Digital Out-of-Home (DOOH) Screens Bridge Traditional and Physical Worlds

DOOH Panel 04-14-2011

BIA/Kelsey moderated a panel on “the Out-of-Home User Experience” (click on image for link to streaming video) at MediaPost’s Digital Out-of-Home Forum (DOOH) in New York. DOOH is the third-fastest growing ad medium after mobile and online video.

Paul Lindstrom, senior VP, Nielsen OnLocation, kicked off the panel with data showing video engagement is about 80 percent correlated to advertising recall. Andy Stankiewicz, executive VP and chief communications officer, Akoo International Inc., and David Veckerelli, co-CEO, Digital Displays Network, spoke to how their systems engaged users in unique ways to create video-based user experiences that could drive point-of-purchase sales.

In Akoo’s case, its model is to have large displays in food courts and college student unions playing music videos. Users can interact with the videos using their mobile phones (text, browsers or apps) to select content and make other choices which increases dwell time and user engagement. DDN built and operates the 7-Eleven network of video displays and uses a strategy of mapping content, dayparts and featured products to drive sales lifts.

Generally, the mood of the DOOH Forum was quite positive. The technology has matured into a more capable, cost-effective and efficient buying platform that bridges the physical (i.e., place-based) world to both traditional and digital media. Planning and buying has become easier within vendor platforms but there are still a lot of vendors. Video screens that are connected with an Internet Protocol (IP) address can be interactive, targeted and provide engaging content.

DOOH leverages social context, physical location and user passion (health clubs, bars other places where users select to be based on personal interests). The challenge now is for buyers to become educated about how to understand how their brand strategies can be served by DOOH media in combination with other media. This is a matter of multiplatform planning, buying and creative execution that leverages DOOH’s many digital and interactive capabilities to drive user engagement with compelling experiences.

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