Archive for January, 2011
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?
Click picture to enlarge
Not all screens are created equal. I’m not talking about the whiz-bang of 3D or electronic ink, or flexible LEDs or other tantalizing technologies. I’m talking about the connective tissue that relentlessly reduces the friction for media to find a screen near you.
The money is in the HOW and WHO controls the access rights for media to find us.
On private screens, such as PCs or mobile screens, users’ access to media is broadly via search or browsing links – in other words it’s driven by a user’s INTENT. A marketer cannot force their way in front of a user’s face without hoping to influence their intent or be paying (e.g. Google or Facebook) for the results of their intent.
On a public screen, such as a place-based digital screen, access to media is broadly via a user’s “MOBILE CONTEXT” – mobile in this sense is not a technology but a behavior – shopping, meeting, traveling, drinking, waiting etc. Subject to a user’s mobile context, marketers can force their way in front of the user’s face BUT that does not give them permission to go any further. There is no automatic path (push) to a user. The user has to have the intent to pull the marketer’s message in.
Connecting these two paradigms; intent-based screens to mobile-context-based screens is how to unleash the latent value in the DOOH ecosystem.
Thank Mr Diddy.
His vodka brand, Ciroc, came to LocaModa to help celebrate the new year with real-time instances of Foursquare in Times Square and over 100 bars across Manhattan.
The screens also featured filtered real time tweets around the brand, the celebrations and responsible drinking. The campaign ran from mid December 13th to Jan 1st and was a great way to close a great year for everyone involved.
(Photo by jamesjyu)
No, 15 Seconds Or More, is not about love making techniques. It’s far less interesting BUT hopefully more helpful to DOOH networks thinking about how to improve value by being more engaging to customers and audiences.
I previewed parts of the paper over three posts on this blog, and over the holidays, I was able to finish it. (That’s either indicative of how dedicated I am, or that I’m a humbug when it comes to the holiday season – you decide.)
15 Seconds Or More – Engaging Audiences With Place-Based Social Media is available to download for free at LocaModa.com/whitepapers.
Place-based social media can be used to help locations engage customers and brands engage audiences. Understanding how to optimize that engagement requires an awareness of the end user’s availability and ability to participate as well as an appreciation of the environment for their engagement, the Digital Out of Home network’s capabilities and the stakeholder’s objectives.
The white paper describes the stages of user engagement that map to three types of place-based social media engagement; Passive, Active and Interactive, each in turn mapping to distinct social media applications that can optimize the engagement strategy for locations (retail, hospitality, fitness, health care etc) and brands.