New evidence supporting the rapid growth of the mobile advertising market.
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=141033&nid=121590
Thursday, December 9, 2010
Good article on Digital OOH Networks: DOOH
Place based digital out of home has been one of the most exciting additions to the OOH industry. However the reality and execution of many of the first DOOH networks has resulted in disappointment and failure for their owners and financial backers. Many of the first networks were built upon the notion of, "Build it and they will come." Well they built them and the advertisers didn't come.
The article below (link) is a good overview of the current DOOH industry and its future challenges and opportunities.
I would like to add that in my opinion, a key ingredient to all of this is the integration and engagement of the consumer through the interaction of the networks with the consumers mobile device. A network that is able to engage the consumer and create the digital relationship with the consumers mobile device will be able to capture a much higher cpm. The mobile device is the relevant device so we need to create new ways for the two to communicate with each other. The greater the opt in rate and sales lift for brands as a result of smart networks with captivating creative and content, the faster the industry will validate all of its potential promise.
http://www.digitalsignageexpo.net/DNNArticleMaster/DNNArticleView/tabid/78/ArticleId/4065/VIEWPOINT-The-Five-Things-You-Need-to-Know-About-Digital-Out-of-Home-for-2011.aspx
The article below (link) is a good overview of the current DOOH industry and its future challenges and opportunities.
I would like to add that in my opinion, a key ingredient to all of this is the integration and engagement of the consumer through the interaction of the networks with the consumers mobile device. A network that is able to engage the consumer and create the digital relationship with the consumers mobile device will be able to capture a much higher cpm. The mobile device is the relevant device so we need to create new ways for the two to communicate with each other. The greater the opt in rate and sales lift for brands as a result of smart networks with captivating creative and content, the faster the industry will validate all of its potential promise.
http://www.digitalsignageexpo.net/DNNArticleMaster/DNNArticleView/tabid/78/ArticleId/4065/VIEWPOINT-The-Five-Things-You-Need-to-Know-About-Digital-Out-of-Home-for-2011.aspx
Wednesday, December 8, 2010
Your smart phone: The Relevant Device
Nearly every one of use own one, they are turned on 24 x 7, and according to a recent survey, 15% of us will answer a call on one during sex http://mashable.com/2010/12/03/cell-phone-mobile-infographic/.
The "mobile device", the"smart phone", your "cellphone on steroids", call it what you will, but the device is here to stay.
So how do we in advertising, particularly those in out of home capitalize on this? The device is on our person at all times, when we shop, play, travel, etc. Which is why it should be the relevant device to advertisers and OOH vendors. The advertiser can bring their OOH ads to life with a "call to action" for the consumer: SMS, QR codes, photo recognition, DTFM, Bluetooth, Geo location based apps, etc. can all engage the consumer and create the "call to action". The value of OOH increases rapidly as an engaged consumer "Opts in". Drive traffic, transactions and ultimately sales lift by recognizing the relevancy of the mobile device.
More to follow
The "mobile device", the"smart phone", your "cellphone on steroids", call it what you will, but the device is here to stay.
So how do we in advertising, particularly those in out of home capitalize on this? The device is on our person at all times, when we shop, play, travel, etc. Which is why it should be the relevant device to advertisers and OOH vendors. The advertiser can bring their OOH ads to life with a "call to action" for the consumer: SMS, QR codes, photo recognition, DTFM, Bluetooth, Geo location based apps, etc. can all engage the consumer and create the "call to action". The value of OOH increases rapidly as an engaged consumer "Opts in". Drive traffic, transactions and ultimately sales lift by recognizing the relevancy of the mobile device.
More to follow
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