This document discusses the challenges of integrating emerging technologies, graphics, media, architecture, and technology into out-of-home media environments. It introduces Michael Donohue and Associates, who assists teams in identifying suitable emerging technologies for media projects. They help vet technologies, manage requests for proposals, oversee permitting and safety plans, and coordinate project teams to ensure media projects are successfully planned and deployed on time and on budget. Their goal is to design innovative media solutions that engage audiences while meeting financial and return-on-investment goals.

1. Notice: Photos or visual representations of projects other than Thomson Reuters 3 Times Square project are attributable to the media designers and architects associated with
them. The representations of the TR Green Media designs herein are copyrighted and are not to be copied or disseminated without the express permission of TR or MD&A.
The effective use of emerging technologies in out-of-home media environments
MD&AMichael Donohue
& Associates

2. The OOH Media Challenge
We live in a world that is increasingly shaped by multi-media content and nearly instan-
taneous technology changes across a variety of physical materials and electronic display
systems as well as media enabled devices. Graphics, media, architecture, and technol-
ogy are to be seamlessly integrated within this “environmental” context to create powerful
places, memorable experiences and lasting impressions. The challenge is to effectively
integrate these elements in an environment where obsolescence and infrastructure have
equal weight to compelling content and budgetary constraints.
MD&AMichael Donohue
& Associates

3. Iconic venues have the potential to communicate in many ways by making use
of innovative materials, systems and content strategies. The content that is used in such
settings mirrors the modality of the underlying means that are used to convey them.
These channels range from simple materials and ambient lighting to advanced display
technologies and mobile media where very specific graphics - video messaging, and
interactivity is desired.
MD&AMichael Donohue
& Associates

4. Such venues have the capacity to communicate and engage
with the audience on multiple levels, and in a multitude of ways, from
the general to the personal. However; achieving the desired result entails
a collaboration of all stake holders in the process, including owners and
developers, the participating design, architectural, engineering and
construction teams and the municipal and community constituents.
This is not a trivial exercise given the diverse stakeholders, ROI
drivers, budget constraints and the content or programming
considerations that must be adhered to in the creation and
deployment of a successful Mediacature project.
MD&AMichael Donohue
& Associates

5. Michael Donohue and Associates is engaged early in the design and
planning of Media projects to assist teams in making sense of related emerging
technologies. We help teams identify suitable emerging technologies across a
spectrum of possible applications and measure those elements against market-
ing - branding drivers and budgetary goals.
MD&AMichael Donohue
& Associates

6. Advanced AV – Systems design and the vetting of emerging technologies:
Michael Donohue & Associates often focuses on large format LED screen deployments
and advanced AV systems design projects. We are experts in the application of emerg-
ing technologies focused principally on the “Out of Home” environments. This expertise
includes digital signage, QR Codes, mobile applications and NFC technologies, as well
as interactive experiences.
MD&AMichael Donohue
& Associates

7. Michael Donohue and Associates assists owner / operators and developers in the
design, procurement, and installation and training phases related to standard or custom,
as well as “Green” LED screen projects. We engage clients whereby we vet several different
design options and resulting deployment options that will include associated costs, ROI, and
advertising subsidies.
In this capacity we author as well as publish an RFP or RFI to qualified vendors, vet all of
the vendors, create a comparative matrix, oversee and manage the RFP responses as well
as demos. We oversee the vendor selection and provide initial contractual language and
related contract checks to assure that all critical issues are incorporated into final contracts.
We also over see the installation, training and insure the continuity related to the ongoing
maintenance and spare parts provisioning related to the system. Naturally a critical service
to our clients is obtaining the very best pricing possible on the selected technology.
Our efforts are generally undertaken in collaboration with your team.
MD&AMichael Donohue
& Associates

8. Permitting and Safety:
Permitting and Safety conformance
in NYC is a serious business and
violations can result in both
expensive and timely delays.
We take responsibility for
coordinating the entire permitting
and site safety plan. This process
is a critical component and
requires attention to detail in the
filing of permits and safety plans
in order that they are coordinated
with construction schedules.
MD&AMichael Donohue
& Associates
Project Management and Logistics:
We have found that the clear communication
of project goals and milestones to the entire
team is critical to keeping projects focused
and on time. MD&A makes use of on-line
project tools as well as all communication
mediums from teleconferencing, Skype,
email, texting and of course the telephone
to insure that all parties know what their
responsibilities and deliverables are. Major
projects like 3 Times Square involve a variety
of vendors and trades who must be precisely
coordinated and kept in sync.
The professional contingent of architects,
structural and physical engineers as well as
manufacturers are providing data sets that
typically require permitting and final
execution by a variety of trades from
electricians and welders to HVAC and AV
engineering crews. We take pride in
orchestrating these disparate contributors
and enabling the seamless deployment
of the entire project.

9. Learn more about how we can work with your team
to create and deploy innovative “Green Media” and
“Mediacature” solutions. Contact Michael Donohue at
mdono77@ca.rr.com or by telephone at 310-384-3537.
Creative Solutions:
Michael Donohue and Associates can design a unique
OOH media solution that will engage and inspire while ad-
hering to your particular budgetary and ROI drivers. We can
assist your team in finding the appropriate solution and mix
of revenue sources that will guarantee its success and if we
can’t we will let you know it well in advance.
MD&AMichael Donohue
& Associates