Several speakers spoke of trends being seen in, or affecting, the Digital Out-of-Home industry during the 2015 DailyDOOH Investor Conference [1] Nov. 4 during New York Digital Signage Week [2].
Here are some bulleted points from two of the day’s speakers…
[3]Mark Boidman
From Mark Boidman, managing director, Peter J. Solomon Company [4], New York:
- We’ll see a lot of consolidation and there will eventually be one or two leaders in each sector. “There isn’t enough money for many of them so they have to consolidate to aggregate audiences.”
- Pricing will become more ROI-based than CPM-based.
- Out-of-Home media companies are starting to invest in things like beacons to drive people to stores.
- All cities will eventually be Smart Cities.
- Hardware companies are looking to get into software so that they can become one-stop shops for retailers. “And those who can provide whole solutions will be the winners in the development of Smart Cities.”
- Some companies are buying talent to be able to offer more solutions that they aren’t in. “There are not a lot of good, educated executives in the OOH sector.”
- The position of media specialists has to evolve with technology – or disappear. “Media specialists will have to rethink their career. Programmatic is a large part of the cause.”
- Most companies don’t know how to use data. “Peter J. Solomon doesn’t take that into big consideration yet, but that is changing.”
[5]Randolph Adler
From Randolph Adler, co-chair of Denton’s Startup Program, member of the Venture Technology and Emerging Growth Companies practice, and partner, Denton’s LLP [6]:
- The Federal Trade Commission wants legislation to force data brokers to show transparency and accountability.
- Research shows that profiles being sold by data brokers hasve at least one significant error; 50% have errors over all data points.
- Consumers want more control over how their data is used.
- Data brokers are now under scrutiny in Congress for their vulnerability to hackers.
- We’ve learned that a bill is likely to be reintroduced that would give consumers the right to access and correct information collected by data brokers and opt out of having it sold for marketing purposes.