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Bridging the Digital and Physical

Divide – Mobile, Beacons & OOH

Slides prepared for Webinar sponsored by Gimbal

Oct. 6, 2015

Dr. Phil Hendrix Founder and Director, immr

Slides prepared for webinar presented with

Ray Rotolo, SVP of OOH Strategies, Gimbal

www.immr.org

1 (770) 612-1488

phil.hendrix@immr.org | @phil_hendrix

URL: www.immr.org/mobile-beacons-ooh-webinar.pdf

View Webinar

Download Whitepaper

Related immr reports

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WHITEPAPER – MOBILE + BEACONS + OOH

Source: Watch this Space – How Mobile and Beacons Are Enhancing the Value of Out-of-Home Media for Advertisers and Mobile App Partners, immr (whitepaper sponsored by Gimbal) 2

Key Findings

Tremendous Synergies

Largely Untapped

Win-Win-Win for Advertisers, Developers & OOH*

Cautions, Considerations and Recommendations *and consumers

TOPICS

The Mobile (R)Evolution

What’s Driving the (R)Evolution

How Mobile Is Transforming Consumers’

Experience (especially Shopping & Buying)

Why Mobile Is a Doubled-Edged Sword

Beacons Are Key to Bridging Digital – Physical

Why Mobile + OOH Enabled by Beacons

Is Compelling

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THE MOBILE (R)EVOLUTION

Sources: Democratizing the Shoppable Web 4

Mobile Apps

Mobile Advertising

Mobile Search

Mobile e-mail

Mobile Web

Mobile Messaging

Mobile Video

Mobile Social

Push Notifications

Mobile Location

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WHAT’S DRIVING THE MOBILE (R)EVOLUTION

Source: 5

1996 2002 2007 2009

2015

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WHAT’S DRIVING THE MOBILE (R)EVOLUTION

Sources: Democratizing the Shoppable Web 6

MESSAGING CAMERA USER INTERFACE

APPS SOCIAL

DISPLAY

SENSORS

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4 WAVES OF MOBILE INNOVATION

Sources: Location: The Epicenter of Mobile Innovation; How SoLoMo is Empowering Consumers and Transforming Shopping; Tuning into Consumers’ Digital Signals 7

Wave 4 Intelligent

Wave 1 Virtuous Spiral

Wave 2 SoLoMo

Wave 3 Context

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THE EXPANDING ROLES OF MOBILE

Sources: Raising the Bar – How Leading Companies are Leveraging Mobile and PEERSM Strategies to Boost Customer Loyalty; Engaging Connected Consumers - A Playbook for Restaurants 8

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CONSUMERS – SHOPPING, BUYING, USING, SHARING

Source: Reimagining Marketing – From the 4 Ps to PEER and Beyond; Mobile and Behavior Change 9

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INTERSECTIONS ON CONSUMER JOURNEYS

Sources: Why the Digital Shelf is Vital for Retailers and Brands; Drive Revenue and Loyalty by Engaging Mobile and Social Consumers 10

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MOBILE IS EMPOWERING CONSUMERS

Source: Why the Digital Shelf is Vital for Retailers and Brands

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Hours &

Directions

Products, Models, Brands,

& Stores Features

& Specs

Ratings

Best Time to Buy

Prices

Availability

†For Local Store Purchases/Pickup

Pickup &

Delivery

Offers &

Deals

Service &

Support

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MOBILE HAS TRANSFORMED SHOPPING

Sources: Democratizing the Shoppable Web; The New Digital Divide – Digital’s Influence on In-store Sales, Deloitte 12

Retailer/Marketplace Apps

Search Engines/Comparison Apps

Specialty Shopping Apps

Local/Location-based Apps

Deal, Coupon Apps

Loyalty. Payment and Other Apps

Impact

76%

$600Bn

Taxonomy of Mobile Shopping Apps

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MOBILE IS A TWO-EDGED SWORD

Sources: Tuning into Consumers’ Digital Signals; The Shift to Data-driven, Customer-centric Advertising 13

Consumers Expect Trusted Business Partners to Know…

What I (Don’t) Like

Who I am…

Where I am

What’s Nearby

What’s going On

What I respond to

What I’ve bought

Where I’ve been What

I need

Where I’m going

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MOBILE EMBRACED BY CONSUMERS

Sources: Partnering Smarter - How Savvy Retailers and Brands Can Win with Digital Offers and Attribution at Point-of-Sale; The Shift to Data-driven, Customer-centric Advertising 14

When Messages and Offers Are….

Used OOH to prompt consumers to download

Benadryl Social Pollen App

… Consumers Engage!

Offered attendees updates and opportunities

to “Buy tickets now”

Right-time

Relevant

Personalized

Rewarding

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PREREQUISITES RESPECT AND ADD VALUE

Source: The Cost of Ad Blocking – PageFair and Adobe 2015 Ad Blocking Report 15

When Messages and Offers Aren’t….

… Consumers Disengage!

Right-time

Relevant

Personalized

Rewarding

Ad Blocking 2015

Source: PageFair and Adobe

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BEACONS ENRICH, ENABLE & ADD VALUE TO MOBILE + OOH UX

Source: Watch this Space – How Mobile and Beacons Are Enhancing the Value of Out-of-Home Media for Advertisers and Mobile App Partners (whitepaper sponsored by Gimbal) 16

†Mobile + OOH enabled by beacons

†

DETECT DISCOVER DISCLOSE

Reach

Visibility

Targeting

Dwell Time

Path-to-Purchase

Engaging

Utility

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LEVERAGING MOHBE (MOBILE & OOH ENABLED BY BEACONS)

Source: Where Beacons Are Making a Difference (forthcoming); Watch this Space – How Mobile and Beacons Are Enhancing the Value of Out-of-Home Media for Advertisers and Mobile App Partners (whitepaper sponsored by Gimbal) 17

Brands and Retailers:

Brick & Mortar

“High Involvement” Categories

New Products

Brands with Popular Mobile Apps

Perishable Inventory

Limited Availability

Queue

HIGHEST ROI ON MOHBE

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Bio

Dr. Phil Hendrix

Founder, immr

www.immr.org

+1 (770) 612-1488

phil.hendrix@immr.org

@phil_hendrix

Dr. Phil Hendrix is the founder and managing director of immr, an industry analyst, and advisor to startups in digital and mobile. Focusing on market opportunities for disruptive new products and services, Dr. Hendrix helps clients validate product-market fit, develop compelling value propositions, and spur growth and adoption. Much of Phil's work is at the intersection of mobile, location, proximity,

shopping, and M-commerce.

As an analyst, Phil focuses on mobile strategy and innovation for companies across industries. He is a regular contributor at leading industry conferences, including GigaOm’s Mobilize, Structure:Data, Street Fight (hyperlocal), ad:tech, iMedia Summit, Social-Loco, the World Summit Awards (Abu Dhabi), and others. His current work focuses on beacons and proximity strategies across verticals. Phil’s most recent report is Watch this Space – How Mobile and Beacons Are Enhancing the Value of Out-of-Home Media for Advertisers and Mobile App Partners. This and other reports on mobile, location, and

related topics can be downloaded at immr.

As a consultant and advisor, Phil has led significant engagements with startups and Fortune 100 clients in mobile, consumer electronics, and related categories, including financial services, transportation, insurance and others. He works closely with senior management and project teams on key issues, including market sizing, segmentation, positioning, and branding as well as innovation, user experience, and customer retention. Over the course of his career, Phil has helped clients conceive and successfully launch dozens of new products, services and businesses.

Before founding immr, Phil was a partner with DiamondCluster (strategy and technology consultancy, now part of PwC), founder and head of IMS (Integrated Measurement Systems), and a principal with Mercer Management Consulting (now Oliver Wyman). He has held faculty positions at Emory University and the University of Michigan, where he taught courses in marketing, research, and buyer behavior for MBAs and executives. While at Michigan Dr. Hendrix also held a joint appointment as a research scientist in the Survey Research Center, Institute for Social Research.

Additional immr perspectives and reports prepared by Dr. Hendrix are available at immr and

Slideshare.

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WEBINAR AND WHITEPAPER

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Connecting Advertisers and Consumers via Mobile and Out-of-Home Proximity-based mobile engagement is rapidly transforming the way in which Out-of-Home (OOH) Media players utilize, evaluate and monetize their assets. Progressive players are rapidly integrating Bluetooth Low Energy (BLE) beacons into their media infrastructure to revitalize their industry with smart, attributable campaigns metrics in the physical world.

YOU WILL LEARN: In this webinar we will discuss the current pain points in traditional Out-of-Home and illustrate the opportunity in transitioning to a Mobile Out-of-Home strategy. In particular, we will explain why leading brands and advertisers should be taking notice to proximity-driven Mobile OOH campaigns when planning their media buys by leveraging beacon-enabled OOH assets and mobile application audiences.

SPEAKERS: Dr. Phil Hendrix Managing Director, immr

Ray Rotolo SVP of OOH Strategies, Gimbal

Webinar and Whitepaper Sponsored by

View Webinar

Download Whitepaper

View related immr reports

(see list on next page)

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RELATED IMMR RESEARCH AND REPORTS

Watch this Space – How Mobile and Beacons Are Enhancing the Value of Out-of-Home Media for Advertisers and Mobile App Partners (pdf)13

8 Layers of Location – Overview (pdf; included in The Everything Guide to Mobile Apps, Peggy Anne Salz and Jennifer Moranz, 2013)

Reimagining Marketing – From the 4 Ps to PEER and Beyond (pdf)

The Shift to Data-driven, Customer-centric Advertising (pdf)

How SoLoMo is Empowering Consumers, Transforming Shopping and Disrupting Advertising and Retailing (overview; report)1

If Shopping is Broken, Can Mobile Fix It? (pdf)1

Which Mobile Shopping Apps Do Consumers Value Most? (pdf)1

Tuning into Consumers' Digital Signals (overview; report)3

Raising the Bar – How Leading Companies are Leveraging Mobile and PEERSM Strategies to Boost Customer Loyalty (pdf)5

Drive Revenue and Loyalty by Engaging Mobile and Social Consumers (pdf)4

Engaging Connected Consumers – Strategies for Local Businesses, Retailers and Brands (pdf)2

Democratizing the Shoppable Web (pdf)6

Why the Digital Shelf is Vital for Retailers and Brands (pdf)7

Partnering Smarter – How Savvy Retailers and Brands Can Win with Digital Offers and Point-of-sale Attribution (pdf)10

Restaurants Reimagined – Leveraging Digital, Social and Mobile to Transform Guests’ Experience (two part series: pt. 1; pt. 2)11

Location - the Epicenter of Mobile Innovation (overview; report; 63 pp.)1

The Promise of Hyperlocal (overview; report)1

1Published by Gigaom Research; Sponsored by 2YP; 3GeoIQ; 4m-ize; 5AT&T, IHG and Key Ring; 6TheFind; 7Retailigence; 8THINK; 9SAP; 10Sparkfly; 11MSL/Publicis Group; 12Taptica; 13Gimbal

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