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Hast Du das gesehen? Trends im DOOH.
„Die neuen Smart OoH Screens“
Werbeplanung Summit Österreich, Damian Rodgett, pilot S...
Menschen sind zunehmend „unterwegs“.
 Menschen sind „mobiler“ geworden und damit schwerer zu erreichen.
pilot Screentime ...
Eine Chance für gezielte Kommunikation.
 …denn Digital Signage verspricht eine intelligente „Brücke“
zwischen Alltag und ...
Unser Verständnis von Digital Signage.
 Digitale Bildschirmkommunikation durch emotionalen Inhalt, Information, Angebot u...
Digital Signage für Werbekunden?
 Jedoch sind nur die Screens, die sich durch einen Vermarkter vermarkten lassen, für
Med...
Hohe Wahrnehmung auch für Standard-Lösungen.
pilot Screentime 6
71% Wahrnehmung*
* Basis: Besucher ab 18 Jahre in Shopping...
Outdoor, OOH, DOOH, OMG…
 Das Thema Outdoor-Werbung gewinnt an Relevanz.
 Dafür kann das DOOH Business über die letzten ...
Schon heute sind die DooH „Touchpoints“ vielfältig.
8pilot Screentime GmbH Quelle: Digital Media Institute 2014 (www.dmi-o...
13.000 vermarktete Screens in Österreich 2014.
pilot Screentime GmbH 9Quelle: DOOH Jahrbuch 2014/2015, invidis Consulting,...
Anteil von DooH an OoH 2013 (in %).
pilot Screentime GmbH 10
8,5%
5,5%
7,1%
DE
ATCH
Quelle: DOOH Jahrbuch 2014/2015, invid...
11
Die nicht vermarkteten POS Screens!
DOOH Angebotsvielfalt.
pilot Screentime 12
Quelle: Schematische Darstellung; Strukturdaten: TdW, Anbieterdaten, MA, AMA II...
Digital Signage für Werbekunden.
pilot Screentime GmbH 13
PASSAGE-SITUATION
REICHWEITE REZEPTIONEN
WARTE-SITUATION
Out of Home - „Social“!
 Dominos Pizza verlängert die Social Media Strategie auf DOOH.
pilot Screentime GmbH 14
Social Me...
Out of Home – Interaktiv!
 Mercedes & WallDecaux DooH Kampagne
pilot Screentime 15
Um bei „KEY TO VIANO“ eine
Probefahrt ...
Out of Home – Mit dem Internet verbunden.
 ARD „viertel vor Acht“ & pilot Screentime DooH Kampagne.
pilot Screentime 16
I...
 Ebay: add2, Mediacom und Kinetic
Out of Home - „Realtime“!
pilot Screentime GmbH 17
 Ministerium für Wissenschaft und Wirtschaft - Interone und Ketchum Pleon
Out of Home – „Realtime Social“!
pilot Screenti...
 Heinemann – pilot Screentime.
POS-Engagement.
pilot Screentime 19
Bereits in 2 Flughäfen (HAM & FRA) installiert
 Hella Mineralwasser – pilot Screentime.
POS – „Owned Media“!
pilot Screentime 20
POS-Display mit transparentem Bildschir...
2
4
 Scandlines – pilot Screentime.
POS „Digital Customer Journey“.
pilot Screentime 21
OnboardAnkunft
1 3 6
5
Abfahrt
7
Enormes Potential für Digital Signage im Marketing-Mix.
pilot Screentime GmbH 22
Outdoor Screens Indoor Screens
AWARENESS
...
Neue Benchmarks sind gefragt.
pilot Screentime 23
 In einer Welt in der Konsumenten hunderte Werbebotschaften am Tag „erl...
Customer Journey Management
 Es macht keinen Sinn, Printmotive einfach auf DS Screens zu adaptieren in der Hoffnung, dass...
Outdoor Screens Indoor Screens In-Store Screens Kiosk Screens
Die Herausforderungen…
pilot Screentime 25
Kein „digitales“ ...
Danke!
pilot Screentime GmbH 26
Inhalte, Werbung und Technologien für Digital Signage Networks.
pilot Screentime 27
SoftwareContent & Produktion Installat...
Unsere Anforderung an DOOH.
 Konsumenten abholen mit relevanten Botschaften, wo, wann und wie er möchte!
Impulsmöglichkei...
Kontakt.
pilot Screentime GmbH
Neue Rabenstraße 12
20354 Hamburg
Ansprechpartner:
Damian Rodgett
Geschäftsführer
Tel.: 040...
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Werbeplanung.at SUMMIT 15 – Hast du das gesehen? Trends im Dooh – Damian Rodgett

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Veröffentlicht am

"Digital out of Home", kurz DOOH, feierte schon vor Jahren sein Debüt auf der Buzzword-Bühne – mit zunächst nur geringen Folgen. Doch längst tut sich etwas. Eine Bestandsaufnahme, die skizziert, was uns in den nächsten Jahren erwartet und welche Chancen sich daraus für die Kommunikation bieten.

Veröffentlicht in: Marketing
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Werbeplanung.at SUMMIT 15 – Hast du das gesehen? Trends im Dooh – Damian Rodgett

  1. 1. Hast Du das gesehen? Trends im DOOH. „Die neuen Smart OoH Screens“ Werbeplanung Summit Österreich, Damian Rodgett, pilot Screentime GmbH pilot Screentime GmbH 1
  2. 2. Menschen sind zunehmend „unterwegs“.  Menschen sind „mobiler“ geworden und damit schwerer zu erreichen. pilot Screentime 2 Quelle: BBC Daily Life Study, The Shape of the Day HEUTE 1994 0 10 20 30 40 50 60 70 00:30 01:30 02:30 03:30 04:30 05:30 06:30 07:30 08:30 09:30 10:30 11:30 12:30 13:30 14:30 15:30 16:30 17:30 18:30 19:30 20:30 21:30 22:30 23:30 Mobiler Bevölkerungs-Anteil (E16+) in % Uhrzeit 89% der Bevölkerung verlassen täglich das Haus. Menschen sind im Schnitt 74 Minuten des Tages mobil.
  3. 3. Eine Chance für gezielte Kommunikation.  …denn Digital Signage verspricht eine intelligente „Brücke“ zwischen Alltag und Marken. pilot Screentime 3
  4. 4. Unser Verständnis von Digital Signage.  Digitale Bildschirmkommunikation durch emotionalen Inhalt, Information, Angebot und Werbung:  Alle sind in der Lage…  … standortbezogene Kommunikation auf lokaler, nationaler oder internationaler Ebene wiederzugeben  … und können inhalts- und situationsbezogene Ausstrahlung (Passage, Wartesituationen) berücksichtigen. pilot Screentime 4 Digital Signage Digitale Plakate Shop Fenster PromotionMenü Boards Leitsysteme Bulletin Boards Corporate TV In-Store TV Interaktive Kiosksysteme Produktdemos Video Walls
  5. 5. Digital Signage für Werbekunden?  Jedoch sind nur die Screens, die sich durch einen Vermarkter vermarkten lassen, für Mediaagenturen relevant.  Diese Screens sind Digital-Out-Of-Home-Flächen (DOOH), die Mediaagenturen tatsächlich „buchen“ können. pilot Screentime 5 Digital Signage Digitale Plakate Shop Fenster PromotionMenü Boards Leitsysteme Bulletin Boards Corporate TV In-Store TV Interaktive Kiosksysteme Produktdemos Video Walls
  6. 6. Hohe Wahrnehmung auch für Standard-Lösungen. pilot Screentime 6 71% Wahrnehmung* * Basis: Besucher ab 18 Jahre in Shopping-Centern, Enigma/GfK, 02.04.2012
  7. 7. Outdoor, OOH, DOOH, OMG…  Das Thema Outdoor-Werbung gewinnt an Relevanz.  Dafür kann das DOOH Business über die letzten paar Jahre einige sehr interessante Insel-Lösungen anbieten. pilot Screentime 7
  8. 8. Schon heute sind die DooH „Touchpoints“ vielfältig. 8pilot Screentime GmbH Quelle: Digital Media Institute 2014 (www.dmi-org.com) „Digital Signage“ verspricht eine intelligente „Brücke“ zwischen Alltag und Marken. Über 110.000 DooH Screens in Deutschland
  9. 9. 13.000 vermarktete Screens in Österreich 2014. pilot Screentime GmbH 9Quelle: DOOH Jahrbuch 2014/2015, invidis Consulting, Sept. 2014 32 vermarktete Netzwerke 4.300 vermarktete Standorte 20% Marktwachstum 2012-13
  10. 10. Anteil von DooH an OoH 2013 (in %). pilot Screentime GmbH 10 8,5% 5,5% 7,1% DE ATCH Quelle: DOOH Jahrbuch 2014/2015, invidis Consulting, Sept. 2014
  11. 11. 11 Die nicht vermarkteten POS Screens!
  12. 12. DOOH Angebotsvielfalt. pilot Screentime 12 Quelle: Schematische Darstellung; Strukturdaten: TdW, Anbieterdaten, MA, AMA II männlichweiblich älter jünger Y-TV Mall TV Station Screens Media Markt & Saturn TV MediMax TV LED Boards Straße McDonalds & Burger King TVFahrgast TV 3DooH Hairstyling TV Fitness TV LEH (Edeka, Rewe, usw.) LED Tower Airport MUC (Mai 12) Taxi TV Universität TV Sun TV Cash TV Postbank TV Autobahn Channel Infoscreen Wartezimmer TV digitales CLB Ski Screens A.T.U. TV Reisebüro TV Festival & Public Viewing Screens Presse & Lotto TV Airport TV Stage TV Screens Getränkemärkte Screens Videotheken Sausalitos TV TUIfly TV Sylt Fähre Golfscreens Intersport TV Aral Tankstellen Schaufenster TV Schule TV Bäder TV Hotel TV EuropcarTV
  13. 13. Digital Signage für Werbekunden. pilot Screentime GmbH 13 PASSAGE-SITUATION REICHWEITE REZEPTIONEN WARTE-SITUATION
  14. 14. Out of Home - „Social“!  Dominos Pizza verlängert die Social Media Strategie auf DOOH. pilot Screentime GmbH 14 Social Media meets DOOH
  15. 15. Out of Home – Interaktiv!  Mercedes & WallDecaux DooH Kampagne pilot Screentime 15 Um bei „KEY TO VIANO“ eine Probefahrt zu gewinnen. U-Bahnhof wurde modifiziert, so dass mit dem Funksignal des Autoschlüssels.. ... ein individueller Spot abgespielt wurde.
  16. 16. Out of Home – Mit dem Internet verbunden.  ARD „viertel vor Acht“ & pilot Screentime DooH Kampagne. pilot Screentime 16 Interaktion am ICLD TV-Nachrichten in Echtzeit Eine Kampagne mit Multiscreen Ausgabe & Interaktion 1. Echtzeit DOOH Kampagne Deutschlands
  17. 17.  Ebay: add2, Mediacom und Kinetic Out of Home - „Realtime“! pilot Screentime GmbH 17
  18. 18.  Ministerium für Wissenschaft und Wirtschaft - Interone und Ketchum Pleon Out of Home – „Realtime Social“! pilot Screentime GmbH 18
  19. 19.  Heinemann – pilot Screentime. POS-Engagement. pilot Screentime 19 Bereits in 2 Flughäfen (HAM & FRA) installiert
  20. 20.  Hella Mineralwasser – pilot Screentime. POS – „Owned Media“! pilot Screentime 20 POS-Display mit transparentem Bildschirm Bereits in 9 Supermärkten in Hamburg installiert
  21. 21. 2 4  Scandlines – pilot Screentime. POS „Digital Customer Journey“. pilot Screentime 21 OnboardAnkunft 1 3 6 5 Abfahrt 7
  22. 22. Enormes Potential für Digital Signage im Marketing-Mix. pilot Screentime GmbH 22 Outdoor Screens Indoor Screens AWARENESS Bekanntheit, Aufmerksamkeit und Verständnis INTEREST Kaufbereitschaft & Interaktion TRIAL Probierbereitschaft DooH In-Store Screens LOYALITY Loyalität PURCHASE Re-purchase (Wiederkaufrate ) Kiosk Screens POS
  23. 23. Neue Benchmarks sind gefragt. pilot Screentime 23  In einer Welt in der Konsumenten hunderte Werbebotschaften am Tag „erleben“, geht der Trend in Richtung Werbe- und Kommunikations-Touchpoint-Management.  Die Online Welt hat das schon vorgemacht.  „Customer Journey Tracking“ ist mittlerweile für Internet Großkunden Standard.  Im Online Eco-System wissen wir, wie oft Nutzer Werbemittel gesehen haben, wo und wann sie geklickt haben und was und wie sie gekauft haben.
  24. 24. Customer Journey Management  Es macht keinen Sinn, Printmotive einfach auf DS Screens zu adaptieren in der Hoffnung, dass die Kampagnen-Effizienz und der Return-on-Investment sich verbessert.  Die Agenturen, die „Customer Journeys“ am besten verstehen und optimieren, haben die besten Chancen DS richtig einzusetzen pilot Screentime 24
  25. 25. Outdoor Screens Indoor Screens In-Store Screens Kiosk Screens Die Herausforderungen… pilot Screentime 25 Kein „digitales“ TRACKING wird angeboten. Wirkung und Effizienz beweisen! Kein neues TARGETING möglich. Wie immer: GfK/Nielson /MA Plakat Welche einfache, vergleichbare Währung wird verwendet? INNOVATION kommt kaum vor. Ältere, klassische OOH Flächen sind nur durch digitale Flächen ersetzt Wie ist die Integration mit anderen Media-Kanälen möglich? CONTENT MANAGEMENT SYSTEME sind netzwerkübergreifend nicht mit einander kompatibel OPTIMIERUNG findet kaum statt! Nur „Content“ wird aktualisiert – nicht Werbung! Was ist der Mehrwert? Kleine Screens und 10“ Slots sind keine EMOTIONALE KOMMUNIKATION Intelligente „AdServer Management Tools“ einführen!
  26. 26. Danke! pilot Screentime GmbH 26
  27. 27. Inhalte, Werbung und Technologien für Digital Signage Networks. pilot Screentime 27 SoftwareContent & Produktion Installation ManagementHardware Einkauf 2 5 Service & Support Smartphone Smart TVPCTablet Digital „Customer Journey“ Plattform Integration Strategie, Planung und Projektmanagement 1 64 7 3
  28. 28. Unsere Anforderung an DOOH.  Konsumenten abholen mit relevanten Botschaften, wo, wann und wie er möchte! Impulsmöglichkeiten Interaktionsmöglichkeiten Smartphone/Touch Aktualisierungsmöglichkeiten Information/Kauf Entertainment/Info/Sales Messmöglichkeiten Auditing/Werbeerfolg/Sales Marken Erlebniswelten Response
  29. 29. Kontakt. pilot Screentime GmbH Neue Rabenstraße 12 20354 Hamburg Ansprechpartner: Damian Rodgett Geschäftsführer Tel.: 040 – 30 37 66 – 17 Fax: 040 – 30 37 66 – 99 E-mail: d.rodgett@pilot-screentime.de Web: http://www.pilot-screentime.de 29pilot Screentime GmbH

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