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		<title>Digital OOH: What's the Future of DOOH Networks?</title>
		<description>Discuss Digital OOH: What's the Future of DOOH Networks?</description>
		<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/781-digital-ooh-what-s-the-future-of-dooh-networks</link>
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			<title>ace says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/781-digital-ooh-what-s-the-future-of-dooh-networks#comment-1349</link>
			<description><![CDATA[Good job guys i really like the digital signage, this is great unlike the others..thanks for posting.]]></description>
			<dc:creator>ace</dc:creator>
			<pubDate>Thu, 10 Feb 2011 20:00:02 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/781-digital-ooh-what-s-the-future-of-dooh-networks#comment-1349</guid>
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			<title>Bill Gerba says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/781-digital-ooh-what-s-the-future-of-dooh-networks#comment-1348</link>
			<description><![CDATA[Waymor:
Per our 2010 [[http://www.wirespring.com/dynamic_digital_signag e_and_interactive_kiosks_journal/articles/The_2010 _Digital_Signage_Pricing_Study__Costs_Have_Fallen_ 14_-785.html|digital signage pricing article]], including some base number for content and personnel costs it takes about $497/month to install and operate a sign (based on a 3-year amortization). Multiplying that by your initial number of 20, I only come up with a figure of around $350K. Even allowing for an extra layer of "management", I can't imagine you'd more than double that figure to about $700K. What on earth are you preparing to spend 4X that amount on?]]></description>
			<dc:creator>Bill Gerba</dc:creator>
			<pubDate>Fri, 07 Jan 2011 14:27:31 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/781-digital-ooh-what-s-the-future-of-dooh-networks#comment-1348</guid>
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			<title>Waymor says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/781-digital-ooh-what-s-the-future-of-dooh-networks#comment-1347</link>
			<description><![CDATA[I designed a DOOH network of touchthrough window terminals placed inside window facing high pedestrian trafic sidewalks. The network consided of 20 terminals located within a few blocks in the downtown area of major cities within the Province of BC. The network would eventually spred out to smaller nearby communities in batches of 20 terminals each. The content is derived from the info providers own website. Theses terminals have all the necessary links and touch buttons to navigate through the seleted web sites. Flash ads are intersperced to provide messages of interest to the local community. It would be supported by charging the info provider a monthly fee to run their websites on the network with charges applying to each group of 20 terminals. The network provider is reponsible for all aspects of the network including software and hardware. An inhouse telephone marketing group, headed by an experienced marketing manager, is responsible for soliciting the Ino Providers. Some pages will by necessity be created inhouse ie the flash ads and add on pages to an IP's web site. Unfortunately the cost of implementation exceeds 2.5 million dollars for which I produced a complete business plan including all the finacial variables. What do you think of this Bill.]]></description>
			<dc:creator>Waymor</dc:creator>
			<pubDate>Fri, 07 Jan 2011 09:16:37 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/781-digital-ooh-what-s-the-future-of-dooh-networks#comment-1347</guid>
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			<title>Martin Lessard says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/781-digital-ooh-what-s-the-future-of-dooh-networks#comment-1346</link>
			<description><![CDATA[Right on the money again Bill. non-advertising money that is :)
As it is true for google and other players who enjoy great successes with online keywords advertising, context and relevancy are the future for any profitable digital signage venture. Not only is it sought after by advertisers, but more and more by brand managers looking for better returns on their markering dollars and profitable revenues. Connecting digital signage to the CRM platform in order to deliver messaging in a contextual basis to the right audience will also become key.]]></description>
			<dc:creator>Martin Lessard</dc:creator>
			<pubDate>Thu, 06 Jan 2011 22:20:13 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/781-digital-ooh-what-s-the-future-of-dooh-networks#comment-1346</guid>
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			<title>Peter Ingram says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/781-digital-ooh-what-s-the-future-of-dooh-networks#comment-1345</link>
			<description><![CDATA[ITMm with you, Bill. Classic example of a failing change-management effort. Digital signage providers sought to change the content and metrics of marketing, but the reality is that the media buyers (among others) are going to resist that to the bitter end. And they hold the budgets in their grasp. On the merchandising side, itTMs proven unrealistic for network operators to count on trade dollars in any sustainable sort of way. The merchandisers are reluctant to engage in initiatives that are new and unfamiliar to them. Matter of fact, itTMs a common trait in all people to resist change.
Thanks for the very honest, open commentary. Not many in the DOOH space are willing to acknowledge the white elephant. Bully for you!
HowTMre things?]]></description>
			<dc:creator>Peter Ingram</dc:creator>
			<pubDate>Thu, 06 Jan 2011 21:32:47 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/781-digital-ooh-what-s-the-future-of-dooh-networks#comment-1345</guid>
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			<title>Gary Halpin says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/781-digital-ooh-what-s-the-future-of-dooh-networks#comment-1344</link>
			<description><![CDATA[Great post Bill. I couldn't agree with you more, and we have tried very hard to avoid the strategy you write about. We have always been about relevance and our latest network has proven some of your points. We are catering to the individual locations, helping them not only increase sales but also create a better shopping experience for their customers. And the vendors whose products line their shelves also like the relevance, i.e. the highly targeted viewer.]]></description>
			<dc:creator>Gary Halpin</dc:creator>
			<pubDate>Thu, 06 Jan 2011 21:15:18 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/781-digital-ooh-what-s-the-future-of-dooh-networks#comment-1344</guid>
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