The positioning of ad-supported digital out of home has always been in flux. As the industry began its ascent, it was considered an alternative to television advertising. The parallels were certainly there, given the reliance upon audio and video on a screen. Media buyers never got totally comfortable with DOOH versus TV, largely because the television buys were measurable (and confirmable via an advertising audit) if you had faith in Nielsen and Arbitron. DOOH required a certain leap of faith, even if its place-based nature added unquestioned value to advertisers.
Transparency is a big word for an important idea, but I’m curious if it will actually have an impact on the advertising business. If you casually peruse articles about advertising published in the last few years, you’ll see a steady increase in the volume of people talking about transparency, but if you dive one layer deeper, you’ll find it’s still just talk — not a business practice for most companies.
Point-of-Care Media (POC) is one of the fastest growing sectors in healthcare education and media today. With the rapid proliferation of technology and digital screens across physician offices, pharmacies and hospitals, the $500 million POC market has grown more than 10% annually over the last few years.
The impressive growth in events and participation at the recent New York Digital Signage Week (NYDSW) indicates two notable trends. First, it’s a clear sign that digital signage has emerged as a maturing industry after nearly two decades of foundation building. Second, it’s clear that the place of this Olympic style event of events on our autumn calendar is permanent. Both are of course good things. Any opportunity to gather this many players with varied interests and perspectives on common challenges is a win for all participants. Whether the topic is technology, investments, M&A, content, ad selling, measurement or other pieces of our increasingly complex puzzle, conversations spark ideas and innovation.