Calling all creatives! Perhaps more than anything else, digital out-of-home is missing good creative, according to Jack Sullivan, SVP/OOH Director at Starcom Worldwide. “We can’t keep
using broad-based creative,” Sullivan tells attendees of MediaPost’s Digital Out-of-Home Forum on Thursday. “Creative is missing … Something’s got to chance.” As a
representative digital out-of-home buyer, what else would Sullivan like to see from the industry? For one, "We need speed," he said. "I’m less concerned about a larger footprint ... At one time
we did used to hammer you over the head (with that idea)." Today, however, "it’s speed, education, metrics, ..." Likely as a result of these demands, "You’ll see a lot more mergers,"
Sullivan predicts. What's more, industry players "need to be smarter about networks," Sullivan adds. "Some of you are still mixed up about … placement."
