DSE Keynote – DOOH Disrupted: Paths to a Connected Future

11th Screen | The Interactive Out-of-Home Blog

Keynote speaker – Shelly Palmer (Live Digital w/ Shelly Palmer and Shelly Palmer Digital Living Sirius/XM Radio Show)

Excellent talk. Read through for some real gems!!

It’s interesting because we’re here to talk about DOOH at a time when everything is digital.

Digital is not new.

Show of hands from the audience – how many people are NOT carrying a smartphone? Literally 2 people. Wow.

Everyone of us is walking around with a computer in their pocket. The world has changed. Digital is a part of our lives. It’s not new.

The ability for people to connect with each other and amplify their voice, at scale – that is new. Speed and scale. It’s worldwide.

Stop it with the behaviors have changed and media consumption has changed – we know this?! (Does this industry really?)

Watson (yes, the computer) – natural language processing.

Pure research + applied science + showmanship (practical ways to use digital tools to make people’s lives better?) = the business we’re in.

What is a sign in 2011? Could be a TV, could be sign, could be anything we want it to be. (This is what I’ve been talking about – places & things around us have the ability to be turned on.) But what we have right now is analysis paralysis – everyone’s got their own interpretation and it’s different from everyone else’s and it’s is causing schizophrenia.

How do we fix it?

All technology is meaningless unless it changes the way we behave.

18 mos. ago, there was a proportional screen rule that was absolute – small screen – short content, bigger screen – longer content. Now, anyone will watch anything on the best available screen.

Now, people are taking their TVs with them. That’s new.

iPad is the 1st of a zillion tablets to come out. Motorola Xoom is an iPad killer. 2 computer chips instead of 1. Full screen HD. 2 cameras. All Googled up with Honeycomb. Will it actually kill the iPad? No, but for a certain group of people, it will become THE tablet of choice.

Difference between 3G & 4G – we’re at a tipping point that is unprecedented since 1847. We’re about to go from 3G to 4G. It is literally the difference between the pony express and the telegraph. Huge sociologic change. It took 5 weeks for someone to get a message. Now it takes less than 5 seconds. Huge. 3G takes minutes, 4G takes seconds. Are you guys ready for that?

We’re still trying to figure out where to put the signs. How to network the signs. Blah, blah, blah.

People are picking up their signs and walking around with them.

Traditional DOOH is a lot like old school TV.

Something he’s working on right now – LogoVision – has every logo in the history of the world in their database. Consumers take a picture of the logo, it delivers content. Can take a picture of any logo on any sign – TV, digital sign, poster, etc., get content instantly. Think about how “instant” 4G will be.

This time next year, you won’t be able to buy a 3G device. All will have 4G, means getting content/data will be 6-8X faster than they are now.

People now like texting. Consider email a formal letter. What’s better than texting? Taking a photo/pressing 1 button. The computer does the work for you. What’s that? Oh, Watson. You see where this is going?

Speed, scale, convenience – technology is meaningless unless it changes the way we behave. How do we behave? In the way that is most convenient.

“The #1 show at 10PM on Friday night is TiVo.” – Jeff Zucker.

People make choices, we’re empowered now with technology.

We’re living in a connected world and very quickly we’ll be able to argue – there are 2 types of people and 2 types of tech – connected or not connected.

Trust circles – small groups around things from people you emphatically trust. The new DMA’s. (Very interesting.)

How does a sign help you? How does a network of signs tied together that disseminate valuable information help you? That’s our challenge. We’re an old medium today. People are taking their signs with them.

Another show of hands – how many of you guys have Google Alerts set up for the information you want on a daily basis? Only 10% of people, if that, raised their hands. This does not surprise me. Now, he’s going off on the audience – you’re in “digital” signage/Out-of-Home and you’re not even using the tools for yourself. How do you not do this? It’s unacceptable that you’re at the Digital Signage Expo and you’re not digital.

Who do you sell to? Helping the industry move forward requires 2 components – 1) how to present this industry to buyers?

Retail has forever changed. Borders couldn’t compete digitally. They didn’t keep up. They, like so many people, believed things will work themselves out.

Do not fall prey to the idea that anything is going to go backwards. What’s the penalty for being late? The penalty for being late is business death.

How do you filter the paradigm shifts from the parlor tricks? You personally apply the filter based on your experiences to the question – is this going to change people’s behaviors.

Digital signage industry – hire armies of developers to work on platforms because that is where you’re going to win.

Nut – and I quote, “He who is closet to the point of sale wins. That’s always going to be true.” Now people are bringing their computers to the point of sale. And they’re connected – to each other & brands & information through technology. And the best, “Not about hyperlocal, it’s about hyperpersonal.” This takes some sort of engagement and interaction. This is what it’s all about.

Quote of the session – Now, the only people who like change are babies in wet diapers.

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