Commentary

Okay, Scratch DOOH, Make That IOOH

Yep, opening Digital Out-of-Home Forum keynoter, Possible Worldwide chief Trevor Kaufman, says digital out of home isn't so hot. Actually, he said, "Frankly, we don't care about digital out-of-home." Huh? Isn't this the agency (formerly Schematic) that has been leading the way into our "Minority Report" future? Well, yeah, but it isn't about digital, so much as the kind of behavior digital media can enable. "What I'm interested in, is interactive out-of-home."

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.

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