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Media Intelligence : Media Trends+Strategy 2012
out of home MEDIA Trends + Strategy For information on your sector go to www.mediabiznet.com.au MEDIA Trends + Strategy 65 Socialising the outdoor experience Search all media SectorS aS well aS thouSandS of advertiSing media and marketing ServiceS including Z mediabi net Z mediabi net • Publications • Television • Digital • Radio • Out of Home • Publishers • Industry/Associations • Research • Websites/Online Media • Printers/Print Services • Video and Audio Services • Graphic Design • Photographic Services • Print, Art and Design Supplies • Marketing Services • Production Support Services • Distributors (Retail) • Media Services • Fulfilment (Mailing) • Marketing Channels • Direct Marketing • Experiential Marketing • Sponsorship Marketing • Incentives/Sales • Marketing Software Tools • PR/Communications • Promotional Services • Promotional Products • Marketing/Consulting • Custom / Client Publishers • Sales Promotions • Digital/Mobile Services • Multimedia/Internet • Search Engine Marketing • Domain Name/Web • Management Services • Licensing • Advertising Services • Events/Exhibitions • Event Organisers • Suppliers & Services • Venues • Recruitment • Research • Media Monitoring • Advertising Agencies • Branding and Design Agencies • Online Marketing Agencies • Media Agencies • Media Glossary • News/Archives /Links • And more Each lisiting has contact dEtails and it’s own landing pagE with many frEE automatEd facilitiEs. add your listing to this free service and generate more exposure and business for your enterprise on www.mediabiznet.com.au. if online .c om.au What are the latest technologies and innovations in the OOH space? A lot of it revolves around digital – obviously digital is a very broad word. Not only does it incorporate the installation and utilisation of screens, for example there’s been quite a substantial investment in digital screens in particular, in the retail environment. It’s not particularly new but it’s the rate of change that is particularly exciting at the moment because we’ve just expanded out to dual screen network across the major city loop stations in Melbourne, which is its first move into mass public transport. We’ve installed 46 screens across five stations to appeal to the approx 500,000 train commuters per day. So you see this transition from paper to digital screens in environments, in particular in retail and transport where you have internal environments, where the screens have now become quite cost-effective. And also the communications networks are easy to establish. How are you integrating across platforms? In most instances, we’re selling a combination of paper and digital formats; for example you buy a 160 sign package from us in Melbourne and a proportion of those are digital and a proportion of them paper. What’s really exciting about this since we launched this in August, is advertisers have really embraced it – in nearly every instance they’re supplying specific digital or animated executions for the digital assets, which is great; so they’re really embracing the concept and realising that you can create a lot better cut-through by creating a proper digital ad as opposed to just running a static ad. How do you measure their effectiveness? There hasn’t been a lot of research here into the effectiveness of digital yet but we have some research out of the UK which suggests that digital adds cut through across a whole range of measures more considerably across than paper does: that would be establishing brand awareness and brand attributes; intention to purchase. From a deployment point of view digital is much quicker and we can change the ads of course more easily – that’s the really exciting aspect that we haven’t seen a lot of people tap into yet, that is utilising the digital network for announcements, offers, The other big part about digital application is in the mobile space; with the advent and high penetration of internet-enabled phones, you’re starting to see advertisers utilise outdoor whether they use technology or not, to prompt search and drive consumers online, which I think is really a big opportunity for outdoor going forward. You’ve got some new phone technologies such as Near Field Communication enabled mobiles – NFC, capability which means if you have an NFC enabled phone, we can enable one of our advertising structures with a receptor and you just take your phone up to this particular receptor which is on an advertising sign and it gives you instantaneous connection to the Internet. Why that is better is because in the past you’ve either had to download an app to photograph a QR code or put the web address into your browser on your mobile whereas with this NFC-enable you can go straight to the panel, put your phone close to the panel, you get a connection to the Internet straight through to that advertiser’s online offering – I think that’s really exciting and the penetration of NFC phones is going to grow at a rate of knots. Has your selling proposition to both agencies and brand managers undergone significant changes? What you’ve seen is a real blur between above the line and below the line; now you’re seeing us being able to promote a kind of through the line solution where you can merge different contact points by using outdoor so no longer is it just simply this channel exclusivity: there’s a lot of crossover – being able to link channels together. What does the MOVE measurement mean for the industry? It’s been overwhelmingly good; it’s probably changed the industry a little bit: it’s allowed advertisers now to really understand what they’re getting from a reach and frequency point of view. They can analyse by one selecting demographic in the system as to what that demographic can expect to see and how many times they expect to see it over the campaign period. So that’s quite revolutionary and it’s also based on a likelihood to see basis – not on an opportunity to see basis. It’s taken a lot of the guesswork out of it. And it’s made us more accountable and it has changed the proposition quite considerably. Steve O’Connor CEO JCDecaux Australia p64-67_outOfHome.indd 65 28/11/11 2:06:03 PM
MT Resource Guide 2011
MT Resource Guide 2012