The digital signage industry is a small world – but it stretches across the globe.
And that global community is pulling together to do what it can to help relief efforts for the still-developing catastrophe in Japan.
Organized by digital signage expert consultants Dave Haynes and David Weinfeld, DOOH4relief is "a collective, voluntary effort to drive fundraising for the still unfolding tragedy" in Japan, according to www.dooh4relief.com.
Spurred by a Weinfeld tweet over the weekend recalling a similar effort for the Haiti earthquake last year, the two Daves started working on rounding up help.
"The idea is you've got literally hundreds of thousands of available screens out there in North America, and globally and virtually all of them will have some available media inventory time ... between us (Haynes and Weinfeld), we kind of got the word out that this is going on, we can help, who wants to pitch in?" Haynes said via telephone this morning.
"It's just kind of steamrolled from there."
The effort already has garnered several spot ads soliciting donations to Red Cross and Red Crescent relief efforts that have been made available for download at www.dooh4relief.com. Some of the ads were already in development independently by companies such as rVue, Haynes said, but the site is now providing a central clearinghouse for the public service announcement content.
DOOH4relief has been a catholic effort, with agencies and firms from across the world offering to help out. Insteo, headquartered in California, is hosting and managing the site. And according to Haynes' 16:9 blog, Cineplex Digital Solutions and Groupe Viva in Canada are working on spots, and a U.K.-based associate of Montreal-headquartered Ayuda is working to spur efforts in the United Kingdom.
Belgian firm idKlic has contributed a spot that references both the Red Cross and Red Crescent societies – that is already up and running in 600 Belgian pharmacies.
Al Barq Digital in Abu Dhabi/Dubai has joined in and is working to get the ball rolling in the Middle East region.
According to Haynes' blog, "ScreenScape has asked its SMB user base to run spots, the Canadian Health Media Network is poised to run spots on its member networks as soon as they come available, and RMG Networks in the US – has already started running spots on its large New York Times and fitness networks."
"We are also in touch with the Canadian and US digital out of home/place-based member organizations, and OVAB Europe via Al Barq."
Spots developed by rVue and Context Media also are available, according to Haynes' blog.
Also according to his blog, "the files will be 15s and 30s and will conform where possible to the DP-AA content guidelines for resolution, bitrate and file type."
There are now four PSAs up on the site, and there should be several more coming in today, Haynes said this morning. There are more in development for the French-speaking parts of Canada, he said, and he's hoping a company will soon step up to develop spots in Spanish aimed at Latinos.
Also, Haynes is "taking great pains" to make sure that this effort is not used in any way "as a back-patting exercise," asking networks and others to not alter the spots beyond tweaking them for formatting.