http://experiate.net/2009/10/26/a-name-by-any-other-name-is-well-a-name/ Fri, 10 Sep 2010 12:11:35 -0700 hourly 1 http://wordpress.org/?v=3.0.1 http://experiate.net/2009/10/26/a-name-by-any-other-name-is-well-a-name/comment-page-1/#comment-365 Book Review: Unleash The Kraken!..er..Power of Digital Signage « Experiate Tue, 27 Apr 2010 06:06:37 +0000 http://experiate.net/?p=788#comment-365 [...] There are a few challenges the book faces. Overall, Mr. Kelsen makes the process and understanding sound much easier said than done. At several points in the book, I asked, “Okay, so how do I do that?” But, could not find an answer. As noted above with categorizing networks into three main sectors, the real understanding is in knowing that every single network, regardless of categorization, must have a unique and developed strategy. What works for one network will almost certainly not work for another. I feel it’s important not to gloss over this too much, to help the reader understand that it doesn’t matter if you own one screen or one thousand screens, this stuff is challenging and often nebulous. Industry veterans will attest to this quite freely. Perhaps that’s what makes the industry so exciting. (Heck, people continue to argue about whether or not we should call ourselves digital signage!) [...] [...] There are a few challenges the book faces. Overall, Mr. Kelsen makes the process and understanding sound much easier said than done. At several points in the book, I asked, “Okay, so how do I do that?” But, could not find an answer. As noted above with categorizing networks into three main sectors, the real understanding is in knowing that every single network, regardless of categorization, must have a unique and developed strategy. What works for one network will almost certainly not work for another. I feel it’s important not to gloss over this too much, to help the reader understand that it doesn’t matter if you own one screen or one thousand screens, this stuff is challenging and often nebulous. Industry veterans will attest to this quite freely. Perhaps that’s what makes the industry so exciting. (Heck, people continue to argue about whether or not we should call ourselves digital signage!) [...]

]]> http://experiate.net/2009/10/26/a-name-by-any-other-name-is-well-a-name/comment-page-1/#comment-153 Nikos Acuna Tue, 27 Oct 2009 16:39:21 +0000 http://experiate.net/?p=788#comment-153 Great points, Paul. People tend to get caugh up in vernacular debates all the time. I think that for the time being, "DOOH" and the nomenclature surrounding it is sufficient, but will probably not suffice longterm. This is because as the industry expands in terms of collective footprint, reach, and targeting capability network to network, it is simultaneously contracting from an efficiency standpoint. I think that once we figure out how to maximize a singular platform of distribution, and when out-of-home will mean fully integrated, interactive, phased, consumer communication, I think that a sexier, sleeker term will then be coined. This will soon be the notion of "Digital Destination Advertising", and refers to the wide range of elements that will be incorporated in a marketing strategy, being able to transform and harmonize content cross-platform, and to distribute consistent messages anywhere with a pixel. This is what we are working hard to achieve. Terminology and vernacular must be succinct with what the industry encompasses as a collective whole, what it can be, and what it must be in order to achieve that nirvana state of success we all want to experience within it. Great points, Paul. People tend to get caugh up in vernacular debates all the time. I think that for the time being, “DOOH” and the nomenclature surrounding it is sufficient, but will probably not suffice longterm. This is because as the industry expands in terms of collective footprint, reach, and targeting capability network to network, it is simultaneously contracting from an efficiency standpoint. I think that once we figure out how to maximize a singular platform of distribution, and when out-of-home will mean fully integrated, interactive, phased, consumer communication, I think that a sexier, sleeker term will then be coined. This will soon be the notion of “Digital Destination Advertising”, and refers to the wide range of elements that will be incorporated in a marketing strategy, being able to transform and harmonize content cross-platform, and to distribute consistent messages anywhere with a pixel. This is what we are working hard to achieve. Terminology and vernacular must be succinct with what the industry encompasses as a collective whole, what it can be, and what it must be in order to achieve that nirvana state of success we all want to experience within it.

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