The Luddite characterization of out of home vendors and agencies is coming to an end. Yield optimization technology, RFP automation, mobile integration, improved TAB ratings and the first hints of a programmatic revolution have revitalized the space. Industry leaders are taking notice. Spend in out of home continues to grow every quarter, and the Chief Strategist at Publicis Groupe, Rishad Tobaccowala, recently declared OOH the last remaining mass media. It is the beginning of a technological renaissance, but be wary.
Industries in the midst of disruption often experience boom and bust cycles as businesses begin to view all technology through rose-tinted silicon. These are the periods when shrewd business leaders become legends by investing in the right tools to grow the bottom line. The recent history of other media formats, particularly digital, reveals the hallmark characteristic of game-changing software — it drives sales by bringing buyers and sellers closer together.
Dozens of competing products for out of home media vendors have come to market in the past decade. Many help firms organize their inventory. Some are mapping tools. Others focus on streamlining the proposal process. In their own way, all of these software suites provide some value. But, they all suffer from the same fatal misunderstanding of the media industry. Their customers are not media organizing companies. They are not media mapping companies. They are not media proposing companies. Their customers are media sales companies, and they need a suite of tools that is rooted in the ability to sell more media.
This is the fundamental force driving DOmedia’s development of a comprehensive set of media sales software to integrate with our industry-leading demand-side platform for out of home media. Of course, DOmedia’s newest tools will include inventory management, mapping and proposal generation software. But, our most unique and important feature is integration with the largest marketplace for out of home media. Increased demand from media buyers is an inextricable feature built directly into the system. With other tools, business leaders are left merely hoping their new software will drive sales.
Integrated tools that connect buyers and sellers, developed by independent tech providers, powered massive growth in digital and mobile advertising. Now, the same technology will be the engine that drives the next decade of growth in out of home media. Want to be the first to see the power of software that sells. Contact DOmedia today at 866-939-3663 or visit our booth at the TAB/OAAA Out of Home Media Conference and Expo, April 18-20.
