How to amplify audience engagement in and value of Out of Home networks. Presented at the Broadsign Partners conference, DSE 2014 Las Vegas.

1. Monster Media: Mobile Social Platform
EVP Mobile & Social: Stephen Randall
MOBILE: +1 781 888 1417
EMAIL: stephen.randall@monstermedia.net
TWITTER: stephenrandall
Copyright © 2014 Monster Media

2. Overview
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3. The BIG Picture
• OOH is a $35 Billion global market. (Source PWC)
• Social and Mobile platforms are making Out-of-Home (OOH)
more engaging, measurable and relevant.
• Value is flowing to cross channel technology platforms that
bridge proprietary networks connecting businesses to
audiences that can’t currently be reached.
• The Out-of-Home Advertising Association of America (OAAA)
has a standard for Social and Mobile engagement.
• And as OOH gets more digital, DOOH is finally making more
sense. So its time for networks to really understand the
network effect (Metcalf’s Law) – i.e. Get connected to
audiences!
• Networks need to be cognizant of IP - There are patents that
protect social media on OOH screens.
Copyright © 2014 Monster Media

4. Where Do People Use Smartphones? (Don’t think about mobile tech, think about mobile behavior)
93% 87%
77%
73% 72%
66%
50%
29%
School
Library
Airport
32%
Dr’s Office
Coffee Shop
Social Gatherings
At Work
Restaurant
In a Store
On The Go
Home
54% 53%
Source: The Mobile Movement Study, Google/Ipsos OTX Media CT, 2011.
Base: Smartphone users. Q: Where do you use your smartphone?
Copyright © 2014 Monster Media

5. Total Available Audience = Audience In Front of ALL Connected Screens
OUT-OF-HOME
SCREENS
TOTAL AVAILABLE AUDIENCE
WEB
SCREENS
MOBILE
SCREENS
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6. The Total Available Audience Isn’t Just In Front of Our Screens
Millions of people here
Billions of people here
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7. OOH + Social = Increase Engagement For BOTH OOH and Social Screens
10x
Increase in OOH engagement when screens
are connected to social networks
30%
Increase in online engagement
when social networks are connected
to OOH screens
Copyright © 2014 Monster Media

8. Engagement Strategy In Action
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9. Titanic Blue-Ray DVD (Viacom/MTV Times Sq + Screen + Facebook, Twitter)
Copyright © 2014 Monster Media

10. Titanic Headline Data
• 5.1 million reach (10x OOH)
• 440,435 unique users liked,
commented, shared or viewed
• 688,704 new likes
• 2,700 comments
• 2.7 million fans talked about
campaign
• 44% more shares, likes, comments
& posts
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11. Titanic Sales Impact
• Blu-ray sales: $34.22 million in 2 Weeks
(w/e 15th September 2012)
• Blue-ray 82% of all disc sales
Source: Home Media Magazine
• Already 25.35% of TOTAL DVD (from
1999) revenue
Source: Home Media Magazine
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12. Tide NFL: Mudsling (CBS Roadblock 8th Ave & 42nd St, Times Square, NYC)
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13. #TSQSelfie Times Square Selfie
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14. #CirocTheNewYear
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15. #CirocTheNewYear Engagement
Tweets
Paris Hilton Tweets
Sponsored Tweets
$1.5 Million pledged
4
3
Kris Jenner Tweets
2
5
1
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16. #BellLetsTalk
• Monster + Media Experts & LG2
• 3 Canadian OOH networks;
Lamar, Pattison, Metro Media
• Original tweets: 969,993
• Total tweets (inc RTs): 3,043,248
• Tweets per hour:126,802
• Over 100,000,000 txts, calls and
tweets were received @ 5c each
• Over $5,000,000 raised for mental
health.
• Takeaway #1: OOH Networks
monetized social because they
adhered to same infrastructure.
• Takeaway #2: Cross channel
campaign maximized audience
attention.
Copyright © 2014 Monster Media

17. Summary In a Nutshell
• The OOH market is driving DOOH innovation
• Metcalf’s Law (connecting to audiences) drives network
value
• Social (connected) media isn’t just a feature, it’s a critical
tool for network and cross channel engagement
• Be mindful of the IP and ever changing social media
landscape – if it’s not your day job to build social apps,
speak to an expert 
• The results speak for themselves 10x
improvement in OOH engagement and 30%
improvement in online engagement.
Copyright © 2014 Monster Media