Wednesday, June 10, 2009

Get yer somwhat-relevant digital signage news fix here...

Between the growing number of high-caliber bloggers out there who are actually pumping out some decent content, it's getting harder and harder to come up with new, relevant content and/or analyses here.  But thankfully some of our sister industries have been leading the way with news for them that's clearly becoming more and more relevant for us.  For example:

Cablevision's about to offer same-day VOD ad insertion to its advertisers, allowing the operator to improve their relevance (time-wise, anyway). Beginning this summer, the cable operator will be able to swap out existing creative within 24 hours of receiving notification from a client, which of course means that clients will really need to be on their game to get finished spots to the operator in a timely fashion.

The DOOH industry is about to face another source of competition for viewer attention: mobile video. I know, I know, that's something already on the radar, but now that the digital TV switchover is about to happen here in the US, all of the bandwidth previously used to send analog TV signals is being reused and reassigned, and you can bet that mobile video providers want access to that spectrum. It's hard enough catching somebody's attention in a supermarket or a train station or anywhere else where there are a number of things to look at. Now imagine trying to compete with all that and last night's rerun of Idol.

Mediabrands, the parent company of the IPG Emerging Media Lab, has decided to start a digital advertising network, Cadreon, and seems to have its sights set on another SeeSaw/BookingDOOH-style cross-network and cross-medium ad management system. Adweek notes that "in addition to buying, Cadreon will provide real-time dynamic ad creation to help clients build and serve units on the fly. The system utilizes a host of different parameters, tailoring both creative content and messaging to specific client audience profiles." While the initial focus seems to be online, the company clearly wants to cross the chasm into the real world when the time (and money) are right.

Another article talks about advertisers making lemonade from lemons via advertising on vacant storefronts. While it's nothing we haven't seen before, it's nice to see the kind-of win-win that is advertisers paying a fraction of what billboards cost while landlords get to fill a bit of barren, unproductive space.

As a reminder, if you plan to attend the Strategy Institute's Digital Signage Technology conference tied to Infocomm next week, you can get a 10% discount by mentioning the code "9015-DSN10" when you sign up. Full details are at:

No comments: