The document discusses the rise of digital signage and mixed reality advertising. It defines digital out-of-home (DOOH) advertising and explains how DOOH is the fourth screen consumers engage with after TV, internet, and mobile. The document outlines five reasons why brands should invest in DOOH: it provides proven branding and calls to action; shoppers do engage with DOOH displays; the timing is right as the industry is growing; DOOH allows for lower costs, more control, and flexibility; and DOOH enables innovative experiences through technologies like gesture recognition and 3D displays. It emphasizes the importance of establishing objectives, investing in the right functionality, and ensuring content and context are relevant to maximize the impact of DOOH investments

1. The Rise of Digital SignageMixed Reality Advertising +

2. Definitions: Mixed Reality Advertising, DOOH* *Digital Out-of-Home (DOOH), which is also called Out-of-Home Video Advertising, In-Store TV, Captive Audience TV, Digital Signage, Dynamic Digital Display etc 2

3. 3 “ People (still) walk in the real world, but spend the better part of their time “connected” to the digital world while in the real world. This Digital dependence is the foundation of what Mixed Reality experiences are all about. 3 Source: www.RealVision.ae

4. DOOH is the 4th screen* TV Internet Mobile DOOH Screen Mode Lean Back Lean Forward Live/ Shop Move Focus Content Context *excluding cinema 4

5. 5 DOOH = targeted communications at the FMT Brand Brand Equity / call to action Flexibility Cost Targeted Communications at the first moment of truth (FMT) Retailer Shopper Improved Experience Selling Shelf Space +Screen Time Increased Traffic Improved Results (cross sell/ upsell) 5

6. Why should I care about DOOH ? 6

7. 7 REASON #1 BECAUSE IT GETS PROVEN BRANDING + CALL TO ACTION 7

8. 8 We intercept people when they are moving out in the world with their wallets in their back pockets. SalesLifts 4-50%, up to 300% Increase in Inquiries 5-15% Improve visit Experience 80% Reduce Wait time perception -40% Brand Recall 40%+ CPM $3-$40 Increase in traffic 33% Increase in average shopping cart +30% Source: “The Impact of Digital-out-of Home” / Digital Signage Today 8

9. REASON #2 BECAUSE SHOPPERS DO ENGAGE WITH DOOH. IT’S VERYFAMILIAR, YET UNFAMILIAR. 9

10. 10 Catching Attention without being Annoying Source: OTX “Digital Out-of-Home Media Awareness & Attitude Study 10

11. 11 REASON #3 BECAUSE THE TIMINGIS RIGHT FOR THE INDUSTRY 11

13. *Digital Signage ROI report, Digital Signage Association, PQ Media Trends12

14. 13 REASON #4 BECAUSE IT MEANS LOWER COST, MORE CONTROL + FLEXIBILITY 13

15. 14 Doing the math. If you have… 1000 stores X5 zones/store X5 products/zone X 52 weeks =1,300,000 ads (That’s just a lot of ads to produce and manage) 14

16. 15 In a world without DOOH you need to… Invest time and resources in: Planning + Distribution, +Staying on Top (non compliance, inventory etc ) Higher Cost + Lost Opportunity 15

19. Emergency planning / Direct, zero delay access to consumer 16

20. 17 REASON #5 BECAUSE IT ALLOWS US TO DO REALLY COOL THINGS 17

21. 18 Framing the possibilities Leveraging Context (Why should I look @ the screen?) Increasing Relevance (Content+Context) Delivery/ Interaction Gesture based Mobile/ RFID Audience Driven TouchScreen LCD Content Information Entertainment Promotions Ad Unit Still Video Mixed/Layered 3D Investing in Functionality (can we deliver?) 18

22. 19 3D: Becoming Mainstream? DOOF + 3D: Eye catching + unique = more eyeballs, longer time, better results. Newcast reports a 283 percent sales lift for a Johnson & Johnson execution done in Latin America HOW? The screen wears the glasses so the audience doesn’t have to 19

23. 20 Big Brands Are Trying Gesture Activated DOOHSamsung, Nike, Hugo Boss, Coke, Intel, AT&T, Sony, Sprint, Virgin , Target the list is long 20

24. 21 Turning window shoppers to Real shoppers People can control and interact with mesmerizing multi-media images and special effects, play games, manipulate advertisements or immerse their video image right into the heart of an ad or display, simply by waving their hand or pointing their finger in front of the retail window. 21

25. 22 Going off-the beaten track with Cellular DOOH AVAILABLE:Using a reliable network that ‘s everywhere PLUG+PLAY:Easy, fast , cost efficient, flexible or temporary installation RELIABLE: Plenty of bandwidth, Separate Footprint, Effective Security 22

26. How can we get it right ? 23

27. 24 IMPERATIVE #1 ESTABLISHING CLEAR OBJECTIVES 24

28. 25 Objectives define Functionality Customer Facing (Aspiration, Influence, Perception) Staff Facing (Information) Cost Reduction Merchandising Branding 25

29. 26 IMPERATIVE #2 MAKING THE NECESSARY INVESTMENT IN THE RIGHT FUNCTIONALITY 26

30. 27 Investing in Functionality Local Input Triggered Display Multi Use (staff) Links to other Investment Multi Region Dynamic Content Day parting Static Fixed Loop Single Region Functionality 27

31. 28 Getting things in place: Targeting the attention Zone Use Big Screens Use regular size screens, but put them in front of the viewer Guess where attention will be focused and place screens strategically. Source: Wirespring.com 28

32. 29 The right Screen in the right Place, gets the right message to the right person (in the right time) * Under discussion within the DOOH community: New metrics to improve on standard CPM: Presence, notice and dwell time: We are still learning the many dimension of influence of DOOH. Source: Wirespring.com 29

33. 30 IMPERATIVE #3 RELEVANCE IS KING 30

34. 31 Who’s the King? Content vs Context vs Measurement 31

35. 32 Content Rules Allow me not just see the product but visualize myself using the product = Activate my imagination at the time when I buy a product 2. From trance to glance – dwell time varies static, dynamic, interactive (2,5, 10+) From Saying to Peopleto Joining People in what they are doing 32

36. 33 Enhancing Relevance Dayparting Geotargeting Real Time Targeting with cameras (age, gender, HH) Amazon style filtering + personalization 33

37. 34 Invest in Data and Refine Proof of Play at the screen level Traffic Counters Video Recognition Systems (traffic count, dwell time, demographics etc) Ceiling Based cameras, heat maps, POS data analysis 34

38. In a nutshell 35

40. DOOH Enables Mixed Reality Advertising and allows brands to deliver innovative experiences beyond imagination

41. The timing is now right to invest in DOOH

42. Thoughtful planning + design are KSF of implementation 36

43. 37 Vassilis Bakopoulos Info: www.vassilisbakopoulos.com In co operation with: M2C MEDIA Ltd. Tel: +30 (210) 93 28 721Email: info@m2cmedia.com