It’s the last day of summer and I guess we’ve reached the time of the year when smart guys make predictions for next year. Ken Goldberg’s post (re-posted on the DSE blog here) is a fine example of such punditry and it’s difficult to disagree with any of his predications. I even tweeted a comment agreeing with his mobile prediction “Mobile will matter more, but networks will struggle with the best way to utilize it.”
But as I was moving on to my morning coffee, I started to think about Ken’s mobile predication differently. So many industry predictions are so broad they are no better than a fairground tarot card reader. So I really want to stick my neck out with a prediction on mobile….
I predict that in 2011, more DOOH networks will fail BECAUSE THEY ARE STILL EXPERIMENTING WITH MOBILE AND SOCIAL CHANNELS.
Every DOOH network still experimenting with mobile/social solutions risks that their competitors gain traction at their expense. While DOOH networks experiment with mobile and social technologies, their customers (locations, agencies or brands) are moving beyond experimentation. Mobile/Social channels are not just cool features (which is how too many DOOH networks approach them) they are rapidly becoming a universal channel and a method of determining audience engagement and measurement. Mobile/Social channels will undoubtedly become the lingua franca for agencies, brands and location owners to leverage DOOH in a more meaningful way. i.e. If they can’t measure engagement (ideally in real time) it doesn’t exist.
I also predict there’s a reasonable chance I’ll be predicting the same thing in 12 months.