DOOH and mobile were never really separate
The screen on the wall and the screen in the pocket do different jobs at the same moment. Why the "second vs third screen" framing was a category error from the start.
The screens we forget we look at
Count the screens in a single day out of the house: the lift, the lobby, the petrol pump, the airport gate, the menu above the counter. The "11th screen" was always the one nobody planned for — and the one that turned out to matter.
This is a long-running, independent commentary on digital out-of-home (DOOH) and place-based media — the displays we pass in the physical world rather than the ones we hold. It started in the era when "the third screen" meant mobile and the industry was still arguing about whether out-of-home could ever be measured. A lot of those arguments aged well. A few aged badly. Both are worth keeping.
The writing here is deliberately practical and takes no side: less about ad-tech hype cycles, more about what actually happens when you put a screen in a public place and try to make it useful.
Recent & revived
What running a screen network actually involves
The unglamorous middle of digital out-of-home: getting the right content onto the right display, at the right time, in places you will never physically visit.
Place-based media and the value of context
A screen in an airport, a gym, and a waiting room are three different media, even running identical hardware. Context is the product.