Comments on: Interview With Kelsey Group CEO

By: Ilya Spekhov

Ilya Spekhov — Thu, 28 Jan 2010 19:15:28 +0000

There are dozens of local dooh networks but no national. We have two-NYC and Toronto. http://www.rt7.net. But there aren’t many ways of measurable advertising that’s for sure.
And the fact that, at the moment, we have 2 local networks in 2 major cities on east coast seems to be a very big problem for media agencies. Approaching them becomes very challenging since they aren’t used to target specific markets. Agencies are used to buy nationally. I hear that every day “you have a great network but you are not national”. So, consolidation will come soon and companies will grow and become national players.

By: Jim Simpson

Jim Simpson — Fri, 07 Aug 2009 01:21:02 +0000

Gentlemen, comments appreciated. “No local DOOH” is a fact in the midwest and little is seen excluding bars and some coffee shops…in much of the midwest…is what I’m alluding to.

ReachLocal and yellow book ad advertisers is exciting to think about. I halted my own local roll out to refocus on building a network of a substantive base of local advertisers and I’m close…the largest association of chambers of commerce…34K businesses. It’s taken until the last month to get them to the table and the route has been circuitous at best.

I believe we can make a case for aggregated groups of local businesses that understand their unique opportunity to become self-published on their own network. If we succeed we won’t need VC or any out of network participation.

Thanks for letting me vent and not treating me like a bomb going off…I know that 3 years doesn’t compare to the time others have devoted.

Jim Simpson

By: Neal

Neal — Thu, 06 Aug 2009 03:16:33 +0000

Jim and Dylan,

I do think we’ll see consolidation in the next 5 years. For this industry to grow there will need to be standards across DOOH platforms – otherwise – the national advertiser will never spend any money. At the same time, local advertising re-sellers – e.g. ReachLocal, Yellow Page companies, perhaps TV and radio sales channels – will begin exploring re-seller agreements with the DOOH networks because the DOOH networks drive any scale at the local level for advertising.

Happy to continue the debate Jim or Dylan.

By: Dylan Jones

Dylan Jones — Wed, 05 Aug 2009 16:16:44 +0000

Hi Jim,
Thanks for your comments, I think it’s important we have these debates.
WIthout speaking for Neal, I don’t think he would call himself a “local DOOH” industry leader. His company are experts in “local media” and are looking at DOOH for their clients (which is a good thing).

I’m no industry analyst just a creative guy who needs to understand what’s going on in the space so I can better serve my clients. Unless I’m misunderstanding your perception of “local”, which is entirely possible, your comment about there being “no local DOOH” seems bizarre. If I can buy an ad on my local deli screen promoting my latest artworks at a small San Francisco gallery, how much more local does it need to get?

By: jim simpson

jim simpson — Wed, 05 Aug 2009 12:20:51 +0000

It is so frustrating that a “local DOOH” industry recognized leader is not more realistic about the future. How can anybody speak with substance about what might happen in 12 months when locally…all over the US anyway…there IS no local DOOH? Dylan, with all respect, what are you thinking?

This is an advertising (revenue source) media that reminds me of the beginning of the print industry that took a century to wind up. Sure, DOOH will be faster, but is anybody really looking at how few screens are up and the even fewer models that have proven ROI?

To think of speaking of consolidation or success in terms of less than 5 years out sounds bizarre to me. In my humble opinion we need many more local publishers, venues and advertisers that have successful business models before regional or national advertisers are really going to pay attention.

Until the local retailer or restaurant or public venue sees DOOH “product offerings” as another daily, necessary and dynamic business opportunity that then must be addressed, we haven’t done our job.

Respectfully, Jim S.