Claiming the “D” Character of

Out-Of-Home MediaEvolving the Way We View - and Buy - OOH

@

Claiming the “D” Character of OOH

and Evolving the Way We View - and Buy - It

by Bing Kimpo !Good morning everyone.

I’d like to begin by thanking the Globaltronics team

led by William Guido and Nato Agbayani

for inviting me to share a few thoughts

on a segment of media that is arguably one of the most misunderstood

even as it is one of the most omnipresent.

I am referring to Outdoor,

Now also quite commonly described as Out-Of-Home… or OOH !Over the course of the next 40 minutes that I’ll be here,

As much as I can, and with all respect to William and Nato

I will avoid, using the D-word …(Digital) !I will try to avoid it, because I strongly believe that

The more conscious we are of it,

The more we treat it as a special subset of “traditional” media,

The more we try to isolate it as an area of practice better left to the younger ones… the natives,

The more we do Media a disservice.

@@

Digital Signage World Asia. Singapore, 2010.

“Who here is making money - are you?” “Do we know how to sell ourselves?” “Do advertisers and agencies know how to buy us?”

NO.

My Own (Mis)Adventures

‣Transit OOH / DOOH (MRT) ‣Foodcourt DOOH (TriNoma) ‣Government Office DOOH (POEA, LTO) ‣OOH Media Buying Agency (Posterscope) ‣OOH Consultancy ‣OOH Industry Involvement

How I Got

HERE

Why I STAY

Beyond Display, Transactions... An Exchange of Values

Digital Signage Expo. Las Vegas, 2013.

OOH: Where Buyers and Sellers Meet, Interact & Transact

Allow me to begin with just a few words on how I got here

Which serve to contextualize my views: !Put simply, I am a student, a practitioner and an advocate of Out-Of-Home.

It is a passion.

And, as in any passion, I’ve made my fair share of mistakes,

And experienced heartache and loss along the way,

Yet we carry on.

@@BTW! Thanks, Jay Bautista!

I carry on because of the disconnect - and the opportunity -

that this slide shows. !Our collective lifestyle as Filipinos

Bring us out of our homes for a significant part of each day,

Where we consume out-of-home media.

Yet the ad spend on it is grossly disproportionate. It is unfair. !This slide, which I first saw courtesy of my good friend Jay Bautista

Formerly with Nielsen and now involved with Kantar Media,

Illustrates the symptom, and points out to us the cause - and the cure:

We need to understand the potential of OOH, particularly D-enabled OOH. !See, this dates back to 2008,

Back when always-on, all day mobile internet consumption

Wasn’t as prevalent as it is now.

It is now 2014. We still are stuck in traffic, malling, meeting friends, eating out

Except now we’re also online, multi-tasking on our mobiles, out-of-home.

I hope you can now see where I am trying to steer this talk.

@@

IMHO, #NaggingQuestions re #OOH: (beyond makikita ba yan - is it viewable? malaki ba yan - is it large? and, of course, magkano ba yan - how much?) !

What is its strategic use? What is its place in the media mix? Branding or Tactical? Broadcast or Narrowcast? Is it an end in itself? …or a means to an end? How do I benchmark it? How do I cost it? How do I grade / valuate it? How do I measure success / failure? Can the suppliers do X? Will the clients buy X?

IMHO, the reason behind the disconnect in

OOH consumption versus ad spend

is that it remains under-appreciated and misunderstood.

And I will offer a series of questions

That pretty much sums up our own disconnect with OOH.

@@

The Filipino ismessaging-mad on social media steroids cellphone-stuck

out. a lot a social being always with a phone. or 2. or 3

OOH + Mobile = A 2-Screen Play. Just like TV

Not necessarily, DOOH, but Digital-ized OOH

Yet, mercifully, there is another way of looking at things.

While our local OOH industry slowly steers its way

to bringing in more strategy and science to our medium,

there is another perspective to consider - the D-enabled view of OOH. !The Filipino audience is, however crudely, digitally connected

(there, I had to say it) - thanks to mobile. !At about this same time last year, with the help of some OOH operators

I ran an experiment.

After crowd favorite Ginebra San Miguel lost an important game in the Philippine Basketball Association,

I arranged to have a message posted on selected LED screens on EDSA,

consoling Ginebra and fans, ending with the hashtag “#BabalikAngBarangay” - the team will bounce back.

Fans picked up on it, surprising the team and some sportswriters. !The point we tried to make?

Just as with TV, OOH can involve a real-time, two-screen play.

Just as TV does, OOH can provide the impetus.

Just as with TV, mobile can provide the instrument for interaction, transaction - and measurement.

And, most importantly…

the Filipino audience, with its penchant for mobile, seems ready to engage with OOH.

I daresay that here in the Philippines,

@@

At this point, I’d like to show you a video.

I hate doing this, because I’ve tried to avoid showing videos

since conferences, particularly on DOOH, have a peculiar tendency

to show the same ones over and over again,

But this one, which I just came across two days ago just illustrates

the untapped potential of D-enabled OOH in our market.

It’s an execution by Audi that involves the clever use

of a parking lot, screens at the checkout and RFID.

https://www.youtube.com/watch?v=1fi1eOJ7CAU

@@

Evolving the Way We Buy OOH in Two Words:

GET OUT!

OOH is not as evolved as TV, or the Web, or radio, or print, where you have the luxury of measurement, metrics and technology at your disposal.

As I follow the latest news in OOH measurement worldwide,

it does seem that ascertaining the performance of each screen or network

has its own peculiar challenges.

So, my advice is this…GET OUT and experience your audience’s daily journey out-of-home.

Don’t do this from your desktop. !Because desktop buying results in Guadalupe,

A stretch of traffic where everybody wants to be

just because it seems to make some sense - everyone’s there anyway -

but where hardly anyone stands out because of clutter! !Because desktop buying results in Metro Manila-centric media. !Does the entire Philippines, population of about 100 million

just pass through our main thoroughfare EDSA?

Why do we price Cebu and Davao sites low?

Don’t our provincial cities also have retail centres?

Don’t they also have purchasing power? !Get out there, and live the outdoor experience with your audience BEFORE you plan your buy. !

@@

Thank you. !

BING KIMPO bing@bingkimpo.com

“A carpenter isn’t buying a drill. He’s buying a hole.”