dear industry... current and future state, digital media world

8/14/2019 Dear Industry... Current And Future State, Digital Media World

1/17

Dear Industry...

Current And Future State,

Digital Media World

Adrian J Cotterill

Editor in Chief

DailyDOOH

Thursday, 11 February 2010


2/17

DOOH Evolution (as a cynic sees it)

Pioneers

Techies Cowboys

Establishment

PQ Media call this

Gold rush, shakeout

and breakout

Its actually called

eternal recurrence -

All this has

happened before and

will happen again



3/17

*Time For Canada To Set The World Alight?

Stop, we think you already have...

Adcentricity, Astral Media, Groupe Viva, NewAd, Neo Advertising, OBN

OneStop, Pattison, Zoom Media

Adflow Networks, BroadSign, EK3, Christie Digital, I-Gotcha,

MicroSigns, Omnivex, Stratacache, X20

Arsenal Media, PressDooh, ScreenVox

** PQ Media concluded with news that India, China, Brazil and Canad

lead the international growth markets

*A story in last weekends Financial Times by Tyler Brule

**PQ Media Global DOOH Media Forecast 2009 - 2014



4/17

Value, Digital Posters Proven

Research from Kinetic, Titan Outdoor, Trumedia andGrand Visual in the UK in 2009

On average twice as many people looked at digital vs

static poster AND for 60% longer

Animating the digital copy increased the number of people

who look by 30% BUT over complicating it made littledifference

A mixed loop of advertisers appears to attract the most

eyeballs

http://www.dailydooh.com/archives/9026

http://www.dailydooh.com/archives/1459http://www.dailydooh.com/archives/1459http://www.dailydooh.com/archives/1459http://www.dailydooh.com/archives/1459


5/17

*Petsky Pruniers Out-of-Home/Specialty Media index includes Astral Media,

Channel Outdoor, JCDecaux, Lamar Advertising, National CineMedia and VaCommunications.

Index Performance Since March 2009 Low

S&P 500 up 60%

*OOH and Specialty

Media up 170%



6/17

> Creative Agencies

> Outdoor creatives

> Ad Agency creatives

> Brand Owners / Managers

> Independents

> Media Planners & Buyers

> Media Sales

People We Need To Satisfy Are



7/17

The Underpants Gnomes


Retail digital screennetworks

CMS / Digital

Signage software

vendors

Automated audiencemeasurement

vendors

Aggregators

http://www.dailydooh.com/archives/1459http://www.dailydooh.com/archives/1459http://www.dailydooh.com/archives/1459http://www.dailydooh.com/archives/1459


8/17

Retailers Are Not Many Peoples Friends

In the early days, many retailers let (industry) vendors takethe risk (and cost) of proving that a retail network worked

Once it did, the retailer took the network in-house (leaving

many vendors in the lurch)

If you align with their (retailer) goals you are their friend

Many retailers are styill partnering in the short term but in

the long term many will become competitors



9/17

Trust, Consistency, Credibility

The DOOH industry still has a number of challenges toovercome, such as larger scale and better metrics before all

brands and agencies shift additional spending to this

emerging media

PQ Media, 2010

The advertiser needs to know what they buy and whatthey get

Many networks fail to deliver what the advertiser bought

and / or necessary proof thereof

Common standards and metrics are needed to help

brands and agencies understand the media



10/17

DOOH Still Fragmented

Growth of this new advertising medium is currently

hindered by the lack of standardized audience

measurement, the small reach of the currentscreennetworks, and a reluctance of media-buying agencies and

advertisers to use it.Goldmedia, 2009

Network reach needs improvement

(bigger networks with bigger reach are required but that

means increased investment)

We dont believe that Aggregators are the answer (mind

you, many people do)



11/17

TextText


Shape Is The New King

http://www.dailydooh.com/archives/21072http://www.dailydooh.com/archives/21072


12/17

People Like To Touch



13/17

TextText


Mobile Interactivity



14/17

TextText


Innovation Comes In Many Forms



15/17

Why Predict The Future

When You Can Invent The Future


If digital were as cheap as paper then everything would be

digital? Yes / No. That may never happen but at some

point the cost of digital will veer more dramatically to that

of manual labour + glue

Imagine if everything were a screen? Screens behind

(drinks) bars for example will be obsolete when the bar is

a screen

Almost everyone is carrying a small screen in their pocket

or purse

Peoples desire to interact (UGC, touch, gesture, mobile)

shows no sign of abating

http://www.dailydooh.com/archives/1459http://www.dailydooh.com/archives/1459http://www.dailydooh.com/archives/1459http://www.dailydooh.com/archives/1459http://www.dailydooh.com/archives/1459


16/17

About DailyDOOH

DailyDOOH is recognised as the leading, independent, impartial, internation

source of information for the Digital Out of Home industry and we focus

exclusively on industry analysis and market research in Digital Signage and

Digital Out of Home.

DailyDOOH.com and its sister site DailyDOOH.asia is put together by a sm

team of industry analysts and researchers together with over a dozen

international contributors

DailyDOOH was co-founded (and is co-owned) by Adrian J Cotterill and

Jorge Garcia de Bustos in July 2007 and is currently managed as part of

IGCH Ltd., a UK registered company



17/17

Adrian J Cotterill

Adrian Cotterill is editor in chief of DailyDOOH, perhaps the most well

respected voice of the digital out of home and digital signage industry.

Over the past 25 years Adrian has worked for IBM, Intel, Bertelsmann and a

number of investors and business angels in positions such as Chief

Technology Officer, Head of Internet Technology, Business Development

Director, Head of Strategy and Interactive Marketing Manager.

Current work involves industry analysis, market research, commercial andtechnical due diligence, software and hardware review, product design,

branding and market entry strategy.

Adrian is also brand ambassador for the Digital Content Circle and Presiden

of OVABs DOOH Business Climate Index (DBCI) advisory panel.


dear industry... current and future state, digital media world

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