Escaping multiple snow storms this week in Boston, I’ve joined James Davies, Chief Strategy Officer, Posterscope on a week long series of thought leadership talks in London with leading agencies about the opportunities and lessons around social media and OOH. James and I had jointly written a paper on the subject which you can download here.
I get pretty inspired when I meet clients and get insights about local issues/challenges/opportunities, and this trip is no exception. Happily, I’ve also been more than a little suprised by the fast pace, innovation, responsiveness and attitude that I have experienced here.
My big takeaway is that the DOOH market in USA is not just attracting global attention, it’s also encouraging global companies to participate and innovate in the market (LocaModa’s partnership with Fujifilm Imagetec is one example). Companies far and wide are inspired by what’s going on in USA and are doing something about it. In many cases, they can move faster – their markets have less baggage, less fragmentation and often (as is the case with Posterscope) already have excellent tools to simplify the DOOH media planning and buying process.
I’ve also seen some beautifully executed DOOH here – for example in major underground stations. My gut feel from just a week in my old stomping ground is that the UK DOOH market is primed and ready to move.
USA DOOH is leading by example – now we need to make sure we continue to innovate, execute and drive a global industry forward.