DigitalOOH.biz – Your Soapbox Awaits
DigitalOOH.biz – Your Soapbox Awaits
Oct 12If you are a media planner or brand manager thinking about allocating creative and media dollars to a campaign on digital screen networks, how would you get up to speed on what this new medium is all about?
There are advertising and marketing trade publications that now and then have a story about the medium, that may or may not be useful or relevant. There are plenty of blogs by individuals and by suppliers that relate the benefits of the medium, but the good advice is here and there amidst all kinds of material about software, and display panels and other bits that the average planner and brand manager could care less about. Then there’s the Digital OOH ad network blogs that, understandably, go on and on about the perfection of their medium. There’s been no place to go, online, for people wanting to get familiar with this new medium, or wanting to have a specific say about its strengths and weakness. So that’s why DigitalOOH.biz was developed and launched this month. I call it a content hub, because its meant to be a central location for people on both the buying and selling side of digital out of home media to get quality, pitch-free information and opinion. The intention is to have this serve as a forum/soapbox for media planners and other agency people, creative people, researchers and all the other people on the buy side of the table. The site is also a home for people on the selling side, but there will be no chest-beating or inflated numbers allowed. This exists to educate, not sell. The buying will come when the people controlling those budgets have a better grip on why they should buy DOOH. The aspiration is to help people on that buy side better understand the value, and the fit, through thoughtful pieces from people looking at this medium from all angles. I also hope to see a robust, noisy commenting community start to develop. I already write a separate blog and that is more than enough to keep me busy. With DigitalOOH.biz, I hope to write very little and function almost entirely as an editor/gatekeeper. It’s my job to round up the writers and ensure the quality stays high and the content never strays into advertorial. Starting out, there are some very solid contributors from the OOH agency giant Posterscope and the sharp digital guys at Razorfish, as well as posts from the Digital Place-based Advertising Association, Adcentricity, Indoor Direct, RMG Networks and Saddle Ranch Digital. Many other planned contributors are promising posts that should be up soon, and we’re looking for points of view from around the globe. If you have solid thoughts about this sector, but no real home to post them, this is your spot. I know there are lots of people who would love to have a blog to convey their ideas, but they nowhere near the time needed to maintain a blog and keep it fresh. With DigitalOOH.biz, contributors get a focused audience eager for their ideas, without any need to steadily feed a blog beast with more posts. The site is online at www.digitalooh.biz, and on Twitter, it’s @digitaloohbiz
