DSE 2016 | DOOH Strategy Summit – DOOH Measurement and Interpreting Results

Out Of Home is a medium that has struggled to achieve measurement, ROI and reporting and this has prevented it from becoming a competitive direct-response channel when set against mobile and online. Thankfully, emerging technologies are intersecting with the OOH space and we’re starting to see measurement in exciting and practical new ways.

When faced with dwindling budgets and increasing pressure to prove the value of spending in OOH, we need to embrace these developments and prove how they can be valuable to our clients.

There are cameras now that can tell just how many people walked past our media, how long they spent looking at it, even their age gender and height.

There’s now the availability of mobile data, which can tell how many were exposed to our media, and how many of them went into the nearest point of interest.

OOH media, both traditional and digital, is generally loved by clients, and they’re desperate to find the commercial justification to spend more. And it is up to us as agencies and media owners to innovate and bring new solutions to clients, or face being squeezed out of the media mix.

Join me at the Digital Signage Expo 2016 to hear more about how we are measuring and proving the value of the OOH space.

Facebook Dad’s guide to Snapchat

snapchat2

Is this you? You heard somebody you know uses Snapchat, and, being the early adopter you think you are, hastily proceed to download the free app. It starts you off with the sign-up process and you have a flittering moment of fun creating your animated profile pic.

You flick up, left, right, left again and then one more up – performing a quick orientation session as you appreciate the different control centers for adding friends, posting snaps and viewing “discover” stories. “Seems easy enough,” you think to yourself with a smug sense of pride in your enduring ability to get down with the kids.

Then it happens. You ask the fatal question that proves it…

“Where is my wall?”

Congratulations. You are a Facebook Dad. Or mom for that matter. We know this because you inevitably (or begrudgingly) joined Facebook in 2006 or 2007 before you had kids, and you’ve been adding slickly contrived memories to your online journal ever since. Sometimes you scroll a few years down the timeline to chuckle (or cringe) at your own meticulously handcrafted ticker-tape of life and remember how different things were.

Now you want to get into Snapchat because if you don’t, you will have to concede that you have become your parents. As is overwhelmingly the case these days, they use Facebook far more than you ever did.

But, for the Facebook generation, adjusting to Snapchat has turned out to be more difficult than anyone might have anticipated, and the reason has nothing to do with functionality of the app or how tech-savvy this generation is. It’s purely a matter of psychology.

For the benefit of our Facebook Dads and Moms everywhere, I have identified the single fundamental psychological barrier that you need to shift in order to understand the Snapchat hype, and even click into the zone that will addict you to the groundbreaking social platform for years to come.

“It doesn’t need to be forever.”

One of Facebook’s most significant reforms was the introduction of the “Timeline” back in 2011. They did this to combat the issue of content being lost in the past, and we promptly danced around the flames of our burning paper scrapbooks in embracing this beautiful and safe online equivalent.

But Snapchat has done precisely the opposite by thumbing their nose at this instinct to preserve; instead celebrating their notorious 24-hour content expiry as a key value proposition. Facebook Dads simply cannot understand why you would ever record a moment and allow it to disappear forever.

The problem is that Facebook, the dominant social network of the past decade, has conditioned this generation into believing there is only one kind of moment worth sharing with our friends: those that hold some bigger significance. It can only be that vastly impressive Sashimi Salad from Nobu, or your pug’s guilty face as he stands over a shredded magazine, or that first baby smile (that you fiercely deny is just a muscle spasm from trapped gas).

Facebook Dads and Moms would never dream of boring their friends with multiple random unimpressed selfies, or a movie poster on a telephone kiosk, or a pigeon pecking on sidewalk vomit, or a botched eyeliner attempt in the bathroom mirror, or even just a frame of an anticipated TV episode to prove they watched it. Back in the day, those of us who posted too many random pics or updates were vilified, and even blocked for clogging up the timeline with “garbage”.

But the point here is that these random snapshots of daily life are way more important for our social expression as they convey more truth about ourselves than the ones etched in stone ever could. If you want to truly know someone, or if that person truly wants you to know them, then the only way to socialize is through the brief flittering moments of minor daily significance that create a more natural bond – a bond that far more closely imitates real friendships than Facebook is presently capable of doing.

Facebook offers the ability to maintain relationships with people you cannot see every day, but I argue that the only relationship you end up having is with the contrived, choreographed, photoshopped and authored versions they portray; not the one that exists inside of the 24 hour window of truth.

If you want to be my friend, and you want to see a snap I took of this piece of fluff between the G and H on my keyboard, you have less than 24 hours to add me.

snapchat2

Thank you, native advertising…

Native advertising at its best

Native advertising at its best

I was watching The Tonight Show with Jimmy Fallon a little while ago, and one of my favorite bits is Friday’s “Thank you Notes”. Jimmy starts off by telling the audience that he has been very busy and was unable to send out his usual weekly thank you notes, and would the audience mind if he did it right then and there.

To a chorus of approval, James Poyser from the Roots starts playing some evocative piano riffs and Jimmy gets out his pen.

“Thank you, peer pressure, for being totally not cool. Unless my friends think it’s cool, then it’s pretty cool I guess”, or the gem: “Thank you, Oatmeal, for looking like I already ate you before I eat you.”

But on this particular night, he did this one: “Thank you, Turtle wax, for sounding like what the Ninja Turtles get before swimsuit season.”

So being the attentive advertiser that I am, I smelt product placement a mile away. Is it possible that, included in NBC’s media pack for the Tonight Show was the option to sponsor a Thank You note? After some digging, it turns out it is.

It was beautiful, and NBC deserve a medal for the almost poetic way they understood, harnessed and exercised the growing phenomenon which is “native advertising”. For those looking for a definition, Native advertising is when brand messaging is incorporated seamlessly into normal content that consumers are already consuming; and the more crafty the advertiser is, the more undetected it goes.

I’ve searched back over the archive of Thank You notes and found many more examples of where advertisers have clearly taken advantage of this media option, and to their credit, I never picked it up.

I am a big fan of this type of messaging. I believe ad fatigue is a real thing, and we media types cannot pretend it isn’t happening. Online’s answer is to simply falsify the media impressions and clicks so that advertisers cannot see just how bad it is – but people really are turning off to large, static squares invading their space.

The irony is that advertising makes the world go round; because without it we wouldn’t have easy access to our favorite apps, news, films, entertainment, and basically any stimulus that makes life worth living. Turn off ads and you go back to 1970.

But that doesn’t mean that advertisers cannot compromise, and address these shifting mindsets by innovating with how their media is bought, placed and served.

Out of Home, a particular favorite channel of mine, is no different. With the explosion of digital screens in the market, you could walk by a sign that shows the latest celebrity gossip, and directly beneath it have a message showing how much Kylie Jenner’s outfit costs at Target.

Or you could see a digital roadside billboard with live traffic updates, and oh, the next Shell service station on your journey. And this is true, you could even have today’s connected cars driving by and seeing how much gas is left in their tank on a large screen, as well as how many miles they have left before needing to fill up again.

Those are not ads that people are used to, and in 2016 you are going to see more messages that don’t appear to be ads at all – but that compel you more than static messaging ever did to connect and engage with the brands who ultimately enable the content we couldn’t live without.

Mike Gamaroff
Mike Gamaroff

Billboards don’t grope people, people do.

For those who are in advertising, and also in New York, you may have heard about the recent scandal involving the jewel in the crown of Times Square, Revlon’s Love Is On digital billboard.

Firstly I should say that I visit Times Square frequently, and have never once seen this majestic ClearChannel screen without a crowd of exhilarated visitors, peering gleefully up at themselves as they enjoy their moment of Big Apple fame. It joined the Statue of Liberty and Brooklyn Bridge in the ranks of top New York tourist attractions – with folks including it in their must-see itinerary.

So it sucked big time when I heard that, in its twilight, it had been suspended. More shocking was the reason that New York Police Commissioner Bill Bratton gave us all: that people were getting inappropriately touched while their attention was diverted.

Ok, now just a minute. Somebody has to say it: how can Love Is On get accused for inciting rape with a large digital screen that does little else but show a video feed of the people standing below? Inciting surprise and delight, maybe, but that it is the cause for opportunistic perverts to get their grope on is utterly ridiculous.

This argument is similar to the one our friends in the NRA have been bringing to the table for decades. Why ban guns when it is, actually, the trigger-happy psychos who are to blame for America’s high rate of violent gun crime?

The difference here of course is that unless the billboard actually proclaims the message: “Grope is On. Step right up. Get your gropes here” then Police Commissioner Bill needs to deal with the perverts in Times Square like he would any other crimes and not go around suspending legitimate and harmless advertising that was bringing more visitors and increasing the City’s ad revenue.

Those media owners and advertisers affected by this have been largely silent; perhaps because they don’t want to be branded insensitive to the very real issue of public sexual assault – however it is in my opinion that “Love Is On” has become a scapegoat for what is a growing problem in this area – brought on probably a lot more by the nude painted models who have set up shop there.

This post actually does have a point: don’t let this bump in the road discourage advertisers from owning not just the valuable real-estate in 2016, but more importantly to use it for the purposes of a “kiss cam” style video feed. People have been coming to Times Square for a year to see themselves up in lights, and the personal connection the brand makes with their adoring groupies below has no parallel in advertising, regardless of the channel.

Brands, get your Love On and make sure that billboard has a crowd-cam in 2016.

Anyway, here is the latest update if you care to follow this ongoing saga:

Mike GamaroffMike Gamaroff

GRPs of wrath: converging channels

For a long time, the media industry has clung tightly to their metric of effectiveness: the Gross Rating Point (GRP). It’s the number we put on how well our target audience was reached by the messages we’ve rained on them.

GRPS of wrathNowadays it’s easy to calculate these in each of the media channels respectively, even with physical or static placements like billboards.

TV is done with meters inside your set, online is done with an http request inside a banner and out-of-home is done by counting the number of people who walk past a billboard.

Simple, right? Well perhaps not so much. My whinge today is around some of the unfairness that prevails in the business – where some channels are getting rewarded with higher impressions than they deserve, and others that are being sold severely short. Maybe if more advertisers knew about these variances, you would see a shift in the allocation of media spend to something more… correct.

For example, in online advertising you have the surging phenomenon of fake impressions generated by software robots that pretend to strike a web page, counting up the impressions that were never actually seen by a human. 30%, 40%, 50% and climbing impressions counted, billed for but not delivered. That’s a whole essay on its own, so look it up if you don’t believe me.

Actually I’d like to highlight the positive side to this story, and that relates specifically to the valuable impressions being delivered but never counted.

Earned media has started to get measured more, largely on social networks where a lot of organic sharing happens. But there are other forms of earned media too, and these are as a result of the rapid and unexpected merging of media channels in recent times.

Let’s take the humble, underestimated billboard or public digital screen in an area like Times Square. Impressions in places like these are measured based on the amount of people who are physically there each day. A simple algorithm then slashes a percentage off the top to account for those looking at their shoes as they walk by.

However, one thing you will notice above anything else is that everyone has a camera here, and terabytes of jpegs are spawned into existence every day as a result. Thousands of these are shared publicly, and thousands more clearly showing the brand messages on the billboards.

Or how about in a sports stadium that is filled with all kinds of branded surfaces – from enormous digital jumbotrons, to markings on the field itself. Those impressions are counted based on the number of spectators physically at the game, yet an exponential number of people at home are seeing those same messages in the comfort of their own home on TV.

In this scenario, the billboard impressions are being counted and reported back to the brand advertiser, and the TV impressions from the commercial breaks are being reported independently to create a combined total that is greatly underestimated. 

The GRPs earned from the physical media being displayed on TV should be credited to the originating channel (out of home) and should, in turn, command a much higher value. 

A higher value should mean a shift in spend, so it is a good thing that these previously undervalued channels are finally figuring out how to measure their true effect; which is the only way a brand advertiser will ever entertain the premium they deserve.

VR vs AR – for the OOH world

For the last couple of days I was at Siggraph in Los Angeles, California. It’s hailed as an interdisciplinary educational experience in the latest computer graphics and interactive techniques. It’s true, that is what it was. Virtual Reality was the star of the show, with a whole quarter of the exhibition area devoted to it.

But I am a real-world enthusiast – ironically with a deep running digital DNA. I love virtual reality, and I get a kick better than bath salts (I imagine) every time I put on an Oculus – doesn’t matter what cheap 3D Wolfenstein sequence I watch. But, I have devoted myself to a career in real-world media, and VR, with all its awesomeness, just simply doesn’t sit well with me.

Why, you ask? Well let’s look at it.

If you’ve ever had the privilege of enjoying a virtual reality experience with Oculus, or some of the post-millennial alternatives that have emerged lately, you will note the complete immersiveness – but before you get there, you will not be able to avoid the inevitable 3 hour queue.

Yes, that’s right. If you’ve experienced Oculus, you’ve waited in a queue. Unless you’re developer, you’ve made the decision to wait in line to see what all the fuss is about.

That’s okay, it’s new; people are interested in emerging technologies – of course the seminars you’ve been to that feature virtual reality headsets will have a long line of geeky enthusiasts. But to me, that is a problem for the future, not just the now.

When I experience VR, I think two things. 1) OMG, this is going to be the future, this is going to replace the TV and the console. Everyone and their mother will get home from work and slap on their headset and you won’t see them again until the next morning.

But 2) I think about our loyal brand advertiser clients, and what value they might gain from this important revolution. I think of the money they will spend investing in custom VR 3D or live-action experiences, and of course, at the very core of it, I will think of the eyeballs they acquire – which, as anyone in media knows, is the raw currency of advertising.

Building a 3D world of Pepsi or Coke that allow users to sail a boat down a waterfall of caramel sparkling liquid glory sounds incredibly immersive and engaging – and no doubt it is – but it won’t come cheap. Creating an experiential event that allows people to adorn a headset and immerse themselves in this psychedelic world sounds like a branding home-run, but what about the devoted souls who are waiting in line?

Let’s make no mistake. Virtual Reality is a one-to-one medium. Just like online. As much as I’d like it to be an Out-Of-Home media experience, it can never be. VR has its place in the home, and while I hope to see an Oculus headset in every household, it is going to be a medium that reaches the individual on a deep and personal level – no different to a gaming console today.

So what’s the good news? Well, there’s the very close cousin of the virtual variety of reality – and that is the world of Augmented Reality. They seem so closely related, yet they are quite different.

Yes, they both involve headsets (which are actually on their way to becoming not the clunky 80s space helmet, but something no different from a pair of Gucci shades). Simply put, VR involves the complete hijacking of a user’s senses and replaces them with an artificial or computer-generated world. AR, on the other hand, uses what you see naturally and overlays augmentations that enhance and adjust the world around you.

These are fundamentally different. Don’t take my word for it, just go and see what our beloved uncle Microsoft is doing with the Hololens. You really need to forgive Microsoft for Windows Vista and Internet Explorer 6. We all make mistakes. Donald Trump didn’t mean what you think he meant – he was talking about her nose!

Microsoft Hololens

The Hololens is where it’s at. An increasingly smaller headset allows you to view the world as normal, but overlay digitally generated features. Just like a smartphone; stretch a video screen onto a wall and watch a TV show, place a holographic ornament on your desk, or read your email on the refrigerator. This is a fundamental and majorly significant difference.

It means, and I’m going to say it, your smartphone will be redundant in a few years. That’s right, the little magical rectangle that captured your imagination and practically owned your very existence when it was invented in 2005 is now facing extinction if you can soon wear its emerging nephew on your head and interact with all your apps in the real world around you.

If the headset is small enough, it won’t look stupid if you wear it to work and sit with it in your living room. If all of your apps like email, Skype, Facebook and video player is positioned neatly on your walls and around you, why ever take it off?

And if you use it like that in your home, what about when you leave the home? What if you walk down the street and see a huge billboard with a gorgeous animated Pepsi advert in a placement where no physical billboard currently exists?

If people are walking around with these headsets like they do now with their phones in their pockets, then the real world becomes the same rich canvas that the internet currently is now – with possibilities for advertisers that massively improve on any channel they currently have at their disposal!

If you are in outdoor media – or in any media for that matter – then Augmented Reality is the future – no question. The billboard today will still be there, only it will be digitally generated. You, your mother and your pet Spaniel will all have these headsets in a shockingly few number of years, and Pepsi – if you are listening – let’s talk about what that means for you right now.

Cannes 2015 Outdoor Roundup

So this year I went to Cannes. That’s the quaint village on the French Riviera where they have the Cannes Lions awards for creative in media and advertising.

Aside from some scary moments with my Uber and an angry taxi driver, it was a very interesting week.

I was specifically interested in the ideas in outdoor. A lot of unique concepts and case studies, and the winners were all deserving.

The judges must have really loved the Shot on iPhone6 campaign you might have seen everywhere because it won a Grand Prix. Apple searched online photos that people had posted to social networks and selected a few that were in were in just the right conditions to look good when blown up. Then they put them on outdoor placements around the country for all to see. The very nature of outdoor media itself made each static photo an explicit showcase for the quality of the images. There never was a better reason to advertise in outdoor.

Samsung Safety Truck. This was a great example of when outdoor media becomes functional. Almost one person in Argentina dies every hour from traffic accidents – 80% of them are on the roads – and these mainly from trying to overtake. An always versatile marriage of digital screen and front-facing camera provides following cars an HD view of oncoming traffic so they can decide better whether to overtake. If you want to win a Cannes Lion, figure out how to make advertising also help people. No judge can resist.

You might have seen this, Holograms for Freedom. In Spain, would you believe, there is a gag law preventing people from protesting. So they filmed people on a march, and then projected the video in a holographic blue lustre onto transparent screens outside the parliament building in a slick act of defiance. You could also upload your face onto one of the protestors if you wanted to participate also. Solve problems with technology in media and you have an instant winner.

Nazis Against Nazis. I guess this isn’t really outdoor but it involves Nazis getting owned so I thought I’d slip it in. Some people in Germany still haven’t received the memo and routinely march in support of their misguided ideals. To combat this annoyance, a group called EXIT Deutchland started a campaign to donate €10 for every meter the neo-Nazis marched to a cause aimed at steering people away from the cult and bringing those already in it back to Earth. Now they’re actually funding their own demise. Keep on marching folks.

Life Time Clock. Also in Germany, there’s been a drop in organ donations. People are dying as a result, so they put up this powerful giant hourglass for a guy called Kevin. The sand runs out in a few months, which is how much time he has left to live because of a fatal heart problem. There’s something both chilling but also riveting about seeing the sand of someones life slip away. It got national media attention and made an impact on the awareness of organ donation.

So some worthy winners and interesting ideas, and a lot of good being done for the world thanks to the creativity and ingenuity that media allows. If winning Lions is what you want, the method can be found in the artful application of technology, preferably in pursuit of some social good. Outdoor is rich with emerging possibilities, so expect some more wonderful ideas in the year ahead.