This week’s Digital Out Of Home Forum in New York has produced at least one great sound bite and therefore an opportunity for a “punny” headline and some fighting words…
As reported by MediaPost, keynoter Trevor Kaufman, said, “Frankly, we don’t care about digital out-of-home.” He went on to explain in a sentence what I’ve spent more than three years screaming - “the value of digital media is not “distribution” per se, so much as it is about getting people to interact with stuff.” Learn from the web. e.g. Google, Netflix, eBay.
Enable an audience to interact when and where they choose - on-line or off - not just in front of your screen, but in front of anyone’s screen and you might even attract interactive budgets and sustain your DOOH business - otherwise, my DOOH, I don’t give a damn. And nor will anyone else.
I’m too fond of reminding people that we never used to rush home to watch advertising - we might have rushed home to watch Sienfield, or American Idol. Well, now we don’t even do that, becuase we can get content where and when we want. Content has had to go where the party is - Netflix, Hulu, YouTube, Facebook. What do those brands have in common? WEB WEB WEB WEB WEB.
TV isn’t dead, it’s getting reinvented as a multi-screen experience. So must DOOH.
Tags: connectivity, Content is king, Digital Out-of-Home, digital signage, Digital Signage Expo, DOOH, Facebook, foursquare, google, Interactive, LBS, LocaModa, Location, location-based, mobile, mobile marketing, moderation, place based, place-based social media, Place-Based Social Networks, smart phone, Social, social layer, Social Media, Social Networks, Stephen Randall, twitter, user-generated content
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