Outdoor 3.0 GDBOS platform
In my last article, I mentioned..
* 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.
Carrying on from that..
Outdoor leaders need to radically transform their IT strategies to support outdoor 3.0, from developing an application for static and digital billboards, to building the next generation Global Digital Billboard OS (GDBOS) platform which will be flexible, plug and play and global, built on open standards and web 2.0 technologies. The platform will need to have a double-arrow focus.
Internally, the GDBOS platform needs to be
A) Built on open web 2.0 standards promoting scalability and flexibility at lowest incremental cost
B) Promote a streamlined business process driven by key business metrics
C) Support an agile information architecture that provides one global view of the customer and provides leadership access to current information and reports, enabling them to make rapid business decisions and navigate the challenges of the economy
D) Provide an internet platform for the sales and business users to rapidly drive business results.
E) Drive Customer Experience and Loyalty Management at the core.
Externally, the platform needs to
A) Integrate with travel systems and media planning optimizers
B) Contain the ability to pick up micro-level data from devices such as GPS or TAB feeds or Bluetooth enabled devices.
C) Provide state-of-the-art analytics on each demography of focus
D) Enable advertisers to measure ROI and provide proof of performance and optimum marketing mix
