Introduction and call to action

Introduction and call to action
Tags: Advertising, DOOH Advertising, Networks
January 25, 2012 - Joe Matriss

This blog post marks the first of our continuing series for DigitalSignageToday from the perspective of our digital out-of-home network, Park Cast.

The primary reason to write this blog is to encourage more open discourse between the different DOOH networks in North America, through sharing ideas, strategies and thoughts on industry developments. I feel the need to share what we have learned in order to help other networks try new techniques and find different paths to grow. Good strategies are hard to come by, and it is important for more networks and digital signage hardware and software providers to understand where we are coming from so that we can all grow together.

I intend for this to be a two-way discussion, and encourage those interested to contact us. I am thankful to DigitalSignageToday for the opportunity to have such an established platform to use, and look forward to actively participating in the overall industry development.

Using our first post to start off with something that has been in the news recently, Park Cast is a very strong believer in the need for DOOH networks to provide donated advertising space on their screens to non-profit and cause-related marketing efforts.

Park Cast Network is an ad-based network with screens in New York City and Chicago, placed in public parking facilities. The locations serve financial areas, sports complexes, entertainment centers and commuter transit, and we have been growing over the past two years by expanding into new locations and have recently started our network rollout in Chicago.

We support a wide number of initiatives from outreach campaigns such as the Wounded Warriors Fund, the NYC Department of Transportation Pedestrian Safety and AIDS Awareness. Park Cast works directly with PlowShare, the second-largest PSA (Public Service Announcement) distributor, and FY Eye, a non-profit communications outfit based in NYC, to provide time in our loop for their static and video content. They are very grateful for the help that we are able to provide to them and their clients, as often the clients have little to no marketing budget. They are also actively seeking more network partners, so please do not hesitate to give them a call.

It is easy to find out about causes in your area if you are interested in helping too. It is as simple as finding a cause that is dear to you, doing a Google search, and giving a call explaining that you'd like to help by donating space. I guarantee that you will receive a call back from a very gracious and excited representative.

But let's not be naive here, there are other reasons to donate space than just the positive social impact that it has. DOOH is an emerging medium, and every emerging media needs to be proven. It is often very difficult to sell DOOH to advertisers, and having strong case studies for new clients to reference is important. Helping a non-profit cause is a great place to start, and the effectiveness of the network can be shown in real numbers, such as the amount of money fundraised or the number of people who signed up to support a cause.

Moreover, DOOH as a medium needs more awareness itself among the marketing community, and donating space is an excellent way to make it more commonplace. DOOH networks are part of the local and national communities, and there is a responsibility to use our reach and power to help. Please contact us if you are interested in connecting to some groups that do this; we are more than happy to make introductions.