Sep 25, 2010

"Does TV Content Work on DOOH" - Words of Wisdom from Bill Gerba

Bill Gerba blogs about DOOH, which stands for "Digital-Out-of-Home", focusing on displays and kiosks in public spaces that offer dynamic and/or interactive content, usually for the purpose of advertising and marketing.   If this is an area that interests you, take a look at Bill Gerba's most recent post, "Does TV Content Work on DOOH?  Maybe, Maybe Not" - WireSpring: Digital Signage Insider (9/24/10)

Gerba refers to a "Marketing Funnel" graphic to illustrate some of his points.  Six of the seven concepts represented in the graphic, shared below, might be useful to think about for people working in the field of public displays for purposes other than advertising or marketing:

Most of us have noticed that there are many more large-screen displays around.   Some displays intrusively attempt to grab your attention through loud and garish informercial-like content.   Some are designed to be interactive and pleasant, but go un-noticed by passers-by at all!   

There still is a long road to go.

The good news is that a small (and growing) number of scholarly researchers are focusing their attention to displays situated in public spaces, as mentioned in my previous post, "PD-NET Project: Exploring large-scale networks...of pervasive public displays."

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