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		<title>DOOH Advertising is Dead. Long Live DOOH Advertising!</title>
		<description>Discuss DOOH Advertising is Dead. Long Live DOOH Advertising!</description>
		<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/827-dooh-advertising-is-dead-long-live-dooh-advertising</link>
		<lastBuildDate>Sun, 03 May 2026 16:01:37 +0000</lastBuildDate>
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			<title>Bill Gerba says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/827-dooh-advertising-is-dead-long-live-dooh-advertising#comment-1493</link>
			<description><![CDATA[Hi Robert,
I appreciate your position, but the jury has been out on DOOH for a long, long time. I think the the vast majority of currently-accepted wisdom about DOOH business models is flat-out wrong. While out-of-home advertising on digital screens will probably survive and even thrive in the future, I just don't see how business-wise it can possibly look anything like it does today.]]></description>
			<dc:creator>Bill Gerba</dc:creator>
			<pubDate>Tue, 12 Jun 2012 19:11:29 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/827-dooh-advertising-is-dead-long-live-dooh-advertising#comment-1493</guid>
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			<title>Robert Polanski says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/827-dooh-advertising-is-dead-long-live-dooh-advertising#comment-1492</link>
			<description><![CDATA[Have a bit...no a lot of trouble with your analysis of DOOH. The jury is still out. It represents an important meaningful, value added(effective/cost efficient) "feet on the ground" for both social and shopper marketing marketeers today both CPG and retail. Someone will do it with proper positioning and understanding of the environment today.
Enough.]]></description>
			<dc:creator>Robert Polanski</dc:creator>
			<pubDate>Fri, 08 Jun 2012 17:16:02 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/827-dooh-advertising-is-dead-long-live-dooh-advertising#comment-1492</guid>
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			<title>Bill Gerba says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/827-dooh-advertising-is-dead-long-live-dooh-advertising#comment-1491</link>
			<description><![CDATA[Adam: I don't 100% agree with your statement "If the consumer doesn't see the value in looking, then the advertisers aren't going to clamor to be there."
I understand what you're trying to say, but from a pure economic perspective you're backwards: if *advertisers* don't see the value in supplying the ads, there won't be any funds available to power the DOOH network in the first place. Yes, showing compelling content in order to get people to pay attention is important. But a lot of advertisers make their decision before that gets factored in, and I think that's where the industry is faltering right now.
John DOOH: It's going to happen eventually, but maybe not in its current incarnation. The big question is, what must change? I think it might be the ownership of the assets, first and foremost.]]></description>
			<dc:creator>Bill Gerba</dc:creator>
			<pubDate>Fri, 08 Jun 2012 15:16:03 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/827-dooh-advertising-is-dead-long-live-dooh-advertising#comment-1491</guid>
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			<title>John DOOH says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/827-dooh-advertising-is-dead-long-live-dooh-advertising#comment-1490</link>
			<description><![CDATA[Bill,
The unvarnished truth has finally come out! For many this will be a very disappointing disclosure. For others.............it just may save them a lot of pain and agony.
John DOOH
Drive Media Networks]]></description>
			<dc:creator>John DOOH</dc:creator>
			<pubDate>Fri, 08 Jun 2012 14:53:17 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/827-dooh-advertising-is-dead-long-live-dooh-advertising#comment-1490</guid>
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			<title>Adam Malone says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/827-dooh-advertising-is-dead-long-live-dooh-advertising#comment-1489</link>
			<description><![CDATA[Bill,
Appreciate the commentary and analysis.
We need not go further than Econ 101 to weigh the cost of deployment and operations vs the expected revenues over the lifetime of the network. In my experience, the companies that employ the "if we build it, they will come" model for growth quickly find themselves in the hardware sales business (if you know what I mean).
The problem for aggregators or DOOH sales agents alike is not one of scale, venue, or audience composition (et al), rather there has yet to be a demonstrable need and want for consumers to interact with the DOOH content. If the consumer doesn't see the value in looking, then the advertisers aren't going to clamor to be there. Scale or no scale. Discount of no discount.
We are finding at DOmedia that the "value" question needs to be solved before the efficiency question is even valid. Once we as an industry can clearly articulate the value of the content and customer experience with DOOH, then tools and platforms that allow agencies and brands to BUY easily and at-scale will flourish - along with the networks that compose them.
AM, DOmedia]]></description>
			<dc:creator>Adam Malone</dc:creator>
			<pubDate>Thu, 07 Jun 2012 16:53:50 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/827-dooh-advertising-is-dead-long-live-dooh-advertising#comment-1489</guid>
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