Hot Topics in 2014
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The document outlines the evolution of video advertising and the integration of real-time technology and smart devices in out-of-home (OOH) media, emphasizing the need for adaptive video activation strategies across various platforms. It highlights the impact of beacons and personalized notifications in enhancing consumer engagement, while discussing the convergence of online and physical experiences in retail. The document also notes the advancements in 3D printing and on-demand models as significant trends influencing advertising and consumer interaction in 2014.
Hot Topics in 2014
- 2. Eco-system
- 3. What we think Advertiser AudienceAudience Audience Audience Advertiser Audience Audience Audience Audience AWARENESS ENGAGEMENT
- 4. Borrowed FormatsOur world is becoming video agnostic because of borrowed formats. With commercials shrinking to fifteen-second spots and platforms like Vine cutting content down to six seconds, video needs to evolve into a format that is ubiquitous across a variety of screen sizes and formats. Video activation strategy must consider all five screens including mobile, tablet, TV, PC and digital OOH in order to be pertinent to a time starved audience.
- 5. What we think The notion of borrowed formats has dramatically changed the perception and place of digital OOH in the greater media landscape, resulting in the need to develop a video activation strategy rather than consider each medium/format as its own entity. In order to be effective, video must now be adapted to operate across the gamut of digital formats that includes everything from large spectaculars to the 2”x 5” screen in the consumer’s hand. Our constantly connected culture has made multi-channel reach crucial, with DOOH now serving a vital role in influencing far reaching environments that are a part of someone’s daily routine including trips to the supermarket, coffee shop, and health club to name a few.
- 6. Real Time Technology The expansion of real time technology and its data capacity is increasing the opportunity to deliver relevant messaging at pertinent times, ultimately influencing brand conversion. In addition, this technology offers data capture, allowing brands to optimize against core targets. Brands can now take consumer curated content and deliver messaging within relevant contexts based on data generated.
- 7. What we think Out-of-Home is primed to be an enabler for real time content both in terms of reaching consumers during multiple touch- points throughout their day, and pinpointing exact locations while still offering scale. The ability to provide real time content that can be changed instantly within a specific context is a dynamic opportunity. Our Liveposter platform can immediately deliver location specific copy to multiple screens, combining real time data that is both relevant and beneficial to consumers.
- 8. Smart Devices & Personalization The variety of mobile and smart devices is expanding as wearable technologies become more mainstream. Smart devices are now a part of our DNA to the point of knowing what we want before we even know we want it. Technology has become so smart that it now knows where you are located, your emotional state and if you are near other smart devices, allowing for the transmission between one another to create a truly individualized experience for that user at the ideal moment.
- 9. What we think Although still in development for best practices, wearable technology presents the opportunity to have high-priority, contextual notifications delivered directly to the wrist, waist and head without reaching for a mobile device while on the go. Personalized user data that is collected with each experience can calculate what a user does and when they do it, offering valuable information for reaching a key target. Wearable technology also allows for augmented reality to extend the OOH footprint by solving the need for an outside application to initiate interaction, redefining OOH media beyond its known infrastructure.
- 10. New Age Ad Intrusion Beacons are disrupting the communications landscape, going beyond geo-fencing to offer contextually relevant information directly to a person‟s mobile device without opening an application. The beacon creates a profile of the user within a short range, assumes why they are in a specific location, and sends a specific message or offer accordingly. Beacons replace historic targeting information with live data to assume best time and place for messaging to deliver brand conversion. This data is supported by an audience sample whose participation is based on opt out rather than opt in.
- 11. What we think Today’s mobile-to-physical world engagements, while slicker than previous attempts, still need to focus on mastering the simple things such as campaign execution, removal of usage friction, and above all, delivering value when it matters most. Beacons promise significant improvements over first attempts at real-world brand engagements via mobile, providing greater parity across basic smartphone features, and gaining traction across multiple platforms. While it is currently restricted to engagement within a 20 feet distance we expect the beacon’s capacity to expand in the near future, allowing for engagement with Out-of-Home beyond place based environments.
- 12. In 2014 we will see old formats have new functions by providing benefits for users and key data for advertisers. Advertising will be smarter, allowing targeting based on intricate data that is more relevant to the end user. For example, sensors in outdoor formats will detect weather conditions to offer appropriate amenities; side walks will become GPS enabled; telephone kiosks will transform into information hubs; all providing function for users through interaction and data. Grand Gestures & Utilization
- 13. What we think Within the overcrowded advertising space, media must meet high expectations to obtain share of spend. As a result, grand gestures are highly advantageous for Out-of-Home with a utility component creating a more meaningful connection between a brand and its user. Not only does this add value for the user, but is also beneficial for the advertiser by allowing for a longer dwell time, higher engagement and return of data contributing to smarter advertising moving forward.
- 14. The iStreet & Speed of Delivery Online retail continues to grow rapidly but it loses out on the convenience of immediate transaction of goods that is traditionally satisfied via physical space. Online retailers are now experimenting with shorter delivery timeframes, and in some cases, same-day delivery to capture a greater slice of retail spend.
- 15. What we think Brands can now create or extend physical entities through the use of Out-of-Home media. Posters and pop-up installations bring the brand to a wider audience, reaching consumers with an extended retail footprint while bridging the gap on the transaction of goods. As the space between online and physical entities narrows, we anticipate physical spaces to become experiential showrooms for innovation, promoting various channels for transaction and delivery of goods.
- 16. Uberfication & On-Demand Models The on-demand model was previously the mainstay of TV channels, allowing the consumer to choose their „prime time‟, rather than be dictated by the network. However, this level of on-demand service now extends beyond the living room. Entities like Uber and Hailo now give consumers control of personal transportation− click to order, taxi arrives and payment is processed all done through your account. This is leading the revolution that will enable people to control when and where they have access to premium services.
- 17. What we think The on-demand model’s greatest value is convenience, which Out-of-Home can support by extending exposure and accessibility. NFC, geo-fencing and other call to action technologies act as a gateway for users, allowing them to easily access Uber or Hailo for transportation when in a rush or Redbox for entertainment when on the way home from work, all done immediately while on the go.
- 18. Three-Dimensional PrintingThree-dimensional printing can best be described as “non-augmented reality”. Like other technologies that came before, 3D printing has been slow to take off due to misunderstanding of utility. However, in 2014 3D printing manufacturers are getting smarter, and their use is becoming clearer to the mass market. Newer, cheaper models are making the technology more accessible while also coming in a range of sizes for a broad range of uses.
- 19. What we think Three dimensional printing has surpassed novelty status as Out-of-Home proves its mass appeal in extended environments where it is now feasible to use. It has become a “reality” that allows brands to offer tangible, personalized samples for audiences as a memorable brand experience, and allows for experiential campaigns to offer scalable, personal engagement with the public.
Editor's Notes
- #3: At Posterscope we believe in an OOH ecosystem that is more than just billboards and screens that play ads. We believe the OOH infrastructure includes a host of both owned media and devices such as mobile/laptop/tablet that are all used primarily while OOH. The convergence of media and the multiplatform experience has been driven by a changing consumer landscape, and our Hot Topics for 2014 are primarily focused on where technology meets media on a multi-platform level.
- #4: The fact that more time is being spent out of home means that smart devices combined with OOH formats can offer new ways for engaging with targets while out of home more effectively than other media. We’re seeing a huge increase in location-based marketing with the rapid proliferation of devices and screen options. People will now be relying on these screens more than ever. As part of this increased dependency there is an expectation of services and personalization, as consumers are very protective of what they are willing to see on what they consider a very personal device. Because of this, brands need to add value to the experience rather than simply believe they can bombard a consumer with messages. There is more momentum behind location and environment, adding a layer of context that allows applications to be grounded in utility rather than entertainment, providing consumers with a more useful and engaging connection.
- #6: The introduction and development of programmatic buying in the OOH space will also lead to an ease of deployment as well as alignment with other programmatic channels. Oreo famously ran a ‘just as good in the dark’ ad during the 2013 Superbowl black out. This sort of spontaneous, contextual messaging can now be channeled across multiple formats across the entire digital spectrum.
- #8: In the UK Stella Cidre knew that sales increased when the temperature reached a certain level so they ran a campaign that only kicked in when it got hot. Not only did it trigger an ad but it each location it then mapped the nearest bars the product was available- a perfect example of utility in an appropriate context.
- #9: Our mobile device has become one of the most personal items we own, offering us a plethora of recommendations and solutions based on past behaviors to give us insight and allow us to shape our daily experiences. Smart Devices allow for AR to move beyond the fantastic, stunt-drivin application into a utility role.
- #10: As the technology becomes user-friendly more people will find value with capabilities such as alerts for traffic, flight boarding, emails, and social media mentions and interactions with brands which can be pushed to these devices from an OOH media format. Nest technology (smart devices)Mercedes' Dynamic and Intuitive Control Experience (DICE) offers a look at how the manufacturer envisions getting everything from traffic data to information about passing landmarks. The concept ditches buttons and touch screens in favor of gesture-based controls that communicate information while driving.
- #12: Beacons have encountered controversy based on privacy, however supporters argue that it isn’t an intrusion if you can control it. The value in this technology is that it makes the shopping experience seamless for users while imitating the online experience for brick-and-mortar retailers, subsequently salvaging ad budgets for brands with significant distribution offline
- #14: One standout example of a grand gesture was in Mexico City when Mexican internet provider Terra converted dog poop into wi-fi. Free wi-fi was offered in public areas every time a dog’s owner discarded the poop in a designated bin. In London EE offered 4G network support in 50 taxis when passengers texted from their device and received a personalized code. IBM offered new uses for OOH formats and creative with their “Smarter Ideas for Smarter Cities” campaign. It was simple and effective, turning posters into benches, stairs into ramps and a shelter for when it rains.
- #16: Kate Spade created a pop up store in NY’s Meatpacking District that offered local delivery in 2 hours or less. They even delivered to local coffee shops so you could get your purchase even when not close to home. Amazon controversially said they were looking at drone technology for deliveries but ebay have bough shutl, a same day delivery service. An older example: Tesco pseudo-store in subway stations. This has since been repeated by Pea Pod in NY and others where you order your groceries during down time and they are delivered by the time you get home.
- #20: Samsung partnered with 3D Systems on an app that allows users to create their own custom coins for their Samsung Note case that can print immediately in 3D via a Cube printer. http://www.3dsystems.com/blog/2014/01/ces-2014-design-and-3d-print-your-own-custom-samsung-note-case-engadget A professor at USC has created an enormous 3D printer that is capable of building a house in 24 hours, better known as Contour Crafting.