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It’s been an active period in Digital OOH recently.  Obviously that has left me without a ton of time to actually say anything intelligent recently (although that may be a more predisposed condition more than anything)

That being said, some other folks have been busy recapping recent events including the OVAB show, Ad:Tech, The Digital Signage Show, the ANA Masters of Marketing, Media Innovation Awards, etc.  It was great seeing folks at all of these and reconnecting.

Jeff, Graeme and team have got a number of recap posts up on DOOH over on the ADCENTRICITY blog. The Daily DOOH team and Haynes have also got pieces.  So I personally have nothing interesting to say right now but thought I’d point you at some people who do:

• Media Innovation Awards
• OVAB Show
• ANA Masters of Marketing
• KioskCom

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Mitch Joel’s twitter post keyed me to a talk given by Seth Godin almost 2 years ago.  The video itself is focused on how Seth has used various tactics to create conversations with and between his audience (or sell his 10 best selling books over the years if you’re a cynic).  I recommend you watch it for a few reasons:

1. Seth is a great author and speaker and always provides interesting insights
2. I loved how he starts off his talk relating the lack of wants for monks to use change because they’re busy and like how they’re doing things now.  While Seth was talking about the publishing industry, it just as easily relates to the media business – People don’t want to start to use a better mousetrap if they don’t have to and will let you go your own way until it becomes either a threat or beneficial to them.
3. As he says in his talk, the powers that be aren’t incented to be catalysts for change in any business – that’s YOUR job.  As smart as the folks are in ANY business, there is rarely a real incentive at the top to innovate or do a core job very differently.  This means that it’s up to the folks who are effecting the change to….
4. ….prove it.  Prove that your way of doing things is necessary and better than how I’m doing things now.  This is just as true in media…more research and metrics programs anyone? results?
5. Lastly, in listening to all of the strategies and tactics Seth has used over various books, he made mistakes – as you inevitably will when you innovate or “try stuff”.  He learned from those mistakes and improved on them and came out with a better model.  In media, I would relate this to some of the work I did in online advertising in the late 90s.  There were online campaigns we did that were abject failures for our clients…some of them large banks or telecommunication companies.   But we didn’t stop pushing use of the medium nor did my clients shy away from identifying mistakes and improving and going back out to try it again and they became more and more successful the further they got into the medium.  Mistakes are allowed….the first time

There is one part, about half way through that I believe in sooo much.  He discusses a test he did with a book he wrote called the “Dip”.  The test was to write a blog post about HIS new book and the same day write a post about a friend’s book.  That day he sold 3 times more of his friend’s book than his own. Why? because people assume that if he is writing about his own book, he’s “advertising” whereas if he is writing about a friend’s book, it must be because he really likes it and it’s worth buying.

Why is this important to Digital OOH?  I’ve discussed in the past how advertising/advertisers have to be a PART of the conversation in today’s media circus and not BE the conversation….i.e. you yelling about your own products is going to fall on deaf ears.  You using other peoples comments from various sources IN one of your ads adds credibility. Check out twitter to see who is speaking about, say, Orbit Gum.  Sure, there’s some raunchy/weird comments in there, but Orbit customers are generally extolling how much they love it….BY FLAVOR!

So how powerful would using some of their commentary be in an ad in an environment and screen like this:

Right when they get into the store? Using digital conversations on digital screens where products are bought or where conversations are relevant and beneficial to consumers?

We’re finding lots of interesting tidbits of successful DOOH ad use in ways like this and it’s helping to push that “prove it” mentality Seth mentioned.

The video can be viewed here.

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I have to admit, I’m kinda excited about this one and, from the sounds of it, this year’s Digital Signage Investor Conference will be packed to the gills.

I participated in this conference last year (although it feels like 2 years ago now) and spoke on a panel with David T. from channelM and Art from Arena Media. It was a spirited, fun talk.

This year, I have the pleasure of speaking again with Chris Borek (who apparently hasn’t submitted his photo and bio to Strategy Institute ) who has been key in building up Target’s Digital OOH capabilities.  We’ll be having a fun convo around the benefits, both in and out of retail, of advertising models, what works and what doesn’t.  Having spent the last 6 months with VCs, I’m pretty sure I’ve got a few things to say to those interested in sourcing interest

Event details: Tuesday, October 6 & Wednesday, October 7, 2009 | Embassy Suites New York | New York City

Hope to see you there!

From the Strategy Institute’s Web Site:

Past, Current and Future: Learning from the Past and Progressing for Success

One way money is made in the industry is via the ad-based model…and this is not without its challenges. Join this session to review how the model has grown and evolved. Also hear how in-store networks can generate revenue beyond non-endemic ads.
Ad-based model cost structures and partnerships
Opportunities for endemic advertising, in-store sales lift, sponsorship and more
What’s working, what’s not and factors for success

Get knowledge to help you determine the potential of an investment, buyout or sale of a network.

Chris Borek, Senior Manager, Digital Marketing, Target

Rob Gorrie, President & Founder, Adcentricity

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Kudos to the fine folks at Captivate, Land Rover and Y&R/Mediaedge:cia

I’ve been harping on now about (Stephen Randall’s) New Media Triad for a while.  Trying to explain to people that with Digital OOH’s IP connected screens and social media’s crazy speed and connectedness that it’s about time that creative agencies and media agencies start learning how the hell to INTEGRATE Digital OOH into a broader spectrum program that ties the various aspects of all of this “connectedness” together using Digital OOH as a “promotion base”, attract people with things like Twitter keywords and drive them to various web or social properties for engagement and involvement.

Let me tell you, it has not always been an easy sell – especially for those who don’t understand how easily all of these things connect and can be launched/integrated.

So I’m happy to give kudos to the folks at Land Rover, who I assume launched this program through their creative/media agencies Y&R & MediaEdge here in New York, promoting Land Rover’s semi-private retail launch event here in NY, promoting it on Captivate screens.

General idea?  Use Captivate screens, promoting the SUVs with sexy media with a Twitter keyword of #lrny.  This keyword allows you to tweet news to a searchable twitter tag (above) that let’s you comment on the event.  You can even use twitpic to post photos while there.

And all the while you get folks twittering about the event and vehicles here:

Now all they have to do to make me happy is integrate those tweets back into the ads to further engage consumers!

Well done guys!  Creative maturity starts to hit the DOOH scene!

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In case anyone is interested in attending the presentation, the ARF (Advertising Research Foundation) is holding their re:Think conference and expo next week.

For those on the agency side of the business, Graeme Spicer is speaking about the new realities of the Digital Path to Purchase on March 31st.  This isn’t an ADCENTRICITY event (so I’m allowed to post it here ), it’s focused on research and innovating using digital touchpoints to engage the consumer throughout the purchase path.

It should be good (and I’m not just saying that)

Details:

LIVE PRESENTATION >> 2009 re:think, The ARF 55th Annual Conference

March 31, 2009, New York, NY

THE DIGITAL PATH TO PURCHASE

Shopper marketing at the point-of-purchase and along the path-to-purchase is going digital. Digital Out-of-Home media is now more than ever a critical element of a 360 degree marketing mix. Join ADCENTRICITY, North America’s foremost Digital Out-of-Home media strategy firm for a complete learning session. We will be exploring the trends, effects and measurement landscape of digital Out-of-Home advertising in North America. RSVP to chelsey@adcentricity.com to receive a VIP presentation package prior to the event.

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I like DOOH.  Do you? According to Bill Gerba on twitter, I may have 10 minutes of my 15 minutes of fame left after Sonya Rosas took my first 5.

Yes, I know I look hung over.  It’s Vegas – gimme a break

Thanks Sonya!

Had fun at the show.  Great new friends and clients met.  It’s going to be an active year

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OK…so apparently there was a cake so I should stop whining…but I was in Vegas and it went on during ADCENTRICITY’s ski day outing.

Pics can be found here

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Digital Signage Expo is about to get ramped up.  For those of you who don’t know, it’s the main event dedicated to all things Digital Signage/Digital OOH related in North America.

Graeme Spicer and I will be floating around.

Hope to see you in NV!

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I’m a born capitalist and so had to smile when I read this article this morning with a quote from Richard Branson when he was in Toronto for Canada’s Advertising Week:

“I hate the idea of government’s intervening to save business. Companies should be like trees. If they’re inefficient, they should die and make way for new trees. [Although] saving banks was an absolute necessity. Not saving the banks would have been horrendous.”

Unfortunately, there’s going to be a lot of “death” this year…be it retailer, media companies or our own little corner in DOOH but it will only make us stronger going forward

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For those who do not know about it, the fine folks at The Strategy Institute are hosting the Third Annual Digital Out Of Home Investor Conference starting tomorrow at the Hilton New York.

Past attendees have said good things about it and if you’re interested in investing in or getting investment, as I know many of you are, it may be a good one to attend.

I, unfortunately, got pulled away to Chicago on the Tuesday but will be speaking on the 8th in the morning if you want to chat.  Graeme Spicer from my organization will be there for the Tuesday

Details on the event can be found here

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