DOOH continues to be a major force in the digital signage space, as innovators continuously craft hyper localized creative campaigns. One of Digital Signage Today's most popular articles of 2016 predicted a massive increase in the number of DOOH displays, hyper targeting and more intelligent campaigns.
With these questions in mind, Digital Signage Today interviewed Rich Ventura, the 2017 chairman of the Digital Signage Federation, who will be presenting the DOOH Strategy Summit at DSE 2017.
Digital Signage Today: What do you see as the biggest DOOH trends for 2017?
Ventura: The biggest trends that we see will be around measurement, increased alignment with mobile integration, and expansion of programmatic content and delivery. Measurement is huge for DOOH. We are seeing systems coming out that will create stronger measurement tools and deliver true understanding for establishing stronger ROI. More widely accepted and better understood metrics will help drive expansion of DOOH with better delineation of each vertical market and will create stronger ability to differentiate each space and their target audiences. As we see more mobile integration into DOOH via triggers (BLE, RFID, NFC, etc.), as well as integration with Wi-Fi, we will see stronger engagement with more relevant content. Both of these factors will create a stronger understanding of target audiences and create stronger networks to deliver programmatic content on a targeted basis. With this data-driven insight, DOOH content will become smarter and be able to deliver a more relevant experience and drive the meaningful message and branding. That in turn will increase spend in DOOH.
Digital Signage Today: What are some of the software and hardware requirements to run a successful DOOH campaign in today's environment?
Ventura: This is a loaded question! In reality you need to establish objectives and strategies before defining the hardware and software requirements. If the system is to be rolled out globally and installed outdoors, you need to have the right software that can manage multiple locations and time zones while being able to deliver big data analysis and computing to deliver the right message in the right place - and deal with the environmental requirements. Also, with the hardware it needs to be the right screen technology and size for the space. In the end, you won't put a 46-inch LCD in a space that would require a 100-inch display. The audience, the location, the mission, and the content all will drive the technology decisions, not vice versa. My recommendation is to define your objectives and mission and then work with a commercial-grade platform and hardware that will meet and exceed your needs. Using the wrong platform and/or the wrong equipment, or choosing them without considering the factors mentioned above, is a recipe for a bad experience.
Digital Signage Today: How can DOOH boost customer experience?
Ventura: Creating a meaningful and impactful experience is key. We have observed that DOOH systems that truly pull in the consumer tend to be much more impactful. If you look at content that impacts the user experience in a positive manner you are able to see increased growth in engagement, ROI and overall impact. Engagement is directly correlated with a positive customer experience. When the connection is made, the impact is strong.
Ventura will be presenting DOOH Strategy Summit at DSE 2017 on Mar. 28 from 9 am to 5 pm PT.
/ Bradley Cooper is a Technology Editor for DigitalSignageToday.com. His background is in information technology, advertising, and writing.