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Gs a new vision for dooh feb16

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Marco Orlandi
Marco Orlandi

How data- driven technologies can be used to build a new echosystem for DOOH ºÝºÝߣs From my Speech @ISE 2016, Amsterdam - Quividi Partner conference . Feb 11 2016.

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Marco Orlandi, Digital Media Director, Grandi Stazioni S.p.A
2 Grandi Stazioni : Profile Focus on Digital Innovation for ADV and Retail Spaces to improve the customer experience and Venue Value
3 Gs Media Network 2012-2016: Our Digital Revolution ? Digital screens: 700 ? Interactive Digitotem: 158 ? LED Billboards: 16 ? Digital Dominations : 2 ? Traditional Billboards: 654 Key figures 2016
4 Italy: ADV sales 2001-2015 Source: Assocom 49,2 54,0 51,5 53,5 51,1 51,1 33,9 28,1 27,5 21,1 17,2 12,7 5,7 6,4 6,4 6,2 5,9 6,1 9,0 8,0 7,7 6,1 5,4 5,2 1,25 2,66 6,39 12,61 19,94 23,30 2001 2005 2008 2011 2013 2015 2001-2015 Market Split % GS Media 2009-2015: Mkt share Doubled 8,1 B€ 6,1 B€
5 Raw data are not enough. What metrics? No data, No market Sales Strategy : Go fishing where the fish are Last year, TV + WEB counted for more than 70 % of the whole adv spending.
6 Today we are using our Metrics to : ? Compare different Media and Networks ? Measure the effectiveness of the campaign ? Give feedback to creative agencies to produce optimized contents The OOH is perceived as a media not easy to be measured, unlike TV, Radio and Web. There is needs of common tools and indicators to measure DOOH with the same KPIs used for other media. Audience and Campaign Metrics
7 Audience metrics and analytics Targeting Reporting Proof of display integration Audience measurement Impressions Engagement Demographics
8 GS Audience Counting : 2013-2016 Oct 2013: Project Start ? Cameras on 120 interactive screens in 5 Venues 2014: More Kpi added to analysis: ? Convertion rates, dwell and attention time, Hourly distribution, Demographic.. 2015 : connection to campaign reporting ? Targeted audience analysis After 3 years we have an impressive historical record, and all the stakeholders learned a lot about the customers¡¯ behaviour inside our venues OTS :470,872,608
9 How are we using these numbers? 1 2 34 Support for OOH Sales Support for TV SalesSupport for Web Sales ? OTS, Viewers ? Daily distribution ? Screen Loop Optimization ? Quality Feedback (attention index) ? Dianalitycs Integration: ¨C Gross/Net Impressions ¨C Frequencies ¨C GRPs, evaluation ? Merge with Traditional surveys ? Smart & Reactive content ? Conditional programming ? Impressions, CPM, Targeted CPM ? Interaction , Clicktrough ? Connection with DSP, SSP ? Footfall, dwell times ? Daily distribution ? Distribution inside the Venue ? Network optimization Venue Evaluation
10 ROI? Today, We provide exclusive campaign reports to our advertisers, including attention, quality, engagement and interaction indexes about each subject. They started to consider our venues not only for outdoor campaigns, but as extension of their Web and TV ad planning.
11 Some Examples¡­
12 Evaluating an ADV campaign: Impact Analysis KPIs Share of Voice Share of Attention Quality Index Basic campaign report
13 Impact on specific target Network Average % M F TOT Child 3,9 3,7 7,6 Young 36,9 24,9 61,8 Adult 22,7 7,5 30,2 Senior 0,1 0,4 0,5 TOT 63,5 36,5 Campaign Attention % M F TOT Child 5,3 3 8,3 Young 33,5 20,9 54,4 Adult 26,9 9 35,9 Senior 0,5 1 1,5 TOT 66,1 33,9 Impact Analysis M F TOT Child 136 81 109 Young 91 84 88 Adult 119 120 119 Senior 500 250 300 TOT 104 93 Analyzing viewers distribution ( gender ad age) for each campaign and comparing to the network average, we¡¯re able to measure how the campaign was attractive for each target
14 Monitoring Attention during a Campaign
15Data from Grandi Stazioni Media: the biggest DOOH network in Italy Dianalytics as a Support to TV planners Estimate and Measure Reach, Frequency, Gross/net impressions, GRPs Merge Quividi Audience Data with traditional researches and surveys to get TV- Style KPIs. All data and KPIs are available through APIs to planners tools and programmatic buying platforms.
16 Road to Programmatic?
17 Programmatic Out of Home: is DOOHGLE a threat ? ¡°This test has highlighted a number of areas that are fundamentally different and which will require further development and integration before this becomes a market reality. For example: serving dynamic creative, how we look at impressions versus credits, reporting, audience data, buying models, yield management, and latency.¡° ( Tim Collier- Doubleclick) In Nov. 2015 Google tested Doubleclick logic in a set of Billboards in London
18 The Programmatic (r) Evolution in DOOH TREND NEEDS Target the right person with the right message at the right time ? Using Historical Information ? Buying in bulk ? Post Campaign Evaluation From Media Planning Evaluate each Impression in real time against the desired profile ? Using Real Time information ? Post Impression evaluation ? Feedback To Audience Planning Programmatic is moving fast from the web to other media Media planning and buying will go programmatically (even for DOOH) Create standard analytics Improve Performances for audience metrics Real time audience counting and analytics Connect Additional data sources
19 Road to a Programmatic Common vision: Homeworks for a DOOH echosystem We will need to embrace new culture, policies, rules, methodologies TALK EDUCATE COOPERATE
20 Road to a Programmatic Common vision: Homeworks for a DOOH echosystem UNLEASH THE FULL POTENTIAL ? Build a Robust and Open Architecture ? Cooperate to design and adopt standards ? Research Common Language on KPI ? Introduce programmatic tests with key clients ? Share data and analisys BUILD REVENUE MODELS VALUE THROUGH DATA ? Monitor demand ? Understand inventory strenght & weakness ? Connect to existing trading desks ? Manage Pricing ? Focus on premium : use data to offer segmented targeted audiences ? Review structure and job description of your sales team ? Open up all the inventory ? Connect to exclusive data sources ? Integrate 3¡ã parties data ? Work with competitor/publishers on format, products, target groups
21 What we are doing with Programmatic in GS Adding more data ? Build Campaign with goals in Repetitions, OTS, impression, targeted impressions ? Smart and targeted Content to enhance the Value for ?premium Segment? ? Focus on Exclusive contents: Wayfinding, Timetables Selling audiences Integration with Agencies ? Develop connectors to trading desks ? Export Venues Descriptions, researches data, audience description, ? Run & measure test campaign ? Compare results with traditional sales model ? Wi-fi access and tracking: ? Visits, return rates, dwell time, frequencies, heat maps ? Registered users, usage profiling ? Facebook Pages ? Around Station App stats ? Beacons (starting q2) ? Indoor path detection, engagement ? Mobile adv activations (starting q2)
22 Thank You!
Marco Orlandi, Digital Media Director, Grandi Stazioni S.p.A

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Gs a new vision for dooh feb16

  • 1. Marco Orlandi, Digital Media Director, Grandi Stazioni S.p.A
  • 2. 2 Grandi Stazioni : Profile Focus on Digital Innovation for ADV and Retail Spaces to improve the customer experience and Venue Value
  • 3. 3 Gs Media Network 2012-2016: Our Digital Revolution ? Digital screens: 700 ? Interactive Digitotem: 158 ? LED Billboards: 16 ? Digital Dominations : 2 ? Traditional Billboards: 654 Key figures 2016
  • 4. 4 Italy: ADV sales 2001-2015 Source: Assocom 49,2 54,0 51,5 53,5 51,1 51,1 33,9 28,1 27,5 21,1 17,2 12,7 5,7 6,4 6,4 6,2 5,9 6,1 9,0 8,0 7,7 6,1 5,4 5,2 1,25 2,66 6,39 12,61 19,94 23,30 2001 2005 2008 2011 2013 2015 2001-2015 Market Split % GS Media 2009-2015: Mkt share Doubled 8,1 B€ 6,1 B€
  • 5. 5 Raw data are not enough. What metrics? No data, No market Sales Strategy : Go fishing where the fish are Last year, TV + WEB counted for more than 70 % of the whole adv spending.
  • 6. 6 Today we are using our Metrics to : ? Compare different Media and Networks ? Measure the effectiveness of the campaign ? Give feedback to creative agencies to produce optimized contents The OOH is perceived as a media not easy to be measured, unlike TV, Radio and Web. There is needs of common tools and indicators to measure DOOH with the same KPIs used for other media. Audience and Campaign Metrics
  • 7. 7 Audience metrics and analytics Targeting Reporting Proof of display integration Audience measurement Impressions Engagement Demographics
  • 8. 8 GS Audience Counting : 2013-2016 Oct 2013: Project Start ? Cameras on 120 interactive screens in 5 Venues 2014: More Kpi added to analysis: ? Convertion rates, dwell and attention time, Hourly distribution, Demographic.. 2015 : connection to campaign reporting ? Targeted audience analysis After 3 years we have an impressive historical record, and all the stakeholders learned a lot about the customers¡¯ behaviour inside our venues OTS :470,872,608
  • 9. 9 How are we using these numbers? 1 2 34 Support for OOH Sales Support for TV SalesSupport for Web Sales ? OTS, Viewers ? Daily distribution ? Screen Loop Optimization ? Quality Feedback (attention index) ? Dianalitycs Integration: ¨C Gross/Net Impressions ¨C Frequencies ¨C GRPs, evaluation ? Merge with Traditional surveys ? Smart & Reactive content ? Conditional programming ? Impressions, CPM, Targeted CPM ? Interaction , Clicktrough ? Connection with DSP, SSP ? Footfall, dwell times ? Daily distribution ? Distribution inside the Venue ? Network optimization Venue Evaluation
  • 10. 10 ROI? Today, We provide exclusive campaign reports to our advertisers, including attention, quality, engagement and interaction indexes about each subject. They started to consider our venues not only for outdoor campaigns, but as extension of their Web and TV ad planning.
  • 12. 12 Evaluating an ADV campaign: Impact Analysis KPIs Share of Voice Share of Attention Quality Index Basic campaign report
  • 13. 13 Impact on specific target Network Average % M F TOT Child 3,9 3,7 7,6 Young 36,9 24,9 61,8 Adult 22,7 7,5 30,2 Senior 0,1 0,4 0,5 TOT 63,5 36,5 Campaign Attention % M F TOT Child 5,3 3 8,3 Young 33,5 20,9 54,4 Adult 26,9 9 35,9 Senior 0,5 1 1,5 TOT 66,1 33,9 Impact Analysis M F TOT Child 136 81 109 Young 91 84 88 Adult 119 120 119 Senior 500 250 300 TOT 104 93 Analyzing viewers distribution ( gender ad age) for each campaign and comparing to the network average, we¡¯re able to measure how the campaign was attractive for each target
  • 15. 15Data from Grandi Stazioni Media: the biggest DOOH network in Italy Dianalytics as a Support to TV planners Estimate and Measure Reach, Frequency, Gross/net impressions, GRPs Merge Quividi Audience Data with traditional researches and surveys to get TV- Style KPIs. All data and KPIs are available through APIs to planners tools and programmatic buying platforms.
  • 17. 17 Programmatic Out of Home: is DOOHGLE a threat ? ¡°This test has highlighted a number of areas that are fundamentally different and which will require further development and integration before this becomes a market reality. For example: serving dynamic creative, how we look at impressions versus credits, reporting, audience data, buying models, yield management, and latency.¡° ( Tim Collier- Doubleclick) In Nov. 2015 Google tested Doubleclick logic in a set of Billboards in London
  • 18. 18 The Programmatic (r) Evolution in DOOH TREND NEEDS Target the right person with the right message at the right time ? Using Historical Information ? Buying in bulk ? Post Campaign Evaluation From Media Planning Evaluate each Impression in real time against the desired profile ? Using Real Time information ? Post Impression evaluation ? Feedback To Audience Planning Programmatic is moving fast from the web to other media Media planning and buying will go programmatically (even for DOOH) Create standard analytics Improve Performances for audience metrics Real time audience counting and analytics Connect Additional data sources
  • 19. 19 Road to a Programmatic Common vision: Homeworks for a DOOH echosystem We will need to embrace new culture, policies, rules, methodologies TALK EDUCATE COOPERATE
  • 20. 20 Road to a Programmatic Common vision: Homeworks for a DOOH echosystem UNLEASH THE FULL POTENTIAL ? Build a Robust and Open Architecture ? Cooperate to design and adopt standards ? Research Common Language on KPI ? Introduce programmatic tests with key clients ? Share data and analisys BUILD REVENUE MODELS VALUE THROUGH DATA ? Monitor demand ? Understand inventory strenght & weakness ? Connect to existing trading desks ? Manage Pricing ? Focus on premium : use data to offer segmented targeted audiences ? Review structure and job description of your sales team ? Open up all the inventory ? Connect to exclusive data sources ? Integrate 3¡ã parties data ? Work with competitor/publishers on format, products, target groups
  • 21. 21 What we are doing with Programmatic in GS Adding more data ? Build Campaign with goals in Repetitions, OTS, impression, targeted impressions ? Smart and targeted Content to enhance the Value for ?premium Segment? ? Focus on Exclusive contents: Wayfinding, Timetables Selling audiences Integration with Agencies ? Develop connectors to trading desks ? Export Venues Descriptions, researches data, audience description, ? Run & measure test campaign ? Compare results with traditional sales model ? Wi-fi access and tracking: ? Visits, return rates, dwell time, frequencies, heat maps ? Registered users, usage profiling ? Facebook Pages ? Around Station App stats ? Beacons (starting q2) ? Indoor path detection, engagement ? Mobile adv activations (starting q2)
  • 23. Marco Orlandi, Digital Media Director, Grandi Stazioni S.p.A