Dec
18
And to all, a good night
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OK…I’m outta here…first 2 week vacation since 2003. Dominican and Kiteboarding…do your best to beat me up…I need it
2009 was AWESOME….as stressful as it may have been, it defined the future of our medium and the success we will see over the next 3 years
My best to all of you> Happy Holidays.
I’ll see you in 2010
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Dec
18
DOOH Cannibalizing OOH, Print
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Erik from Mediapost wrote what I would consider to be a very “nice” (read: kind) piece on the 17.2% decline in Q3 OOH media revenues.
The realities of today’s DOOH consideration inside of larger media strategies is that, once selected, the money to support the business has to come from somewhere. For the purposes of this post, I will exclude “Digital Outdoor” (e.g. the really bright superboards or Time’s Square digital), which Erik alludes to in the piece, as not included in DOOH in general as it really is a different animal than retail or place based networks.
That somewhere is straight out of the pockets of print and outdoor. Rarely have I seen dollars come in to DOOH from Internet (although occasional) or TV. Money for our medium is being pulled out of print budgets. It also is cannibalizing the existing OOH/Outdoor revenues. Times are definitely turbulent in the Outdoor world, despite some great creative executions by some Outdoor companies and agencies. In some cases, media decisions are being made to completely remove Outdoor from the mix, finding DOOH actually helps fill in gaps in reach and tactics that Outdoor can’t. On the flip side, the decisions to execute media programs these days are made days before launching – not weeks. The 4-6 week lead time required by traditional outdoor firms simply doesn’t fit into some of this year’s media realities. Maybe this is why some folks are saying that the OOH business will be 100% digital in 10 years hmmm? 
Dec
17
Top 5 2009 Campaigns From ADCENTRICITY
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Jeff and Chelsey over at ADCENTRICITY have done a good job assembling and commenting on some of the campaigns the company has run through 2009
Thought it was a good list and examples of decent creative and exploration run through 2009 to take a look at. Looking forward to some of the advance use of the medium I expect to see in 2010!
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15
DOOH and Real-Time Data
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Great post on Ad Age on how real time data will make a more comfortable world.
I’ve said for some time that Digital OOH is the “Physical Manifestation of Digital” and we will become central as a medium to extending online programs, driving education and facilitating interaction on a one-2-one, data driven conversation level for brands and between consumers.
If you think you’ve seen what Digital OOH can really do, you ain’t seen nothing yet….as more and more money comes into the DOOH medium, new, better and cleaner content and technological capabilities will emerge making the medium stronger and increasingly relevant. As Anderson states in the article:
“Connecting remote data to people and things in real-time will lead to a series of exciting new devices and applications. Possible examples: real-time comparison and recipe-driven shopping, facial recognition (in social spaces) linked to bios, self-guided tours by phone, voice-queried information about your personal environment. Many of these are technically proved out today, but they will start to emerge as an exciting and brand new trend in applications in 2010.”
You don’t have to BE the conversation in today’s world….you just need to be part of it…
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4
Media up….Except Print
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Interesting article on Fitch’s forecast on the future of media and spending patterns.
TV’s back in bold (at least until DVR utilization reaches 50%). Newspapers are down and not coming back anytime soon….mainly due to fatigue with the medium and advertiser allocation of print $s towards exploration into other, newer mediums.
http://adage.com/mediaworks/article?article_id=140834
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