Marco Orlandi,

Digital Media Director,

Grandi Stazioni S.p.A

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Grandi Stazioni : Profile

Focus on Digital Innovation

for ADV and Retail Spaces to

improve the customer

experience and Venue Value

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Gs Media Network 2012-2016: Our Digital Revolution

• Digital screens: 700

• Interactive Digitotem: 158

• LED Billboards: 16

• Digital Dominations : 2

• Traditional Billboards: 654

Key figures 2016

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Italy: ADV sales 2001-2015Source: Assocom

49,2 54,0 51,5 53,5 51,1 51,1

33,9 28,1 27,5 21,117,2 12,7

5,7 6,46,4

6,25,9

6,1

9,0 8,07,7

6,15,4

5,2

1,25 2,666,39

12,6119,94 23,30

2001 2005 2008 2011 2013 2015

2001-2015 Market Split % GS Media 2009-2015: Mkt share Doubled

8,1 B€ 6,1 B€

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Raw data are not

enough.

What metrics?

No data, No market

Sales Strategy : Go fishing where the fish are

Last year, TV + WEB counted for

more than 70 %

of the whole adv spending.

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Today we are using our Metrics to :

• Compare different Media and Networks

• Measure the effectiveness of the campaign

• Give feedback to creative agencies to

produce optimized contents

The OOH is perceived as a media not easy to be measured,

unlike TV, Radio and Web.

There is needs of common tools and indicators to measure

DOOH with the same KPIs used for other media.

Audience and Campaign Metrics

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Audience metrics and

analytics

Targeting

Reporting

Proof of display integration

Audience measurement

Impressions

Engagement

Demographics

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GS Audience Counting : 2013-2016

Oct 2013: Project Start

• Cameras on 120 interactive screens in 5 Venues

2014: More Kpi added to analysis:

• Convertion rates, dwell and attention time, Hourly distribution,

Demographic..

2015 : connection to campaign reporting

• Targeted audience analysis

After 3 years we have an impressive historical

record, and all the stakeholders learned a lot about

the customers’ behaviour inside our venues

OTS :470,872,608

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How are we using these numbers?

1 2

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Support for OOH Sales

Support for TV SalesSupport for Web Sales

• OTS, Viewers

• Daily distribution

• Screen Loop Optimization

• Quality Feedback (attention index)

• Dianalitycs Integration:

– Gross/Net Impressions

– Frequencies

– GRPs, evaluation

• Merge with Traditional surveys

• Smart & Reactive content

• Conditional programming

• Impressions, CPM, Targeted CPM

• Interaction , Clicktrough

• Connection with DSP, SSP

• Footfall, dwell times

• Daily distribution

• Distribution inside the Venue

• Network optimization

Venue Evaluation

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ROI?

Today, We provide exclusive campaign reports to our

advertisers, including attention, quality, engagement

and interaction indexes about each subject.

They started to consider our venues

not only for outdoor campaigns,

but as extension of their Web and TV ad planning.

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Some Examples…

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Evaluating an ADV campaign: Impact Analysis KPIs

Share of Voice Share of Attention

Quality Index

Basic campaign report

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Impact on specific target

Network Average %

M F TOT

Child 3,9 3,7 7,6

Young 36,9 24,9 61,8

Adult 22,7 7,5 30,2

Senior 0,1 0,4 0,5

TOT 63,5 36,5

Campaign Attention %

M F TOT

Child 5,3 3 8,3

Young 33,5 20,9 54,4

Adult 26,9 9 35,9

Senior 0,5 1 1,5

TOT 66,1 33,9

Impact Analysis

M F TOT

Child 136 81 109

Young 91 84 88

Adult 119 120 119

Senior 500 250 300

TOT 104 93

Analyzing viewers distribution ( gender ad age) for each campaign and comparing

to the network average, we’re able to measure how the campaign was attractive

for each target

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Monitoring Attention during a Campaign

15Data from Grandi Stazioni Media: the biggest DOOH network in Italy

Dianalytics as a Support to TV planners

Estimate and Measure Reach, Frequency, Gross/net impressions, GRPs

Merge Quividi Audience Data with traditional researches and surveys to get TV- Style KPIs.

All data and KPIs are available through APIs to planners tools and programmatic buying platforms.

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Road to Programmatic?

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Programmatic Out of Home: is DOOHGLE a threat ?

“This test has highlighted a number of areas that are fundamentally different and which will require further

development and integration before this becomes a market reality. For example: serving dynamic creative, how

we look at impressions versus credits, reporting, audience data, buying models, yield management, and

latency.“

( Tim Collier- Doubleclick)

In Nov. 2015 Google tested Doubleclick logic in a set of Billboards in London

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The Programmatic (r) Evolution in DOOH

TREND

NEEDS

Target the right person with the

right message at the right time

• Using Historical Information

• Buying in bulk

• Post Campaign Evaluation

From Media Planning

Evaluate each Impression in

real time against the desired

profile

• Using Real Time information

• Post Impression evaluation

• Feedback

To Audience Planning

Programmatic is moving fast

from the web to other media

Media planning and buying

will go programmatically

(even for DOOH)

Create standard analytics

Improve Performances for audience

metrics

Real time audience counting and analytics

Connect Additional data sources

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Road to a Programmatic Common vision: Homeworks for a DOOH echosystem

We will need to

embrace new

culture, policies,

rules, methodologies

TALK

EDUCATE

COOPERATE

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Road to a Programmatic Common vision: Homeworks for a DOOH echosystem

UNLEASH THE FULL POTENTIAL

• Build a Robust and Open

Architecture

• Cooperate to design and

adopt standards

• Research Common

Language on KPI

• Introduce programmatic

tests with key clients

• Share data and analisys

BUILD REVENUE MODELS VALUE THROUGH DATA

• Monitor demand

• Understand inventory

strenght & weakness

• Connect to existing trading

desks

• Manage Pricing

• Focus on premium : use

data to offer segmented

targeted audiences

• Review structure and job

description of your sales team

• Open up all the inventory

• Connect to exclusive data

sources

• Integrate 3° parties data

• Work with competitor/publishers

on format, products, target

groups

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What we are doing with Programmatic in GS

Adding more data

• Build Campaign with goals in

Repetitions, OTS, impression,

targeted impressions

• Smart and targeted Content to

enhance the Value for

«premium Segment»

• Focus on Exclusive contents:

Wayfinding, Timetables

Selling audiences Integration with Agencies

• Develop connectors to trading

desks

• Export Venues Descriptions,

researches data, audience

description,

• Run & measure test campaign

• Compare results with

traditional sales model

• Wi-fi access and tracking:• Visits, return rates, dwell time,

frequencies, heat maps

• Registered users, usage profiling

• Facebook Pages

• Around Station App stats

• Beacons (starting q2)• Indoor path detection, engagement

• Mobile adv activations (starting q2)

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Thank You!

Marco Orlandi,

Digital Media Director,

Grandi Stazioni S.p.A