Mar
25
Is Digital OOH finding another home?
Filed Under Advertising, Digital Signage, Mobile, Social Networking, digital ooh
I’m here at the iMedia conference in Florida,, mingling with some elite folks in the advertising/media business and I can tell you, Brad and the gang from iMedia have done a good job throwing together a crew that at least talks the game in terms of their true interest in using the social, mobile, online video, digital ooh and other “emerging media”.
Beyond the location (Coconut Point) being fantastic, the quality of people here has so far been great and there is a genuine interest in figuring out and using the new tools at hand. Brands are sick and tired of what they did last year and want to know what’s out there and how they can take advantage of it – they also have 1.) Less money 2.) Need better ways to reach the same amount of people 3.) Want to take risks without risking their jobs. I’ve blogged about the malaise between brand needs and agency wants in the past and it has shown up here again – from the brand side: take risks or be bypassed and become irrelevant because they will find ways to do it….
“we want to know and try this new stuff!”
Up until now, Digital OOH hasn’t had many friends in with the interactive/digital crew; we’ve been too confusing, too difficult, not speaking the same language, we don’t measure on a click-through basis, etc. All of these things have created a barrier between the DOOH business (which, if you think about it, is the physical (real-world) manifestation of the Internet – IP connected screens with connectivity, content and advertising that have the ability to be activated by various other tools – such as mobile.
Up until recently, any level of significant engagement or buying by the media business has come primarily from a transactional basis from the out-of-home groups.
Ah – but are things changing? iMedia has, up until now, been focused on pure digital channels such as web, seo, sem, display ads, social and mobile media. It is just recently that they developed an interest in DOOH and this interest spurred a conversation between myself and Brad, which in turn resulted in me being asked to speak and present a case study, with Samsung, at this conference. Which is very trying indeed. BTW, the Samsung results were/are amazing and will be coming out from us on our facebook page later
The amount of calls we have received from the digital agencies recently has been quite fascinating. Many have found out that it is IP connected and can be activated via mobile so feel it has a better home in the Digital planning section to be integrated into larger digital programs and initiatives
Yesterday, at my presentation, the heads of Kraft’s emerging media division and the heads of Doner’s emerging media division (and other senior folks) were both present and very active in discussions afterwords. A few other organizations have also indicated that they would like Digital to be a function of their larger digital initiatives as much of their innovation budgets are focused in that area already
Is a little political war about to start in terms of where DOOH will eventually sit? If you remember, Internet advertising used to be sold by the Print planners and buyers at agencies 12+ years ago
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4 Responses to “Is Digital OOH finding another home?”
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Sir – Glad you’re basking in the warmth of FL and enthusiasm on DOOH.
If the space does indeed meander and makes it way fully to the “digital” folks…is that where the budget is coming from?! The media agency vision is for “video” buys, but what happens if digital agencies are wanting in?
Digital budgets are quite large – much larger than the traditional OOH budgets. It wouldn’t be a bad thing but there’s still a lot of education to be done on that front.
The “video buy” concept currently doesn’t quite fit in to the existing planning/buying structure although I did have this conversation at my presentation when it was brought up by DONER
[...] is a follow up post to my spot on DOOH finding another home in the Digital agencies because they don’t look at it in such silos and are proving to the market that they look at [...]
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