Location Based Marketing Association

Copyright © 2013 Monster Media

Monster Media: Mobile Social Platform

EVP Mobile & Social: Stephen RandallMOBILE: +1 781 888 1417

EMAIL: [email protected]: stephenrandall


We use social media to amplify audience engagement across out-of-home (OOH) networks and on-line.

Our platform enables OOH networks reaching over 100,000,000 people every day in airports, movie theatres, cafes, QSRs, colleges, malls, arenas, bars, conferences, at bus shelters, events and at iconic locations including Times Sq and the Vegas strip.

We have exclusive relationships with the largest OOH networks, to enable, produce and manage interactive digital media.

Over 3,000 interactive campaigns…

Out-of-Home: Times Sq, Vegas Movie Theatres, Malls Airports, Stations, Bus shelters Bars, Cafes, QSRs, Offices Events, Concerts, Conferences

Overview


OOH Is Evolving…

• OOH is a $35 Billion global market. (Source PWC)

• Social and Mobile platforms are making OOH more engaging, measurable and relevant.

• In Oct ’13 the Out-of-Home Advertising Association of America (OAAA) published a Mobile & Social Application Guidelines a Standard for Social and Mobile engagement.


Ho

me

On

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e G

o

In a

Sto

re

Re

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nt

At W

ork

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cia

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Sho

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s O

ffice

Air

port

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Sch

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93% 87%

77%73% 72%

66%

54% 53%

32%29%

50%

Source: The Mobile Movement Study, Google/Ipsos OTX Media CT, 2011. Base: Smartphone users. Q: Where do you use your smartphone?

Where Do People Use Smartphones? (Don’t think about mobile tech, think about mobile)


OUT-OF-HOME SCREENS

MOBILE SCREENS

WEB SCREENS

TOTAL AVAILABLE AUDIENCE

Total Available Audience = Audience In Front of ALL Connected Screens


Millions of people here Billions of people here

The Total Available Audience Isn’t Just In Front of Our Screens


Increase in online engagement when social networks are connected to OOH screens

Increase in OOH engagement when screens are connected to social networks

10x 30%

OOH + Social = Increase Engagement For BOTH OOH and Social Screens


FAME

FUN

FORTUNE

CROSS-CHANNEL ENGAGEMENT CROSS-CHANNEL ENGAGEMENT

CR

OS

S-C

HA

NN

EL

EN

GA

GE

ME

NT

SPECIAL

OFFER!

SPECIALOFFER!

The 3Fs Of Cross Channel Engagement


Campaign Examples and Case Studies


GAP: #BeYourOwnT (Viacom/MTV Screen, Broadway between 44th & 45th Times Square, NYC)


GAP: #BeBrightNYC (Viacom/MTV Screen, Broadway between 44th & 45th Times Square, NYC)


Titanic Blue-Ray DVD


Titanic Headline Data

• 5.1 million reach (10x DOOH/DPB)• 440,435 unique users liked, commented, shared or viewed

• 688,704 new likes• 2,700 comments• 2.7 million fans talked about campaign

• 44% more shares, likes, comments & posts


• Blu-ray sales: $34.22 million in 2 Weeks (w/e 15th September 2012)

• Blue-ray 82% of all disc sales Source: Home Media Magazine

• Already 25.35% of TOTAL DVD (from 1999) revenue Source: Home Media Magazine

Titanic Sales Impact


Levi’s Instagram (34th & 7th Ave, Opp Penn Station, NYC)


Tide NFL: Mudsling (CBS Roadblock 8th Ave & 42nd St, Times Square, NYC)


AGGREGATE SOURCES

CURATE/FILTER

CONTENT

MODERATEPending

messages

Auto-approved messages e.g. client accounts, admin users.

MARKETINGASSETS

APPCONFIGS

CHANNELSLOCAMODASOURCES LOCAMODA

AGENCY,BRAND,

NETWORK, VENUE,

CONTENT

Real-time sources: keywords, tags, accounts, location, check-ins, posts, trending, plays etc

Fine-grained filters to enable “brand-safe” messages: Language, profanity, brands, “not-tags”, users, accounts etc

Moderators curate/approve

messages

Rejected messages

Configured applications and ad units

Hierarchical access/ Ops configurations – networks, venues, devices, Real –time data and analytics, Security, permissions and access etc

DISTRIBUTION/PUBLISH

DOOH OS PLATFORM

S

Interactive elements, brand assets, marketing messages, CTAs etc

Layout, number of messages, pre-roll, screen attributes,, locations, timings, etc

MOBILE

WEBUSER

CONTENT

Moderator approved messages

Monster’s LocaModa Mobile Social Platform


Moderation Screenshot


• Think about Total Available Audience

• Use Social to Amplify engagement

• 10x for OOH and 30% increase on-line.

• Networks Operators – Screens are more valuable when they are connected to more screens/people (Metcalf’s Law)

• And finally….

Content is still King, but Connectivity is the Emperor

Summary In a Nutshell


EVP Mobile & Social: Stephen RandallMOBILE: +1 781 888 1417

EMAIL: [email protected]: stephenrandall

Questions?

Thanks For Listening!

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