Blog: Keith Kelsen 

Keith Kelsen (bio)
Chairman & CEO
5th Screen Digital

Monday, 15 July 2013

A point of transit (POT) network is one in which the viewer is in transit past the sign and is not expected to linger. These networks are tailored for “on the go” viewers. These can be signs along the side of a highway, where they are visible to large numbers of diverse viewers passing at fairly high speed, or they can be in airports, train or bus stations, or other locations where people are passing more slowly.

Content on a POT network is most like a traditional billboard in that it needs to quickly create a thought-provoking impression and is usually more focused on a brand rather than a particular offer. Its value over traditional paper is twofold. One is motion; with the exception of a handful of mechanical billboard arrangements, a digital sign is the only way to produce movement that will attract an otherwise inattentive eye.

The other is that a digital sign’s message can be changed at frequent intervals or to match the time of day or other external conditions. A digital sign along a highway might highlight a coffee brand during the morning commute, and the evening commute message might relate to a chicken dinner. POT networks break down into a several subcategories: digital billboards, signage inside transit hubs and  exterior-facing retail signage.

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