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I rarely use this blog to blatantly plug LocaModa products, but I’m really excited about LocaModa Community Board, an application that we launched today. A link to the PR is at the end of this post, but I think there’s a more important strategic angle unfolding in the DOOH market that can’t be told in a product press release – so I wanted to blog about it here.

There are over 300 DOOH content management systems (CMSs).

That’s a problem that would get in the way of any market taking off.

Let’s be honest, brands, agencies and retailers really couldn’t care less about CMSs. And they certainly don’t want to have to wrestle with more than one. They want simple, non-proprietary, scaleable solutions. Ideally, a designer wants to build it once and know it can run everywhere.

We’ve been here before. The Internet took off with the invention of the browser which was simple, powerful and useful and provided a unified interface on top of proprietary operating systems.

I think a similar strategy has to unfold in DOOH to enable more frictionless distribution and greater scale. And I hope (for LocaModa’s strategic value) that it will happen via Community Board.

Community Board is also simple, powerful and useful and provides a unified interface on top of proprietary operating systems.

The value of community boards is in their connection to real people. A digital version of a community board takes a familiar metaphor and enables locations and brands to reach those communities. Packaging a DOOH application this way, makes it easier to understand by the entire value chain. It provides a utility that venue owners and brands can relate to. Brands can also be confident that their ad units (passive, active or interactive) will work in a consistent manner on all community boards, regardless of network capabilities. And community boards have a place and value in multiple verticals – health clubs, grocery stores, pharmacies, retail, offices, cafes, quick serve restaurants…

Very few companies are as focused on making DOOH applications and ad units work across multiple networks, multiple CMS, multiple channels – That’s what LocaModa has been resolutely focused on. As more and more DOOH networks seek mobile + social + local solutions in order to engage audiences and attract interactive media dollars (i.e. survive) they MUST adopt non-propriatary solutions. Simply put, even the largest networks cannot operate as islands.

LocaModa Community Board is launching nationally on six networks and two premier brands have already purchased media for Q3 and Q4. I’m excited for this application and LocaModa – but also because I can see how the DOOH market can grow like the web via such unifying applications.

Hey, an entrepreneur has to have a BHAG (Big Hairy Audacious Goal) – mine is to enable The Web Outside. I think Community Board is a critical part of achieving that goal.

The official press release is here.

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