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		<title>When Will Advertising Agencies Understand Digital Out-of-Home?</title>
		<description>Discuss When Will Advertising Agencies Understand Digital Out-of-Home?</description>
		<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/699-when-will-advertising-agencies-understand-digital-out-of-home</link>
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			<title>Maple Street Studios says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/699-when-will-advertising-agencies-understand-digital-out-of-home#comment-869</link>
			<description><![CDATA[We're totally with you there Lionel. We're always amazed when companies believe they've successfully advertised their product just because they've bout x million dollars worth of air time - DOOH is just the same.
Great Article.
Thanks.
p.s. We're an award winning creative agency specialising in sound - check us out ;)]]></description>
			<dc:creator>Maple Street Studios</dc:creator>
			<pubDate>Thu, 29 Mar 2012 16:18:00 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/699-when-will-advertising-agencies-understand-digital-out-of-home#comment-869</guid>
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			<title>londoncreative says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/699-when-will-advertising-agencies-understand-digital-out-of-home#comment-868</link>
			<description><![CDATA[Hello Friend,
how r u ?
Local [[http://www.londoncreative.com|Advertising Agencies]] are crying foul after Travel Manitoba awarded a Vancouver advertising agency what could be as much as $2 million worth of work.Our service offering includes strategic communications, direct response advertising, branding, digital, broadcast, multi-media and results based solutions both in the UK and across the world.
Thanx]]></description>
			<dc:creator>londoncreative</dc:creator>
			<pubDate>Sun, 29 Aug 2010 08:47:01 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/699-when-will-advertising-agencies-understand-digital-out-of-home#comment-868</guid>
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			<title>Howie Feltersnatch says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/699-when-will-advertising-agencies-understand-digital-out-of-home#comment-867</link>
			<description><![CDATA[Lionel, you are 100% right, there needs to be a way to measure it and it starts with the 10 million dollar buy by Schering. That is the only thing the digital companies get, data. The 10mm is value only, the digital networks have offered their networks for free. If this test goes wrong this you can say good bye to some of the smaller DOOH's.]]></description>
			<dc:creator>Howie Feltersnatch</dc:creator>
			<pubDate>Sat, 14 Feb 2009 00:01:28 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/699-when-will-advertising-agencies-understand-digital-out-of-home#comment-867</guid>
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			<title>David Murphy says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/699-when-will-advertising-agencies-understand-digital-out-of-home#comment-866</link>
			<description><![CDATA[Pat, great article, this lines up with what we see with our DOOH networks and relations with the agencies, in the 8 years I've been involved with the business I've been saying "this is the year" and learning each year what the new roadblocks are. Now we see the slow maturity of the space and with long term relationships with our retail partners we slowly grow each network organically through relationships with the agencies and brands directly.
I invite you and everyone that reads this article to join the conversation at the "In-Store TV Professionals" group on Linked In.]]></description>
			<dc:creator>David Murphy</dc:creator>
			<pubDate>Fri, 13 Feb 2009 19:23:08 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/699-when-will-advertising-agencies-understand-digital-out-of-home#comment-866</guid>
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			<title>Lazar Demisulam says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/699-when-will-advertising-agencies-understand-digital-out-of-home#comment-865</link>
			<description><![CDATA[We have been promoting Digital signage since the beginning of 2002 in Turkey and we currently have our networks at the major airports, business lounges, shopping malls, hospitals and universities.
I have completed my yearly visit to the large media buying agencies and we were very pleased to see their increased interest in digital signage.
The main reason is that their customer's expection due to the global crise is more work and also reducing their fees, the same problem with the mass media commissions, they want to reduce the commissions to the media agencies. Their suvival will be in alternative media such as digital signage if they will be able to create succesfull projects and will be helpfull to them and will be able to also pay them higher commissions.
I am optimistic for this year and also for the future but we should be in a position to bring end to end succesfull solutions through media agencies to their customers.]]></description>
			<dc:creator>Lazar Demisulam</dc:creator>
			<pubDate>Tue, 10 Feb 2009 11:30:21 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/699-when-will-advertising-agencies-understand-digital-out-of-home#comment-865</guid>
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			<title>Lyle Bunn says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/699-when-will-advertising-agencies-understand-digital-out-of-home#comment-864</link>
			<description><![CDATA[When children play it is a moment of joy when they move away from "me" and "you" to "we" - joy not just for them but for any observer. DOOH, agencies, brands and retailers are all in the same economic sandbox.. the "we" of it is our (collective and individual) next level. DOOH and agencies form a key relationship - so hats off to anyone who helps agency success. When they win, DOOH wins]]></description>
			<dc:creator>Lyle Bunn</dc:creator>
			<pubDate>Mon, 09 Feb 2009 12:46:33 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/699-when-will-advertising-agencies-understand-digital-out-of-home#comment-864</guid>
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			<title>Dean Drew says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/699-when-will-advertising-agencies-understand-digital-out-of-home#comment-863</link>
			<description><![CDATA[Interesting and relevant article. We have a retail media planning site (planmymedia.com) designed to engage agencies. Its multi-channel (inc digital),multi-retailer and demographic based. Media agencies are still quite fragmented by specialism and media channel but are adapting. With a changing media landscape they (and all of us) have to become more flexible. We certainly have lots of interest but obstacles remain. Regarding the comment above, most of our (retail)media, inclusing digital is measurable (sales EPOS v control stores) and there is no question that creativity is improving. There is some great stuff around at the moment.]]></description>
			<dc:creator>Dean Drew</dc:creator>
			<pubDate>Mon, 09 Feb 2009 10:46:34 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/699-when-will-advertising-agencies-understand-digital-out-of-home#comment-863</guid>
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			<title>David says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/699-when-will-advertising-agencies-understand-digital-out-of-home#comment-862</link>
			<description><![CDATA[Dear Goliath,
You are a dead man.
Love,
David]]></description>
			<dc:creator>David</dc:creator>
			<pubDate>Sat, 07 Feb 2009 01:29:40 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/699-when-will-advertising-agencies-understand-digital-out-of-home#comment-862</guid>
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			<title>Pat Hellberg says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/699-when-will-advertising-agencies-understand-digital-out-of-home#comment-861</link>
			<description><![CDATA[Appreciate all of the comments. Funny thing. I have received feedback from my ad agency friends that the article is "anti-agency" while my DS/DOOH brethren say they think the article makes our industry sound "whiny". Was not my intent to slant it either way. I tried to approach the topic as a reporter. And any reporter can see that while the industry is gaining momentum, the agencies aren't currently motivated to participate. As Howard said above, "the 'space' is not there yet".
What will get the space where it needs to be?
Here's where I'll inject my opinion. DS/DOOH needs improved measurement and absolutely needs improved content. We have to give customers a reason to watch, absorb and interact with what plays on the screens. Without compelling content, the audience won't pay attention. And that will lead to the worst measurement of all.]]></description>
			<dc:creator>Pat Hellberg</dc:creator>
			<pubDate>Sat, 07 Feb 2009 00:24:19 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/699-when-will-advertising-agencies-understand-digital-out-of-home#comment-861</guid>
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			<title>howard ziff says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/699-when-will-advertising-agencies-understand-digital-out-of-home#comment-860</link>
			<description><![CDATA[I've seen, for the last 10 to 15 years, entrepreneurs in the digital OOH industry become road kill because they did not understand what this article and the intelligent and knowledgeable comments I have just read above are saying: No matter how much we,the "industry", may wish it, the "space" is not there yet within the paradigm that currently exists. Until a large enough network covering the ACV hurdle rate acceptable to pkg cos is in place no agency or the pkg cos themselves will spend in the "space" and the capx necessary to construct this "space" will not become available. As someone who looks at this from an investment as well as management perspective, I see the way to start directed at vertical venues. For instance, a system in a
particular category of retail that has a specific demographic that advertisers want. Of course, all the critical components like content and measurement must be there. I am open to comments and thanks for the discussion.]]></description>
			<dc:creator>howard ziff</dc:creator>
			<pubDate>Fri, 06 Feb 2009 23:51:16 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/699-when-will-advertising-agencies-understand-digital-out-of-home#comment-860</guid>
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			<title>Christian says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/699-when-will-advertising-agencies-understand-digital-out-of-home#comment-859</link>
			<description><![CDATA[Hello Paul! Bill might have told you, but I was, and still am So impressed with this article, as it was very relevant in my line of work. Such realistic perspectives and quotes are rare! This goes down as one of the best articles I have read hands down. Thank you so much for this and I'll be sharing my view on this particular article and comments in my next post.
P.S. Sup LT! You are all over the place!]]></description>
			<dc:creator>Christian</dc:creator>
			<pubDate>Fri, 06 Feb 2009 17:30:19 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/699-when-will-advertising-agencies-understand-digital-out-of-home#comment-859</guid>
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			<title>Lionel Tepper says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/699-when-will-advertising-agencies-understand-digital-out-of-home#comment-858</link>
			<description><![CDATA[A big issue for agencies and brands is how to measure the effectiveness of digital out-of-home. There needs to be a clear way for agencies to gauge the effectiveness and compare the metrics with traditional media. Thankfully this is happening through the efforts of OVAB and Nielsen. OVAB in particular has been doing a great job of getting in front of media planners at agencies.
I was just at Strategy Institute's Digital Media Measurement and Pricing Summit where OVAB's President, Suzanne Alecia spoke on a panel. She said that they (OVAB) are seeing a big increase in the number of ad agencies that are coming to them for information on digital out-of-home (significantly higher than 2008) and there "is an increased urgency" to learn more about this space.
The Strategy Institute meeting had about 50% agency-based media planners in attendance. The Brand Activation Summit held last September also had a significant representation of media planners from the agency side as well.
There's an education curve that the agency business needs to go through" and this process will take a time. That's bad news for networks that are ad supported, unforfunately there's no short cut around this process.
The good news is that the agencies do "get it" " Just look at the recent announcement by Schering-Plough Pharmaceuticals to spend almost $10 million dollars for a 12 week ad buy across 17 networks. OVAB had a lot to do with putting this deal together, and I think it's a milestone for the industry. Hopefully we will see more of this going forward.
PS: We'll have an article out next week on Digital Signage Universe covering Strategy Institute's Digital Media Measurement and Pricing Summit for those that are interested.
Lionel Tepper
Digital Signage Universe]]></description>
			<dc:creator>Lionel Tepper</dc:creator>
			<pubDate>Fri, 06 Feb 2009 03:08:38 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/699-when-will-advertising-agencies-understand-digital-out-of-home#comment-858</guid>
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			<title>Stephen Ghigliotty says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/699-when-will-advertising-agencies-understand-digital-out-of-home#comment-857</link>
			<description><![CDATA[We are doing more and more work with agencies; but I find that actual agency experience is extremely helpful. If you don't have an understanding of that it's hard to get in front of the right people...]]></description>
			<dc:creator>Stephen Ghigliotty</dc:creator>
			<pubDate>Thu, 05 Feb 2009 20:28:22 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/699-when-will-advertising-agencies-understand-digital-out-of-home#comment-857</guid>
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			<title>Roi says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/699-when-will-advertising-agencies-understand-digital-out-of-home#comment-856</link>
			<description><![CDATA[Great... Im agree with you, its necessary more agency planners implication, and we have to work in audience measurement in all the DS projects.
Thanks,
Roi Iglesias]]></description>
			<dc:creator>Roi</dc:creator>
			<pubDate>Thu, 05 Feb 2009 20:16:00 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/699-when-will-advertising-agencies-understand-digital-out-of-home#comment-856</guid>
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			<title>Bill Gerba says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/699-when-will-advertising-agencies-understand-digital-out-of-home#comment-855</link>
			<description><![CDATA[Great article, Pat! I'm glad somebody (not me!) took the time to speak with some of these folks and get a truer understanding. There's plenty of gossip and hearsay out there, but very little factual information to back it up.
Thankfully (from the sound of it), there are plenty of non-advertising digital signage networks that can hold down the fort whilst the ad guys figure out what's what ;)
-Bill]]></description>
			<dc:creator>Bill Gerba</dc:creator>
			<pubDate>Thu, 05 Feb 2009 20:04:45 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/699-when-will-advertising-agencies-understand-digital-out-of-home#comment-855</guid>
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