[1]Does anyone of us know the future of placed based digital out of home media buying? Recent consolidations and mergers [2] in the place-based advertising industry might suggest that Bigger is Better. But, is it really?
Some people might argue [3] that ‘smaller DOOH networks and non-DOOH networks of various sizes have a better chance of delivering real, substantive value to the end user than big DOOH networks do.’
If these smaller DOOH networks are interactive or have the ability to improve merchandising at retail to enhance shopper experience or if small hyper-local, niche sized DOOH networks are enhanced to deliver relevant content to nearby users to drive pedestrian traffic into a store then maybe they might stand a chance competing against the much larger DOOH advertising networks. So, how do these smaller DOOH networks fair against the mobile landscape?
Can they even survive against ‘location-based mobile marketing services that offer unprecedented relevance and reach [4]‘?
4 Comments To "What Is The Future Of DOOH?"
#1 Comment By Red Dog On 16 February 2011 @ 13:25 @601
This signage shown is very near to my office and I don’t “get it”. The large displays change with different models occasionally but the smaller screen shows a security shot of the front sidewalk area in front of the store in NYC.
IF it’s supposed to have a recognition software in place it has never worked.
SO if they are trying to get out the message of “Huh?” they have done a very good job of it.
#2 Comment By JP Biamby On 16 February 2011 @ 16:48 @741
Red Dog,
I agree. That’s the main problem that I see with many digital screens. They lack any sort of creativity. This particular display is striking enough to grab your attention however it lacks a connection with the audience to hold their attention longer than it takes them to walk by.
We believe that idea of experiential advertising is to create an enhanced brand experience for the consumer by creating a media rich interactive experience that delivers dynamic content to the audience.
Stay tuned for my next post that features an innovative dooh campaign that uses digital projection, QR Codes and Social Media effectively.
#3 Comment By John Morgan On 16 February 2011 @ 18:40 @819
The magic of smaller, more narrowly targeted networks is in the ability for advertisers to really engage consumers by being extremely relevant!
Put some effort and resources into understanding who the audience is and what they want, and simply make them an offer that is creative and relevant!
A little money spent on research and content on the front end will pay out long-term dividends because your message will be relevant!
Did I mention advertising has to be relevant?
#4 Comment By JP Biamby On 18 February 2011 @ 22:04 @961
I myself believe that relevancy is more important than reach or even frequency because if ads were segmented more towards the target audience then there would be much less clutter in the world and a lot more sales of advertised products.
That’s why I believe mobile dooh has great potential for advertisers because it is versatile enough to be relevant, interactive and allows for a connection between the advertisers and it’s consumers.
Knowing this, I guess the real question now becomes ‘How can advertisers effectively innovate the delivery of dynamic content to render their services more efficiently?’