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www.lm3labs.com
Outdoor Ad: the Future is Interactive
Asia Outdoor Advertising 2007Singapore October 24th, 2007
Nicolas LoeillotMD, LM3LABS
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Your Speaker and LM3LABS
- Bridging Technology innovations to Business
- Young & Rubicam (USA), Publicitas (CH),...
- Nortel Networks, Gartner, Accenture,...
- Interactive TV
- LM3LABS: interactive Offline advertising
- Japan, France
- Singapore: Mosaic Solutions
- At the heart of 3 SOOA2007 AwardsBest of Show: CK (Ubiq'window)Most Innovative Idea: CK/IN2 (Ubiq'window)Best Mobile Phone Campaign: O2 (Catchyoo)
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Web 2.0
internet made by people, for the people
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Advertising 2.0!
Ads made by (more) people, for the (good of) people
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Internet looks by the window down to the street
Outdoor Advertising
- Digital !!- LED!- Plasma... ?
Internet World
- interconnection- broadband for nothing- web speed- fast content creation- social- web 2.0- mobile- pervasive- ubiquity- virtual worlds- profiling- personalization- tracking- 1-click purchase- user interface- Really simple syndication- localization- Intelligent agents- messaging- instant delivery
What about... interactivity?
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Outdoor Advertising interactivity: moving from 1.0 to 2.0
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Floor interactivity 2.0
ReactrixGesturetek...
Too expensiveToo rigidNot versatile enoughToo exclusive
ProfessionalFast content creationVersatile“for the mass”ROI in weeksNetworked
1.0 2.0
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But what is interactivity?
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Outdoor Advertising 2.0
Digital Interactive Versatile Fast change StatisticsRemote
Management
Catchyoo Yes Yes Yes minutes Yes worldwide
Plasma screen Yes No Yes minutes No YesBillboard No No No days No NoTV ad Yes No Yes Days/Hours No NoVideo game ad Yes Yes/No Yes Days/Hours Yes/No Yes/NoWeb ad Yes Yes Yes/No minutes Yes YesPhone ad Yes Yes/No No minutes Yes nationalNewspaper No No No days No No
it is time for internet age !
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Engage people
Mobile phone adBillboard
Web site adRadio spot
TV SpotCatchyoo
0
20
40
60
80
100
120
140
160
180
200
220
240
260
280
300
5 mn5 mn
30 sec2 sec
Average exposure time by media
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What is your “catch” today?
- Customers must require for web-grade analytics- Web standards are becoming advertising standards- “TV guess” is not acceptable- Only interaction can provide accurate analytics
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Kill Outdoor Ad Production and Operation Costs
- Create Interactive campaigns in minutes- Broadcast in one click- Control and Report
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New supports are possible
- Shop windows- Public places tables...- ... Bowling !!- and more
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Help people! They will remember
The Nike example:
“We want to stop distracting people, we want to provide them a service”
- Interactive show window- Interactive city guides- Weather, Health....
- e-commerce/ad are blurring
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The Secret Trick: Bridging Outdoor and Online
The Chanel Example:
- Step 1: DEPLOY and SHOOT in 5 majors city in a month: Paris, London, Tokyo, New York, Hong Kong
- A complete new web site in real time: http://www.mademoiselle-chanel.com
- Buzz campaign with 50 TOP BLOGGERS
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Example 2: XBox OOH Campaign in Japan
Client: Microsoft XBox
- Set up in complete new location in Shibuya: interactive, huge, connected
- 1 day event: weeks on the web.
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“By-pass !! Reach Anywhere !! Create a new Order !!”
“Who wants to advertise in Shibuya or Time Square for S$ 5.000 / month ?”
Parco by-passes all Shibuya ad establishment
Place owners embrace interactivity to get back the control on their real estate ad value.
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New Alternative Ad Agencies are here- They break the rules: FASTER ROTATION, LOWER BUDGETS, in NEW PLACES
- They give the power to “people”: place owners, communities,...
- They adapt to NEW BILLBOARD REGULATIONS
- Open Outdoor advertising media to SMALLER CUSTOMERS
- They FEDERATE !
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Our 10 Recommendations
- Digital has limited justification, Interactivity has
- Kill your costs with digital
- Justify with web-grade analytics
- Cross media, bridge offline to online
- Prepare for fighting a new kind of competition
- Adapt to people new mindset to media
- Be useful
- There is always a v2.0...
- The market is a Far West in 2007: professionalism will be the filter
- Take position, make mistakes and try again...
