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Parallel Worlds: Asia’s Alternative Reality

My clients often ask me, why I choose to work in both the US and Asia, I tell them it affords me with a unique and global perspective on how  to integrate DOOH, mobile and on-line experiences into a cohesive marketing campaign.

manoloTo illustrate my points, I like to use the metaphor of being a “Slider [1]” between two parallel worlds. I tell them that each “slide” provides me with a real-life simulation on how a particular digital technology eventually will impact human behavior.

The US represents a reality where the on-line and DOOH advertising markets have matured quickly, enabling a culture of “participation”, “sharing” and “conversation” to manifest over the past decade.

Asia (China, India, Korea, Japan, Singapore, Thailand, Vietnam, Philippines) represents an alternative reality where on-line and DOOH are still considered emerging markets, but are poised for explosive growth in the next 3 years due to more advanced broadband infrastructure and consumer demand.

It is my strong belief that the future of the DOOH and its very survival – lies at the convergence of these two worlds – it will be a place where mobile devices and the symbiotic relationships that humans inevitably form with them – will ultimately redefine the value of DOOH campaigns and its overall role in vast digital ecosystem.