DOOH Companies Positioned to Lead "Smart Cities" Initiatives

This relationship is not only a noteworthy one for brands which increasingly recognize the need to focus on digital opportunities outside the home It is also very significant for the future of quotsmart citiesquot The term quotsmart citiesquot refers to the use of technology by municipalities to manage urban growth while providing valuable services to its citizensAnyone walking the streets of New York City has likely seen the sleek hightech modern artlike Links from LinkNYC that have been replacing traditional pay phones LinkNYC is a partnership between the City of New York and CityBridge a consortium of experts in technology media connectivityamp160and user experience that includes Intersection Qualcomm and CIVIQ Smartscapes LinkNYC39s initiative is not particularly good news for Clark Kent who needs a new place to change into his Superman outfit but it39s fantastic news for the millions of people who live and work in the cityThe LinkNYC Links offer superfast free public wifi the ability to make free phone calls device charging ports and a video tablet to access city services mapsamp160and directions Advertising looks spectacular on the big beautiful screens More innovative digital advertising services will be appearing soon as a key component of the screens39 multiple layers of revenue opportunityBrian Dusho one of the foremost experts in the smart cities space says that more major cities than not will be quotsmartquot within ten year39s time He describes the advent of smart cities as quotoutofhome meeting the Internet of Things on the streetquot It39s just a matter of time he says before we see quotsmart trashquot quotsmart parkingquot and quotsmart lightingquot become ubiquitous in cities across the USBut as we close out 2016 the reality is that while several major US cities have a high degree of interest and are putting together plans we should not expect to see immediate rollouts on a par with the size and scope of New York39s Dusho says More common will be a phasedin rather than an allin approachAnd so the question is who will lead the charge to accelerate the growth of smart cities amp160A search for the answer to this question brings us back to the synergy of DOOH and mobile and the best practice experiences that are being compiled as we speak amp160It is these best practices and the overall knowledge base being built by the DOOH industry that put the sector in the perfect position to lead major municipalities into the smart cities futureCompanies like Intel Bulzi SITO Mobile Ayuda Vistar Media xAd Quividi AdMobilize Broadsign combining automation and data and others are doing exciting work in the area of location data and visual detection identifying consumers in anonymous and aggregated fashion and then leveraging this data to serve addressable advertisingamp160The marriage of mobile and OOH should deliver a higher media value maximize dataamp160and enable super efficiencies for citizens This will allow OOH to have an even greater affect on people39s livesWe know this is all particularly exciting to brands In the DPAA39s 2016 survey of media planners fully 44 of respondents said they recommended media plans that combined DOOH and mobile over the prior 12 months and that they39re more likely to recommend DOOH in the future if mobile is used as follows for retargeting ads that have been delivered on DOOH 78 to measure DOOH audiences through tracking devices 75amp160and as a means of enabling interaction with DOOH creative 69DOOH networks are showing ads to consumers on screens in cinema Screenvision office buildings Captivate shopping malls Adspace gyms ZOOM transit and other consumer hubs Clear Channel Outfront restaurants AMI taxis Verifone gas stations and more then are retargeting those same consumers via their smartphonesAccording to Dusho it39s this knowledge and expertise that will be essential in spurring the development of smart cities Once the DOOHmobile connection is clearly proven to generate significant revenue it will help pave the way for cities to begin quotsmartquot initiatives with confidence that the revenue rampup period will be relatively shortAdvertisers are recognizing that focusing video advertising almost exclusively in the home is doing yesterday39s business because of the onthego nature of today39s consumer Once municipal governments see that DOOH and mobile are delivering the solution to reaching the mobile consumer we can expect to see smart cities springing up faster than Clark Kent can change into SupermanClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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DOOH Companies Positioned to Lead "Smart Cities" Initiatives

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Barry Frey

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