Kinetic Capturing People on the Move

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KineticCapturing People on the Move

• Eric Newnham
• Global CEO Kinetic
• 31st March 2008

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Audience not Posters
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The Simpsons
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The global OOH market
20 billion
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The global OOH market
20 billion
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Global Consistency
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Where in the World?
Hong Kong
Finland
Singapore
United Kingdom
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Where in the World?
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Where in the World?
Where in the World?
Lisbon
Auckland
Singapore
Stockholm
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Global agencies
Source Sanford Bernsteirn, estimated share
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Global OOH media agencies
25 countries 4 billion
20 countries 2 billion
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Open Your Eyes
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Audience Measurements
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Global Consistency?

• Most major markets have created an evolving
  approach to measurement
• Establish NET (VAC) rather than a GROSS (OTS)
  currencies
• Combination of detailed travel data and contact
  definition
• Improves OOH planning efficiencies
• Facilitate genuine competition with other media
• Attracts new advertisers to the medium
• Introduction of GPS tracking will further enhance
  accountability

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Fully Integrated Measurement Approach

• Best practice
• Visibility Adjusted Contact
• Use of eye-tracking research and GPS

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Integrated Approach but Basic Definition of
Contact

• Integrated travel / visibility studies
• Looser definition of contact, rely on capability
  of seeing

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Single, Travel Study Approach

• Travel study weighted to give a measure of OOH
  coverage frequency
• Positive adoption of technology but full industry
  measure is lacking

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Global Guidelines

• Initiative is currently underway to establish
  global guidelines for OOH audience measurement
• Help bring new developments into line
• Establish global consistency and renew
  international advertiser confidence
• All major players are participating
• Consensus available later in 2008
• Final guidelines document available in 2009

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Shift Happens
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More time than ever is spend out of the home
65 of peoples time OOH at height of day
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Looking at Peoples Behaviour by Time of Day
real diversity of activities OOH
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Consumer movements and on-the-go society heighten
relevance of Out of Home
URBANISATION POPULATION TRAVEL SHOPPING TECHNOLOGY
EVENTS LEISURE TIME
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The current technology boom is fired by the
Perfect Storm
Processing Power
Storage Capacity
Bandwidth
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New technology makes OOH more flexible and
engaging
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Personalised media environments
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Personalised media environments
70
of all web content will be
user generated by 2010
Source DataMonitor
Home
Work
On the Go
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Mobile Phenomenon not just about Handset
Penetration

• Mobile voice calls will exceed those on fixed
  networks in Western Europe by the middle of 2008
• In China, mobile phones are a status symbol, an
  entertainment console and vehicle for
  self-expression
• Nearly 5,000 text messages are sent every second
  in Britain
• Picture messages are growing in popularity, with
  57.6 million sent in December
• A quarter of users used the internet from their
  phones, for email, social networks and local
  information
• Mobile phone penetration is actually spread
  equally across the generations

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On the Go - Mobile
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Grolsch Green Light District
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• The worlds oldest medium is keeping up with the
  times

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KineticCapturing People on the Move