While other media are looking moribund, digital out-of-home is positively vibrant, with networks striking partnerships and making acquisitions to expand their reach. In the latest deal, Zoom Media and Marketing has acquired the Wellness Health Education Network, a subscription-based service that operates digital signage displaying health-related content and advertising in 255 fitness clubs around the country. Zoom didn't divulge the terms of the deal.
One of the more interesting approaches to creating a digital out-of-home media plan has come out of the team at Havas, including a collaboration between MPG's planning group, and the fledgling Chrysalis unit, for client Schering-Plough. The initiative used an intriguing "shoot-out" approach by organizing its own little mini "upfront" in which some leading digital out-of-home players simultaneously pitched to get on the plan.
While the television industry has made several half-hearted attempts to set up a NASDAQ-style online media exchange (the most recent iteration was nicknamed Adsaq), all of them failing, the burgeoning digital out-of-home video industry, unencumbered by TV's legacy structures for buying and selling inventory, has cruised ahead with its own versions. One of the most promising new media exchanges, DOmedia, recently recruited Jeff Bell -- formerly vice president of global marketing for Microsoft's Interactive Entertainment Business -- as chairman. MediaPost caught up with Bell this week to find out what DOmedia does, and what's in store for the exchange model.
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