One of the ad industry's top digital outsiders is getting inside some pretty big agencies. During an update on various initiatives by the bureau, Out-of-Home Video Advertising Bureau President Suzanne Alecia confirmed OVAB is in discussions with Havas' MPG unit about scheduling a special "Collaborative Alliance" meeting that would focus exclusively on digital out-of-home developments, and potentially, deals.
As digital out-of-home video networks grow by leaps and bounds, a separate industry has emerged that's devoted entirely to collecting networks together to offer media buyers a single point of sale. As intermediaries, they usually don't own the place-based networks they deal with; their value proposition to media planners lies in the objective analysis of each network's capabilities, and aggregating the right networks to achieve a particular campaign's goal. Following is a roundup of some of the companies that, well, round up out-of-home video networks.
Over the course of the next few weeks, a couple of dozen agencies and brand marketers will receive an unusual upfront sales pitch from one of the fastest-growing, and most promising new digital out-of-home media networks. What will make the presentations from ProLink Media - a network that installs sophisticated digital screens equipped with GPS technology into the carts of high-end golf courses - so unique, is that it will not just focus on the so-called "outernet," but will also include the Internet.
The nation's largest retailer revealed its new in-store video network today, the product of a joint effort with Premier Retail Networks, Studio2, and DS-IQ. According to Stephen Quinn, Walmart's executive vice-president and chief marketing officer for the stores division, the Internet-protocol Smart Network will continually analyze point-of-sale figures to determine which content is most effective in driving sales, dynamically updating programming and advertising to maximize sale lift.
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