Dec
18
DOOH Cannibalizing OOH, Print
Filed Under Advertising, Digital Signage, digital ooh
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? 
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