(Keynote from NgageWithUs conference, Sydney, Melbourne, Auckland. May 2011)

This talk outlines a number of place-based social media strategies, interaction models and cross-channel applications.

These can be used to increase the value of digital out of home screens, when they are part of a more connected experience, for example by displaying social media streams and enabling mobile interaction.

The presentation demonstrates how audience behaviour adapts to new channels and in turn can impact how traditional channels are consumed. When digital out of home media provides an ability to participate, it is perceived as being more web-like and authentic, which in today's market is a more attractive and consumable experience. The path from attraction to interaction is not straightforward, but when executed well enables digital out of home screens to be more engaging and valuable to audiences, locations and brands.

Key insights:
1. How using social media and enabling interactivity can enhance the value of your digital out of home screens
2. Examples of social media projects that delivered results
3. How you can use social media and interactivity to integrate within your retail communications

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