The step from a marketer being perceived as offering something interesting with few strings attached (the current “no-audio” state) to being massively intrusive in the view of the audience is based on trust and respect. Lose that trust and watch the audiences turn on you and soon every message in that OOH space will be seen negatively.

We do a lot with DOOH in places like Times Square, shopping districts, an in restaurants and bars. We achieve great results without audio because we understand that telling a story in those spaces requires that talent. If we started forcing audio into those places to suit our clients’ needs, it would undo all we’ve done to make DOOH relevant in the audience’s day.

Who wants that?

How are ya? Yes a Very “fine line” with this stuff. That Mall case is just Not right. That is where content goes away from being relevant to intrusive real quick. “Months” is very disturbing.. I think you got some there in terms of tying in mobile and
“on-demand” actually. Lesson is, obviously there is room to grow on this front in terms of tech and strategy.

Have a great weekend!

While performing research on mall networks some time ago, I interviewed a few mall kiosk owners whose locations resided near digital screens with loud audio. They complained that the network content hadn’t been updated in months. It would be an under statement to say they were annoyed. They went so far as purchasing universal remotes and periodically turning the screens off all together.

While writing a recent article on the benefits states would realize in installing digital signage in DMV’s, I questioned whether or not such a network would have audio. Because of the computer testing performed in each location, I theorized that audio would likely be an issue. One concept I toyed around with in my mind was the creation of a smartphone application that would deliver real-time audio based upon a link with a location’s digital signage network – the iPhone’s new software update affords communication between a user’s phone and an external device (or creating a system similar to an Internet radio channel).

In some transit networks people tap into a digital sign’s audio feed by navigating to an FM radio channel. In my opinion, there is no way that could ever be a viable, long-term solution. The irony is that outdated technology is being used to facilitate audio on an emerging media platform.

I think significant potential lies in the improvement of directional audio systems, as well as the creation of applications linking a person’s smartphone, ipod, etc. to a digital signage network’s audio feed.

Everything good? Yeah, presently, if you can get away without audio and your clients don’t mind or think it’s a critical factor, I think it may be good to go with out it. Directional, as Ron mentioned, is expensive still, and their effectiveness, not sure about. One less thing to think about. Email me if you need any advice on the project you been working on. Also, tell those Feds to get off my back!

Visually communicating can definitely work well, and even best in this medium in the present moment.

Thanks for the comment Ron!

Of course, there are “directed audio” solutions that attempt to solve this problem, but they are costly, not altogether effective and while some advertisers may demand audio they haven’t figured out how much more they are willing to pay for it. So..whats the ROI?

Yes, the absence of audio requires advertisers, agencies and networks to be far more creative…but I’d posit that it establishes DOOH as a truly unique medium when done correctly and the visuals do the talking.