Posts filed under ‘Future of Out Of Home’
Why the Integration of Mobile and Web Were Simply Destined in Digital Out-of-Home
Setting up the Basis:
We live in a world of Screens these days. Whether it’s our computer screens at the office, or the 42″+ HD flat screens at our homes; screens/displays have become a routine part of our daily lives.
Digital Out-of-Home is based on the premise that networks, or locations provide such screens outside of the home or office, and therefore can reach viewers/consumers when they are out of these elements. Simple enough… But was has been the problem with DOOH in the past? One may say that it is the lack of Interactivity, or the difficulty to Engage. One may also say that DOOH at times has a difficult time being Relevant; after all, demographical data are great and certainly helpful, but let’s be honest, just because a certain demographic is dominant at a network or location, that does not necessarily mean you are hitting everyone you want to, supposed to, or even, claim to.
Let’s think about it this way. What makes Google’s Search engine and Adwords/AdSense so efficient and hard to deny as a buy? You type in a term (Interaction with a screen and keyboard), and the results instantly shows up on the screen (Engagement thru providing results the viewer seeks), then you click on the links/ads that are most likely to lead to the information you are seeking (Relevancy).
In DOOH, you do not “type in,” but rather, “walk in.” When you walk into a store or a mall, you are, indeed searching for potential goods, information, and/or offers as you would when you are online. Even when you are at a life style venue/location, there are such opportunities as well, where your purpose might not have been to search for such factors, but may still be really glad that you are made aware of such products, information, and offer, which this in itself is the “Art of Targeting” in the DOOH, and in any other media/advertising/branding worlds.
Mobile and DOOH Integration:
Completely jacked from digitalsignageexpo.net, and looks to be: Ad Space Networks
The integration of Mobile and DOOH is not anything new actually. Before DOOH “blew up” in the recent years, there has been countless campaigns that integrated Mobile with Out-of-Home/printed creatives. In this sense, as much of OOH continues to evolve into DOOH, this continued partnerships between the medias obviously makes sense. Ultimately, both medias may have actually needed each other to be effective all along.
Mobile, by it nature, is an entity that is “moving” and usually outside of the home or office. It is likely that you would use a computer over your mobile phone if both were available to you simply because of the speed of information access, but more relevant to this subject, because of the screen size. Mobile, also by its nature, have horribly small screens. It is definitely harder to read and navigate the information thru these screens.
DOOH, by its nature, is an entity that provides large, readable, and more attention-getting screens while the viewers are “moving” around. Hit them with the right content at the right time and place; it is far more likelier that it would grab the attention of the viewer. Also, by its nature, Digital screens/displays are just that, a screen or display. There are no keyboards around for viewers to interact with the digital signages for the most part.
At the end of the day, it’s all about placing viewers in their element and comfort zones. Simple advertising and retail psychologies would state that when viewers/customers are more comfortable in the element or environment; they are more likelier to be receptive to an advertisement or offer. Simply put, people like the ability to see what is going on, but they definitely also like their privacy and the ability to opt-in for more information as well; bascially, “choice is a good.” The problem with DOOH has been the lack of ability for viewers to opt-in, and the viewers are at times being force fed content and advertising. On the other hand, the problem with Mobile (and what has limited mobile media’s future so far) is the issue of privacy, as people do not like being tracked, and also being force fed content thru technologies such as Bluetooth or GPS. Even when they do opt-in, mobile creatives/content can be pretty bad and strategies/timing; simply annoying.
But put the Mobile and DOOH medias together; these issues become far less so, and helps to promote creative, new, and cool ways to engage the viewers and consumers (such as gaming, and socia media), helps with measurement (keyword is: “helps” as mobile will never be able to tell the Full story in terms of results or measurement by itself in DOOH), increase relevancy of content, and interactivity overall becomes less of an issue as well. Think mobiles as the keyboards (w/small screens that can display actually relevant and useful things like coupons and simple updates AFTER the info is promoted through the DS screens and opted-in for), and Digital signage as the Computer screens. Put this all together and this ultimately places the viewers and consumers at a very similar comfort levels as when they are using their personal computers.
It was never really a choice, but rather, a matter of time.
Web and DOOH Integration:
The web is intertwined with our daily lives so much so that, I personally can’t imagine a day or world without it; although this could be more of a personal problem compared to some. Issue related to the web is that you need a computer. Yes, there are Netbooks coming out these days that make the issue of “Mobility” less so, but honestly, they are still pretty big, and no where near compares to mobile’s sizes. Again, mobile web simply is not that good for couple of reasons.
There are a Lot of great things going online in terms of content and interaction and usually sets the blueprints in which Mobile and DOOH tries to emulate to make them their own. The key thing that attaches the Web with DOOH is content and factors such as social media, which helps in terms of interaction, engagement and perhaps most importantly, giving viewers a real/true voice and the sense that they are a part of the content; not the walking targets of content. Illustrated is an example of a Wiffiti screen that was created last week. The background of the screen may look familiar: It is from a previous post, where DS at the new Yankee Stadium was covered in this blog. Between the Tweets, web/text messages, and Flickr images that were automatically attached and rotated around the screen by the LocaModa program, this screen certainly elevates the quality and “interesting/fresh-ness” of the photo. This was not for a specific network or a screen, but you should be able to get the idea here in terms of the potential and what web content and capabilities can do for Digital Out-of-Home/signage content. Replace the photo with a product shot, a company logo, or what have you, and you get the idea; or at least, I would hope you do. Networks, such as Danoo, swear by web content/capabilities as well (also have tried their system), as Flickr and YouTube dominates the content of their network, and are posted by individuals from their own computers. At the end of the day, people like “realness,” helping with the “comfort” psychology factor, and it certainly doesn’t hurt to get their individual “2 seconds of fame.”
From personal experiences, such utilization of the web (and social media) were not used as much they should be in many DOOH networks, but the power and potentials of the Web and DOOH is starting to gain true momentum, and should also be seen as an eventuality, rather than an option.
The Question is:
Were Mobile and Web medias really just options for DOOH?? or Were we simply just heading towards a world and future all along where the lines of these “different” medias blurred to the point where the “line” itself was ultimately destined to disappear?
A Little Piece of LED Heaven Right Smack in the Middle of NYC
So, Yes: I had the good fortune to attend the XL LED Lab event yesterday as well, and Yes: @manolo_almagro of DailyDOOH beat me to the post. Argh, he is Such an “Early Bird”! He wrote up a nice professional piece on the event at My Visit to Soho’s Coolest Loft… and some great videos as well on XL Video – LED Lab Soho – Reception 9 Apr 2009. Two reasons why this event was relevant:
1: These are the folks who apparently are behind and dominate the Time Square LED boards; the Digital Out-of-Home capital.
2: They are also behind all the LED spectaculars in many of the concerts for huge names. I attended the ColdPlay show at the Continental Arena a few years back, and the LED show simply blew me away! Since then, I always wondered who was behind the work, and now I know.
For those of you whom have visited this site before, I like “futurific” things, and the event and all the different LEDs was a glimpse into where some of DOOH will be heading in the near future. Think “Blade Runner,” but a LOT sooner than you thought. The motion and resolution capabilities were far more advanced then what I thought was possible, and I am glad to see this sector of the industry step up in such a rapid manner. They were indeed hard to illustrate on pictures and even videos; you had to simply be there to get the full effect.
So all serious things aside; it’s Friday, and time for some fun. Here are some visuals: INCLUDING the JustOutOfHome.com Exclusive of Manolo “REALLY enjoying” his time at the event. Apparently drinks in the “-teens” were not enough to slow him down… A tactical failure of the week on my part! But all in all: Great times were had!
Manolo seemed to be enjoying the XL LED Lab event a lot.. Perhaps Too much, as by end of the night, he was getting REAL FRIENDLY witht the LED Mannequin. "Sir, you are causing a scene.."
He was also getting in the way of Most of my shots. Argh...
DJ was putting on some good tunes as well
Welcome to the New Yankee Statdium! a.k.a: Digitial Signage & LED Heaven
If you didn’t know; I am a HUGE Yankees (but Not a “ARoid”) fan. Initially, I was not crazy about the new Yankee Stadium plan when I first heard about it; I’m a traditionalist when it comes to Baseball.
But I was fortunate to accompany some photographers to the first public unveiling of the New Yankee Stadium on 4.2.2009. Aside from being a big fan, I also wanted to see whether all the stories were true in terms of the new stadium being the sports stadium Mecca of Digital Signage and LED technology. I can officially say that the stories were Correct! and the trip did not disappoint! The new Yankee Stadium is Beautiful, and although I will definitely miss the old stadium and all the history made in it; I welcome the New one now as well.
Enjoy and Let’s Go Spankees!
The Grand Hall when you enter the Stadium
The Large HD screen at the Grand Hall & The LED Strip (the "Rock This Way" message) that runs all the way around Hall
Digital Signage Screens: The standard stuff
The standard DS screen were a plenty and ran all throughout
And the Main Feature! "Gone" is the old LED Scoreboard; "In" is the much talked about 103 ft. x25 ft. High-Definition Mitshubishi Diamond Vision LED Display! An actually announcement was made about the screen and with the CEO of Mitsu. present. The sheer scale of it is unbelivable! If that wasn't enough, accompanied on the sides are two "smaller" screens as well!
DS Displays in the New Center Field Lounge as well!
There was a LED strip running through the entire Upper Deck. (where it says "NEW YORK YANKEES")
Another perspective
“Is digital out-of-home meeting expectations?”- The Most Un-Orignial Post Ever
Straigh off of MediaWeek’s April 1, 2009 article comes ”Is digital out-of-home meeting expectations?” This is a very interesting view on how Digital Out-of-Home is being perceived by four individuals; and perhaps a sneaky/Ninja-rific way to pin two sides within the Out of Home / Digital Out of Home industry against each other without blatantly saying so. Here is how these individuals replied to the question:
YES – Chris Marjoram, managing director, IPM Any medium that increased its ad sales by as much as digital out-of-home in 2008 has to be considered a success. Digital will enable out-of-home to further increase its market share as it allows the advertiser to create a new relationship with the consumer. Digital can both inform and entertain, as well as deliver messages in real time, which wasn’t possible before. By enhancing standard outdoor plans with a digital element, we anticipate overall budgets will increase rather than shrink. Clearly, the economic downturn will slow the tremendous rate of investment in the medium, but digital will still offer advertisers more rounded solutions than before. Outdoor is now the most exciting medium to be in and digital is a key reason for this.
NO – Ivan Clark, director of digital and creative solutions, Kinetic Last year was undoubtedly the year of digital out-of-home and 2009 will again deliver big revenue increases to sales companies that invested wisely in the medium. However, it will only account for about 10% of out-of-home budgets. Although the capital’s commuter is well covered with digital on the transport network and roadside – with some notable exceptions – it’s too focused on London. You can’t reach a mass audience with digital out-of-home outside the M25. Research proving the increased impact of the medium has been scant. Sales directors have not delivered the required flexibility, while planners have been slow to exploit the potential. Additionally, creatives have not always fully understood the new mechanics.
YES – Tim Sapsford, managing director, Meridian Outdoor Exploring new digital developments in the out-of-home sector – and getting them right – was always going to involve some trial and error. In the past two years, we have seen rapid progress. Building on early successes like Transvision, clients can now access a significant portion of London Underground digitally with CBS’s Alive plant; central London’s busiest roads with JCDecaux and Clear Channel’s LED 48 sheets, as well as the major rail termini and shopping malls. Every study I’ve seen shows that screens improve consumers’ experience and brand perception, while driving impressive recall figures. My only disappointment with digital out-of-home is seeing it used in traditional two-week posting cycles. The medium offers ultimate flexibility and it’s crying out to be exploited.
NO – Arum Nixon, associate director outdoor, radio and press, MediaVest A few years on from the coming of the digital revolution in outdoor and the initial novelty is finally wearing off for consumers and advertisers alike. This is all part of a positive process as the market matures, but what does it leave us with? There have been success stories, predominantly in higher dwell-time environments – CBS’s ongoing £35m investment on the Underground being an example. But even here, we are still just scratching the surface of understanding the true value of the media and how best to maximise its potential. It is in roadside where digital outdoor is still finding its feet. There are still just a handful of digital sites, with the usual London myopia. There are some great examples of digital outdoor being used to its full potential. But we are still a long way off the level of understanding or critical mass to be able to plan and buy an effective national digital outdoor campaign.
Ok, so there are usually two sides of every story and that just makes for good conversation. But, if you are in the industry, or know anything about advertising, you may have really noticed who said “Yes,” and who said “No.” If you are still not aware, or new to advertising; here’s the breakdown. The two “NO”s both come from 2 of the Top Ad Agencies in OOH/DOOH space, while the two “Yes”s come from OOH/DOOH Media Asset Holders. And clearly, there is work to be done as the Agencies’ perspectives are not the most positive, this is not old news to most of us.
In plain English, here’s how this all works. Media Asset Holders (I have mentioned this term before here, so might as well explain now) are the ones who represent the networks/media assets, or owns these outright. These “Holders” present the media and assets to the Ad Agencies, whom represent the Brands, and also as the Buyers in this space. There are times where the Holders will go directly to the Brands themselves, but ultimately, the Ad Agencies bring in the “Big business” most of the time. A bit of “how this all works 101″ for those of you that are not familiar with this process/differences. Anyway, it is interesting to see the clear differences / contrasts between the opinions here. Is this because the Media Holders obviously have to have a bias point of view? Obviously positive perception helps. Or, is it that the Agencies still don’t get the medium or “protecting” the budgets? Maybe, some are still “traditionalist,” but they should Always “protect” the budgets with only the best intentions for the brands they represent. I think somewhere in the middle of the “Yes”s and “No”s is the real actual answer to the question: ”Is digital out-of-home meeting expectations?”
YES and NO – Christian, Chief Blabber Mouth, Justoutofhome.com
Yes: in the sense that 2008 was indeed a boon for the Digital Out-of-Home industry. Much of the technologies evolved at a rapid pace last year. Many networks were born, and existing ones continued on with their development and maturity. More importantly, the previous issues related to metrics and measurements; ROI, are finally starting to get figured out and certainly on the forefront at the present time. Interactivity has increased as well. The DOOH media overall is still at its infancy, but has excellent Potentials in the long-term.
No: In the sense that, the key word in the first answer is “potentials.” Critical aspects such as “metrics and measurements; ROI” has not been standardized yet, and potentially, never will be. In general though, these critical factors will get to a point where they are as solid as they can be, as they are in the “competing” mediums as well, thus making the buy process increasingly more logical, accurate, and sensible. It is also agreeable that the issues of “creatives” or content strategies have not reach their optimal levels. There are only a few “experts” in the industry whom understands how to create effective content for the Digitial Out-of-Home medium, and safe to say, these few individuals / companies will lead the charge on this front and experience a sudden increase in growth when the issue of content really comes to the forefront. Lastly, I believe the Apex of the industry will be reach when Measurement, Content (as well as issues like placement, layout, etc.), and Interactivity are all combined together effectively. Mobile, and even, some online mediums are helping to set the basis in terms of providing Integration and Interactivity as we speak, but there remains much more experiments to do, and social, direct response, and touch/kiosk technologies will also help on this front as well.
In order to have “Expectations” on a media, one must have a solid idea on what the media actually is, in conjunction with the media having been matured almost fully itself. This question is like asking, “Is your 5 year old child meeting your Expectations in terms of what you are hoping for his or her life?” It is just too early to tell. But as stated before, DOOH has excellent potentials to become an undeniable media; especially if all involved parties do their parts and well. If not, yes, it certainly could become a “flavor of the month” media. But overall, there is enough of a basis that exists today for buyers to consider spending their budgets on DOOH if the audience opportunities and rates are right.
Flexible Digital Touch Displays = Foaming at the Mouth
Kidnapped from Wired.com
Busy boggy day. We are now going ahead a couple of years to the future. Speaking of the futurisfic ongoings (and before some Candians come down to smack me upside the head), here is something that is truly cool and will be revolutionary in the Digital Out-of-Home/Digital Signage industries; a digital display that is flexible and with touch capability. We just have to think the picture above and make it, oh, I don’t know.. 40″ or so larger? I think that sounds about right. The thought and potentials of Flexible Placement in combination with the Interactivity factor? Truly “foam” worthy. The U.S. Army invested about $44 Mil so far to research this technology, so you know it will be coming to the consumers’ way within a certain amount of time. Usually takes awhile for military tech to emerge into our daily lives though… But wait; if you call today, you can find out what companies like HP and Samsung are working on! HP is working on with the same group that is working on the Army project; obviously researching the consumer display applications and potentials. Samsung is working on applying Flex displays into their mobile phones. I’m scared to think how much this will cost at the beginning, and apparently it is at least 3 years away, but considering the “earth-shattering” effect Flex displays would have on the DOOH/DS And our daily lives; 3 to 5 years doesn’t seem like a long wait at all. Hey! Google Maps can actually look and feel like a map! Marker-sized Net PCs and mobile phones. Video chat/call simply by rolling the display and click. Navigation screens on the car windshields; not projected. Applications seem endless.
By 2020, I have a feeling we will see these Flex Touch Displays Everywhere. We’ll see, but I’m marking the date starting today.
Great Point of Purchase Displays / Horrible Website
I’m being a YouTube bandit these days, and ran into this fantastic in-window/see-through POP display; not sure what to call this really, and wish the content could be shown on both sides.. The displays below are brought to you by Modernistic Inc. (No; again, I’m not getting paid for this..no one’s paying me actually.. sad), and I believe they are also behind the Virtual Best Buy Standee (Mr. Flanigan??) that is getting a lot of press and discussions going in the recent days. Both are “Modernistic” in indeed, and I love everything simple, modern, and futuristic looking, so these two fall right in line with the type of things I like. What is Not so “Modernistic” is their website, which is “lame-nistic”… Hey Modernistic; hit me up! I would love to redesign your website to match the awesome technologies and warez you guy are pushing. Anyway, enjoy!
PLEASE: Stop watching at 1:42 Mark of the video. This is not to be served as an ad!
The guy’s arms’ pretty stiff, but pretty cool regardless.
To be a Vertical Digital Signage, or Not to be a Vertical Digital Signage, That is the Question; – Christian Shakespeare
Pic Source: Engadget
No. This post is not about some Elizabethan tragedy, but rather a simple question posed to me by Paul Flanigan of the blog, ”Experiate,” a.k.a “Master of Brand Comm” at Best Buy. Question posed was:
“wondering what the preferred orientation for DS is in a store. Horizontal/Landscape, or Vertical/Portait? And why?”
Then I replied:
“I’m going with Both:depending 1st on the space for the placement then the creative, although Horizontal is def. more common.” Paul replied back with the “catch” of the question;
“but if you had a choice, all things equal, which would you use? why?”
Oooh, he just made it a Lot tougher in 14 words… especially considering what I am used to is the Horizontal setup in terms of Digital Out-of-Home networks. Had to think about this one and go back to basics / make it relate-able to what I know / my likes and dislikes. First, I know this is a question that has been asked a lot before. Second, I also know that there are far more knowledgeable people on this subject whom have tackled / answered the question related to this issue. What seems to have resulted through all the discussions and thoughts seems to be the preference for the Horizontal layout/setup of Digital Signage; for the most part that is, and also realizing that not All signage and networks are setup in this manner. So, one must assume that the Horizontal setup is the agreed upon layout. Then I asked myself, “Why is this?” Like I said, out of the 27 or so networks I worked with, and more networks I know of are set up in the horizontal manner. Is it because the TVs in our homes are also horizontal and we don’t want to trick up the viewers’ eyes, or attention? Is it because the creatives / information looks or fits better? Or maybe, a little bit from column A and a little bit from column B. But ultimately, this can’t be, as we know the Vertical setup can communicate just as effectively as the horizontal.
Media such as posters, wall postings, handouts, or what have you all worked as mediums of communication and these all have a vertical layout (as do some digital signages). I can’t give Paul a definite or scientific reasoning behind why the more common horizontal setup is used, or why it is considered “better,” but I guess I can share my own perspective on this. From my point of view; if all things being equal and I had to chose one, I would go with the Vertical setup. I always liked the way computer screens are setup and looked in a vertical manner. They are also better when scrolling of the page is involved. The newspapers and book I read are also printed in the same manner. In this sense, I think readability and information flow can actually be better in a vertical layout, and it is actually the format we are more used to in this sense. Of course, this is taking away the TV factor, but I’m under the impression that DS and DOOH is try to separate as much as possible from “TV” in many senses.., is it not?
As I stated to Paul before (and taking the whoosy way out), at the end of the day, I think both layouts definitely have a place, but if I had to choose one; I would take the vertical because of one (or two) issue(s). We’re going back to the issues related to Content Development & Changing the Agency Metality/Perception of and on DOOH. It seems that within the “circle” of DS /DOOH (at least in the “circle” of Twitter), people know what makes good content and what does not regardless of vertical or horizontal screens. On the “outer rim” though, it seems that re-purposing of TV creatives (ads or otherwise) is still the preferred and “convenient” method of content creation. Simply put; going Vertical could force people to rethink the way content is budgeted and created, and somewhere in the middle of all this, not only may the industry finally get some real/serious brainstorms and production budgets to make the content more relevant and effective; but also change the way Digital Signage and Digtal Out-of-Home are perceived overall. I guess who can always go the the experts to create your content as well, but I believe these potentials are the best, and perhaps one of the only reason why I would choose the vertical layout compared to the commonly used horizontal setup; again, IF I had to pick one.
Particularly related to BestBuy’s case (and this I was not asked about), I would also choose the vertical layout because I think you can get the same, if not, similar capabilities as the horizontal setup, yet fit more information such as product shots, or specifications, and all this info may read easier/better. When Touch Digital Screens become more feasible (and they will eventually), and the interactivity factors such as scrolling and having the ability to comparison shop/have multiple results become more critical; I also think the vertical layout may work better at stores like BestBuys. Yes, we are trying to “get away” from the perception of being just TVs outside of the home, but I think what we are really trying to get to is being in the middle of having the perception of TV + the Interactivity/Instantaneous-ness of the Web actually. At least this is what I see as the ultimate goal / future of DS and DOOH industries.
If someone could give Paul and myself a better and more “scientific” reason(s) to why the Horizontal layout is utilized more; Great! If you disagree or find this blasphemous; Even better! I like being a “rebel without a clue.” It would serve as proof that the free world and thinking still exists somewhere out there somewhere anyway.
Going Social, Mobile, User Created Content, Digital Out-of-Home (any other “tag words”?)
(Provided by DailyDOOH.com : I was told to "jack away" this photo)
So with DSE finished and those whom attended finally starting to get over their hangovers (from the Expo, and otherwise), a lot has been covered by various sources, and with great success. One thing that struck me last week was a screenshot I saw from the Expo. It was the perfect inspirational shot in terms of thinking about how to illustrate the use and integration of social media, mobile media, and Digital Out-of-Home. A little “Tweety” bird chirped, and the photo on the left pop into my attention. Surprise, surprice.. Look who integrated Social, Mobile, and DOOH; LocaModa; You know? The company that “seamlessly extends brands to large consumer audiences by connecting them to additional screens, mobile phones, and social networks…” (per their website), and the recent winner of the DOOH award? Displaying at DSE was a perfect place to show the potentials of integrating these medias into the DOOH / Out of Home worlds. Here is the case in point where user created content can really be used to engage the viewers. As I write this, something else was made aware to me, as apparently, LocaModa and Danoo already started to test a partnership between the mobile and DOOH world in a serious way, and many of screens couple of months ago. The details are on this PRelease LocaModa Campaign Reveals Most Interactive US Cities. I also stated to the person who forward this to me to “keep exploring the mobile options: as I said, this (mobile and DOOH) is a natural marriage between the medias I think. Touchscreens are still way too expensive and due to the screen placement factor (which will always exist in DOOH), mobile will have to be used as the channel of Immediate Interaction for the foreseeable future. ” That’s some sort of fancy talk, especially considering it’s coming from me under the spell of cold medicine. This is certainly not anything fancy or new for the “insiders,” as even I worked on campaigns that incorporated mobile and DOOH / OOH for years. But the point is, social and mobile media certainly has a place in the Digtal Out-of-Home / OOH world, and is not some sort of gimick as some may think. Social, mobile, and DOOH /OOH medias can truly work together to create some interesting content, and really engage the viewers to feel like they are Part of the message, not just the Targets of the messages. I see this not as a option, but an eventuality in the sectors, where gaming (“notorious” for its ability to engage the user / viewer; one of my favorite pasttime) will also be an important factor as the industry continues to evolve. As the integration and content strategies continue to evolve on these fronts, it will only help to capture more eyes; and fingers as well I guess.
Disclaimer: Justoutofhome.com does not represent, nor is paid by DailyDOOH, LocaModa, or Danoo; Although they probably Should be now. 
“What We Have Here is a Failure to Create Good Content and Placement” – Christian “F. Kennedy”
So by today (3/2/09) most “industry insiders” know that Tesco TV, considered one of the ”OGs” of Digital Out of Home, is indeed and officially shutting down. This is actually not “new” news, as this was foreseen by a few folks with the insight and knowledge on the matter. Not going into the journalistic detail here, as there are far better articles on this subject. What I will state is that there were couple of different reasons / theories on why the demise of Tesco TV occurred, but I read something that aligns with what I also and truly believe to be the reason for the destruction of this European DOOH monster: quality of content and placement. Yes, I’m back here to do my part to shed light on the importance of these two IMPORTANT factors; especially with content quality… AGAIN! Did I mention that the blog sixteen-nine.net is one of the blogs I personify with the most? Well, I did, and I do. Mr. Dave Haynes’ “Tesco shuts down retail TV, confirms crappy concepts don’t work” pretty much states what I would have and saved me some typing strength, so you should read it, amongst the other more “formal” articles on this subject. It’s really BIG news.. What really hit home was the following:
Bagging these big. mass footprint stores for ad or promotion networks would seem like a really great opportunity, but if the screen placement and content plan is flawed, and the capital costs to roll the thing out very large, it’s a very risky venture.
Indeed… It seems that many are still having a difficult time “multi-tasking” on these two issues, but realize that BOTH are just as important as IT stability / flexibility, dwell time, and measurability. In fact, I’ll go further in saying all 5 factors need to be strategized, planned, and executed in sync with each other; otherwise, you simply don’t have an appealing Digital Out-of-Home Network (Ad ones, or otherwise). Media holders: stop pitching your networks and “wares” for a sec; time to go through massive reviews of your networks! If it doesn’t seem up to par; go to the people / companies who will get your networks up to par. There are tons of ‘em on Twitter to start with. If not, you will simply be the next ones on the firing line. Ultimately, if your network is not thought out fully, what you will have is a “failure to communicate..;” to your audience that is…
The Day the Out of Home Display Advertising Earth Stood Still
I recently became aware of a possible ban on Out of home / Outdoor advertising out in the Los Angeles area, and became highly interested in the details of this subject. To think that some of the critical Out-of-Home advertising options may be banned in L.A., a Top 10 and number 2 DMA in the advertising world within the U.S., is simply not something to lightly. That is, especially if you are in the OOH world, whether you are an agency, strategist, media holder, and even an advertiser. I started digging.
Come to find out, there has been a “silent war” going on against outdoor billboards and digital signage for years. Some may have been aware about all the resistance to these media for years, but for myself, it is something that is something I just recently realized, and was eye opening. As I stated, this “war” has been going on for years, and not just in Los Angeles or California, not just in a few states, and not even just in the United States; it is apparently Global!
April 2008, according to Reuters’ Mystery Shanghai billboard ban irks ad companies, Out of Home /Billboard commercial advertising in most forms were suddenly banned in the commercial capital of China, Shanghai; to the confusion of many, I might add. The reason? Well, here’s what the officials in China stated in terms of a similar ban in Beijing. Yes, apparently they are banned in Beijing as well.
Authorities in China’s capital Beijing last year launched a crackdown on billboards promoting luxury housing, concerned they would fan resentment among less affluent residents.
Leave it to the Socialists… Another case: according to Billboard ban in São Paulo angers advertisers by the International Herald Tribune, ALL outdoor advertising in Sao Paulo, Brazil, one of the most populated cities in Brazil with a population of 11 million, has all been banned since January 2007. The reason? “visual pollution.” The result of the vote was 45 to 1 in favor of the ban, and the sole one vote, Dalton Silvano stated:
“I think this city is going to become a sadder, duller place,” said Dalton Silvano, who cast the sole dissenting vote and is in the advertising business. “Advertising is both an art form and, when you’re in your car or alone on foot, a form of entertainment that helps relieve solitude and boredom.”
Oh, it doesn’t stop here. The New Zealand Herald’s Fashion designer slams proposed billboard ban tell a story of a woman who owns a building where the government told her it was ok to have the billboard on top of her own building when she purchased it, but changed their tune in proposing a billboard ban. Ms. L’Estrange-Corbet states:
When I bought my building it had a billboard which the city council gave permission for many years ago … here’s the registration plate … No 479 and the rent from this contributes largely to the mortgage,
Suddenly, I find a group of city councillors want to put an end to the CBD having billboards … without any good reason and any plans to reimburse us for loss of revenue.
As I said, proposals on bans in terms of billboards and digital billboards is not just going on in L.A., or just even the U.S.; it’s going on in all corners of the world. In the U.S., states like Connecticut (at least on the freeways), Arkansas, Alaska, Hawaii and Maine all have bans, with California now looking to slowly, but surely follow. I am not sure if there are any other states in the U.S. that should currently be on this list, and some of you out there may say, “those states are not a big deal in the advertising / DMA- sense..” True. After all, Alaska is one of the most beautiful places in the world, but where are you going to get impressions from? Polar bears? (kidding!) Trust me, I hear you. But one thing I know about the U.S. is that what starts as a small snowball can become an avalanche quite quickly. As you know, California is perhaps one of the most popular and “pressed” states in the U.S., and the potential ban there has already gotten a lot of press and some heated discussions on blogs / websites. What if the ban goes through in L.A. / California? Do you not think officials in Chicago (which I have been told by a trusty source that it is also potentially in the works), Philly, Dallas, San Fran (also in Cali), Boston, Atlanta, and D.C. (don’t even get me started on D.C.) won’t follow suit? After all, it’s great press for the politicians and some quick votes at the expense of media holders / advertisers. One of the comments I read on this issue already states:
And more power to them. The digital billboards that are being put up are garish eyesores. There resolution is low and many ads simply don’t read. In a city dependent on driving anything that pulls the eye from the road is a bad thing. Our neighborhoods blend residential and commercial. This isn’t Las Vegas or Times Square. Thanks for letting me know who to support.
I am not even going to list all the different sites and groups that are dedicated to the Anti-Billboard / Outdoor advertising movement. “Google it;” there a lot!, and another fact I did not realize until researching for this post. With the foundation set, now may be the time to get personal.
Those who know my background know I am a New Yorker. Not born here, but certainly bred here. To the left; this is the Donna Karan billboard, supergraphic; whatever you want to call it, that I have seen my whole life. It doesn’t make me want to suddenly go rush out and buy her designs, but I can say from an artistic point of view, and especially in terms of advertising, it is beautifully and tastefully done. It shows her connection and passion for New York City, the city that brought her up. Do you know what would be behind this large “billboard”? An ugly worn out wall! If you ask me would I rather see a nicely designed ad, or a large used up wall, I would answer the “Ad” without even blinking an eye, regardless of whether I’m in advertising, into her brand, or the wall is digital or “analog.” One of the reason that people keep bringing up about the California issue is that “it is distracting to the driver / causes accidents, especially the digital signage ones…” To this I say, I have driven past this particular DKNY ad numerous times without a single accident; I’m not the best driver either. I probably tripped over on the street more than even getting close to an accident around there.
Related to this point, let move a few blocks up to Time Square, the awesome Mecca that is the greatest and world-famous example of Outdoor / Digital Out-of-home / Digital Signage advertising; my source of inspiration and energy in my life overall, not just in my advertising life. I have driven through Time Square HUNDREDS of times literally; including playing “chicken” with the crazy cab drivers, and yup, still NO accidents there either. (Knock on wood.) Listen, I haven’t seen studies and research related to this topic, and I Certainly don’t want anyone to get hurt; especially for the sake of advertising. But could it just be that the issues protesters and politicians are trying to connect to Out of Home advertising is a matter of simple mathematical probability? That more car accidents occur in L.A. because, oh, I don’t know; EVERYONE drives over there??? Maybe of those many drivers, there are some crappy drivers? I might be talking crazy, but thought I would throw this out there…
The point of all this is that 1) in the current doomed economy, there are certainly FAR more pressing issues than billboards and digital signage. If it is a matter of “life” over advertising, I would choose Life over advertising any day, but Show me the proof. I have yet to see a strong case. 2) During my inquiry, a point was also raised that “it’s only for digital signage, not the old traditional billboards..” This may be so, as I also think it is more geared towards digital signage, but what does that say? The traditional ones are less effective as they are less “eye-catching”? If someone in the brand or agency side thinks a bit deeply on this issue, they can sure reach that sort of conclusion. That’s Not good and true either, as there are some GREAT billboards out there as you see on my other posts. At the end of the day, what if traditional billboards are some how also included in this ban? 3) For industries, companies, and all the employees within them to all meet their demise for the simple sake of politicians getting some votes is truly going down a dangerous path. What will be next? In-location networks seems to be fine for now, but from my personal experience, I remember that an Anti-Drug campaign offended a parent at a retail store, because she thought her kid was too young to see that ad, and the ad had to be pulled. An ANTI-DRUG campaign! This may be a remote / minor example, but what if some politician states that In-location networks are negatively affecting the consumers somehow…? There go in-store / location networks as well. What about mobile billboards, or street cart advertising? I don’t think I have to go down the list here…
If this ban happens, this could really leave the out-of-home, digital out of home, and billboard industries; bascially the foundation of Out-of-Home advertising, at the “mercy” of the vote-hungry politicians. Some on the Out-of-Home and Digital Out of Home Advertising sides stated “Freedom of Speech” as a defense, and I’m actually not sure if it’s that either, or goes that deeply. If it does, it is certainly not only the OOH /DOOH industries’ worries, as this can impact the entire advertising world eventually. But one thing I do feel that I know is that these politicians seem to want to demolish several industries and some great people within it Forever for the sake of being elected into office for one term. Can the U.S. really take out an entire industry in this economy? All this may not happen today, and probably not even tomorrow; but maybe someday. That “DAY” could be sooner than you think, and this side of adverting and media could potential come to a complete halt.
