Okay, Scratch DOOH, Make That IOOH
Kaufman said that the Internet has already demonstrated that the value of digital media is not "distribution" per se, so much as it is about getting people to interact with stuff. His examples: Google, Netflix, eBay. Kind of hard to argue with that.
Kaufman said that's what the Web has taught agencies, marketers, and especially consumers, and it's why Possible Worldwide positions itself as an "interaction" agency – whether it is interacting with consumers online, in places, or on any other digital platform.