If you not interested in Outdoor advertising, or more specifically DOOH (digital out-of-home) and digital signage, you probably want to stop reading now.
Yesterday I went to #ScreenMediaExpo at Earls Court in London, an exhibition and conference programme that “that mixes media and technology”.
Although I am not wholly involved in Outdoor advertising, I like to know what is going on and believe combinations of broadcast, interaction, mobile, social and big data guarantee the ad funded future of the medium. READ MORE
Yesterday I saw an interesting article in the Guardian titled “Recession sparks comedy golden age as demand for TV scripts doubles”. Although I see no evidence of increased demand because of the tough economic climate, one line stood out for me in relation to Sky’s surge in comedy commissions.
“Once they commission you, they let you get on with it. It is a less structured environment than the BBC.”
I was already looking forward to new Sky comedy series “Starlings” and this was a timely reminder to watch, which I did last night. Well cast and produced, but really slow and lacking in jokes or much humour even. I will watch again, as a light drama, but to me it’s not comedy compared to something like last night’s BBC2 “Episodes”, previously from first series above and series two, episode one on iPlayer, here.
Even the most creative of talent needs some guidance on their output, a trusted person looking at things differently and making sure they get the best out of themselves, and deliver what their audience appreciates.Tweet
Recently I was asked to contribute to a specialist magazine that covers the Out-of-Home (OOH) industry in the Asia Pacific region. They asked me some questions by email on the future of OOH.
They have chosen not to use my answers:
a. because I am a f*ckwit and I don’t know what I’m talking about, or b. my answers weren’t suitably jargon-ridden and evangelistic about this relatively minor communications channel.
If you are interested and can be bothered, read my full response below.
PS DOOH is Digital-Out-of-Home, screens of all shapes and sizes
PPS. The video above is what I would call a really socially aware use, topic and media, of Outdoor communication.
1、 How has digital and mobile technology impacted OOH communication?
Digital had existed OOH for many years, for example London’s Piccadilly Circus, Drive-in Movies and Syndicated Sports Networks. The explosive growth of mobiles worldwide has reached the point where handsets are now one of the most important items that people carry with them at all times. The primary use for mobiles is for personal, social and functional communications. Now with the quality of mobile networks approaching the functionality of the wired internet there is an opportunity for OOH media to be more than signposts in people’s lives. In the new economy real-time, integrated, personalized, targeted marketing solutions are highly attractive to businesses and brands.
2、What do you think is the most important technology for future OOH development? Why?
The everywhere cloud. Only when people and their devices are always connected will OOH media deliver its now and future promises to businesses. Multiple marketing channels based on where people are and what is available to them, with creative solutions fulfilling what they will respond to.
3、 How do you interpret that OOH is increasingly about the personal?
All good media is about the personal. What defines the most effective channels is their ability to offer one-to-many broadcast and significant reach. Increasingly highly targeted and one-to-one delivery of advertising and other marketing solutions are emerging. OOH is unique in that it offers highly noticeable, non-interruptible broadcast with the opportunity to personalise the communication where this is desirable.
4、 How can DOOH integrate with other digital media to optimize its personalized service?
Many people believe the PC is dead and digital in the future is all about tablets, handsets and soon to be mass-market alternative personal media devices. In reality in-home media will primarily be consumed and engaged with on the TV and PC, whatever physical attributes they have such as large screens, keyboards and other control devices. Out-of-home is different and the mobile is a platform to integrate a number of functions other digital media already use effectively. Specifically people’s desire for the convenience of mobile shopping, wallets, guidance and entertainment make DOOH an excellent platform to deliver advertising, rich media and interactivity.
5、 As cities are becoming digital, what role will DOOH play in them? How would DOOH and digital media converge in future cities?
This question confuses me. DOOH is just another platform within the digital ecosystem. People don’t see DOOH as something separate from whatever else catches their attention out-of-home, being hooked-up to the cloud does. DOOH media owners need to understand how this works together to deliver great experiences for people and complimentary marketing solutions brands want.
6、 Is it possible that DOOH will become a global digital network someday? If not ,why? If so, how should DOOH develop itself to achieve that?
If DOOH is to be funded be advertising, and possibly subscriptions, consider the needs of advertisers. There are few global brands buying time and space on fewer global media channels. Even the largest brands like to “think global and act local” and many products have a different market positioning and business processes depending on where in the world they operate. With the exception of a few global events the world’s people don’t want or get the same media, cultural differences are pronounced and will remain so. If I am wrong and global OOH networks are desired you will have people knocking-down your doors.
7、 Please think imaginatively, what will DOOH be like in 2022?
Who knows what the landscape will look like in ten years, politically or aesthetically. What is certain is connectivity will have become a complete utility with people not even aware as they move between networks. No doubt screens will be more eye-catching and less costly, and therefore present in more places. Products will probably be looking to provide services and vice versa. DOOH could just be one part of the utility or it can prosper by fulfilling the creative challenges needed to catch people’s attention, and that of the products and services that bankroll the media.
People are entitled to their opinions, and those vociferous minorities who attack advertising are no different. I saw a comedian once who considered working in advertising less ethical than being a landmine salesman, not funny to most, riotous whooping from a few radicals.
In my opinion the latest ad-attack, including the campaign to ban all outdoor ads in Bristol, gifted oxygen by the Guardian, is less freedom of speech and more ignorant ranting.
The full article is here, but the writer Ian Lawson does not acknowledge he is recycling the thoughts of a certain semi-anonymous, street-artist-to-the-stars and presumed Bristol ex-pat, citizen Banksy.
Patronising most of the population with the assumption they can’t make choices and are natural lemmings is one thing. Stating that Outdoor advertising should be exterminated because it can’t be chosen or tuned-out-of is another. READ MORE
Advertising people, techies and the media all love their ages. Media buyers have gone through the ages of, interruption, entertainment, engagement and more recently the age of dialogue (read a top media planner’s take here), when they talk about how advertising is used to spur people into action, mainly buying more.
If you believe the latest bandwagon, we are firmly in the age of big data, nirvana for database managers and spreadsheet jockeys. It has even permeated the BBC’s tech agenda, with a piece on Radio 4’s Today Show this morning.
I have no idea, yet, what effects big data will have on most people’s lives, or the brands and services that want to get to them.
However, if two examples quoted by the jargonisters on the radio are the best currently on offer, I can go back to concentrating on more interesting things.
The first was that fable of home life, the intelligent fridge. This time it’s going to know when your milk is out of date, I normally smell/taste mine. The second was something about a bloke watching TV at 5.00 pm, drinking beer and eating Pringles and how to make him an offer he can’t refuse, and not that his team will win.
Big ideas needed for big data, otherwise it’ll just waste a terabyte of marketing people’s time they could otherwise spend on improving their products and services.Tweet
At lunchtime I like a sandwich, if I am not enjoying fine-dining at the taxman’s expense. Recently I have been working with a Jackanory of PR’s and one day I asked them where I could get a decent sandwich and a fresh juice. You’d have thought I’d started a game of bullshit bingo.
“There’s a really good tapas place round the corner, the falafel king is fantastic, and the burrito cart is the dogs.” Because PR pixies are always selling dreams, to their clients and the media, their natural instinct isn’t to give you what you want, when they can sell you something better, in their minds anyway.
I wonder what the answers would have been if I’d have asked people from London’s other advertising villages.
Creative team: there’s a supertastic pop-up deli cart under a railway bridge in the East End that sells the best looking stuff, then you can make your own. READ MORE
We all know how media and advertising people love nothing more than gazing at their own navels.
Mad Men has garnered more ink than in the broadsheets and media press than any minority interest show I can think of, hats off to the Sky Atlantic PR team.
With an opening episode audience less than 100,000, that’s around 1% of Sky’s subscribers, hardly a family favourite. READ MORE
Upgrading from Windows 7, it took me less than 5! Hours, I still managed to watch Masterchef, Sopranos, part of Newsnight and Film 2012, so I didn’t have to do much, just a few clicks every so often. The first part of the install process checks your system for compatibility, so you can easily update software if needed to work with the new operating system.
The good news is, it works, the bad news, configuring my Microsoft Office and Live products looks a bit tortuous and I haven’t got time today to give it a full road test, more to follow.
Here’s a picture of the new look, in touchscreen mode, I like.
If you not interested in Outdoor advertising, or more specifically DOOH (digital out-of-home) and digital signage, you probably want to stop reading now.
