I spent most of Monday at the DS Investors Conference and most of Wednesday at the DPAA 2011 Digital Media Summit.
What was notable at both events was that almost every speaker talked about leveraging the connection between DOOH screens and their mobile audience, multi-channel strategies and leveraging mobile and social media technologies.
What was different this week was that this buzz was not limited to the “interactive tent” – it was center stage. What used to be a lonely platform for way-too-early entrepreneurs and evangelists like me, is now well and truly an accepted part of our agenda.
I’m not convinced that every speaker at the conferences was “eating their own dog food” but I can’t gripe – obviously we still have some way to go, but at least the entire industry is talking about it.
There are various stages in the maturation of a digital market, and in my opinion, we’ve reached the end of the beginning.
Borrowed from an earlier Gartner paper, what I touched on in The DOOH Slope of Enlightenment suggests that digital markets move through various stages staring with a “Peak of Inflated Expectations” where the market experiences a fool’s gold rush and invariably early adopters pay the price for being early. The market then moves through a downward trend where it adjusts to a “Trough of Disillusionment” and finally it reaches a point where companies actually release products that exceed users’ expectations. At that point, the market can start to move up the “Slope of Enlightenment.”
As the web evolved from digital brochureware, so too are DOOH screens finally being forced to be more than slideware. Some are and many more will be more connected, more engaging and, as a result, more valuable.
Judging not only from the majority of speakers’ inclusion of all things mobile and social, but also the stream of Tweets from users at both events and even the inclusion of a Twitter screen at the DPAA event – I would say we are at the end of the beginning of DOOH. We are standing at the beginning of the Slope of Enlightenment.
Do you agree?