Digital Out Of Home
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The document discusses the integration of digital and outdoor advertising, emphasizing the importance of connecting consumer touchpoints and content in the digital ecosystem. It highlights the rapid increase in mobile internet users in India, particularly in urban areas, and suggests strategies for enhancing engagement and effectiveness in outdoor campaigns. The proposed solutions include establishing interlinked digital functionalities, improving regional penetration, and utilizing real-time monitoring for better campaign outcomes.
Digital Out Of Home
- 1. DOOH iT!CONNECTING THE DOTS BETWEEN DIGITAL & OUTDOOR
- 2. Lets begin… WHAT DOES THE DIGITAL ECOSYSTEM COMPRISE OF?
- 3. Billboard Retail Laptop/ Desktop Tablet Mobile Railway Airport Bus Stops Social Media Digital Videos / Advertisements Games / Apps Commerce & Coupons Immersive content OOH – DIGITAL ECOSYSTEM CRUX: PEOPLE & PLACES Places and People form the crux of the digital ecosystem as no communication can exists without them (TG & Place) INNER CORE: TOUCHPOINTS This layer consists of all the digital as well as non-digital touch-points of consumer OUTER CORE: CONTENT This layer consists of all the different types of content such as immersive technology, social, videos, offers, games and apps that a consumer is exposed to. SURFACE: ENVIRONMENT The creation of an environment to reach the right TG at the right location with the right content and medium
- 4. So, WHO ALL ARE ON DIGITAL?
- 5. 0 100 200 300 400 500 600 Jun-13 Jun-14 Jun-15 Jun-16 UsersinMillions Mobile Total 0 50 100 150 200 250 300 350 400 Jun-13 Jun-14 Jun-15 Jun-16 UsersinMillion Rural Urban INTERNET USERS V/S MOBILE INTERNET USERS MOBILE INTERNET USERS 462 109 371 262 TRAI IAMAI 2016 68 171 21 70 32 153 By June 2016, total mobile internet users are expected to be 371million out of which 109million are on rural and 262million in urban cities This highlights the mobile penetration and makes it the most used digital medium in India
- 6. 42% 28% 27% 26% 14% 11% 8% 4% 2% Shopping Mall Restaurants F.F Restaurants Public places Coffee Shops Multiplex Airport Clubs Gyms Media Touch points TGI India 2015 Wave 2 | SEC ABC | 15 - 55 39% 61% Access Mobile Internet OOH At Home 71% 67% 59% 24% 23% 44% 37% 33% 14% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% Entertainment Communication Social Ticketing Shopping Urban Rural TYPES OF ACTIVITIES In India, 39% people use Mobile Internet from OOH locations Shopping malls & Restaurants lead as touch-points for mobile internet users Playing games and watching videos are the top activities conducted on mobile
- 7. If all these people are already to be exposed to media then, WHATS THE PROBLEM?
- 8. THE PROBLEM IS; •How do we connect the dots between Digital & Outdoor? •What is the plan of action for MOMS?
- 9. The solution BUILD AN INFINITE KNOT OOH •Campaign reach •Deeper regional penetration •Stronger visual appeal •Limited touch-points •Drive traffic to digital properties •Branding objective driven DIGITAL •Campaign Personalization •Dynamic Targeting •Stronger engagement •Wider touch-points •Real-time Monitoring •Drives traffic to OOH •ROI /Campaign effectiveness OOH DIGITAL
- 10. How do we execute the solution ESTABLISH INTERLINKED FUNCTIONALITIES DIGITAL OUTDOOR RETAIL Rural + Urban ACTIVATIONS Rural + Urban CREATIVE PLANNING Just as Creative, & Planning; Digital should also function as a support system for all the Outdoor verticals
- 11. Identifying opportunities by ESTABLISHING A PROCESS Identify innovation opportunity Sense clients digital inclination Derive a digital objective Scale & Sense of budget New Pitches Understanding past behavior & campaigns Sense clients digital inclination Proactive suggestion Existing Clients
- 12. CASE STUDIES
- 13. Simcard textbooks to study light and smart
- 14. Interactive Installation Uniting India & Pakistan over a bottle of Coke!
- 15. Iconic hip-hop star Jay-Z launched his book on OOH by decoding every page each week integrated with an online game
- 16. Tesco’s Home Plus launched a digital grocery store at a Korean subway and delivered the products by the time people reached their homes Retail Interactive Installation