What Display Daily thinks: All the cool developments for what a display could be happen on smartphones – foldable displays, under display sensors and cameras, haptics, and audio. But the big money is in televisions where growth is limited even if the industry is making up for it by selling more display area every year to same set of customers.
Juxtapose some of the more interesting things happening on DOOH programmatic advertising with what is supposed to be happening with TVs as ad platforms, and there may be a convergence coming. It all comes down to how much these bigger displays will know about what what is going on around them.
It seems strange that no one has put a camera in a TV or under the screen to facilitate videoconferencing . It seems odd that no one has made TVs that are touchscreen enabled and could double as input panels. But, that time is coming.
The display industry is very compartmentalized. Mostly because of the distribution channels and supply chains for each market – consumer electronics, DOOH, etc. – being so entrenched historically. That will probably change as software platforms for advertising and services start to consolidate across verticals.
Local and in-home DOOH isn’t just a pipe dream. The web was initially borne on the back of targeted advertising but now it just sustains about five companies and everybody else is fighting for scraps at the table. It is also becoming more expensive and less reliable for any but deep pocketed brands and their agencies. Digital advertising is the display industry’s best friend, and it goes for TVs, as much as any other format.
DOOH and Local Insights
Locala is a multichannel marketing company that’s been around since 2012. Recently, it launched something called OTS (opportunity to see), a dynamic scoring system used in Locala’s new Panel Optimizer product for DOOH advertising.
The Panel Optimizer uses fresh passerby data and advanced audience insights to score each panel based on the audience’s OTS. This scoring system helps brands optimize their DOOH campaigns by identifying the best locations and times to display their ads. This, in turn, eliminates waste and increases the reach and impact of ads.
According to the company, some benefits of the Panel Optimizer include: significant improvements in brand lift; improvements in impact scores; improvements in ad recall rates; increases in brand awareness of up to 24%; ad recall rates that exceed industry benchmarks by over 20%.
