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Look Out, Its
Digital!
Adrian Cotterill
editor-in-chief
DailyDOOH
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Let me explore...
Whats good, whats best, whats better and
whats trending in the world of digital outdoor
Why you should steer clear of anyone who
mentions the words Programmatic Buying
Whether Outdoor should look, feel and smell
like online
Software suggestions for the Digital Outdoor
marketplace
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I
n

W
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s
itz
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w
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N
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t-C
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f!
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T
h
is

lo
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s
tr
a
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ly

fa
m
ilia
r
...
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W
o
w
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L
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A
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O
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,
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#
A
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W
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W
h
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is

m
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b
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s
?
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L
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a
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L
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V
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L
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V
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W
a
tc
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m
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h
a
ir
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A
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t
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T
h
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a
p
y
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M
i
n
i

N
o
t

N
o
r
m
a
l
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Trending
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Billboards
Wont Be
Static
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Twitter /
Creative
Amplication
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At #Connect2014 Tim Nolan, Senior VP Marketing
Creative and Brand Strategy, Lifetime Networks
showed why the TV Networks under his creative
control loved outdoor advertising...
My main takeaway was how he felt that Outdoor
added to Blog and Trade and Fan Engagement
which increased the power of his marketing spend
many fold
He gave plenty of examples of campaigns where
talent (the actors on his programming) tweeted on
same and several where TV chat shows had
picked up on the uniqueness of his outdoor
promotions

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In an always-on world,
mobile devices are always at-
hand as consumers move
from screen to screen
Key Digital Trends for 2014
- eMarketer report
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DOOH is an
activator of
other media
(mobile,
social,
online)
Garry
McGuire
Garry McGuire, CEO RMG Networks
Mobile has become an integral part of our
daily lives
Average time spent on device
per day
Source: Nielsen, Jan 2014
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Screens
wont be
screen
shaped
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Shape is
the new
King!
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Billboards
are not
Screens
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Every
Surface a
Screen
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Every
Surface a
Billboard
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Programmatic
Buying
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Programmatic
Buying will drive
your price down
to ZERO!
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Programmatic Buying ... online display advertising
that is aggregated, booked, ighted, analyzed and
optimized via demand side software interfaces and
algorithms ... includes RTB and non RTB methods
and buy types such as Facebook Ads API and the
Google Display Network .. implies the use of multi
sourced data signals to inform targeting and
optimization decisions ... the majority of inventory
available via programmatic is non-guaranteed,
auction traded during the ad call ... although
'Programmatic' suggests little or no human
intervention, algorithmic optimisation can only do
so much. Smart macro optimization by analytical
'traders' can amplify programmatic performance
signicantly.
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Should
Outdoor Look,
Feel & Smell
Like Online?
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Immediacy,
Topical, Tactical
Targeted (i.e the
BEST of online)
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Outdoor needs
(better) Revenue
Management NOT
Programmatic
Buying
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The scheduling system is likely of
most interest, its called JCDecaux
CAPTAIn

, and will be powered by

dunnhumby insight to help brands
schedule advertising messages to
shoppers across the UK

(C)ampaign (A)udience (P)lace (T)ransmission (A)vailability (In)vestment

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I see Revenue
Managers from
other industries
joining Outdoor
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The Software Holocron
(Digital Signage, Gesture,
Kiosk and Touch) lists
thousands of products
http://www.dailydooh.com/digital-signage-software-vendor-list
Scala 14.3%
Cisco 9.8%
BroadSign 8.1%
Source: Digital Signage Software Market Company Market Share by Revenues (World, 2008) Frost&Sullivan
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Others 58.1%
Source: Digital Signage Software Market Company Market Share by Revenues (World, 2008) Frost&Sullivan
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Ayuda vs
BroadSign
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