DSE: Digital Signage Expo

Alex Richardson
Cross Channel/Digital Signage
Ralph Lauren

In our current economy, where do you think the biggest opportunities are for growth in the digital signage, interactive technologies and OOH Network Industry?

In a tough economic climate, the best opportunities in the US would appear to me to be in healthcare and government. Just look at any busy medical waiting room or government lobby and imagine how digital and interactive solutions could help improve the customer experience. The vendors that have a combination of line busting and educational/entertainment value will do well-if they can navigate through the complex procurement process.
 

Brian Hirsh
President
R-E-D

In our current economy, where do you think the biggest opportunities are for growth in the digital signage, interactive technologies and OOH Network Industry?

We are currently seeing a significant increase in OOH networks being developed across multiple markets from QSR, to Retail, to Hospitality. Each customer is looking to utilize media in their own way and our content strategies vary from branding, to experience, to merchandising, to cross promotions directing people to other touch points (online, mobile, etc) however all with a common theme – ENGAGEMENT. In addition, we are seeing a significant increase in advertising spending this year - due to the economic crunch it seems like agencies and advertisers are looking to make cost effective investments in DOOH rather than a traditional media buy in broadcast or even on line. If we can all continue to focus on creating the right experience to make the right impression with our target consumers I feel confident that DOOH is here to stay.
 

Bryan Meszaros
Chief Business Dev. Officer
OpenEye Global

In our current economy, where do you think the biggest opportunities are for growth in the digital signage, interactive technologies and OOH Network Industry?

It’s obvious that the current state of the economy is shrinking the budget of many retailers. However it becomes a catch 22 where retailers still need to spend money to draw in consumers and continue to keep a competitive edge. In order for us to continue to grow the industry we have to be specific on how we position ourselves and the value we are presenting to our clients. I think there are opportunities in niche markets such as brand specific retailers and public spaces where networks are not driven entirely by advertising. We need to look at ways to combine interactive technology with digital signage to provide a unique experience that will sustain the competitive edge of the retailer without stretching the dollar.
 

Chris Borek
Sr. Manager, Multi-channel Digital Marketing
Target

In our current economy, where do you think the biggest opportunities are for growth in the digital signage, interactive technologies and OOH Network Industry?

In this economy, I think the biggest opportunity for growth is the thoughtful testing of deployments before execution. The key will be to test and measure more closely than ever before to help prove out the effectiveness of what is being considered. The other focus should absolutely be on leverage creative assets across platforms. Re-purposing creative for network TV spots, to digital signage, to the web, to kiosks is essential and will not only result in significant cost savings, but also provide consistency for the consumer across platforms. Just make sure the experience is relevant for the medium (i.e. – don’t just put your broadcast spot on you dooh network – make the experience appropriate for the channel).
 

Christopher Burtt
Global Signage Product Mgr.
Thomson Reuters

In our current economy, where do you think the biggest opportunities are for growth in the digital signage, interactive technologies and OOH Network Industry?

I think the biggest opportunities will lie in areas where digital signage can be shown to be more cost effective than other alternatives. There are a few key areas where this is the case. One is corporate communications, where companies can use signs for more effective communication and branding. Another is advertising, where digital signage can reach a large audience more cost effectively than traditional outlets like television.

 

David Matera
CEO & Co-Founder
OOH Pitch, Inc.

In our current economy, where do you think the biggest opportunities are for growth in the digital signage, interactive technologies and OOH Network Industry?

I believe this a perfect time to teach the benefits of Digital OOH. When things are going great we all rely on the path of least resistance. It is easy just buy what you have been buying. With the economic climate we are currently in, advertisers are looking for new ways of reaching the consumer as well as more efficient opportunities. This allows the Digital OOH vendors now to showcase this growing new segment of media.
 

David Doyle
VP, IT Theatre Operations
Regal Entertainment Group

In our current economy, where do you think the biggest opportunities are for growth in the digital signage, interactive technologies and OOH Network Industry?

Current economic conditions call for careful business case building and analysis. One of the more compelling justifications for digital signage and interactive technology is cost savings.

Many quick-serve restaurants and other spaces are faced with increasing regulations that impact the information displayed on menu boards. These requirements demand prompt changes to customer facing displays. Digital signage is a timely and cost effect way to achieve menu board data compliance.

There is also an increasing need to establish and maintain a relationship with customers. Interactive technology is the path to increased interaction with key customers – many of whom carry cell phones or other handheld devices. In many cases, interactive technology can serve as a convenient “on the spot” purchasing mechanism – adding to incremental sales.

During tough times, digital signage and other technologies can provide affordable opportunities.
 

Doug Dubin

In our current economy, where do you think the biggest opportunities are for growth in the digital signage, interactive technologies and OOH Network Industry?

In our current economy, where we’re seeing continually slumping sales trends in the retail industry, and an overall decrease in consumer spending, I believe the biggest growth opportunities for digital signage, interactive technology, and OOH advertising are in non-trade, highly traffic public spaces such major metropolitan airports.

While I expect that there will come a time when digital signage gains even more traction in the retail space, at present the most conservative approach to growth in digital signage is in the safest, most predictable venues where large numbers of upwardly mobile members of the general public spend a great deal of their time.

Regardless of a 5 to 6 percent drop in international passenger demand on major airlines, from January 2008 to January 2009, airport signage opportunities abound and are a logical choice for continued growth due in part to their ability to cater to a captive audience, a great percentage of which is made up of high net worth members of the population who also happen to be frequent flyers. I recently read several traveler profiles that indicated the following to be true of the incredibly diverse demographic that is the present day frequent flyer:

- 61% of Frequent Flyers fall into the ultra-desirable 25 to 54 year age group
- 33% of Frequent Flyers net annual incomes exceed $100,000
- 68% of Frequent Flyers have a college or graduate school degree
- 82% of Frequent Flyers read and recall airport displays
- Frequent Flyers are two and a half times more likely than the typical consumer to have made corporate purchasing decisions in the past year
- Frequent Flyers are “early adopters”, almost twice as likely as the average consumer to sample and adopt new products, technologies and services.

Catering to large numbers of early adopters and an upwardly mobile segment of the market, such as the average frequent flyer described above, digital signage, OOH networking, and interactive technologies can seize the opportunity for slow growth in an otherwise downward economy.
 

Gary Halpin
President
Agency 225

In our current economy, where do you think the biggest opportunities are for growth in the digital signage, interactive technologies and OOH Network Industry?

I'm more fearful of the future economy (last half of 2009, 2010 and beyond) than current one actually. I'd encourage everyone in this business to investigate the Austrian school of economic thought, the best source being mises.org  I write this because as business owners and decision makers, we need to have a somewhat clear picture of what effect the current (and past) political decisions will have on our economy, so we can make educated choices on how to plan and proceed. The Austrian economists are the ones who have been predicting the mess we are currently in, based on their Business Cycle Theory (of Boom and Bust), and in my humble opinion, are the only ones who 'get it.'

With that said, we are no doubt in for a rough ride ahead, and we are in for some major changes in the world moving forward. I believe there are opportunities though, particularly in this industry. As companies are looking to cut expenses, retailers could be open to the long-term benefits of Digital Signage, both from saving on printing of POP signage, to the more powerful and timely Digital Signage solution.

I also see a possible upside for ad-driven networks, because as TV ad budgets are slashed, media directors are looking at more cost-efficient ways to target their market. I just hope they understand that OOH and In-Store Retail Networks are not TV, and the creative needs to be different. Let's aim for educating them in 2009 on the proper steps needed for effective OOH content -- that is, a solid content strategy, then the creative, and finally the execution!
 

George Nauman
Partner, CMO
Chute Gerdeman

In our current economy, where do you think the biggest opportunities are for growth in the digital signage, interactive technologies and OOH Network Industry?

I think one of the biggest opportunities for growth is to continue to inform/educate end users (retailers/hospitality/service providers) that to achieve successful results they must explore the utilization of all digital components (web, digital signage, interactive, mobile) and how each component needs to work together as a family to truly derive the benefit of this technology. To achieve success in our current economy, it is critical that each consumer touch-point be orchestrated, choreographed and synchronized with technology and then strategically placed throughout their customer’s journey.

Given this current economy there are huge opportunities in all of those segments—retail, hospitality, & service industry. With there being less sales & service staff (due to cut backs) there’s an opportunity for digital signage, interactive technologies and OOH Networks to help serve the customer even more than before. It’s an opportunity for those systems to educate, entertain & engage the consumer.

My other thought is that right now it seems that messaging/content needs to be extremely current & adapt to this new consumer mindset…by using digital signage, interactive technologies and OOH Networks it gives the end user flexibility by having the capability to customize messages more frequently.
 

George Yunis
Sr. Director Creative Services
ARAMARK

In our current economy, where do you think the biggest opportunities are for growth in the digital signage, interactive technologies and OOH Network Industry?

Essentially, this may be an ideal time for due diligence in the area of tangible and real comparative research and/or examples that highlight short and long-term investment and ROI scenarios that address both:
 - direct ad revenue
 - non-revenue DS models
 
Additionally, DS network or other applications that are highly focused on enterprise cost-reduction value propositions such as leveraging internal communications for geographically diverse organizations, HR and seminar/training, or other mission-critical benefits will have increasing value as they logically address major issues faced in this current and future economic landscape.
 

Jack Sullivan
SVP/Out of Home Media Director
StarCom Worldwide

In our current economy, where do you think the biggest opportunities are for growth in the digital signage, interactive technologies and OOH Network Industry?

The old adage is "go after the low hanging fruit." I guess the industry needs to do the same. What is the "low hanging fruit"? My suspicion is local advertising. National advertising, while very appealing to the vendors involved in DOOH, will slowly get accustomed to the new emerging media. Unfortunately, the bad economic times have resulted in buyers hedging on purchasing what they are most comfortable with and that media that is safest to purchase (from a personal and agency perspective).

It is the local business owner that has limited advertising/promotional/marketing budgets that needs to better maximize their spending. Newspapers, radio and spot TV is just too large a net for them. Too much waste for their local establishment or chain of local stores. The pinpoint advertising ability of DOOH is just what they need and it fits within their budget. It's my hope that they will gauge results and notice that DOOH delivers a much better return on investments and that as the economy improves they not only stay with DOOH but that they put more of their budget into it. Maybe then national advertisers will notice the efficiencies and effectiveness of DOOH and not only dabble but make it a mainstay of their advertising budgets as well.

The flag in the sand for now is local. Use this as a beachhead for future growth. That's not to say to take the foot off the national advertising pedal, on the contrary, keep it there and merchandise the heck out of the continuing local success. We need to gather a track record and a platform of success stories to keep the momentum going thru this troubled time.
 

Jeff McQueen
President
Proscenium Pictures

In our current economy, where do you think the biggest opportunities are for growth in the digital signage, interactive technologies and OOH Network Industry?

It is ROI for advertisers that is going to prove the OOH industry is truly effective for brands and worth the investment, both creatively and with media buying dollars. Opportunities for growth will consist in environmental POP ability. Rather than require that folks break out their cell phone or travel to a new location, let’s get them to purchase on the spot… a new computer in a Subway or even a store… where it then made ready at the counter for quick pickup, a reservation at a health spa, an appointment to learn more, a suitcase or book at an airport, again made ready down the terminal for pickup.

Sales are created by sincere interest followed by action – and these days, convenience and security - I believe that combining these in a digital signage platform – creatively and technically - will bring about immediate results, generating additional measurable sale potential while simultaneously creating a brand awareness through an interactive and purchase-potential experience.
 

Jeffrey White
Owner, CEO
The Bar Channel

In our current economy, where do you think the biggest opportunities are for growth in the digital signage, interactive technologies and OOH Network Industry?

This question is very topical because at the DSE I spoke to many network operators and the saying I kept hearing was “flat is the new up”. Meaning if your sales were just flat…and not down, then you are in great shape in this economy. The flip side to that is that most advertising giants have pulled back dollars but the local advertisers are still in the game. This bodes well for network operators out there. It means that we can count on local ad dollars to sustain the networks until the economy comes back around. There may be opportunity for growth especially if you target the right markets and high traffic locations.
 

Jennifer Nye
Asst. Product Mgr., Retail Dev.
Harley-Davidson Motor Company

In our current economy, where do you think the biggest opportunities are for growth in the digital signage, interactive technologies and OOH Network Industry?

In the current economy, I believe there are still many growth opportunities for in the digital signage industry at retail – both new deployments and existing.

There are ways that businesses in the early stages of deploying a digital network may actually benefit from the state of the economy. Hardware prices, which have historically been perceived as a barrier for many deployments, are coming down dramatically. Additionally, content, which is needed to continually “feed the beast” may now be available for a negotiated rate, because some agencies may need to compensate for income lost to clients who have had to cut their marketing budgets in ‘09.

Businesses that have networks deployed currently also have an opportunity to grow. Leveraging the reduced hardware costs can enable network expansion because it is not as costly to add additional location screens to existing network locations.

Regardless of deployment stage, this is a good time to continue to fine-tune your network’s plan goals and strategy. Broadening your industry knowledge, improving efficiencies, and conducting engagement studies are many ways our company is handling this “slow-time.” Despite the economy, we recognize the need to retain our brand positioning and positive customer experience in-store so we are only affected positively when the rebound occurs.
 

Jerry Harris
Director, Audio Visual Services
Georgia Aquarium

In our current economy, where do you think the biggest opportunities are for growth in the digital signage, interactive technologies and OOH Network Industry?

Given our current economic climate I believe our biggest opportunities for growth are in the retail environment. Even though job loss is at levels we’ve not seen in decades, today we are starting to see signs of recovery and consumer confidence being restored. Even more so than before, consumers are in search of bargains. What better way to get your deep discounts message to the consumer than through a digital signage network.

With a clear and attention grabbing message a consumer is more apt to make an unintended purchase while in the retail establishment. Imagine a customer is window shopping thinking about purchasing a new handbag. In the handbag department your marketing messaging is focused on the complete outfit. Your content shows a few of the handbags in that department with a blouse and skirt combination. The messaging is “Purchase a handbag and receive 50% off a coordinating outfit”. In the mind of a customer, this is a great deal.

Once the retail sector has sustained growth, new digital signage opportunities will evolve giving the industry the continued boost it needs to reach the next level.
 

John Marson
Sr. Mgr., Media Services
Kraft

In our current economy, where do you think the biggest opportunities are for growth in the digital signage, interactive technologies and OOH Network Industry?

Many marketers have dialed up their value messaging alongside traditional equity messaging. Given the economy, every dollar needs to count. Marketing and communications plans need to be more "sharpshooting" to reach the right people, at the right time. This leads to a few key opportunities.
 

Kevin Culp
Director IT
Gaylord Entertainment

In our current economy, where do you think the biggest opportunities are for growth in the digital signage, interactive technologies and OOH Network Industry?

I believe there are opportunities for OOH advertising. In today's economic condition companies are spending more wisely than ever. They are looking to spend only on projects that have good returns. This is where OOH could see growth. This technology can allow companies to have more targeted ad campaigns at a lower spend thus increasing the return on their investment.
 

Margot Myers
President
Tazco Consulting

In our current economy, where do you think the biggest opportunities are for growth in the digital signage, interactive technologies and OOH Network Industry?

I think the development of intelligent networks will be a huge area for growth in the digital signage industry. For end users, the potential for changing customer behavior and achieving desired results increases, making the network investment more feasible in difficult economic times.

At Digital Signage Expo in Las Vegas, I heard several presenters talk about how networks are being configured to target specific messages to specific viewers. For example, a pharmacy in Switzerland where the content on the screens shifts based on what prescription the customer presents. Data from POS activity triggers appropriate messaging. If a customer presents a prescription for cough medicine, she might see messages for aspirin, decongestants, Kleenex, etc.

Similarly, intelligent networks can let viewers direct what they want to know or see. Viewers can use cell phones or PDAs to send a text message and the screen content changes to provide them with information they specifically desire. Another approach is having messages changes based on RFID tags. For example, the customer takes a suit into the dressing room and a screen shows accessories that match it.

We’re approaching a point where the futuristic retail experience in the Tom Cruise movie, Minority Report, is no longer that far-fetched. In the movie, messages were triggered as a specific person approached a screen. Today, it’s more likely that facial recognition software is used to determine who is in front of a screen and then choose messages accordingly. Unless and until we get to a point where technology knows exactly who we are when we walk into a store, there’s some danger in making assumptions about what people in front of the screen want to see based on facial recognition. You can’t assume that men want to know about sporting goods and women want the cosmetics department.

Intelligent networks provide a much greater opportunity to get the right message to the right viewer at the right time. Providing context to the messages will make them more effective.
 

Mark Zwicker
VP, Business Dev.
Alchemy/St. Joseph's Content

In our current economy, where do you think the biggest opportunities are for growth in the digital signage, interactive technologies and OOH Network Industry?

In today's current economic conditions, consumers will think carefully before parting with their money. Like never before, they will be looking for the greatest value for their spend. With upwards of 70% of consumers' purchase decisions made in the store, during the shopping experience, it follows that communicating with the customer will affect which products are chosen. Therefore, retailers and consumer packaged goods companies need to clearly communicate their product's benefits and value proposition, in store.

A well planned in store, digital media strategy should delivery an engaging message in close proximity to the product. In addition, interactive solutions that assist the shopper and enhance the experience would be well received in today's environment. Digital media technology providers and content creation firms need to work together to provide seamless solutions for marketers choosing to communicate at retail. Providers need to be open-minded and flexible, remembering that the "one-size fits all" approach will not work. Those companies that get it right and deliver the goods should find plenty of opportunities in the marketplace.
 

Mike Hiatt
Consultant
JMH Consultancy

In our current economy, where do you think the biggest opportunities are for growth in the digital signage, interactive technologies and OOH Network Industry?

One area that could be better exploited in this time of cost-cutting and financial retrenching, is in the area of employee-facing applications. Using the same technology infrastructure that is normally used to display advertising, promotional messages and the like, should also be designed to provide training, corporate updates, CEO messages, etc. during after hours when the store is closed to customers.
 

Pat Hellberg
President
Kaicon Consulting

In our current economy, where do you think the biggest opportunities are for growth in the digital signage, interactive technologies and OOH Network Industry?

I was talking recently with Virginia Cargill of CBS Outernet. Great quote from her.
“The consumer is more out-of-home than ever.”

Given that, plus the fact that the current economy is forcing advertisers and brands to find economical, innovative ways to speak to the consumer, I think the opportunities for digital signage and digital out-of-home have never been better. The key to success, as always, will be producing a focused content strategy that takes into account all of the proven, make-or-break factors such as dwell time, screen placement, demographic makeup, messaging frequency, etc. But following the formula of right content, right place, right customer, right time, there’s no reason that DS and DOOH can’t be successful in the current environment, despite the struggling economy, whether it’s at retail, QSR, transit, institutional, or any other public venue.
 

Patrick Moorhead
Director, Emerging Media
Razorfish

In our current economy, where do you think the biggest opportunities are for growth in the digital signage, interactive technologies and OOH Network Industry?

I think there are two major opportunities given the current economy –

1. Third-party ad revenue – Network owners and operators should seriously consider how to incorporate 3rd party ad serving into their existing screen inventory. Not only will this add an immediate additional revenue stream to help cover network and hardwear operations costs, but if done correctly will actually enhance the consumer perceived value of the content on those screens. Remember, consumers don’t hate advertising, they hate irrelevant, bad advertising. If you can allow other vertical businesses to advertise on your network it could offer a level of diversity and legitimacy to the overall content experience, while paying the network operator a handsome CMP revenue stream.

2. Integrate Mobile – Mobile and digital OOH go together like peas and carrots, so if you’re signage network is not currently set to allow consumers to activate and engage with your content via their device, your missing out on an amazing opportunity to drive deep relevant engagement with your audience.
 

Paul Flanigan
Producer
Best Buy

In our current economy, where do you think the biggest opportunities are for growth in the digital signage, interactive technologies and OOH Network Industry?

I believe the biggest areas of opportunity lie in research and measurement. It seems to me that many venues, if not most have solid technical deployments in place, but there still seems to be a lot of discussion on what to do with it. With a lot of capital budgets and projects being removed as the economy stays tight, I think we'll see more case studies. Most of these may be small in nature, but the theories behind "shopper marketing" are fully supported by the understanding of the customer in front of the screen.

Regarding technology, I think we may see more little companies be acquired by larger ones as major players continue to stake their claims and grow their market share.
 

Phil Cohen
President, CEO
Care Media Holdings

In our current economy, where do you think the biggest opportunities are for growth in the digital signage, interactive technologies and OOH Network Industry?

The biggest opportunity in ad-supported networks right now is strategic partnering between non-competing networks. Offering increased audience and sharing revenue is a good hedge against being dropped or not added to an advertising plan by financially skittish agencies and brands.
 

Tim Johnson
IT Manager
AT&T

In our current economy, where do you think the biggest opportunities are for growth in the digital signage, interactive technologies and OOH Network Industry?

The largest growth opportunity is in audience measurement. In order to begin measuring effectiveness of all our digital signage, we must begin to look closer at the real research analytics. How many viewers for how long and how often? There is no better investment to prove the true ROI and solidify a business case for the investment in new digital signage technology. The other additional benefit to gathering this data is the ability to sell ad space based actual impressions.

 

Vernon West
Marketing Initiatives Manager
Lowe’s

In our current economy, where do you think the biggest opportunities are for growth in the digital signage, interactive technologies and OOH Network Industry?

In general we feel that OOH is going to take a more elite role in the media mix. The obvious reason is that the closer you get to the purchase environment, the more influential the media to stimulate a sale. This becomes more important as the economy continues to impact the level of consideration that goes into every purchase. People are thinking harder about every single item that they buy and pondering every buy actively against needs and price—this has happened since the depression era.

Due to this, general OOH and the store are the most tantalizing spots to message to people help move them from awareness to consideration to purchase. We feel that opportunity for growth is ripe for both, but we need to nail down measurement and ROI better before either will truly take off. In the store, interactive is particularly impactful IF it can solve a shopper need or help improve the shopping experience.

For strict advertising-based networks, any OOH venues in which people are not busy and distracted and open to receiving messages will be ripe for growth. Think gas pumps and subway platforms.
 

Paul Bleimeyer
Manager of Media Systems
Mayo Clinic

In our current economy, where do you think the biggest opportunities are for growth in the digital signage, interactive technologies and OOH Network Industry?

The largest growth areas still seem to be in the food services (fast food) and retail generated advertising market spaces. Real estate looks to be growing again as the housing market starts to pickup and the amount of foreclosures begins to taper off. If one looks at the retail market place for examples of strong motivational marketing, you see large investments from the retail and restaurant markets moving into the digital signage market place even during a recessionary economy.

I have covered in my past presentations the ease by which OOH advertising is often linked to existing feedback systems such as credit card or cash register transactional data. In a classic billboard model, one would put up signage on the highways and then look for retail sales to increase in certain markets based on the number of bill boards exposures opportunities compared against increases in sales in a certain local markets. Sometimes physical surveys were conducted to see if the response data led to a correlation between the various media types used and what prompted the response or purchase.

In the current market where OOH is now involved, the issue is more about how many of the customers are going to respond with a purchase and how might they respond. Many customers will no longer go into the brick and mortar location, but will instead respond using interactive applications on their mobile devices or may purchase via the web or use a drive in opportunity in the case of a food services situation. There are ways of course in how to make sure a retailer can figure out who responded to the various contacts made using interactive media and digital signage.

One way that many retailers are starting to use this is to combine OOH marketing of content using digital signage offerings. In most cases the resulting digital signage have specific response codes or URLs to respond to. This results in traffic to a specific website, which in turn emails a discount code for the customer to use in conjunction with the bill or purchase of an item or service. This data can be then be compared with the register and or credit card data to prove that the marketing involving the digital signage or OOH installation was effective in driving the customer to make the purchase. (See figure 1)

(Figure 1)

Several companies are now making larger scale investments in OOH technology coupled with digital signage and in certain cases they are using their existing WIFI installations to encourage customers with internet and WIFI enabled phones to respond to existing digital signage offerings placed inside the retail environments.

One popular restaurant chain has recently announced that it will be placing digital signage screens in 300 of its 1500 locations with plans to eventually place the signage and content into all 1500 locations. The OOH provider will then make sure that a percentage of the overall content is dedicated to the restaurant chain’s menu offerings in an effort to drive sales of current menu items. This same OOH provider already has existing contracts with multiple other fast food chain outlets. This gives the OOH an incredibly large media footprint to work with for cross marketing of products and services that the customers might be interested in. In looking at several marketing sources, predictions are running in the 4-6 billion dollar per year being spent on deployments over the next several years. One source, e-marketer has predicted that spending in these areas will surpass over 10 billion by 2011. As the economy continues to recover one can expect to see even more growth as the OOH providers continue to grow their respective market share and gain additional points of exposure for new customers.
 

Tom Lapcevic
President
ClubCom

In our current economy, where do you think the biggest opportunities are for growth in the digital signage, interactive technologies and OOH Network Industry?

I believe there continues to be many significant opportunities to assist venue operators reduce in-venue marketing costs by leveraging underutilized audio-visual infrastructures. The benefits of a digital network can be quickly justified when the heavy costs of the AV hardware is mitigated.