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mobile and digital signage combine to provide a
compelling media proposition
Tim ButlerAkeman Solutions Ltd
18/05/11
020 8123 8488www.akemansolutions.com
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Akeman Solutions Ltd
• Tim Butler– Advertising– Software– Mobile– Cloud
• Andy Hogg– Advertising– Marketing– Management consultancy– Engineering
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a fresh approach to agency management solutions
and consultancy
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my first mini
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multitude of choice
• Colour• Model• Specification• Option packs• Individual options• New or cherished• cash, HP or finance
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two buyers
• Four dealers• Online• Autotrader• Which• Friends• Facebook
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one thing in common
Both used mobile devices whilst talking to the sales people to confirm and understand the options
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out of home
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UK outdoor advertising revenue
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 20100
100
200
300
400
500
600
700
800
900
1000
697 677 702775
828871 903 934
873
708779
1120
2630
4266
74
101
Traditional outdoor revenue UK Digital Outdoor revenue
Revenue in £ million
Source: Outdoor Media Centre
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Transport; £12.55
Roadside; £7.03
Retail/Leisure; £5.52
UK digital Qtr 1 2011 by environment
Source: Outdoor Media Centre
Revenue in £ million
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retail changes between 2007 and 2010
stores with screens screens in situ -
20,000
40,000
60,000
80,000
100,000
120,000
140,000
12,500
102,582
33,500
28,978
2007 2010
46,000
131,560
Source: Popai UK Digital Signage Survey 2011
8.2
2.9
screens per store
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Advertising on place based media UK
• The main outdoor sales companies own transport and roadside and have footprints in malls
• Digicom own a large percentage of the remainder• UK advertising market for retail and leisure
between £22-£30m in 2011 • In 2010 there were 46,000 stores with screens
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mobile
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What is the size of the mobile market?
Mobile phones in use
Smartphones SMS enabled0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
4
1.08
3.05
billions of handsets
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mobile users > desktop users within 5 years
Source: Internet Trends Mary Meeker (04/12/2010) - Morgan Stanley
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Source: Comscore - The 2010 Mobile Year in Review
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Source: Comscore - The 2010 Mobile Year in Review
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mobile vs other advertising media
Source: Chetan Sharma - The Promise of Mobile Advertising
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2002 2003 2004 2005 2006 2007 2008 2009 2010 20110
20
40
60
80
100
120
140
160
180
200
UK Digital Outdoor revenue Mobile Advertising Spend
UK digital outdoor/mobile ad growth 2002-2010
Source: Outdoor Media Centre / IAB/PwC Mobile adspend
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2002 2003 2004 2005 2006 2007 2008 2009 2010 20110
20
40
60
80
100
120
140
160
180
200
UK Digital Outdoor revenue Mobile Advertising Spend
UK digital outdoor/mobile ad growth 2002-2010
Mobile advertising spend will overtake digital out of home and is set to dominate location based advertising and information
Source: Outdoor Media Centre / IAB/PwC Mobile adspend / Akeman Solutions Prediction
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Source: The Mobile Movement: Understanding Smartphone Users
Source: The Mobile Movement: Understanding Smartphone Users
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compelling media proposition
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compelling media proposition
• Make it easy to plan and buy• Provide an unique, difficult to find audience that
is well measured– Sales of individual product in-store, on-line and on-phone– Interest in product– Overall transactions at till– Video analytics
• Develop an engaging proposition • Research the impact of the proposition• Ensure that it can be delivered• Make it affordable against the rest of the market
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place based media
Strengths• Brand building• Context• Location• Changeability• Timeliness• Impact• Interaction• Accountability
Weaknesses• Fresh content• Install cost• Running cost• Positioning• Management• Relevance• Commercial model
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place based media opportunities
• Direct connection with the consumer• Influence smartphone use in-store• Unique in-store offers• Quick Response codes to drive sales• Augmented reality feedback and interaction• Feedback for in-store campaigns• Reflect online social media in public• Provide unique display impact benefits
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place based media threats
• Mobile becomes the screen of choice in-store• Retailer spend is diverted to mobile initiatives• Retailer mindset is diverted
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complimentary medicine
• Start initiatives that join mobile and placed based media at the hip
• Integrate social media into your solutions• Work closely with clients and their agencies to
understand their perspective and deliver significantly better experiences for their customers
• Focus on the benefits of larger displays – Scale– Impact– Sharing– Fame
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the round table
• There are now many areas of expertise required to deliver an exceptional in-store experience
• Combine to produce a team that links complimentary skills across all areas
• Allow all to contribute• Act as the real and virtual hub for this process
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Summary
• Mobile will change the Place Based Media market for the better
• Digital Screen Media cannot be replaced by mobile but its role will change
• Digital Screen Media and Mobile will work together to provide better customer experience and engagement across all environments
• Collaboration between Client, Agency, Specialist, Sales House, Network and Estate owner will improve the offering across networks
• Managing this collaboration is an essential part of the next stage in Place Based Media growth
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a fresh approach to agency management solutions
and consultancy
Akeman Solutions Ltd020 8123 8488
www.akemansolutions.com