Roll up, roll up, roll up.
Do you have a lifeless DOOH network?
Worry not! Doctor DOOH’s Amazing Interactive Elixir will fix it.
Dull, boring content?
No more! With Doctor DOOH’s Amazing Interactive Elixir, it will come alive instantly.
No revenue, No customers, No sex appeal?
History! With Doctor DOOH’s Amazing Interactive Elixir, all your DOOH problems are over.
If there are any people out there who believe there’s one bottle of DOOH medicine that can cure all their ills, they probably deserve the consequences of their naïvety.
When any technology is sold that way (or allowed to be bought that way), the result will often be that it’s no better than snake oil.
That obviously impacts all honest practitioners and can hold an entire market back.
In terms of interactivity, I’m constantly asked about such-and-such’s technology as if all mobile, social or interactive applications are interchangeable.
But there isn’t one flavor of interactivity that’s a cure all.
Some “Interactive” applications are not even interactive! Some can be lean back with the interactivity occurring via social networks, phones or other DOOH screens.
Sellers of interactive solutions need to be clear about the use cases their solutions address as well as the ones they don’t.
If a solution addresses customer engagement by connecting phones to screens (e.g. text-to-screen applications, smart phone remote controllers, etc) – clarify that such a solution will not work for networks or venues with short dwell times and/or short content slots and loops. A network with a short dwell time (e.g. a gas pump network) might only have content slots of 15 seconds and that’s not enough time for interaction at the DOOH screen. BUT that screen can have a PASSIVE place-based social media application where the interactivity (e.g. via Twitter, or a poll, or Foursquare) can happen on other channels and the RESULTS can then be displayed on the DOOH screen.
If an interactive solution requires a specific smart phone application, explain that the results will be dependent on the audience having the right handset to download the app together with enough time to respond to the call to action and be motivated to do so. That might not be a good fit for a retail store or gas station, but might be ok for a bar or a stadium.
One last thing – generally speaking, customers reasonably expect measurement as a result of interactivity. Again, if the use case being addressed, has either a short dwell time or is executed as passive or active place-based social media, the DOOH screen shouldn’t be expected to be measurable beyond what is currently measured – but interactive data could be present on other channels such as web and mobile.
I have described the various flavors of place-based social media together with their respective use-cases and channels in a free white paper available here.