About Digital Out of Home

"Digital out-of-home (DOOH) advertising is a dynamic, fragmented, and rapidly evolving space. It's one of the fastest growing media channels, with year-over-year growth pegged in the double digits through at least 2011....as with many emerging media channels, DOOH is a bit of a gray area in terms of what type of agency should own strategy, planning, and buying. A traditional agency because TV spots can be repurposed? The OOH shop because it's just a digital version of a billboard? The interactive shop because it's digital, often interactive, and highly measurable? Or will a new class of DOOH specialty shops emerge to deliver services explicitly for the channel? This lack of clarity creates uncertainty and
hesitation in advertisers."
-Jeremy Lockhorn, ClickZ  7/13/09 Digital Out-of-Home Landscape Brief (pdf)


This is an industry that is beginning to take off, just as internet-based advertising and web-design/user experience did during the 1990's. The number of players, and potential players, is growing.


For more information, resources, and links, see the rest of the post:  What is DOOH and Why Should We Care?
(The World Is My Interface)

Touch-screen Interaction at Digital Bus Shelter - Video via Daily DOOH

JCDecaux Innovate Touch-Screen Bus Shelters
Chris Sheldrake, Daily DOOH (Digital Out of Home) 12/2/09

RELATED
The World is My Web Browser: Interactive Technology in Public Spaces
(Watch the video of the interactive "Splat the Cadbury Creme Egg" game played on a large touch screen display at a bus shelter.)

JCDecaux Innovate - Gorillaz for Bus Shelters

Interactive "Multimedia" at the Supermarket!

I've seen a few displays place right on the shelf with the food items over the past few months. The ones I've seen at Wal-Mart are tastefully done and are not too intrusive, but they are not interactive.


In my opinion,it would be much more useful if the screens were touch-enabled, so I could quickly access the information I needed. Who wants to stand in front of the Pringles while a video cycles through information that may not be what is needed?

Here is another example of an "interactive" display positioned at shelf-level:
I was in the cheese aisle at the supermarket the other day, and thought I heard something, but I wasn't sure what it was. I walked right by the source, and I was searching for it. Can you find it in the picture below?


(Picture taken by cellphone)

If you watch the video clip below, you can see that the "user experience" design behind this scenario needs quite a bit of improvement. I thought I might get a coupon from this display, but I was mistaken, disappointed, and unsure how to explain the situation to the cashier.

I was also disappointed because I know that there is much better technology available than this little...box!


(Video taken with cell phone)

The display says "SmartSource". SmartSource is a company that rents digital signage equipment, such as plasma video walls, waystation kiosks, and so forth. They work with Popstar Networks, a company that provides customized digital media marketing and communication solutions.

Popstar Networks now offers mobile digital advertising via Bluetooth-enabled digital media displays. Popstar Networks also provides 3D content as a holographic image. According to information from the Popstar Networks website, the 3D experience is provided through Philips 3D WOWvx technology.


You can watch a videoclip of 3D action from the Popstar Networks website: 3DTV

I suppose that the cheese aisle at the supermarket is not yet worthy of an interactive 3D "solution" : {

Apparently Philips thinks that 3D WOWvx technology is not worthy of pursuing, citing current market conditions:
Philips Decides to Shut Down 3D Operation
Chris Chinnock, Insight Media, Display Daily 3/27/09
Philips Stops Its 3D Solutions Venture
Adrian J. Cotterill, DailyDOOH 4/10/09
Philips Axes 3D Display Division
Devin Conors, Tom's Guide, 4/15/09

FYI: The following video explains 3D WOWvx:

Convergence: Mobile content, Interactive Displays, Digital Out of Home, & Danoo

Danoo: "Location scouting and scalable web technologies combined to create a targeted DOOH experience".

If you are tech-savy and a member of the digital signage/interactive display/AV end of things, you probably know what this means. If not, you should. Things are pairing, merging, and converging in the world of "out and about" technology.

Technology, especially digital signage, is ubiquitous, and has targeted you and your neighborhood.

So what's the fuss? A company from Danoo, from China, is ramping things up in the Digital Signage/DOOH (Digital Out of Home) arena. Fast.

Danoo has rapidly up with exisiting companies, such as National CineMedia, Blue Bite, Electronic Arts, and the HISTORY channel to create and push off-the-desktop and off-the-TV content and interactive user experiences. Bill Gerba, of Wirespring, and Manolo Almagro, CTO of Show + Tell in NYC (think Times Square digital signage experiences), and others have recently written about this phenomenon, right after Danoo released the following press announcement:

Danoo Inc Announces a Breakthrough in Mobile Content Delivery (7/11/09, Business Wire)
"Danoo partnered with mobile technology company Blue Bite to enable the campaigns, and is actively rolling out its mobile interactivity capability to all of its venues. The first 200 Danoo locations will be live in Los Angeles and New York by July 1^st. At full deployment, Danoo will give advertisers the ability to get their content into the hands of more than 200,000 consumers in an average two-week campaign. In addition to content downloads, Danoo offers multiple ways to pair its screens with mobile interactivity to maximize campaign effectiveness, such as SMS call-to-actions, social gaming and mobile application promotion."

"Visitors to Danoo locations viewed video content on Danoo’s digital screens accompanied by an on-screen prompt to download exclusive content such as sneak peeks and ringtones from their Bluetooth or Wi-Fi-enabled devices via the Danoo network."



Here are a few related articles:
How Significant is the Danoo-IdeaCast-National CineMedia Deal?
(7/14/09, Bill Gerba, Wirespring)
A Watershed Moment for DOOH Media
(7/12/09, Bill Collins, Daily DOOH)

Pictures from Danoo's Website:
Danoo's IdeaCast- "Captive TV".


I've probably encountered Danoo's technologies numerous times, judging from my archive of pictures of displays and related technologies that have crossed my path. The TV screen on the treadmill looks just like the one I saw on a treadmill in the fitness center of a Princess cruise ship last year. The picture in the middle looks like it was taken in an airport. The picture on the right is of a system in a coffeehouse. According to information on the Danoo website, the system is interactive and includes "content downloads, social gaming, mobile couponing and more via SMS, Bluetooth and Wi-Fi".

Blue Bite's website is worth looking at. It demonstrates their concept very well through animation:

Blue Bite: "Take the Ad With You"



Things are ramping up in my region, too.
T1 Tapas, a restaurant north of Charlotte, N.C., in the Birkdale Village in Huntersville, has majority owners with a technology background. Mike Feldman and Jim Morris started up Digital Optics Corporation, which focused on optics for computers and imaging, and after they sold their company, they teamed up with Denise Feldman to establish their company.

T 1 Connection Booth with Multi-User Touch Screen, HD TV, Sound System, Computer, & more:

"T1 Connection Booth seating gives you access to music, photos, and videos through built-in touchscreen tabletops, brilliant monitors, speakers, and computers." -Picture and taken from the T 1 Tapas website

The restaraunt serves as a test bed for T 1 Visions to try out their software and hardware designed to enhance the digitally connected dining experience. The restaurant was featured in May of this year on CNN:

Here is the link to the video: "High Tech Tapas"