This is the first of three guest postings from Tom Eley of Eley Media Management and describes the types of Digital OOH
Minority Report here we come! Digital signage now encompasses:
And pretty much any other high traffic location that OOH companies can plug in with:
- LED’s for the larger formats
- Plasmas or LCD’s for the smaller and closer formats
There are also some exciting new technologies like digital ink on the horizon from companies such as Magink: www.magink.com.
Many of these new screens are hooked up to wired or wireless networks that facilitate copy changes in seconds not weeks.
On one end of the spectrum are indoor tightly-targeted networks offering video formats and featuring non-advertising as well as advertising content. Examples of this include:
- The Hotel Network
- In Stadium network
- In airport Networks
- A variety of networks in hospitals and doctors offices
- All Over Media in gyms
- Ad Space in movie theatres and shopping malls
- Wal-mart’s In-store Network operated by PRN
- Captivate in elevators owned by Gannett
- Video at gas pumps backed by NBC
- etc. etc....
Two OOH Associations Have Different Roles
‘Having non-ad content is the differentiator for why a company joins our Trade Association versus the OAAA’, says Kim Norris, former cable executive and since April President of the new Out of Home Video Advertising Bureau, ‘Although that point of difference between us and larger format outdoor digital networks won’t last long. They will want to try content too at some point,’ she says.
Mass Digital OOH: Subway Entrances, Bus Shelters
In the middle of the spectrum is CBS Outdoor’s high resolution LED network of Urban Panels above subway entrances in
On the other end of the spectrum are small networks of large outdoor bulletins converted to an LED format that are only allowed to show static images, due to traffic safety concerns.
At this time, they only show advertising content, but many of the outdoor companies have agreed to make them available to broadcast emergency information such as Amber Alerts.
Demand for advertising on these new super-bulletins is high and locations seem to sell out as soon as they are built.
TV on the fly? Digital OOH is taking off.
Next post: Where to go for availabilities and other information.
The post is the work of Tom Eley, President of Eley Media Management and is edited by Gene DeWitt. For more information contact Tom at firstname.lastname@example.org.
Tags: Digital Outdoor, OOH, Advertising, Media