DOOH! is where the Growth is.
DOOH sounded first like the grunt frequently uttered by Homer Simpson. In case you haven't come across it in other contexts than that of a cartoon so far, it actually spells out Digital Out Of Home, a well loved (?) abbreviation for the Digital Signage professionals.
BBC's Shafir Sakr (30.5.2011) reports on outdoor advertising noting that industry experts are forecasting faster growth for digital signage than for any other media. JCDecaux is the current leader in the market place. In the video report JCDecaux's Jeremy Male notes that with digital signage "you can't turn the page or switch off, it is just there".
Digital signage allows moving from brochures to digital signs and the report introduces a case of Duty Free shops doing just that at Oslo airport - where changing campaigns monthly at the fast paced airport environment offers challenges and Christine Toemte of TRN Duty Free explains how digital signage makes their life easier.
But what is so different about real time outdoor advertising and what possibilities does it offer the advertiser other than just a substitute to print? Adverts can be customized and updated remotely according to current events, weather changes and even according to the viewers gender or tastes, while sharing it all on Social Media sites. At ScreenMedia Expo in London I tested out Cadbury's interactive advert, which was connected with Facebook and left me with a Fair Trade Chocolate Bar in my hand! Now that's an advert that leaves a sweet taste in the consumer's mouth!
Planar is being active in DOOH market, especially through the focus on QSR market (QSR = Quick Serve Restaurants), including drive-in restaurants. Our strength in this market is the customization capability, which has allowed us to create products like the Outdoor Digital Signage Display LC46 and Indoor Digital Signage Display LB3251WHW, which are available to all our customers. In May we explored the market at Screen Media Expo in London and DSE in Essen, demonstrating a wide range of our digital signage products from Transparent EL to ep55L Large Scale Signage Display with LED backlight.
|Transparent EL, ep55L and LB32 at DSE in Essen|
|Planar stand at Screen Media Expo in London|
What do you think the future of DOOH will be like?