Digital Out-of-Home (DOOH) refers to digital displays and networks located outside of the home in public spaces. DOOH includes digital signage, billboards, and other networks used for advertising. The DOOH industry is growing and expected to reach over $10 billion globally by 2012. More local and user input is predicted to be incorporated into DOOH content and networks in the next two years, resembling trends in user-generated content online. Mobile displays and smaller, lower-cost digital screens are also expected to expand the DOOH industry into new locations and applications.

1. Digital Out-of-Home: The state of the industry today and tomorrow Bill Yackey, DSCE Editor, Digital Signage Today

2. Technology & Retail Foodservice

3. What is DOOH? Digital signage Captive audience networks Narrowcasting Digital In-store merchandising Electronic display networks Retail TV Digital Media Networks Place-based digital media Electronic billboards

4. Digital signage: A piece of the DOOH puzzle DOOH Mobile phone adverts DIGITAL SIGNAGE Elevator networks Stadium/Arena signage Cinema screen adverts Projection adverts Digital Billboards Taxi TV ETC.

5. Others separate DOOH and digital signage by whether or not the network is ad-supported.

6. DS/DOOH on the communications continuum Audience >> < Engagement Cellular Internet Digital Out-of-home Billboard Newspaper Radio TV Digital signage In-Store TV The “OuterNet” Location-based Media Narrowcasting Slide created by Lyle Bunn

7. Where is DOOH? Point of Sale Point of Wait Point of Transit Point of Work

8. Target Verticals Retail Public Spaces Entertainment Rising Stars: Education, Healthcare Other verticals: Financial/Banking, Gaming, Government, Hospitality, Restaurant, Transportation, Corporate Communications

9. Source: ZenithOptimedia, April 2009 and for Out-of-home 2007 PQ Media

10. Source: 2007 PQ Media

11. PQ Media Global DOOH spending is forecast to expand 14.5 percent from 2007 to 2012 to more than $10 billion. EMEA is the second largest DOOH market outside of the U.S., reaching $1.55 billion in 2007, up 21.2%. Western Europe accounts for 90% of the EMEA market.

12. Shipments of commercial large-format displays (26-inches+) is set to grow 44 percent in 2009.

13. August 2009 - Approximately 155 million (67 percent of) U.S. residents aged 18 or older have seen a digital out-of-home (DOOH) video display in the past month, at one or more of 17 types of public venues, according to a new study by Arbitron Inc.

14. Challenges to the DOOH industry Initial CapEx Lack of critical mass – TV’s tens of millions vs. DOOHs thousands Proven metrics for agencies Lack of centralized ad sourcing for DOOH ads

15. DOOH media fits into “plateaus” of functionality & investment Multi-region display Dynamic playlist Day-parting Regionalizing ” Local” input Triggered display Multi-use (staff, customer & management) Links to other systems Channel and display group scalability Low op cost at scale Single region, single “group” fixed- loop playout Investment Functionality Slide created by Lyle Bunn

16. Industry predictions for the next two years

17. Industry consolidation Networks: Danoo-Ideacast, Targetcast-Ripple Software companies: presently 300+

18. More local and user input Resembles move to Web 2.0 Targeted messaging for more impact Local input windows Social media integration

19. More local and user input

20. “ Pictures are our new language” Content is moving away from words on a screen to images and dynamic video.

21. Increased mobile display Wireless enabling new applications WRAL supplying digital signage to CAT buses in Raleigh, N.C.

22. Budget/Small form-factor displays Wireless photo frames Gaining in retail as POP/POD signage More screens – more impact

23. Questions? Bill Yackey, DSCE Editor, Digital Signage Today [email_address]