Should Digital OOH Be Rebranded Public Video? -- Charlotte Lipman

Should Digital OutofHome media be rebranded as Public Video Vote in our poll belowThat was the suggestion of Digital PlaceBased Advertising Association Chairman and Zoom Media CEO Franamp231ois de Gaspamp233 Beaubien at last weekamp8217s DailyDOOH Digital OutofHome Investor Conference He boldly called for a complete outofhome rebrand and recommended that the medium change its name to Public Video in order to tap into digital ad spend If online video is the fastest growing segment he argued then why not infiltrate that domain Public video is direct concise and reflective of the media de Gaspe Beaubien pointed outamp160Germanybased Stroer Group a leading provider of online and outofhome advertising has adopted the public video coinage A new MyersBizNet survey of OOH media buyers and planners found that 36 believe that the total outofhome media category is most likely to be integrated for media buying and planning purposes with digital rich media while 27 expect it will be integrated with TVvideo The largest percentage 38 believe it will remain a standalone medium for media buying and planning purposesInterestingly de Gaspamp233 Beaubien was not alone in recognizing that digital outofhome is in need of an overhaul Mark Kidd CEO of Captivate the leading provider of office elevator displays and lobby kiosks opined that the industry has been too apologetic about its work for some time Shaun Gregory CEO of Exterion Media Outfront Mediaamp8217s International outfit expressed his surprise at the lack of recognition for the creativity in the digital outofhome market Both de Gaspamp233 Beaubien and Paul Mathijs VP GM Retail ampamp Advertising at global technology company Barco presented British Airwaysamp8217 Magic of Flying as a superb case study in creative ingenuity The ad had a little boy in the billboard follow British Airways flights overhead in the sky and identify the specific flightsAt the DailyDOOH event speakers offered varied opinions on how best encourage an industry that has remained relatively flat However MyersBizNet forecasts annual double digit ad spending increases for digital outofhome video through the end of the decade De Gaspamp233 Beaubien strongly advocated for a transition to programmatic and automated transactions which he said accounts for less than 1 of digital outofhome buying today He referred to programmatic as amp8220the holy grailamp8221 and stressed his point that the industry plug and play into existing demand side platformsDirk Hulseman who heads screen manufacturer NECamp8217s Display Solutions was a bit more guarded and cautioned that if programmatic really is the game changer then the industry will have to manage inventory much more intelligently Hulseman also expressed concern over real time bidding and the presumed race to the bottom De Gaspamp233 Beaubien had refuted this point earlier in explaining that RTB is a very small fraction of programmatic He also argued amp8220Christieamp8217s and Sothebyamp8217s do it why canamp8217t weamp8221De Gaspamp233 Beaubien also gave a somewhat bleak outlook for traditionalists in surmising that amp8220gone are the days of mad men we are entering into an age of math men amp8230 we need high volume high velocity high variety dataamp8221 He also defined amp8220outdoor cookiesamp8221 tapping into socialdigital consumer behavior specific to the areaMargrit Kittridge VP Digital Director at Titan stressed the need to deliver portable and relevant messages everywhere amp8220The responsive digital display should be responsive to what consumers want and what marketers needamp8221 she explained Kittridge pressed that content should be relevant to a specific location and mentioned challenges to using beacon technologyAndy Roth CoChair of Dentonsamp8217 Global Privacy and Security Group mentioned the recent Buzzfeed article that revealed Titanamp8217s use of beacons in its New York City phone booth ad displays The report led to the eventual removal of the beacons and Roth acknowledge that Titan had handled the situation well Roth encouraged companies to build a clear privacy policy and comprehensive communications strategy amp8220It is ok to collect data so long as people know youamp8217re doing itamp8221 he advisedamp8220The digital OOH industry is not building an ark but a bridgeamp8221 de Gaspamp233 Beaubien concluded amp8220Digital outofhome needs to prove the efficacy of its media to advertisers globally If you build it right they will comeamp8221Charlotte Lipman is Member Services Coordinator for MyersBizNet She works to provide MyersBizNet member companies with the resources to achieve their business goals Charlotte can be reached at charlottejackmyerscomCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates at MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentariesImage at top courtesy of freedigitalphotosnet

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Should Digital OOH Be Rebranded Public Video? -- Charlotte Lipman

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