The “New” OOH, as Seen in my Mind

I appreciate drawings.  I’m a big visual thinker.  And particularly at work, I draw more than write.  I’m not a good artist, but I don’t think it takes a good artist to draw effective models – I like to think I make by pretty good.  Anyway, I’ve been working on distilling my thoughts into something that is easy for people to understand what this space is all about.  Here’s where I am:

Basically, I believe that all OOH solutions are made up of 3 main components:

1. Equipment

2. Place

3. Content

The Equipment really speaks to the “How” the message is delivered.  It has 2 components: hardware and software.  I know there are many other pieces included in those two (network, installation, maintenance, etc..), but in the end, you’ve got hardware and software that need to run the actual solution.  It’s as easy as that.

The Place is the actual location the solution will be seen in – the “where”.  From my standpoint, this is a strict media play – it’s either “Paid” media (you have to buy placement) or “Owned” media (you own the place where the solution will be seen).  Again, I think pretty easy.

But the final component – one that is easy in concept, but hardest to execute in my opinion – is the Content component.  Content is the “what” part of the solution and there are different pieces that make up the “what,” most notably Planning and Strategy.  These two pieces are critical to storytelling because it provides the proper context in which to tell the story.  Not necessarily what story needs to be told, but who exactly you want to tell the story to and how.

And around everything, there is an Execution piece.  There will likely be multiple players in the game that are responsible for executing their component.  This model helps identify what kind of players those are so you can create your own OOH solution.

Where this gets interesting, and I have to thank one of my partners-in-crime here, Matt Dickman, for seeing this – it’s the intersection of these components and what they really define.  The result of “How” + “Where” is “Environmental Design.”  What is this installation going to be in the place where it’s going to be seen?  What opportunities do you have based on where it’s going to be seen?  How much does that dictate what exact equipment is used?

The result of “Where” + “What” is the Consumer “Experience.”  This is how the consumer is actually going to experience the solution.  My experience is different if I’m in the middle of Times Square experiencing a billboard than it is if I’m in the middle of a tradeshow booth experiencing a kiosk.  More, if I know where this story is going to be seen, I can optimize it to create the best “experience.”

And the result of “What” + “How” is the type of “Engagement” that the consumer is (or is not) involved in.  This is where enabling technologies come most into play.  What equipment do I need to absorb (and hopefully, literally, engage with) the story?

These results are the deeper components of the solution that I feel need to be thought about if you really want to maximize your OOH solution.  These are the components that really define what I believe to be the power and potential of the “new” OOH.

So, that’s where I’m at.  What do you think?  Would love to hear opinions!

2 thoughts on “The “New” OOH, as Seen in my Mind

  1. Bruno Ancona Lopes

    Thanks for sharing your thoughts Mike! This is great material and I think you have nailed it very well. We are creating a presentation for a kiosk solution we want to sell and the content/place/equipment triad illustrates very well the IOOH/newOOH scenario.
    Thumbs up!

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