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Secrets of Selling DOOH

Market Works International Inc. [1], a business development and strategic marketing firm specializing in digital out-of-home and the digital signage industry, has released a White Paper entitled, Secrets of Selling DOOH Advertising to Agencies & Advertisers.

Authored by Geri Wolff, president and CEO of Market Works International and well-known conference program chair and media liaison for Digital Signage Expo [2], the White Paper not only endorses a bright future for ad-funded digital signage, but also suggests ways in which DOOH network operators can best generate advertising dollars in the short-term, citing examples of specific approaches.

The White Paper is based on Wolff’s own years of advertising agency and corporate marketing experience. Her more than 25 years in that sector included responsibility for planning, buying, and training others to plan and buy media, and then responsibility for a $60 million corporate marketing budget for the largest cruise line in the world. She then moved to Market Works International – founded in 1993 in Palm Coast, Florida, with an affiliate office serving Europe based in the Netherlands. – and has been involved in the digital signage industry for the past five years.

“I believe that there is most definitely a future in ad-funded digital signage, but I also believe that, to be successful, the medium needs to be properly positioned,” says Wolff. “DOOH network operators are, in the main, technology experts, but have not had the benefit of experience on the advertising side. This white paper is intended to help them clearly see where the medium ‘fits’ in a marketing plan and how to identify the dollars to support it.”

In addition to containing lessons learned from other media and possible strategies to employ, a few points chosen at random from the White Paper include:

The complete white paper is available at the DSE and DSF websites.