The future of out of home

Making mobile pay

The smartphone is the biggest opportunity to

drive significant revenues intoOut of Home

The scale adoption of smartphones is the

biggest shift in consumer behaviour

since the launch of TV

How many WhatsApp messages were delivered on 1st April 2014?

6.4 million 64 million

6.4 billion 64 billion

75% of adults have a smartphone

50% of adults have a tablet

Usage is over 2 hours a day

71% of adults have them 22 hours a day

Daily use of a mobile

Browsing 22 mins

Social

16 mins

Music

15 mins

Games 15 mins

Calls

13 mins

Messaging 11 mins

Emails

9 mins

Reading

8 mins

TV/Films

7 mins

Photos

3 mins

80% of smartphoneusage is via apps

Three key areas of mobile use

Wi-Fi

In-home

Wi-Fi hotspots& contract

Out and about

Mainly contract(Beacons & Public WiFi)

In-store

OOH & mobile : the perfect partnership

Wi-Fi hotspots& contract

Out and about

Mobile and outdoorMobile

From door to store

What happens when consumers are connected in store?

Mobile makes OOHfully accountable

We can measure thedirect influence thatinvestment has onsales

Data capture is criticalfor the future of theindustry

Google click path63% of smartphone

owners use their device to check

prices while shopping

What actually happens

July 2014 is the first time mobile traffic will exceed desktop traffic

Awareness

OOH MOBILE+

Delivery

Locationaltechnologyis complex

We don’t believeone technology will

dominate

NFC

BLE Beacon

Wi-Fi Hotspot

Rich media

NFC

BLE iBeacons

Shopkick

Wi-Fi Hotspot

%age of people trying to connect to the internet

Social Wi-Fi

Rich media

Future imperfect2013 2016

OOH

Share (%) 6.9% 6.9%

Spend $30.8bn $41.1bn +33%

Mobile

Share (%) 2.7% 7.7%

Spend $10.5bn $45.9bn +337%

Most memorable advertising

TV – 46%

OOH – 34%

Print – 7%

Online – 4%

Making this happen• Requires a coherent approach to

technology & investment across the industry

• Develop bespoke technology & planning tools

• Better formats & much better creative work

• Overcome issues with data protection, aim at getting consumers to opt in

The prize is huge

Making

brands

mobile