Wow! The last few days have seen the emergence of vibrant conversations about the colliding worlds of Social TV and DOOH. Normally, such discussions would be led by Stephen Randall, Steve Gurley, or myself, but, in this case, two traditional digital signage/DOOH players are throwing their hats in the ring. It's a wonderful thing to see.

Recent articles from rVue's CEO Jason Kates and Real Digital Media's CEO Ken Goldberg champion the  benefits of integrating Social TV thinking into the world of DOOH. In both pieces, Jason and Ken highlight the changing landscape of broadcast TV, the rise of co-viewing, and the smartphone's place in our evolving digital media ecosystem.

It's refreshing to read Jason and Ken's impassioned pleas for the entire digital signage/DOOH community to reach beyond itself. DOOH is a powerful digital touchpoint that should be included within the interconnected web that defines today's media world. Mobile, TV, social media, DOOH, etc. are all dots that must be linked in order to provide the best user experience.

There's a reason my team and I at Screenreach are heavily targeting the television and DOOH markets to expand the reach of our interactive experience platform.  It's because TV and DOOH share many of the same challenges, and the routes to expanding their relevancy, social media reach, and overall impact run parallel.

Users are demanding richer experiences when they connect to different forms of media. DOOH is just as beholden to this as any other form of media. Because of the medium's targeting power, flexibility, and contextual awareness, it requires the integration of technologies that build upon those strengths.

I am proud to be working at a company that is so heavily focused on bringing the worlds of Social TV and DOOH together. I welcome industry contemporaries espousing the benefits of such technology convergence. These active conversations will only push DOOH forward.