1. Graham Thomas: Introductory Chairman’s Remarks at the
Media Week DOOH Media Summit 2010
thegrahamthomas@gmail.com
2. Blank Screen
VO: At a time when people are exposed daily to 3,000 or more advertising messages and
commercial messages , it is clear that most of it is treated as wallpaper by the consumer.
Any message, wherever it is shown, has to have the virtues of simplicity, uniqueness,
relevance and be truthful to the brand
thegrahamthomas@gmail.com
4. THE ‘I CAN’ SOCIETY
The era of ‘I can’ is the
culmination of the long
decline of deference and
automatic authority. It is
the late flowering of
individual autonomy and
control… In the ‘I can’
era, people want to be
players, not just
spectators. They want to
be contributors, not just
consumers. Technology is
enabling these
aspirations to be
fulfilled…
David Milliband 2007
thegrahamthomas@gmail.com
5. the ability and the desire of customers to personalise their media
for their needs…
to interact in a way that suits them…
Where technology is only the enabler…
Passive personalisation
Active personalisation
Dynamic personalisation
thegrahamthomas@gmail.com
6. A new economic resource – data is the new oil and this applies to
media owners as much as anyone else.
Using data is how the best organisations
achieve competitive advantage. They are
at the forefront of creating customer
insights and then revelations from data
and contextual data and translating this
into real action for their brands and
organisations.
thegrahamthomas@gmail.com
7. VO: Marshall McLuhan ‘s adage that the medium is the message no longer holds true.
Consumers are not awed by technology, they are only interested in the content.
However his tetrad methodology for understanding the effects of media is a useful tool
for media owners and developers.
thegrahamthomas@gmail.com
8. Interaction
DOOH
Static Location Static Media
What does the medium enhance?
What does the medium make obsolete?
What does the medium retrieve that had been obsolesced earlier?
What does the medium flip into when pushed to extremes?
thegrahamthomas@gmail.com
9. Interaction Mobile
DOOH
Static Location Static Media
thegrahamthomas@gmail.com
10. VO: One of the best uses of DOOH that can be seen at the moment is in Tokyo, where
the exterior of a new retail space has been transformed into one giant QR code. It has
huge impact but delivers relevant information at exactly the right place.
thegrahamthomas@gmail.com
11. VO: Across Japan, QR codes are transforming interactions between outdoor media
platforms and the mobile phone. This is the future of DOOH – as a starter and catalyst
for an interaction.
thegrahamthomas@gmail.com
