, Posterscope, Universal McCann, Work Club
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68. Engaging Interfaces
Augmented Reality
http://bit.ly/IkPzg7
To promote that Heineken is the ‘best friend’ for partying, Fanta’s cartoon character interactions in cinema foyers.
Posterscope Taiwan launched an Augmented Reality campaign that
allowed people to interact with the characters from the Heineken TV
Commercial and see the effect broadcast on a giant digital screen.
Credits: Taiwan - Heineken, Posterscope, Leo Burnett Credits: Heartland - Coca Cola Company, Posterscope
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69. Engaging Interfaces
Others
Barnado’s donation-activated digital Royal National Institute for the Deaf Holographic projection multi-touch
creative with coins making the featured screens and digital windows that react to screen allowing the user to mix music
girl smile. surrounding noise levels. tracks.
Credits: Barnado’s, Posterscope, JAA, BBH Credits: Posterscope, M&C Saatchi, Walker Media Credits: ICE AV Technology
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70. 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.
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71. 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.posterscope.be/extrafiles/index.php?f=13&s=dfdf87ab04127d54dc9dde5138174109
71

72. Pioneering
Out-of-Home
Posterscope Belgium
Bd du Souverain, 165, Vorstlaan
1160 Brussels
Belgium
Tel: +32 (2) 788 74 00
Fax: +32 (2) 788 74 19
info.belgium@posterscope.com
www.posterscope.be