Screenmedia Magazine - digital signage, digital out-of-home, convergent media, screenmedia magazine

The increasingly strong connections between the digital out-of-home and mobile worlds are highlighted this week in the acquisition of Adcentricity, the operator of a DOOH planning and buying platform, by Bee Media, a mobile shopping specialist.

Bee says it is building a network of Wi-Fi hot spots at retail locations across Canada, the U.S. and Europe that will allow it to deliver hyper-local content to consumers.

The Adcentricity takeover will enable the combined companies to offer a single planning and buying platform for both mobile and DOOH, enhanced by tools such as Adcentricity’s recently-launched Consumer Sync, which allows advertising campaigns to precisely target desired demographic groups by drawing on Nielsen and Environics Analytics data for U.S. and Canadian markets.

Share this post

Just what does DOOH do?

According to Richard Corbett, CEO of British firm Eyetease Media, its principal role is to prompt audiences to find out more about an advertised product or service, whether online or offline.

And, he says, providing a call to action is therefore key to success in digital out-of-home.

“For digital out-of-home to interact and engage with today’s connected audiences, each prompt must be relevant,” according to Corbett. “By relevant, we mean in harmony with the audience’s mindset and journey. The more we are able to do this, the more integral our role will be in the advertising landscape.”

Corbett’s firm, Eyetease, is this year trialling its iTaxitop product in Europe and North America. It is based on two high-brightness, LED-backlit LCD displays mounted on the top of taxis, to show advertising that’s relevant to location as well as day-part.

Share this post