I’m happy to see that Shelly Palmer is giving a keynote at next month’s DSE on “DOOH Disrupted: Paths To A Connected Future.”
Words like Mobile, Multi-channel, Cross-channel, Social, etc are high on our agendas and prominent in all our market forecasts. And of course, all these words and technologies are by-products of the connected world we live in. So I hope that Shelly emphasizes in his talk that connectedness can never be an afterthought. It’s strategic and critically important. Our screens, players, media, infrastructure and data cannot survive as islands. Our industry is clearly moving in the right direction - it wasn’t so long ago that most out-of-home screens were playing video tapes!
The opportunity is for more DOOH media (for example DOOH applications, messaging and adverts) to work across channels. This can only hasten industry growth in scale and value.
I gave a talk at last year’s Screen Media Expo in London titled The Future Is Now which I think is worth re-visiting. You can view the presentation here. At the end of that presentation, I suggested a ten question “connectivity test” as a fun way to provoke discussion (I’m sure some of those questions could be better framed today but hey it’s free!).
What’s your DOOH connectivity score?
Tags: cross channel campaign, cross channel campaigns, digital display, Digital Out-of-Home, digital signage, Digital Signage Expo, DOOH, interactive advertising, interactive digital signage, LocaModa, place-based networks, Stephen Randall, text messaging
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