Comments on: IOH: Oh boy, another handle to add to the list!!! http://www.digitalsignagecentral.com/news/ioh-oh-boy-another-handle-to-add-to-the-list/ Digital Signage News, Reviews, Industry Info, Videos, Pictures, and Insight from around the Net Wed, 30 Nov 2011 01:33:14 +0000 hourly 1 http://wordpress.org/?v=3.0.1 By: Emerald Marino http://www.digitalsignagecentral.com/news/ioh-oh-boy-another-handle-to-add-to-the-list/comment-page-1/#comment-276 Emerald Marino Wed, 29 Apr 2009 16:06:09 +0000 I agree that the terms “digital out-of-home” or “DOOH” are somewhat stale and uninteresting, undermining the dynamic nature of the platform and “newness” of the industry itself. These terms take with it some mediocre connotations about the platform’s performance and the terms don’t quite resonate as dynamically as Web 2.0, Interactive Media, or Integrated Advertising. This notion reveals something inherent in the current perception of the industry, as well as a shift in thinking from the thought leaders that decide what is valuable and efficient. These are the digital media providers, the advertisers and the agencies that represent them. Perhaps a shift in thinking means that we need to get rid of these terms completely, as the terms “out-of-home” advertising still carries with it implications of freeway billboards, coffee sleeves, and wallscapes. Not that these media vehicles are subordinate—it’s just that the digital age requires a new lexicon to guide a new and reinvigorated industry. There is indeed a new perspective, a new way to approach it, a new term altogether. A new term I heard from Steve Roberts was very interesting-—Digital Destinations. A digital destination simply refers to anything with a pixel. The ideal network has the capability of being able to distribute content to any digital destination within any given network with an API. Wouldn't it be great if there was a technology that can deliver content instantaneously to any digital platform? This kind of capability would be a silver bullet and a new term is needed to encapsulate how to seamlessly reach digital endpoints at the touch of a button, and more importantly, the term needed to embody the implications for a revolutionized integrated solution, and a digitally-transformed industry. The term was coined by Steve Roberts, whose company is intent on changing the way advertisers communicate to their audiences, the way brands plan and buy media, and the way marketers micro-target individuals. Can't wait to see what they got up their sleeve. I agree that the terms “digital out-of-home” or “DOOH” are somewhat stale and uninteresting, undermining the dynamic nature of the platform and “newness” of the industry itself. These terms take with it some mediocre connotations about the platform’s performance and the terms don’t quite resonate as dynamically as Web 2.0, Interactive Media, or Integrated Advertising.

This notion reveals something inherent in the current perception of the industry, as well as a shift in thinking from the thought leaders that decide what is valuable and efficient. These are the digital media providers, the advertisers and the agencies that represent them. Perhaps a shift in thinking means that we need to get rid of these terms completely, as the terms “out-of-home” advertising still carries with it implications of freeway billboards, coffee sleeves, and wallscapes. Not that these media vehicles are subordinate—it’s just that the digital age requires a new lexicon to guide a new and reinvigorated industry. There is indeed a new perspective, a new way to approach it, a new term altogether.

A new term I heard from Steve Roberts was very interesting-—Digital Destinations. A digital destination simply refers to anything with a pixel. The ideal network has the capability of being able to distribute content to any digital destination within any given network with an API. Wouldn’t it be great if there was a technology that can deliver content instantaneously to any digital platform?

This kind of capability would be a silver bullet and a new term is needed to encapsulate how to seamlessly reach digital endpoints at the touch of a button, and more importantly, the term needed to embody the implications for a revolutionized integrated solution, and a digitally-transformed industry.

The term was coined by Steve Roberts, whose company is intent on changing the way advertisers communicate to their audiences, the way brands plan and buy media, and the way marketers micro-target individuals. Can’t wait to see what they got up their sleeve.

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