Dec 24, 2009

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 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)

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