Digital Signage & DOOH -
|Product Type: Strategic Analysis |
Date: September 2014
Author: Gary Sasaki
With the majority of the target audience in major countries now owning a smartphone, the ability to reach into these smartphones is very tempting. All kinds of advantages can be talked about if digital signage and Digital Out Of Home (DOOH) advertising is somehow able to connect to a viewer’s smartphone. Content can now stay with the viewer after they’ve walked away from the sign. Content can be personally interactive. Viewer metrics are directly measured, making advertising easier to sell. New use modes are possible, some of which have yet to be imagined.
This is a young market segment that appears to be on a growth path, but one that still has its training wheels on. There is lots of confusion.
It is also a business that involves many different industries – digital signage, smartphones, App development, big data, electronic tags/beacons, advertising, mobile payment, and retailing. This mix of industries makes it particularly tough for a company to master.
This report looks at the following: