a future vision
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A FUTURE VISIONAn insight into the future of out-of-home
A FUTURE VISIONAn insight into the future of out-of-home
a publication by Rapport Worldwide
2 3A FUTURE VISION
8 RAPPORT AROUND THE WORLD
10 WHAT IS INNOVATION?
12 A NEW SCIENCE IN OOH
18 DRIVING CONTENT THROUGH OOH
20 PRIVACY MEETS PRACTICALITY
24 5 TECHNOLOGIES FOR THE FUTURE
32 EXPLORING BLUETOOTH AND BEACONS
36 NO MORE EXCUSES FOR NFC
38 MOBILE AND OOH WORKING TOGETHER
EXPLORING DIGITAL OUT-OF-HOME
44 DIGITAL OOH SNAPSHOT
46 TRADING IN DIGITAL OOH
48 THE CHALLENGES FACING DIGITAL OOH
52 CONTACT US
4 5A FUTURE VISION
Predicting the future of out-of-home (OOH) is no mean feat. The worlds oldest medium is adapting and is well-placed to take advantage of an increasingly mobile and connected society.
Weve witnessed unprecedented change in OOH over the last few years. Huge investment by media owners has brought about the rise of digital, creating new collaborations with technology, mobile & data. We now have an audience research model in Route that we can all be proud of.
Most importantly however, is that existing and new brands are embracing these advances pushing boundaries and achieving spectacular results. Frequent winners from Cannes Lions are testimony to that.
The future of OOH is exciting. Hotly debated topics surrounding live availability, programmatic trading, automation and content management all point to the fact that we need to make the medium easier to trade. Allowing brands to access the market and communicate their messages in real-time is the end goal. We have a lot to be proud of when we look back over the recent past but as ever we remain firmly focused on improving the future.
Whatever the future holds though, we simply aim to connect brands and consumers delivering effective results in the process.
Rewarding Connections is our promise and we hope this book delivers another one.
Chris MarjoramManaging Director, Rapport UK
Welcome to A Future VisionRapports insight into the future of out-of-home
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New York, USA
Los Angeles, USA
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In the not too distant past, when a media agency presented to a prospective client describing why they planned and bought better than anyone else in the market, the obligatory Future of the Market slide would appear. If you were really lucky, just before you reached the appendix there would be a section on innovation, usually tacked on to ensure all bases were covered. How times have changed.
Today innovation is at the forefront of a marketers thinking. As the old adage goes, if you dont innovate as a business, you die as a business. More and more we find the traditional metrics of success, such as the value delivered to the client, not acting as the standalone pillar of measurement. Instead there is a second pillar, one that can give a brand personality and in turn a tone of voice rather than just a directive piece of communication. The pillar of innovation is just that, and we believe it should be built into the DNA of every plan right at the briefing stage.
So in todays market place, what is innovation? At Rapport, we believe that innovation is doing different.
Different from what though? Taking a different route from the normal market conventions? Planning and buying differently from your competitors? Surprising your audiences with an activation that shakes up their normal routine? In truth, the answer is all of these. Whilst an enviable goal is ensuring your consumers are left with a memorable experience of your brand, simply giving your campaign an edge over competitors is all that is needed to truly stand out. Doing different provides a business with an advantage against its rivals, amplifying the very heartbeat of the campaign. And therein lies its true value. Innovation for innovation sake can be
destructive. Everyone involved in the process from client side to media owner side can quickly become disillusioned and cynical when they hear, we want a media first, when in reality a national 6 sheet campaign will deliver on all Key Performance Indicators (KPIs). Its a balancing act, and there is no set rule to making it work. Rather a common sense approach with honest communication at the briefing stage will ensure relevancy to campaign objectives.
The other key ingredient to any successful activation is risk. There are never guarantees that a standard media plan will deliver on objectives, but when you throw innovative formats that are untested, the fear factor can take over. It feels safer to buy those 6 sheets than it is to buy that one site with all the tricks thrown in. This is why relationships are key in helping to nurture such briefs, and this has always been the cornerstone of any Rapport activation.
It all sounds so easy? We dont pretend it is easy, but neither do we feel its complicated. Doing different with right minded people, clear communication and a sprinkling of risk can be a potent mix that all advertisers should invest in.
It is those Rewarding Connections which are truly worth talking about.
if you dont innovate as a
business, you die as a business
11A FUTURE VISION10
A NEW SCIENCEIN OOH
12 13A FUTURE VISION
An additional GBP 100,000 investment into OOH 48 sheets would boost OOH coverage by circa 12%. Removing the same budget from TV would decrease TV coverage by 1%. This resulted in an overall net increase of coverage without costing the client extra budget.
Secondly, we have been driving efficiencies with our planning by optimising frame selection and distribution. It is now possible to analyse individual frames by a specific target audience which enables us to significantly increase the reach and frequency of our campaigns with an audience optimised site list. By using individual frame data we are able to optimise our OOH campaigns and improve the results immediately with no extra investment. We booked a national 6 sheet campaign and managed to drive efficiencies by adding 20% audience optimisation which resulted in a 24% decrease in cost per thousand (CPT). At Rapport we optimise audience across applicable campaigns to deliver Rewarding Connections. Doing this provides our clients with greater efficiency in their campaigns but it is not without its difficulties.
There are a large percentage of frames which will deliver high penetration across multiple audiences and similarly frames which will offer less. This leads to a further trading conversation on pricing as demand fluctuates between frames and also provides availability issues. As this method of planning and optimising campaigns continues the noise surrounding a CPT/Programmatic trading model will only increase.
Route gives OOH the opportunity to confidently analyse campaigns across multiple environments, providing greater accountability than ever before. This can help rationalise specific format investment while also challenging previous campaign norms.
Route has given us the most comprehensive picture ever of OOH audiences. As an industry we have to embrace it and drive it forward.
The launch of Route in February 2013 was a historic landmark in out-of-home (OOH), catapulting the industry into a new era of planning and trading. With a sample size of over 34,000 people, over 3.5 million pathways mapped and new eye-tracking data, Route arguably provides the most robust audience research tool across all media. With Big Data a trending topic across media and beyond, genuine interest from outside the OOH ecosystem was placed in Route.
At Rapport we have made some significant step changes to how we approach briefs, utilising the vast audience data now available.
Firstly, with thousands of possible combinations of audience it has allowed us to accommodate and strive for more detailed consumer breakdowns from our clients. Utilising this data gives us and our clients a greater understanding of audience. We aim to include Route driven insights on all responses as part of our planning pathway. This can range from a regional consumer breakdown; how transport methods and environments index against the national average; where they most frequently shop and what they do in their spare time. In addition to this it is also possible to analyse the effect other media has on our clients audience, giving OOH the opportunity to use the data to pitch for additional budgets. For example, Route shows that only 27% of ABC1 18-34s consistently read one of the top ten press titles. Knowing this we could support a press campaign by specifically targeting the 73% who are less likely to see the activity.
The added accountability Route provides means we can be more confident when analysing OOHs role in the media mix. A recent Rapport audit showed that a budget adjustment from TV to OOH would increase overall campaign coverage.
A New Science in OOHMichael Cobb, Group Account Director, Rapport Worldwide
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A New Science in OOH
Cross industry support, investment of some GBP 19 million and still counting, more data than can be adequately descri