Digital signage is an instrument of the location in which it presents messages and engagement - presenting stories and reflecting values through information, messages and media. While the infrastructure and even the intended types of outcome are similar, each usage reflects the character and intentions of the organization in which the display is located using a visual language.

The medium has proven that it is viewer accepted, fit for task, stable and predictable. In reflecting the culture, dynamic displays are now regular fixtures in news and situation rooms, video walls appear in stores, stadiums and airports and millions of LCD/LED flat panels from 7 to 70 inches are operational in places where people shop, browse, travel, gather, play, work and study.

Corporate networks are “owned” by establishments while ad-based networks serve the need for “paid” messaging, each making valuable contributions to business and communications goals in the powerful “paid-owned-earned” media model. Early adopters, current users and network operators know that dynamic place-based media provides high return on investment when applied properly.

Technologies have become more cost-effective by reducing the human factor inputs of integration, installation and network operations. Technology suppliers continuously sell new adoption of the medium.

The way in which the medium is used is moving through continuous improvement driven by communicators, network operators and services providers (i.e. content, etc.) to maximize the type of location and viewing context served by over 400 ad-based and hundreds of corporate networks.

Content strategy and creation expertise continues to be critical to the growth of the medium, as it is “content” that ultimately delivers the value of the medium. Content advisors and developers within the industry are part of the estimated 25,000+ people employed as internal or contract personnel who create the millions of individual content spots presented on dynamic signage to support branding, merchandising, information and ambiance goals.

The “next level” is now.  As the sector has enjoyed over 10 years of ongoing investment during its high growth following 9/11, changes are inevitable.

In presenting during a webinar for Ad-based Digital Place-based Network Operators on Jan 23rd, Pat Quinn, CEO of PQ Media noted that the industry is entering the “shakeout” phase following its “gold rush” stage toward “breakout” and “mature growth”. The current phase will see failures, consolidation and re-positioning.

Megatrends driving the Dynamic Signage industry to its next level in corporate and advertising-based network are based on:

a)    Awareness that the medium “works,” resulting in greater use of the medium.
b)    Failure of some networks to achieve expected revenues, funding and anticipated results, through which projects gets isolated or “orphaned” generally due to under-resourcing or misuse.
c)    The need for economies and efficiencies.
d)    Network operators becoming a new supply option for outsourced, turnkey capabilities, in particular as ad-based network operators can meet corporate “owned” network needs.
e)    Better integration with other communications devices in the “paid - owned – earned” media model.
f)    Addition of advertising (3rd party revenues) to corporate networks that enable cost offset and support for partner goals.
g)    Shifts in supply and network operations business models.
h)    Insights through use.
i)    The changing capabilities of suppliers.

Operating at “the next level” is implied by these megatrends at the level of individual end users, network operators and suppliers. In every case network effectiveness includes:

•    More visual engagement of targeted audiences
•    More Integration into the “Paid – Owned – Earned” media model
•    Improved utility, impact and value from CONTENT
•    Network optimization & better outsourcing approaches
•    Third party revenue achievement
•    Better content & links to analytics
•    More cost effective technology infrastructure

As industry stakeholders move to the next level, they are entering a domain where information on best practices is not readily shared or widely available.

Getting to that next level will result from greater use of application and usage expertise as provided by advisors, award programs and case studies better reflecting the business case, events (i.e. information sharing) and education offering more advanced levels of training to illuminate the path to greater success.

Lyle Bunn (Ph.D. Hon) is an analyst, advisor and educator in North America’s Dynamic Media sector.

Hats off to the Digital Screenmedia Association (DSA) and its task force that generated the “ROI Calculator.” (To watch a video about the creation of the calculator, click here.)

The excel workbook comprised of several worksheets and inter-rated formulas is an excellent framework for an essential element of dynamic place-based media and digital out-of-home network planning. 

By addressing the key building blocks in the analysis of return and investment, then presenting these line items with roll up in summary tables and charts, the calculator speaks the language of project planners and investors.

The DSA ROI Calculator is a useful tool that will help assure that necessary conversations are part of network planning.

Clarifying communications goals and the value expected from the investment is the essential element of project planning. Without this definition of value including tangible returns on investment (ROI) and less tangible return on objectives (ROO), capital and operating costs can be a shock. 

The structure of the ROI Calculator recognizes that defining communications value leads to content strategy that defines the technology infrastructure required to deliver the media that assures business value. This is described in my article “Fail to Plan – Plan to Fail” which appeared in a Digital Signage Best Practices Guide and is available at www.lylebunn.com - Resources.

Every dynamic media deployment is customized based on specific business goals and the viewer experience at the display locations. Experienced industry consultants, operators and suppliers will offer useful input to the business value aspects of this DSA ROI Calculator, including realistic return expectations and noting where value beyond what is reflected in the calculator could be expected.

The tangible measures of value such as ad revenues, sales lift, print cost replacement, etc., make the current version of the tool suited in particular to ad-based or in-house promotional networks. DSA Executive Director David Drain and ROI Task Force Chair Matt Schmitt of Reflect Systems say that future modifications will address other points of network value and investment.

It will better internalize project planning and increase the value of experienced project and investment counsel. This calculator offers value to DSA members, to which the ROI Calculator is exclusively being provided at this time.

The DSA ROI Calculator is available immediately to DSA members. To learn more about membership in DSA, click here.

The new report titled “Digital Signage Future Trends 2011,” produced by industry publisher DigitalSignageToday.com, reflects key industry developments since the survey and report of 2009. In his forward, Christopher Hall notes that “forecasting larger trends to come is a necessary component of planning for success, and making certain your company is ready to face whatever the future may bring.”

The 49-page report is excellent. It includes 27 pages of charts reflecting the changing digital signage landscape based on over 1200 survey responses. Survey data is followed by commentary on the status and outlook for dynamic place-based media by a dozen people, (including yours truly), which I suggest reflect the views of many industry insiders. The significant cohesion in guest commentary points of view, suggesting that this report aptly represents a best-informed probable future view of the sector.

Download the report.

Substantial maturity in the way that digital signage is being configured and an acceleration of its use in a wide range of vertical is reflected in the survey data. While “that” it is being used is inspiring in being quantified, “why” it is being used is interestingly, very stable and relatively unchanging.

Some key survey findings include:

• Expenditures are increasing. In 2009, 79 percent said they planned to spend up to $100K compared with 84 percent in 2011. 16 percent of survey respondents in 2011 said they would spend more than $1 million, versus just 6 percent on 2009.
  
• 73 percent expect budget increases over the next versus the 53 percent who expected it in 2009.
  
• 57 percent of displays are now networked versus just 35 percent in 2009.
  
• In 2009, 60 percent of displays had no third party advertising. In 2011, only 37 percent have no third party advertising.
  
• 24 percent of 2009 survey respondents expected to deploy new or additional screens in the 0-3 month period, whereas 49 percent of 2011 respondents expect to deploy or add displays.
  
• Respondents expecting to use digital signage primarily for internal communications doubled in the period 2009 to 2011.

Commentaries on future trends are provided by 11 high profile industry representatives including seven technology providers, the CETW event producer, an author on content, an industry blogger and an industry consultant/educator.

The commentaries cover a wide range of subjects including brand communications approaches, content, technology infrastructure, standards, managed services, engagement, social media, transmedia and mobility, menu boards and third party advertising.

The commentaries point to the advancing of the effectiveness of dynamic signage in its increasing value as a part of a collective of communications and interactive devices for patrons, consumers and staff engagement.

Increasing operational effectiveness is a key industry direction. Technology elements and content are key components of this direction, as are the important advances in advertising and sponsored content planning, flighting and administration.

The 2011 trends report provides a positive outlook for industry growth based on the results of survey respondents from a wide spectrum of end users and suppliers. It offers valuable insights into the market growth and the dynamics that are impacting and could be expected to continue to drive this dynamic place-based media directions.

Lyle Bunn is an independent consultant and educator in North America’s dynamic signage industry who regularly assists end users in their dynamic media systems planning. He has published over 200 articles and white papers and regularly presents at industry events. See www.LyleBunn.com or email Lyle at LyleBunn.com.

Download the white paper

The term "Content is King" has resonated as dynamic out-of-home and digital signage networks present messages on digital display screens in out-of-home points of purchase, transit, gathering, work and study. The estimated 1.4 million displays operational in North America offer highly targeted, centrally-controlled rich media and it is this "content" that delivers communications and marketing results.

This paper addresses some of the key elements related to dynamic media content to define a baseline for conduct related to content, and establish a clearer vantage point from which to advance the practice and application of dynamic media content.

Table of Contents

A. Dynamic Place-based Media

A1. “Dynamic Place-based Media” by any name
A2. Status of Dynamic Media Networks
A3. Inherent Capabilities
A4. Performance of Dynamic Signage
A5. “Content” in Context

B. Content - Opportunity

B1. $3.5 billion and growing
B2. Providers: Current and Emerging
B3. Cost of Content

C. Standards of Practice

C1. Key elements of Design
C2 Content Creation – Simple Guidelines
C3. The “Call to Action”
C4. Templates
C5. Content and Advertising Standards
C6. Dynamic Content Provisioning
C7. Analytics

D. Improving Content Practices

D1. Awards
D2. Associations
D3. Publications
D4. Events and Training

E. Critical Success Factors

E1. Clear Communications Objectives
E2. Technology System for Content Effectiveness
E3. Operating Efficiencies

F. Outlook and Conclusion

F1. The “Future Isn’t What it Used to Be”

Download the white paper

 

The following is the full version of what was published in edited form in the January 29, 2010 edition of the MediaPlanet Digital Signage Supplement included as a special supplement in USA Today (New York, Chicago, Los Angeles and Washington editions). Lyle Bunn served as principal writer and editor.

Digital signage and Digital Out-of-Home (DOOH) offers advertisers reliable, measured dynamic media presentation with very concise market, location, timing and demographic targeting at a scale and price that makes DOOH one of the best advertising tools available. 

“Targeting !!!” says Jerry Hall, President/CEO, TargetCast Networks, Inc. "Television viewing is clearly not going away but it is increasingly going away from home."

Dan DeSmet, TargetCast Networks Inc., Vice President of Marketing cites an example of the enhanced value of Digital Out-of-home. “A recent campaign delivered by our network for a national telecommunications marketer in multiple markets, featuring different services, and pricing plans by zip code. Our agency partner provided the creative units and zip code and we had the campaign up and running in less than 20 minutes. That's real competitive advantage in today's quick changing economy." 

“Digital out-of-home is a growing medium – a significant statement in a time when traditional media outlets are struggling” says Bill Yackey, editor of online industry publication DigitalSignageToday.com. “And ad agencies are noticing. Knowing this, the DOOH industry has begun work to make the buying process easier for those agencies. In addition to OVAB releasing guidelines for the measurement of DOOH advertising networks, networks themselves are using research companies to perform network audits in order to better compare with traditional media. Also, network aggregation services are emerging and allowing media buyers one stop to place ads to targeted demographics down to the screen level.”

Adcentricity, a prominent ad sales agency for many DOOH networks, reflects that Digital Out-of-Home (DOOH) is one of the fastest growing mediums in North America. Total DOOH spending will hit $4.53 billion in 2013, up from $2.6 billion in 2009, accounting for 44.1% of all OOH spending. Marketers are increasingly finding digital out-of-home an effective and efficient medium with 42% of agency and brand marketers planning to increase their spending in the category this year.

There are approximately 180 DOOH network in USA and 30 in Canada that carry third-party advertising. Collectively, there are active media screens in over 70 venue types each with unique audience and media characteristics. The landscape will continue to aggressively grow in capacity and market coverage. More than one-third (38%) of active digital OOH network operators are planning capital investments of between $1M-$10M to expand their venue and screen capacity in the next 12 months. Just under 20% of them plan on expanding the screen count to more than 1,000 each.

“Consumer media consumption patterns have changed and the advertising business is realizing that they need to go where their consumers are -.Digital OOH lines up with that philosophy of "being there" says Rob Gorrie, CEO of Adcentricity. “Certain brands and agencies have made dramatic swings in their adoption of Digital OOH in 2009 and have cut their teeth even more than in the past. In the early adopter category, you have companies like GM, Verizon and Bank of America who have long been internal champions of the Digital OOH space.  It has not been a question of changing their "view" of DOOH, more a matter of making it easy to evaluate, buy and execute for the brand and their agency partner based on their needs.  The medium has reached scale, allowing a much deeper penetration to support campaign efforts.  Dramatically larger spending and a more strategic approach to campaign placement is expected in 2010 and as networks expand further.”

The efficiencies and lower cost of the ad sales/media placement exchange process also reduces the cycle time of ad planning, placement and presentation. As media plans are continuously "tuned" and budgets are continuously refined, this shorter cycle time, which reflects the nimble-ness that is an inherent characteristic of Digital Signage, is a significant benefit to marketers and communicators seeking to maximizing ad spending ROI.
 
The online ad planning and placement exchange allows advertisers of all market scope and budget to take advantage of the growing inventory of dynamic digital displays and the ability to better target audiences in places where people shop, buy, travel, work and gather.   

Organizations with a long history of serving the advertising and media industries are bringing products that align with agency approaches and requirements. Harris Corp’s “Punctuate” software for example allows campaign planning, placement and review across individual networks and platforms. “The promise of digital signage overall that is exciting is putting content closer to the customer’s action,” notes Harris Morris, VP Broadcast, Harris Corp.

Advertising has primarily been placed through direct contact with DOOH network operators including network association members (See www.OVAB.org and www.OOHDigital.ca), through Advertising Sales Agencies which represent large networks and display inventories and can help plan ad placement such as Adcentricity and SeeSaw Networks and service providers such as rVue ad serving and distribution technology.

“VUKUNET” advertising exchange was recently announced by NEC Corp. which ranks 85th on Fortune’s Global 500. The “VUKUNET” advertising platform connects digital out-of-home networks with advertising agencies. The free service can generate incremental income to existing networks – even existing ad-based networks, can help pay for new networks and open the door to network expansion.

The ad exchange is a natural extension for NEC, which ranks No. 1 in North America as brand vendor of large-format LCD displays (26-inches and larger) and has ranked No. 1 in LCD displays for commercial/public display usage for the last three years according to DisplaySearch. NEC was ranked No. 1 in digital signage and received Frost & Sullivan’s prestigious 2008 Customer Value Enhancement Award.

According to the Future Trends Study conducted by the Digital Signage Association, only about 10 percent of networks are currently running at least 50 percent advertising on their networks (versus patron, staff and student information). Yet, 60% of the 1200 survey respondents said that they planned to carry 3rd party advertising in future.

The VUKUNET automated ad exchange can make it easy for organizations and network operators to list their available display “inventory” and for local, regional and national advertisers to place their ads. The system allows for acceptance of the ad by the network operator and verification that the ad has run as intended.

Pierre Richer, President & CEO of NEC Display Solutions says “The DS/DOOH industry is a growing market that combines hardware, software and integration revenue.  However, when one overlays the advertising revenue for digital out-of-home advertising on top of the digital signage components, there is a significant difference on the plus side. This is simply a great opportunity for network operators.”

The “train” that is digital signage left the station in the post 9/11 economy when advertisers and marketers sought more productive ways of communicating. Since then it has been picking up speed at a double digit compound annual rate of growth and acceleration, and now has a full head of steam and is thundering down the tracks in just about every market and application area.

Digital signage continues to be installed at points of purchase, transit, waiting and gathering, at and near where people shop, work and study to inform, influence and increase safety.

Arbitron has reported that Out-of-Home video as a medium reaches 67 percent of Americans 18 years and older each month, and delivers a fairly representative cross-section of consumers. 76 percent of those seeing digital signage noticed displays in multiple venues.

A “critical mass” of displays has been deployed, which allows advertisers to reach targeted audiences based on demographic profile, Designated Market Area (DMA), geography and even the activity in which they are involved (shopping, transit, café, workout, attending a game, etc.).
 
More than 180 ad-based networks exist with 47 of these (as Out-of-Home Video Advertising Bureau — OVAB — members) accounting for almost 400,000 displays. DisplaySearch reflects that almost one million displays have been deployed in North America for dynamic media presentation to shoppers, patrons, staff and students. A Compound Annual Growth Rate (CAGR) in display deployment of more than 23 percent is forecast. This growing critical mass substantiates the value for marketers and other communicators to consider, plan and use digital signage/DOOH.
 
Twenty percent of the 1,200 firms that responded to the fall 2009 industry survey conducted by the Digital Signage Association indicate they will spend between $200,000 and $1 million per year on digital signage/DOOH. This represents 240 firms of the survey respondents themselves expecting to spend a total of $48 to $240 million. Forecasts by industry analysts place industry projections in excess of $1.2 billion annually.
 
To be or not to be…

So the question is not whether or not an end-user or supplier organization will engage with digital signage during 2010, but “how.” End-users, suppliers and integrators all have the choice to be part of digital signage or not, with consequences to those that do not, and benefits for those organizations that do.

End-users, such as retailers, service providers and others, will lose revenue and patrons to competitors that use the medium, or will enjoy the benefits of more effective communications spending, meeting the information needs of target audiences. We are increasingly a “visual” society and the effectiveness of digital signage as a communications device is being proven across a wide spectrum of projects.

A/V and IT integrators are ideally suited to provide the technology integration needed. Some have lost market positioning by not offering digital signage earlier, while other have seized on new clients, revenues and margins, while other parts of their business have declined.

Some are generating new, ongoing revenues from services such as network planning and design, network operations and content production. End-users are going to buy from someone, and the ability to respond to needs is the basis of ongoing supply relationships.  

The field of the suppliers of technologies that comprise the technology “ecosystem” continues to grow. While some bring more cost-effective elements for media authoring, management, connectivity and presentation, many are enhancing their offering by bundling technology elements. 

Once the choice of whether to engage with or not is made, the important question of “how” needs to be addressed.

The following chart illustrates the framework for digital signage planning, supply and operations. It provides the context of the choices that end-users and suppliers must make as they decide how they will engage with digital signage.

No single organization can supply all elements of a digital signage network, and there are a wide range of more or less encompassing approaches used in both the sourcing and supply of the required elements. This presents opportunities while also making decisions about sourcing and supply both important and complex.

Digital signage projects start in the same way as the typical audio/visual project, however are typically much more complex in the definition of intended use, outcomes, Return on Investment (ROI) and Return on Objectives (ROO). A challenge of this phase is that the lack of understanding of what the digital signage technology can do often constrains the process.

A/V integrators, which typically focus on technology provisioning based on a defined specification, can often play a key role in defining the overall operational model and technology configuration which it might then supply.

Opportunities also exist for A/V integrators to provide services such as network operations, help desk, playlist administration and content development, as illustrated in the chart.
During this planning and assessment, the approach to technology sourcing/supply will be determined.

This feeds into the business model of “who supplies what” and “how.”

And in this process, some areas of ongoing operation emerge as key sourcing/supply issues. These include network operations, help desk, playlist administration, and content creation and sourcing in particular.

Some A/V providers are having success at providing these planning and operational services from within their organization, while others are sub-contracting or gaining a referral commission on these needed services, from which margins of 30-60 percent are typical. 
So consideration for the enabling technology in terms of functionality/benefits/costs relative to ROI and ROO is needed. The iteration and refinement of communications goals and the technology will result in a balance of outcome versus investment.

Throughout the process, end-users as well the integrator and suppliers must each decide on the nature and degree of their involvement in each phase of the system deployment life cycle and the sourcing of required technologies and services.

New digital signage projects will be advancing in 2010 across the economy. And, as the communications objectives become broader in scope and the technology infrastructure of existing networks is refreshed, new sourcing requirements and supply opportunities exist.

So, 2010 is a year of choices. Correct decisions by end-users will result in successful projects with ROI/ROO from the sourcing and use of digital signage. Correct decisions by integrators and suppliers will result in new revenues and profits, the retention of existing customers and expansion through new ones.

An estimated 1,080,000 unique advertising spots play on Digital Out-of-Home displays across North America during 2009, based on calculations using conservative parameters.

The Digital Signage /Digital Out-of-Home (DS/DOOH) industry in North America has emerging rapidly (25-50 percent CAGR) over the past six years in particular and despite reductions of an estimated three percent in overall ad spending, ad spending on DOOH continues to grow from its 2008 level of $1.4 billion (according to PQ Media) by nine percent annually. DOOH has found itself in the “communications continuum” with other credible advertising medium such as TV, radio, Internet, print, billboard, etc. and is positioning as a “trigger device” to motivate engagement through a handheld and mobile interactivity.

The Digital Out-of-Home area of the industry, which is based on third party advertising revenues is comprised of almost 200 networks, which allow advertisers to reach targeted audiences based on demographic profile, Designated Market Area (DMA), geography and even the activity in which they are involved (shopping, transit, café, workout, attending a game, etc.) in presenting messages at points of purchase, transit and gathering.

The following provides sample characteristics of networks while indicating total industry ad volume. The estimates used are generally conservative.

DOOH advertising is sold by a wide range of organizations including:

• Most Digital Out-of-Home networks have an internal ad sales capability.
• Many network operators are members of the Out-of-Home Video Advertising Bureau (www.OVAB.org) or the Canadian Out-of-Home Digital Association (CODACAN www.oohdigital.ca). These associations increase the profile of DOOH to accelerate overall ad sales success.
• Adcentricity (per www.Adcentricity.com) represents over 80 network partners with over 140,000 place-based and retail screens covering 16 main venue categories and over 70 sub-categories.
• SeeSaw Networks, (per www.SeeSawNetworks.com) “reaches more people in more places than any other digital video network. Combining over 50 digital signage networks across 30 different types of locations, SeeSaw is the most extensive national digital video network currently in 26,000 venues nationally and growing. SeeSaw delivers over 50 million weekly gross impressions – more than primetime TV spots at a fraction of the cost”.
• rVue (www.rVue.com) acts as a sales agent for about 20 networks.
• Ad display on DOOH are often included in campaign proposals blended with TV, cable, radio or static billboard ads by ABC, CBS, NBC, ClearChannel and others.
• As existing media providers (i.e. cable, print, etc) deploy DOOH networks, ad display opportunities will be bundled with “core business” ad proposals.
• Personnel responsible for sponsorship, patron programs, merchandising and co-op programs typically add Digital Signage to their proposals when display capability is added to their facilities.
• Other ad sales capability could be expected as media organizations seek to leverage their ad sales capabilities and infrastructure.

Given the proven results in sales lift, message recall and awareness, reduced perceived waiting times and improvement to the location experience that result from the proper use of Digital Out-of-Home, as well as the continuing growth in the number of displays, advertisers and ad sales representation, the future continues to be positive for Digital Signage/Digital Out-of-Home – “the sharpest instrument in an advertiser’s tool chest.”

Lyle Bunn is a consultant, commentator and educator in North America’s Digital Signage / Digital Out-of-Home industry.

If you can imagine 140 football fields, you have an idea why digital out-of-home network advertising is becoming hotter every day.

That’s how much area it would take to lay out all 900,000 of the digital signs expected in the market by the end of 2009 if each were a 40-inch display.

“That’s 6.3 million square feet of dynamic digital display area,” marveled Dale Smith, senior director of business development at Peerless Industries Inc.

Size isn’t the only thing that matters, however, among a number of factors fueling the growth of the networks. Proof-of-performance has improved dramatically, more ad space is available to sell, planning and placing the ad content has never been easier, and an increasing number and diversity of media-buying divisions are writing checks, taking money from pockets typically emptied into TV and Internet buys.

Proof of the boom: the Out-of-home Video Advertising Bureau, whose members include many of the largest DOOH networks, reports that video advertising networks are a $1.01 billion industry now and growing at 25.4 percent annually. The Bureau predicts the industry will be at $3.2 billion before 2012.

Buyers, sellers tuning in

NBC, ABC and CBS have been promoting DOOH ad placement to their advertising clients, often bundled with TV network proposals. Cable system and billboard ad sales organizations have been ramping up their efforts, and print media is expected to engage DOOH ad sales as a way of leveraging their sales organizations.

But some media buyers and planners are looking for a different way. Brand managers, agencies, creative houses and others have become frustrated with the high amount of effort it takes to place ad campaigns that take fullest advantage of the medium. Here, network operators have an opportunity to capitalize on the sharpening of their own marketing kits, proposals and analytics.

“A fact of modern life and commerce is that better approaches will be used,” said Shelley Palmer, media guru and author of the best-seller “Television Disrupted,” when addressing a packed house at the NEC Digital Solutions Summit in late August. “Digital out-of-home is powerful because of its placement at point-of-event such as purchase, decision or attention. As an addressable media, it exploits the digital communications supply chain to provide better message targeting capability – the holy grail of the advertising.”

DOOH network account execs easily could fill a media buyer’s calendar, and ad placement is becoming increasingly easy. Industry associations such as OVAB and www.OOHDigital.ca offer direction to many networks.

And DOOH ad sales agencies such as Adcentricity, SeeSaw Networks, Charter Media and MediaPlace offer convenience to media planners and buyers. New entrants to this service area such as rVue, UnSoldSpace.com and AdSemble suggest that the administration in using DOOH for advertising will become more streamlined.

Not only are placement options becoming more sophisticated, so is the understanding of the medium’s potential. Rocky Gunderson, vice president of SeeSaw Networks, said he is seeing companies using DOOH in ways more sophisticated than ever before, and believes the model is moving beyond place-based advertising into more strategic communications.

“That’s really exciting, particularly when from a creative perspective you see how effectively digital-signage can deliver a relevant, timely message,” he said. “When you add to that the explosive growth in digital-signage companies, increasing the venue choices brands have to advertise in, this media now has the reach of TV with the target-ability of the Internet. Planning teams are beginning to stand up and take notice.”

Rob Gorrie, president of Adcentricity, agrees.

“Today there’s a better understanding of the digital OOH medium, and folks are more comfortable with how to use it,” said. “This is what’s driving demand for digital OOH. And it’s about time.”

Lyle Bunn is a commentator, contributor and consultant to North America’s DOOH industry.