Outdoor 3.0
The Out-Of-Home (OOH) media is undergoing seismic changes on multiple fronts. Outdoor 1.0 was characterized by static white screens – much like the dull white toothpaste. Digitization of the billboards has brought in Outdoor 2.0 and is making outdoor as "THE BIG SCREEN". It is fundamentally changing the way advertising buyers bought outdoor media and planned day parting - from buying locations to buying time. Population-driven metrics are able to measure outdoor advertising and its effectiveness.
I believe that Outdoor 3.0 is here. And it is out here to completely alter the landscape of Outdoor and OOH media as the ad industry has known it. Add this to the integration of technology ecosystem that encompasses wireless technologies and handheld devices and you have a powerful change at hand.
It is not about what is shown on ‘The big screen’. It is beyond attractive digital displays. It is not about what is shown on ‘The big screen’. It is beyond attractive digital displays. It is not about ‘how many are watching’. It is not about population-driven metric. It is about WHO is watching, WHERE are they watching it from, ADVANCED ANALYTICS around it and the COSMIC INTEGRATION with traffic and media planning systems.
I will expand on this in my next article..
