Display Alliance News 12.14.2010

Digital Media: Keeping It Relevant In A Changing Landscape
David Little:

Suddenly, just having a digital sign located where people congregate isn't good enough. Suddenly, there is competition for the attention of viewers. Suddenly, it's more important than ever to create fresh content that is relevant to the intended audience of the digital sign and to make sure it is timely.

I wholeheartedly agree. The potential audience is pulled into their smartphones, where relevant information is ever-present. Augmented reality apps that present relevant information to the user's current surroundings will make it even more challenging for digital signage.

A Look At DOOH By The Numbers
DigitalSignageToday:

PQ Media has reported that U.S. DOOH spending grew 14.9 percent in the first half of 2010 and forecast that it is on pace to grow 14.8 percent for the full year to $2.07 billion.

Lyle Bunn:

But growth that is only 14 percent given the inherent advantages of the medium strongly suggests the importance of increasing media planning/placement efficiencies and improving 'content' to better deliver communications outcomes.

DOOH audiences look for relevant content at the right place and at the right time. There are plenty of displays out there: according to NPD DisplaySearch there are one million displays that are deployed in over 260 operational networks. What is needed are real-time interactive displays.