SingTel-owned Amobee, a digital advertising company, just announced today that it will be opening its new Asian headquarters here in Singapore. In addition, the California-based agency also stated that it will be partnering up with the Touch Media Network (TMN) to enter the digital-out-of-home (DOOH) market. TMN is headquartered here in Singapore, and is a company which deals with in-store interactive advertising displays. Together with Amobee, the two will be working towards changing “in-store shopping experience with innovative digital advertising solutions.”
Julian Corbett, CEO of TMN, shared with the media present at the new office that about 75 percent of people change their decisions to buy something while in the store. Of course, I believe that this could be due to several reasons, but there is nothing to turn their minds around except perhaps stellar customer service or peer pressure. However, if advertising could just get people to stop in their tracks and say, “I really need to buy this,” the said advertisement would have done its job. Traditional mediums of advertising are great, but change is here.
Well, chief marketing officers all around the world often make use of the four Ps (price, place, promotion and obviously, product). Trevor Healy, CEO of Amobee, said, “Their purchase funnel was originally easy (4Ps) but now it looks more like a plate of noodles.” When their consumers are multi-screens focused and have every right to choose what they want to look at, how do you market to them without joining their league and go DOOH?
Using the Amobee PULSE platform, one which is able to offer brands and retailers the ability to drive in-store traffic via mobile advertising campaigns, followed by interactive brand experiences with in-store digital displays. This will ultimately increase sales and up in-store purchases. But just how will consumers be engaged? Is it just going to be a moving ad? Will that be engaging?
Well, Aneesh Karve, product manager at Amobee, showed all of us the three different displays. The first, presented on a wall, resembles that of an information station at any shopping mall. However, users can get directions, deals, and find the shops in a very systematic manner. They can also download the app which will be made available on both iOS and Android. Don’t have a smartphone? Amobee shared that users can also get an SMS from the station should they want the promotional code for a certain deal.
The second display allows the user to fully interact with what I think is a Kinect set, moving their arms to view a car fully. This is as opposed to watching a television commercial which often only allows the consumer to see the car in one angle. And what I really didn’t expect was that when the consumer raises his or her hands, the car turns into one of those Transformer sets and mimics the motion.
Well, the last display set was one which I think would garner the most likes when it comes to normal folks like you and me who like some sort of privacy. Julian shared that this uses any sort of Android tablets which engages the shoppers with fun activities like flicking the screen to hit the Ben & Jerry’s ice cream tubs or using the built-in camera of the display that senses gestures to play games. At the end of the day, when shoppers win, they don’t go home empty-handed. With their mobile phones, they can either get a confirmation SMS or take the QR code with their smartphones to receive the reward, which could be a discount code or freebie.
Trevor added that since Amobee has always been big on mobile, this is their chance to “drive entirely new experiences across consumers’ digital engagements” while going into a new market. While this product will first be rolled out in Singapore come December 2013, he shared that it will be followed by a global launch.
However, Singapore will definitely be the litmus test for Amobee to see if this is indeed a good move. “If it doesn’t make it in Singapore, it’ll never make it. We like to put things in early, learn and revise. We don’t put an Apple approach [...] like “We know what is right”. We want the consumers to tell us what they like.” It is also noteworthy that the app available will not have push notifications, which many companies swear by.
Even though Singapore will be the very first country to see this happening in, Trevor noted that within Asia, after the city-state, Tokyo and Australia holds the most potential when it comes to DOOH.