What makes place-based media great?

Place-based media veteran Mitch Oscar has an insightful blog post on MediaPost's TV Board about what's really poised to make digital out-of-home the next big thing. His take:

Over the years I’ve consulted for a number of place-based companies, such as Hotel Networks, Juke Box Network, Burly Bear (college) and Captivate, and taken meetings with myriads of others. A word of caution. Scale is great. Metrics are even better. Don’t get me wrong. It is what the media community always clamors for. But in my opinion, it’s the place in place-based media that is of primary importance to the marketer. The ability to connect with a community in a specific location and own the space....

In my estimation, place-based media offers a value proposition unique to our media community — and I cannot impress upon its members the significance of owning an environment for a marketer to share with the inhabitant for the period of time they cohabitate.

I know a lot of you are already preaching the same gospel, but isn't it nice to know that either (a) you're not crazy, because somebody else is spouting off the same thing, or (b) maybe you are crazy, but at least you're not the only one?

Tags: digital signage, place-based media