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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

11/04/2023 Private and Confidential - © 2011 Akeman Solutions Ltd 4

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