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		<title>OVAB Digital Media Summit with thinkLA: Agencies Want Targeting and Lower Costs</title>
		<description>Discuss OVAB Digital Media Summit with thinkLA: Agencies Want Targeting and Lower Costs</description>
		<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/714-ovab-digital-media-summit-with-thinkla-agencies-want-targeting-and-lower-costs</link>
		<lastBuildDate>Fri, 03 Apr 2026 23:16:26 +0000</lastBuildDate>
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			<title>Emerald says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/714-ovab-digital-media-summit-with-thinkla-agencies-want-targeting-and-lower-costs#comment-944</link>
			<description><![CDATA[Agencies can't ignore them, but can't allocate major media buys to this industry either. Why? Because they can't rationalize a spend that is wasteful. I know that there are companies right now that are trying to aggregate all these networks, but even if they do, how media plans are still tough to execute because of the fragmentation. And even if the process of buying media itself was smooth, another challenge arises--transmitting content over multiple platforms. shouldn't there be a way to streamline this process as well?]]></description>
			<dc:creator>Emerald</dc:creator>
			<pubDate>Mon, 20 Apr 2009 22:08:10 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/714-ovab-digital-media-summit-with-thinkla-agencies-want-targeting-and-lower-costs#comment-944</guid>
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			<title>Bill Gerba says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/714-ovab-digital-media-summit-with-thinkla-agencies-want-targeting-and-lower-costs#comment-943</link>
			<description><![CDATA[All,
Very much appreciate the feedback. I think Francois touches on an important point -- OOH placements have never yielded the same commissions as TV or print placements, so old-guard agencies were reluctant to put a lot of emphasis on them for revenue reasons.
However, when clients start asking for these types of campaigns -- and particularly when they straddle the line between old-school advertising and experiential trade promotion -- their agencies simply can't ignore them.]]></description>
			<dc:creator>Bill Gerba</dc:creator>
			<pubDate>Sat, 18 Apr 2009 13:43:40 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/714-ovab-digital-media-summit-with-thinkla-agencies-want-targeting-and-lower-costs#comment-943</guid>
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			<title>Anonymous says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/714-ovab-digital-media-summit-with-thinkla-agencies-want-targeting-and-lower-costs#comment-942</link>
			<description><![CDATA[I agree with some of the comments above. It's more about finding what advertisers want, speaking their language, and being able to measure ROI better. The terms oedigital out-of-home or oeDOOH are somewhat stale and uninteresting, undermining the dynamic nature of the platform and oenewness of the industry itself. These terms take with it some mediocre connotations about the platformTMs performance and the terms donTMt quite resonate as dynamically as Web 2.0, Interactive Media, or Integrated Advertising.]]></description>
			<dc:creator>Anonymous</dc:creator>
			<pubDate>Tue, 14 Apr 2009 18:16:45 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/714-ovab-digital-media-summit-with-thinkla-agencies-want-targeting-and-lower-costs#comment-942</guid>
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			<title>Emerald says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/714-ovab-digital-media-summit-with-thinkla-agencies-want-targeting-and-lower-costs#comment-941</link>
			<description><![CDATA[The entire digital out-of-home industry is broken, especially the way advertising is being bought. There is an immediate need to invigorate the digital signage and digital out-of-home industries"so much so that we should even change the name of the industry itself. The term oeDOOH should only remain to be a remark coined by Homer Simpson and not an acronym that identifies the sophisticated animal that it is: fast-growing, rapidly-evolving, cutting-edge, and technologically advanced"these elements are its core strengths, but there remains to be a need to utilize the full-scope of these vast media platforms, as they grow and evolve with astonishing velocity.]]></description>
			<dc:creator>Emerald</dc:creator>
			<pubDate>Tue, 14 Apr 2009 18:11:20 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/714-ovab-digital-media-summit-with-thinkla-agencies-want-targeting-and-lower-costs#comment-941</guid>
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			<title>Victor Estrella says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/714-ovab-digital-media-summit-with-thinkla-agencies-want-targeting-and-lower-costs#comment-940</link>
			<description><![CDATA[Let's be real. It simply comes down to efficiency. Agencies and innovative media buyers want it, but can't get it when they plan for a digital out-of-home buy because this inherent fragmentation of networks. Not to mention the problem of having to transform creative content across multiple platforms. This is not only a fundamental audience targeting issue, but also a technological limitation in current offerings. This is where we can begin the discussion and explore a solution.]]></description>
			<dc:creator>Victor Estrella</dc:creator>
			<pubDate>Tue, 14 Apr 2009 17:55:25 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/714-ovab-digital-media-summit-with-thinkla-agencies-want-targeting-and-lower-costs#comment-940</guid>
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			<title>Francois Reeves says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/714-ovab-digital-media-summit-with-thinkla-agencies-want-targeting-and-lower-costs#comment-939</link>
			<description><![CDATA[Agencies have traditionally made up their own measurement tools or have established an "objective" body capable of producing such data for their client. So in a way I agree with Bill, this association is a definitive indication that they are moving in the DOOH space.
What's in it for them? Agencies make a percentage on ad placed. The bigger the amount, the bigger the income. If they have to work a lot for little money, they will stay away from the media. If they have to search a lot or use different measuring tools and companies (i.e. more work) they will stay away.
The constant here is consolidation at all levels, Consolidation of media, consolidation of measurement. This is surely pointing to the next level of progress.]]></description>
			<dc:creator>Francois Reeves</dc:creator>
			<pubDate>Tue, 14 Apr 2009 06:30:08 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/714-ovab-digital-media-summit-with-thinkla-agencies-want-targeting-and-lower-costs#comment-939</guid>
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			<title>Anonymous says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/714-ovab-digital-media-summit-with-thinkla-agencies-want-targeting-and-lower-costs#comment-938</link>
			<description><![CDATA[Sure maybe the price could be lower. But I think the agencies are just holding out because they've got the upper hand.....for now.]]></description>
			<dc:creator>Anonymous</dc:creator>
			<pubDate>Tue, 14 Apr 2009 00:38:37 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/714-ovab-digital-media-summit-with-thinkla-agencies-want-targeting-and-lower-costs#comment-938</guid>
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