Parallel Worlds: Industry Wake Up Call
In November 2009, I posted an article about the potential threat of Mobile to the DOOH industry.
Imagine my chagrin when I took a look at the latest issue of Ad Age, in which Kunur Patel just posted an article titled “Forget Foursquare, location based marketing is the new point of purchase”
I bet I got your attention now didn’t I? I recommend you read this Ad Age article- then when you have done that; read all the comments as well!
Aside from a tiny mention of Placecast, you’ll see that there is hardly any acknowledgment of DOOH in the article at all.
Why is that? What’s happening here? Is it because we continue to promote our industry as THE in-store digital solution rather than embrace what’s happening with mobile advertising and figure out a better way to integrate the experiences? – Maybe.
photo credit: http://ioconnor.wordpress.com/
This is surely yet another wake up call to our industry, and once again we are sleeping right through it. I’ve said it many times – our industry is self-centered, we live inside a giant comfort-zone, patting each other on the back on how great we are or tell each other how big our industry is going to be.
While we fight amongst ourselves over things like DSA or the DSF, the real battle to wage is out there in the agency universe; educating, pioneering, creating standards.
Sure, a few of the big agencies are starting to notice DOOH, perhaps experimenting here and there- but at the rate things are going the mobile ad campaign spend will continue be a threat to the hard earned budget that DOOH garners.
We must as an industry take notice now and realize that unless we find new ways to push the creative envelope to create more meaningful experiences that support the mobile devices as part of a total integrated campaign, rather than just use the digital sign to repackage and publish on-line and mobile experiences – the digital signs we worked so hard to get into every retail venue might as well be overgrown, overpriced desktop CRTs running a screen saver that plays out random RSS, Twitter and Facebook statuses.
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