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The headline of AdAge’s daily email blast demanded my attention within a crowded inbox this morning: “NBC to Host Its First Digital Out-of-Home.” While, sure, we all saw that coming from 658 miles back, it’s NBC’s timing that should have us paying extraclose attention to this particular media shift. As AdAge’s Brian Steinberg assesses:

It’s telling that NBC has chosen this year to roll out its first out-of-home upfront. As the writers strike drags on, it’s growing more likely that the big broadcast networks will pull back from their glitzy May presentations for their prime-time schedules. Should the strike, which began Nov. 5, continue past late January, it will eat into the networks’ development season, where they devise comedy and drama pilots to show to advertisers. It may be in many networks’ interest to highlight media properties other than traditional TV programs.

I’m not ready to commit to the stance that the writers strike will boost up the digital OOH market in any significant way, but it’s certainly a integral variable to track.

Exactly a year ago this week, Outdoor Advertising Association of America’s Stephen Freitas predicted that 2007 would be the “tipping point” for out-of-home digital signage…

Was he right?

If not, will the writers strike be the final “tippage-inducer”? (Wow, there’s gotta be a better word for that…)

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2 Responses to “Writers Strike to Boost Digital Signage Market?”

  1. David Weinfeld Says:

    I have been thinking about NBC’s announcement for much of the day. While people can argue whether it will or will not be successful, ultimately, it is a move in the right direction for our industry. It is a major media player inviting digital out-of-home to a seat at the table. The seat is not big enough or in the right place for us yet, but we are moving towards it. The one thing that does bother me is that NBC is attemepting to reimagine a TV ad sales platform for digital out-of-home. Looking at digital signage from a TV perspective cheapens the value of the media. I struggle to accept that it’s felexibility, targeting strength, interactivity, timeliness, etc. will effectively be represented at an upfront advertising sales forum.

    While digital out-of-home networks and TV programming can be paralleled in some ways (especially given that the Big 3 TV companies contribute content to digital signage networks.) they are very different media entities. To categorize digital signage as TV out-of-home is an unfair representation of the medium. Can a television advertiser rotate ads on a whim, edit content on the fly, schedule content on a location-by-location level? Maybe our industry will benefit from NBC’s experiment when media buyers realize that digital signage is not TV, and that it offers a wide range of benefits over traditional media that cannot be quantified at an upfront.

  2. digitalsignage.net Says:

    I suppose it means everything will have to be digital and not written. Great chance for digital signage.

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