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Track 2: Connected
content
What content is appropriate to use in a connected network, how does it work and what response
does it deliver?
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| Agenda - Day 1 theatre 1 |
| 1330-1400 |
Beyond Linear Communication |
WATCH VIDEO |
| In the UK digital out-of-home media is in rude health with annual revenues passing the £125m threshold for the first time in 2011and now accounting for 14% of all UK outdoor spend.
Once the domain of static broadcast messaging - the digitisation of outdoor has brought with it new opportunities to interact with consumers on a more engaging level. Emerging technologies and improvements to infrastructure mean that digital OOH now offers a full range of opportunities from touch-screen to mobile, from data driven activity to augmented reality.
What part is technology playing? How is it being used effectively by planners and creatives? What are the opportunities for interaction, social media and mobile integration?
This session will look at various types of activity undertaken in the last 12 months through case studies of brand campaigns in the UK and USA as well as looking ahead to techniques that will see the light of day in the year ahead.
Learning Outcomes:
Delegates will get an insider’s view on major brand campaigns that have delivered on a brief to provide engagement, push interaction, publish content and cross over to a broader social media effort.
Neil Morris, Founder, Grand Visual 
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| 1400-1430 |
A multichannel connection
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Nowadays consumers are on a journey through a myriad of screens not just on the TV and PC but everywhere. We are entering the age of the “internet of things” when almost any device or surface can have an Internet connection and video can be displayed almost anywhere. But how do you avoid consumers switching off?
Working with brands including Marks & Spencer, Thomas Pink, Debenhams, M&S Money and Liz Earle, Adjust Your Set is a leader in creating connections between multiple screens and the viewer, whether they’re in the home, in store or on-the-go. In this session Chris Gorell Barnes CEO of Adjust Your Set will share the secrets as to how major brands are successfully adopting multichannel video strategies.
Chris Gorell Barnes, CEO of Adjust Your Set
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| 1430-1500 |
Benetton Live Windows: Unexpected surprises, rewarding experiences, empowering moments.
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WATCH VIDEO |
Benetton Live Windows is about providing viewers with an experience outside of the store, before they even enter. As a sophisticated digital design tool, it removes all traditional merchandise and mannequins from the display area and replaces those with a high definition digital presentation designed to surprise, reward and empower.
As a global brand, Benetton operates approximately 6,000 stores and even with its heritage, brands like Bennetton are fighting a silent but ferocious war.
It is a war for attention. Like dancers in a chorus line, each brand is trying to emerge from the crowd and to be noticed. The street is the stage, the store is the protagonist and peoples’ attention is the prize.
The project’s main goal is grabbing people attention, subtract it from competitors, engage in with a deeper and more visceral relation with users (i.e. prospect customers). To achieve that Benetton Live Windows has transformed the store’s windows into digital membranes that allow the brand to talk with people and people to feel part of the brand.
We believe that fun is the key to gain a more intense experience. Positive experiences simply live longer and we offer people new kinds of experience by letting them playing with our content and their own image, in a public context.
This playfulness generates positive changes in social behaviour: people smile, laugh, have fun and share with the others. Many of them capture that experience with their mobile devices. This works as a multiplier in the experience and moves the idea from the store to into the public consciousness via personal recommendations via word of mouth and social networks.
This is the strategic vision for Benetton Live Windows, a digital place-based media project that covers (by Feb. 2012) flagship stores in Milan, Barcelona, Munich, London, Moscow, Shanghai, New Delhi and more. The whole project (platform, visual contents and interactive applications) has been fully conceived and developed by Fabrica, Benetton’s communication research centre based in Italy.
PRESS LINKS
ASIAE:
http://www.asiae.co.kr/news/view.htm?idxno=2011102815181693103
KOREA TIMES:
http://www.livewindow.it/wp-content/uploads/2011/10/www.koreatimes.co_.kr10-07-2011.pdf
KOREA HERALD:
http://www.livewindow.it/wp-content/uploads/2011/10/www.koreaherald.com-10-07-2011.pdf
DESIGN JUNGLE: http://www.livewindow.it/wp-content/uploads/2011/10/www.designjungle.kr_.pdf
MAISON: http://www.livewindow.it/wp-content/uploads/2011/10/Maison_Aug2011.pdf
SIGNAGE SOLUTIONSMAGAZINE: http://signagesolutionsmagazine.com/article/benetton-live-windows-immersive-experience
Learning Outcomes:
We will demonstrate and explore:
- How we develop and manage innovative content that engages our customers
- How we monitor our installations
- How we approach content production
- How we assess the feedback from users
Alfio Pozzoni, Director of Research and Innovation, Fabrica
Giovanni Flore, Project Manager, Benetton Live Windows
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| 1500-1530 |
Taking engagement beyond the digital screen
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WATCH VIDEO |
Interactive technology marks a significant change in how consumers engage with digital signage but in the future we’ll see exciting changes even beyond that initial engagement.
Imagine a world where the digital sign is the catalyst for a longer and deeper engagement that converges social and location based features to allow the consumer to enjoy your content long after they’ve moved away from the screen.
Mark will be exploring these possibilities, what they will offer the digital-out-of-home industry, and how you can maximise interactive technology.
This presentation will demonstrate and explore:
- How interactive technology can maximise digital signage engagement
- Beyond the digital screen – how we can engage consumers for longer
Mark Catterall, Head of Business Development, Screenreach Interactive
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| Agenda - Day 2 theatre 1 |
| 1130 - 1200 |
Connected Content
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WATCH VIDEO |
Media consumption habits are evolving at a fast pace, and brands/marketers have a number of different ways to reach and engage with consumers. In recent years we have seen the out-of-home market extend into digital and vendors are now announcing new products that fuse Digital Out Of Home (DOOH) and mobile applications together in order to deliver the experience connected consumers are looking for. The outcome of this shift towards delivering DOOH content across multiple platforms in order to deliver a more immersive experience means that brands and retailers have an opportunity to engage with customers in a way which has not previously been possible, both out-of-home and in-home.
An exciting area at the moment for in-home interactivity is the rise of internet-enabled or Smart TVs and the opportunity to engage viewers and consumers via interactive TV apps. The TV is an ideal platform for apps, enabling consumers to engage with brands, retailers, broadcasters, and content providers (even each other) from the comfort of their living rooms make it more of a social experience than on a mobile.
Marks and Spencer (M&S) for example are the first UK retailer to launch a dedicated TV app for use on the Samsung Smart TV platform.
This session will explore what this ‘in home’ relationship between the viewer, the brand and the technology means for the “out-of-home” community and assesses how best practices and concepts can be exported between both environments to improve the seamless experience now expected by connected customers. It will explore the challenges and opportunities of Smart TV apps as well as discussing the impact these apps will have on media consumption habits, interactive expectations, and content presentation and formats.
Learning Outcomes:
Delegates will learn:
- How ‘in home’ experiences will change the way consumers interact and affect the ‘out-of-home’ experience and consumer expectations,
- How to effectively tap into this new and exciting opportunity created by Smart TV apps,
- How to create a compelling Smart TV app offering
- Monetisation possibilities of Smart TV apps
Michael Lantz, CEO, Accedo
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| 1200 - 1230 |
The future of in-store media: Can customer engagement add value and drive sales?
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WATCH VIDEO |
Claude Nahon, President of Mood Media Europe, discusses why retailers who integrate mobile and social media applications in to their in-store media network are getting excited about the results.
The retail world is changing, with many shoppers opting for the online route to purchases, leaving the once thriving store out in the cold. Retailers need to do more to reconnect with their customers and entice them back in-store but also continue to engage with their customer online and through mobile technologies.
A YouGov survey, conducted last year revealed that 38% of shoppers never divulge their details to retailers, and almost one in ten (8%) admit to giving out fake details to avoid being contacted. This barrier between the customer and retail needs to be removed.
Mood Media will share its insight on how retailers can engage with their customers through innovative in-store media networks, location based services and integrated mobile and social media applications.
Shoppers are more inclined to shop for longer if the store’s atmosphere appeals to them, therefore increasing the likelihood of a purchase. Stores can expect to experience a 25% sales uplift from using a multi-media approach to their in-store network.
During these tougher economic times, integrated in-store media solutions are helping to boost customer footfall and ultimately improve basket spend.
Learning Outcomes:
We will demonstrate and explore:
- An overview of the added value that an integrated media approach brings to the shopper experience.
- Relevant digital out of home case studies from some of the world’s leading brands.
- An understanding on how integrating your in-store media into your media mix can lead to considerable benefits in customer communication and sales.
Claude Nahon, President – Mood Media Europe
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