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
Tim,
ReplyDeleteThis is great! Glad to see you're doing this. Markets and industries also fail when they lack intelligence. I'm looking forward to your observations and point of view on events in the OOH industry.
Jeff Wolfman
C.O.O.
Great Outdoor Network