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		<title>DOOH Networks: Will There Be Only One?</title>
		<description>Discuss DOOH Networks: Will There Be Only One?</description>
		<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/774-dooh-networks-will-there-be-only-one</link>
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			<title>william dulaney says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/774-dooh-networks-will-there-be-only-one#comment-1317</link>
			<description><![CDATA[Damn, Bill, I look forward to your articles and reflection on our still burgeoning industry! When are we gonna work together?!! You know I even print your stuff out! Old School,
BD]]></description>
			<dc:creator>william dulaney</dc:creator>
			<pubDate>Tue, 19 Oct 2010 23:24:56 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/774-dooh-networks-will-there-be-only-one#comment-1317</guid>
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			<title>mary anne fleisher says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/774-dooh-networks-will-there-be-only-one#comment-1316</link>
			<description><![CDATA[Metrics, Metrics,Metrics! Radio a traditional media,in my market area, is not giving us metrics anymore. I buy radio for my advertising agency in a three state area and I can tell you it is very hard to find a radio station today who buys the Arbitron numbers. For our digital sign networks we can give exact traffic counts. Is that not as good as how many cars drive by a billboard? Advertising agencies have considered metrics as a currency, rather they believed it or not.]]></description>
			<dc:creator>mary anne fleisher</dc:creator>
			<pubDate>Wed, 13 Oct 2010 23:26:50 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/774-dooh-networks-will-there-be-only-one#comment-1316</guid>
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			<title>Nikos Acuna says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/774-dooh-networks-will-there-be-only-one#comment-1315</link>
			<description><![CDATA[To me, M&A, behemoth business models, and the inclination to swallow smaller networks is missing the point of establishing true value for the industry. Value comes from reach, relevance, and audience-targeting efficiency. Advertisers want to know that they are getting the most out of their media budgets. Digital OOH has the scale, but not the efficiency on a collective level. This is why it is critical to build a platform that can unify disparate networks on a very sophisticated level. This means having to distill various data sets on a venue level, or even a screen level. We've been doing this for quite some time and it's not as easy as people think. That's why being Switzerland in an industry that is still maturing is ideal. The end benefactors are brands that can now connect with their audiences at the path to purchase, while networks can benefit from a perpetual revenue stream. But the key is to continuously raise the bar of excellence in accountability when it comes to submitting accurate data, proof of play reports, etc. Making sense of all this disparate information while creating new metric models for digital OOH that are agnostic, intelligent, and most of all--simplified--will continue to be the driver for the evolution of the industry.]]></description>
			<dc:creator>Nikos Acuna</dc:creator>
			<pubDate>Tue, 12 Oct 2010 23:26:47 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/774-dooh-networks-will-there-be-only-one#comment-1315</guid>
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			<title>mary anne fleisher says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/774-dooh-networks-will-there-be-only-one#comment-1314</link>
			<description><![CDATA[I thought the conference we attended last week was an investor conference. Any talk of investors or the lack there of. What I got from the two days was gloom, gloom and more gloom for small networks. It's always about the money and RMG must have plenty behind them. Throw me a few bucks and watch how fast we take Pennsylvania. Our revenue is sitting on the sideline telling us to hurry up and grow we are ready to buy your networks.]]></description>
			<dc:creator>mary anne fleisher</dc:creator>
			<pubDate>Tue, 12 Oct 2010 11:12:07 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/774-dooh-networks-will-there-be-only-one#comment-1314</guid>
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			<title>bbdd says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/774-dooh-networks-will-there-be-only-one#comment-1313</link>
			<description><![CDATA[Ken has a good point about the large operators creating networks in space they don't own. In the long term, it makes sense for large retailers to own their network and control it directly. Any outside DS provider working those roll-outs is taking a big risk that the retailer won't bring it internal at some point.
That said, there is still an awful lot of non-retail space for DS providers to fill. One group will never own them all. These larger operators will buy up "related" locations, like health clubs and golf courses, or doctor's offices and pharmacies. When you are talking about ad-funded networks, these separations matter, since they attract different ad buyers and require different selling techniques.
The number of operators will shrink greatly, but there will never "be only one" when it comes to ad-funded networks.
(Sorry, the comment box does not like the quotes and apostrophes that I copy-and-pasted from Word. Hopefully, this is cleaner. Feel free to delete the mangled post.)]]></description>
			<dc:creator>bbdd</dc:creator>
			<pubDate>Tue, 12 Oct 2010 01:26:47 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/774-dooh-networks-will-there-be-only-one#comment-1313</guid>
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			<title>bbdd says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/774-dooh-networks-will-there-be-only-one#comment-1312</link>
			<description><![CDATA[Ken has a good point about the large operators creating networks in space they donTMt own. In the long term, it makes sense for large retailers to own their network and control it directly. Any outside DS provider working those roll-outs is taking a big risk that the retailer wonTMt bring it internal at some point.
That said, there is still an awful lot of non-retail space for DS providers to fill. One group will never own them all. These larger operators will buy up oerelated locations, like health clubs and golf courses, or doctorTMs offices and pharmacies. When you are talking about ad-funded networks, these separations matter, since they attract different ad buyers and require different selling techniques.
The number of operators will shrink greatly, but there will never oebe only one when it comes to ad-funded networks.]]></description>
			<dc:creator>bbdd</dc:creator>
			<pubDate>Tue, 12 Oct 2010 01:23:26 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/774-dooh-networks-will-there-be-only-one#comment-1312</guid>
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			<title>digital signage software says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/774-dooh-networks-will-there-be-only-one#comment-1311</link>
			<description><![CDATA[Great article and I think eventually they'll only be one.]]></description>
			<dc:creator>digital signage software</dc:creator>
			<pubDate>Mon, 11 Oct 2010 20:30:32 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/774-dooh-networks-will-there-be-only-one#comment-1311</guid>
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			<title>Ken Goldberg says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/774-dooh-networks-will-there-be-only-one#comment-1310</link>
			<description><![CDATA[Bill:
Your take is well thought out as always. Parallels to radio and cable evolution are valid. But there may be some speed bumps along the road to a single 800-pound gorilla in DOOH. RMG and Zoom have taken advantage of independent operators who have created networks in space they do not own. Corporate investment, particularly in retail, has lagged, but is increasing. As the corporate retailers actually invest and make DS strategic by integrating it with their other systems (example: WalMart), they won't "sell" the network to RMG or anyone else. RMG's response, which we have already seen, will be to pitch ad sales as a service, and then things will get competitive. For instance, if I am Starbucks or Dunkin' Donuts, do I want to be sold in bulk with Danoo? Or can I do better by using them as a reference point?
The road to The Highlander will be a bit different for RMG than it was for Clear Channel. As they bag "big game", the technical integration may be lengthy and costly. The number of networks in existence today is a fraction of what it will be in two years, so they may actually be early, leaving the door open to others who will follow by rolling up higher quality, second generation networks. Focused, well-operated networks will be able to compete very effectively, and the same can be said for vendors. We live in interesting times.]]></description>
			<dc:creator>Ken Goldberg</dc:creator>
			<pubDate>Mon, 11 Oct 2010 13:46:38 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/774-dooh-networks-will-there-be-only-one#comment-1310</guid>
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