Sean Andersen’s and Garry McGuire’s keynotes at CETW both focused on the future of DOOH being tied to its integration with Mobile and Social platforms.

The Venn Diagram of Mobile + Local + Social should be the flag for our industry. It’s already been waved by people outside of DOOH including some of the most respected names in technology including John Doerr of Keliner Perkins Caufield and Byers (an investor in RMG) and Mary Meeker (who now works at KPCB). Doerr is even credited with coming up with the SoLoMo phrase used by Sean in his keynote.

The convergence of Social, Local and Mobile is critically important to our industry. Mobile and social platforms are like bridges connecting to an archipelago of DOOH islands. The result is that engagement, experiences, advertising, revenue and measurement can then travel around those islands rather than being constrained and/or restricted to a single island.

The islands and bridges metaphor might also be useful in other respects. Bridges are rarely temporary structures, and that’s why it’s important for DOOH networks to think beyond next months tactical campaign and instead to focus on the strategic platform solutions that enable ultity to venues as well as advertisers and end users.

To that end, RMG announced relationships with BlueBite, Groupon, Screenreach and LocaModa that underpin RMG’s commitment to a connected DOOH future. As Garry McGuire says (and I 100% agree), “While these announcements involve RMG, I believe this is the way the industry is moving and they are not exclusive to us, I think that with such developments, this will explode across the industry.”

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