Integrating Digital Media effectivelyinto shopping malls<br />Christian Vaglio-Giors<br />May 18th 2011<br />
WhoisNeo<br />
A DOOH specialist<br /><ul><li>Founded 2003
Privatelyowned
DOOH and DS projects
Mall, airport and retail
Switzerland, Germany, Italy, Spain
24,000 online screens</li></li></ul><li>From OOH to DOOH 2.0<br />
Neobe’s<br />
Shopping mallmatters<br />
Past and future of mall<br /><ul><li>A US-born format
Replaced shopping gallery in the 60’s
Fun shopping or Retailtainment from the 90’s
New urbanism is the new trend
The 21st century mall is digital</li></li></ul><li>A strong trend<br /><ul><li>Nearly 25% of all European consumer spending.
235m2 GLA per 1,000 people in Europe (1/4 of US).
20% growth in European mall surface in 2009.
Strong investors appetite for large shopping malls (i.e. +100,000 m2) with residential plots.
Is a good consumption format in term of sustainable development </li></li></ul><li>Customer behaviour<br /><ul><li>Mostly ...
Rather quicker than slower (i.e. average dwell time of  1 hour in Europe vs. 3 hours in US)
Open to change plans to ideas
Look for good deals
Online</li></li></ul><li>Mall objectives<br /><ul><li>Increase dwell time
Increase revenues
Diversify revenue streams
Digitalize media offer
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Integrating Digital Media effectively into shopping malls

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Christian Vaglio-Giors is co-founder, CEO and Chairman of Neo Media Group, a Swiss leading DOOH operator. Since 2003 Neo rolls out, operates and sells DOOH networks throughout Europe with a primary focus in retail in general and shopping malls in particular. Neo operates nowadays a network of 24,000 online DOOH faces across Switzerland, Germany, Italy and the Iberian peninsula. Prior to his DOOH career, Christian was Investment Banker advising tier-one global companies in merger & acquisition operations.

More at www.neomediagroup.com and www.neoadvertising.com

Publicado en: Empresariales, Tecnología
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Integrating Digital Media effectively into shopping malls

  1. 1. Integrating Digital Media effectivelyinto shopping malls<br />Christian Vaglio-Giors<br />May 18th 2011<br />
  2. 2. WhoisNeo<br />
  3. 3. A DOOH specialist<br /><ul><li>Founded 2003
  4. 4. Privatelyowned
  5. 5. DOOH and DS projects
  6. 6. Mall, airport and retail
  7. 7. Switzerland, Germany, Italy, Spain
  8. 8. 24,000 online screens</li></li></ul><li>From OOH to DOOH 2.0<br />
  9. 9. Neobe’s<br />
  10. 10. Shopping mallmatters<br />
  11. 11. Past and future of mall<br /><ul><li>A US-born format
  12. 12. Replaced shopping gallery in the 60’s
  13. 13. Fun shopping or Retailtainment from the 90’s
  14. 14. New urbanism is the new trend
  15. 15. The 21st century mall is digital</li></li></ul><li>A strong trend<br /><ul><li>Nearly 25% of all European consumer spending.
  16. 16. 235m2 GLA per 1,000 people in Europe (1/4 of US).
  17. 17. 20% growth in European mall surface in 2009.
  18. 18. Strong investors appetite for large shopping malls (i.e. +100,000 m2) with residential plots.
  19. 19. Is a good consumption format in term of sustainable development </li></li></ul><li>Customer behaviour<br /><ul><li>Mostly in motion
  20. 20. Rather quicker than slower (i.e. average dwell time of 1 hour in Europe vs. 3 hours in US)
  21. 21. Open to change plans to ideas
  22. 22. Look for good deals
  23. 23. Online</li></li></ul><li>Mall objectives<br /><ul><li>Increase dwell time
  24. 24. Increase revenues
  25. 25. Diversify revenue streams
  26. 26. Digitalize media offer
  27. 27. Streamline communication channels</li></li></ul><li>Digital media into shopping malls<br />
  28. 28. A piece of history<br />
  29. 29. Another one<br />
  30. 30. A fastdevelopping media<br /><ul><li>Where one can transform a shopper into a buyer
  31. 31. Where advertising is well accepted
  32. 32. Where brands need to occupy the space
  33. 33. Where ad spending grow at a solid 25% per annum</li></li></ul><li>But not mature yet<br /><ul><li>ARPU of USD 5 to 10k
  34. 34. Marginal contributor to mall revenues (i.e. 1-2% of total)
  35. 35. Institutional media buyers lack of understanding and data
  36. 36. Fragmentation - Difficult to buy
  37. 37. Impact measurement</li></li></ul><li>The evolution<br /><ul><li>From OOH to DOOH to DOOH 2.0
  38. 38. Integrate digital directories / signage
  39. 39. Interactivity
  40. 40. From digital 6-sheet to high impact spectacular formats</li></li></ul><li>The mobile revolution<br /><ul><li>Mall app
  41. 41. Third party app
  42. 42. QR codes
  43. 43. Couponing
  44. 44. Social media</li></li></ul><li>… and more…<br /><ul><li>Web page
  45. 45. In mall digital radio
  46. 46. Social media
  47. 47. Web tv
  48. 48. …</li></li></ul><li>Whatwe have learnt<br />
  49. 49. Engagement iskey<br /><ul><li>But what is engagement?
  50. 50. Interactivity
  51. 51. Attention to something that emotionally impacts you
  52. 52. Art or science?
  53. 53. Tell me and I will forget. Show me and I may understand. Engage me and I will remember.</li></li></ul><li>Impact vs. coverage<br /><ul><li>Less media locations but more impact and emotion
  54. 54. Less non commercial content
  55. 55. More share of voice</li></li></ul><li>Delivermeasurable ROI<br /><ul><li>6 times more advertising dollars invested on e-commerce than in mall, why?
  56. 56. From impression to action</li></li></ul><li>Data, data and more data<br /><ul><li>From traffic to effective contacts
  57. 57. Drive traffic
  58. 58. Sales uplift
  59. 59. From field interview to technical measuring</li></li></ul><li>Shopper behavior evolves <br /><ul><li>Well informed
  60. 60. Online
  61. 61. Chase for deals
  62. 62. Is an active client, an ambassador</li></li></ul><li>Conclusion<br />
  63. 63. Take home<br /><ul><li>Shopping mall format is a strong trend
  64. 64. DOOH is the major In Mall media
  65. 65. Impact better than flows coverage
  66. 66. Mobile will quickly gain market share
  67. 67. Proven engagement is key</li>

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