Transparence totalitaire : fictions et réalités - Evgueni Zamiatine*, Nous*, 2017, Actes Sud, 233 p. Ville de verre aux murs transparents. Ville géométrique, tentaculaire ou aucune vie n'est privée. Vil...
mercredi 21 janvier 2015
DOOH joins the digital and interactive media mix
The Interactive Bureau of Advertising (IAB) announced the creation of a digital out-of-home task force whose job will be "to define the growing digital out-of-home space as a channel while positioning its place in the larger digital media mix and interactive advertising industry."
This is a tipping point for this business.
For the time being, member companies are: AdJuggler, AT&T AdWorks, Audience Entertainment, Billups, blinkx and Burst Media, Brandscreen, Cadreon, Cleveland Clinic, Havas Media, Intel, Kinetic Active, Live Nation, Magna Global, NBC Universal, NEC Vukunet, Outfront Media, Titan Outdoor, Visit Florida, Vistar Media, Xaxis.
Most of these companies are engaged, in different ways, in digital advertising solutions.
One can expect the IAB, as for other digital interactive advertising media, to recommend research, standards and practices not only for marketing campaigns but also for measurement and for privacy. All of which is sorely needed now for people and companies working in the field.
Out-Of-Home advertising is changing quickly: the combination of screen and smartphones makes it possible to reach consumers on the go, passing by windows, visiting malls, railroad stations, movie theaters, stadiums, subway stations, shopping at supermarkets...
Digital-Out-Of-Home (DOOH) is now joining the digital media and its programmatic ecosystem with ad management platforms, adnetworks, adserving, audience measurement, real-time reporting, data collection, interactivity, media trading, publishers, geo- and context marketing, creative development, etc.
And RTB is just around the corner.
DOOH (or Digital Place Based, DPB) is becoming part of the economy of context with sensors of all kinds (beacons), an economy which will be accelerated et generalized by the Internet of Thing and wearables.