by Nick Coston
I had a call today with a buddy of mine, he’s been in OOH for several years. He was all excited about digital urban panels -aka screens in the store windows-that he was installing at a rapid pace throughout the east coast. Good for him, as I applauded his efforts to build his DOOH business, one screen at a time. These aren’t as easy as it looks. First, he has to find a retailer with available window space that hasn’t already been torpedoed by another media owner, secure a lease, transport and install the screen, make sure it’s stable either by hooks or a metal stand, and finally connect it to local WIFI, Bluetooth or cellular something or other, so that content and ads can be transmitted.
After all that, someone must sell ad space, directly or programmatically, while finding ways to ensure the power stays on, the screen doesn’t become obstructed and that copy doesn’t run sideways. Only a week later to find that another media owner talked the retailer into installing one their screens in another window, same shop. It happens; retailers own that space always trying to monetize space. You can’t blame them with the rent prices today.
Is this all worth it? Perhaps, but consider what he’s up against. I train to NYC from Baltimore where once I arrive and enter the station hall, a progression of large-scale digitals catches my eye. I head outside. Plenty of OOH eye-candy by then, large scale digitals, ads on the hot dog stand umbrellas, the vertical, two-sided digital kiosks, taxi toppers, wrapped ride-shares, transit, including shelters, bus sides and subway entrances. Deciding to walk, I’ll pass by my buddy’s urban panels, see an attractive static-paper poster in the window as I enter a bar. Inside, I use the restroom where there are small digital screens above the ahem, urinals, running ad copy, sports scores, house specials. Don’t forget when you get back to your seat to try the baked calamari, one potty flip says.
At the bar, numerous screens are showing sports, an assortment of smaller vertical screens running beer ads and drink specials. Catching a cab as I leave, there’s a smaller screen in the back seat with the mayor suggesting I buckle up followed by a few video ads. I end up stuck in traffic seeing the news, weather and ads several times over.
Once at my meeting in a large office building, I’m greeted by horizontal screens with a directory on one-half and a loop of tasteful ads running on the other. Riding the elevator, I’m greeted by a small TV like above the buttons, merrily running the day’s news, suggesting a few places to eat, get my nails done, maybe hit the ice rink. Nobody speaks as we all listen to the video screen.
Hours pass, I head back to the station, ordering a ride-share which also has a screen wrapped over the back of the front seat with cheerful local tidbits and more ads. Three hours later when I arrive back in Baltimore, I realize I need gas. Filling up, a friendly voice comes from the pump screen reminding me of the previous day’s sports and the national weather. It’s going to rain in the east, I’m warned.
Those famous last few miles, I see a large roadside bulletins.
All totaled I saw twelve different OOH formats. Was it too much? Did I recall any of the copy? Were there any calls to action resulting in a purchase, or have we become immune to seeing so much signage when we move around a big city that it becomes a blur.
The song “Signs” came out in the 70’s. Rather prophetic don’t you think? Written following a road trip on Route 66 inspired by all the billboards obscuring the scenery, it would later get a second life by a famous cover band.
That band’s name?
Tesla.
Insider’s Note: Nick Coston has been writing opinion pieces for the OOH industry for 10 years now. His weekly pieces also appear on Substack where you can view the last 2 years worth. Full-time, Nick is the VP, Sales and Sales Strategies for Moving Walls, the Singapore based media and ad tech giant, here in The America’s.
If you are interested, here is Nick’s Substack LINK
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