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Dawson & Co, LLC
2008-2010
Why digital OOH will be a key winner? What's different this time? What's disruptive?
Dawson & Co, LLC
Media Strength The next 5 years will hold more change for the advertising
industry than the previous 50 did. Increasingly empowered consumers, more self-reliant advertisers and ever-evolving technologies are redefining how advertising is sold, created, consumed and tracked.
While traditional media still rank on top, many are declining in influence and some are showing double digit losses over the previous year. Broadcast TV and Cable showed a decline of 13.9% and 14.4%.
Whereas, many new media options are showing double digit growth. For example, when compared to SIMM 9 (Dec. 06 to Dec 07), Instant Messaging and Blogging experienced double digit growth for purchase influence of electronics at 22% and 21.5%, respectively. BIGResearch 2008
Dawson & Co, LLC
Media With Most Influence
In fact, the most influential form of media is 100% consumer-generated and one that marketers and agencies have little if any control over.
BIGReseach finds that 94.2% of consumers
regularly or occasionally give advice about products and services they purchased, and 90.8% regularly or occasionally seek advice about products and services before making a purchase.
Dawson & Co, LLC
Consumers have control and are driving media consumption changes
Dawson & Co, LLC
Disruptive Waves
Between now and 2015, the biggest consumer causes of disruption in the retail marketplace will be first-wave Boomers and the Digital Generation Second-wave, Gen Y and first-wave Millennials, collectively.
Retailing 2010 by TNS Retail Forward
Dawson & Co, LLC
Breaking the 80/20 Rule
The future of retailing is selling less of more.
Aggregation of small will be the new big.
The traditional rule of thumb that 20% of SKUs equals 80% of sales will no longer be the rule.
Retailing in 2010: by TNS Retail Forward
Dawson & Co, LLC
Digital is the Microtrends Vehicle
Just 1% of the population creates a Microtrend.
Digital avenues will be the biggest proponent of this drive.
Crossing national even global borders, age, race, etc.
Microtargeting: reaching the right niche groups with the right products.
Micro Trends by Mark J. Penn
Dawson & Co, LLC
Today’s Consumers’ Contradictions
People are eating healthier yet Big Mac sales have never been higher.
America is growing older while most of advertising and entertaining is for youths.
More people are drinking natural, bottled water and more people are drinking “monster” energy drinks with chemicals.
Dawson & Co, LLC
The Expanding Toolkit
At Home In-Life In the Store At the Shelf
Advertising
Direct Marketing
Publicity
Internet
Promotion
Sponsorships
Events
Mobile
Printed Signage
Aisle Displays
Digital Signage
Store Events
Kiosks
Employee
Packaging
Printed Incentives
Mobile Incentives
Floor/Shelf Digital
Dawson & Co, LLC
New Interactive Screens
Dawson & Co, LLC
Evolutions in measurement
Gaze tracking software
POS sales analysis software
Path Tracking
GPS or RFID mobile phone identifiers
Unique mobile ID’s
Bio payment
Holistically integrated system infrastructures
Dawson & Co, LLC
Digital OOH Trends: Key Findings
Which software platform will become dominant for digital signage in the next five years?
Majority of IT professionals interviewed believe Linux will become a dominant platform for digital signage.
In many ways, Linux is an IT developer’s dream — a robust and stable operating system that also is open source.
A Guide by Digital Signage Today DIGITAL SIGNAGE: THE STATE OF THE ART
Dawson & Co, LLC
Digital OOH Trends: Key Findings
How many digital screens do you plan on adding in the next five years?
Respondents planning to deploy digital signage in the next five years are taking a measured approach. Roughly one-third will deploy 24 screens or fewer.
Opportunity in the “Scalable to 1”
A Guide by Digital Signage Today DIGITAL SIGNAGE: THE STATE OF THE ART
Dawson & Co, LLC
Digital OOH Trends: Key Findings
What Industry has or will benefit the most from digital signage?
Overwhelmingly, the perception exists that digital signage is primarily a vehicle for Retail.
Digital Menu boards & Transit are next.
A Guide by Digital Signage Today DIGITAL SIGNAGE: THE STATE OF THE ART
Dawson & Co, LLC
2008-2010
Digital OOH will be a key winner for those brands, advertisers and agencies who embrace the medium.
Consumers will continue to drive this force.