Posted Jan 6, 2009 under Advertising, General by Rob Gorrie
Tagged with 2009, adcentricity, interview, media, predictions, rob gorrie, spencer david
I was asked a couple of questions just before Xmas that were turned into an interview. The resulting post from Mr Blue Sky’s Spencer David is copied below. It’s really a quickie view of 2008 and looking out, from a high level, to 2010/2011. This is not a “predictions” post, however….just gut feeling 
I believe there’s an enormous amount of good things going to happen over the next few years. Much of the “bad” that is happening right now really is accelerating adoption of the Digital OOH medium, amongst others. We’ve seen some fabulous opportunities come in at the expense of the broadcast business and I expect this to continue with innovative brands and agencies, although some will retreat back into what they know.
Starting this month we’re going to be periodically interviewing digital media executives on news, products and trends. We’re happy to kick-off this series with Rob Gorrie, President and Founder of Adcentricity, giving us his 2009 Digital Out of Home predictions.
Mr. Blue Sky’s Entertainment News & Notes will also continue to run the latest news on the intersection of media, entertainment and technology.
And, now onto Rob.
MBS: What was like for the Digital Out of Home (OOH) industry in 08?
RG: 2008 was a prosperous year for the Digital OOH industry. The year was marked by some great growth in our industry and, despite the impact of the economic shifts later in the year, the industry is seeing more and more acceptance from the media community.
MBS: What would you say the media community needs from the industry at large?
RG: The media community continues to need more education from the industry and a greater understanding on how to effectively integrate digital OOH into path-to-purchase and point-of-purchase solutions under a larger, 360 degree media plan. There is still a lot the industry needs to do to help brands and agencies truly understand and demonstrate the exact return for their advertising dollar, but as more examples, results and case studies are generated and become available, the media community is starting to see the dramatic possibilities and benefits and are able to more effectively communicate those benefits upwards to the brands themselves. We need to continue to support these education efforts.
MBS: What do you see as “budding” for OOH in 09?
RG: The price efficiencies inherent in the business and the potential reach and impact are going to bode well for the industry through 2009. We at ADCENTRICITY have already seen full broadcast budgets cancelled in late 2008 and agencies asked to find more cost-effective, innovative alternatives to make use of in non-traditional media categories.
Digital OOH is a great alternative to look towards. The migration of major traditional dollars to alternatives at this pace was unheard of, even 4 months ago and will accelerate in mid to late 2009.
While this will not happen across the board, it definitely has a number of brands and agencies evaluating how to use the medium more in 2009. With the digital OOH industry continuing to grow at ~20% in 2009, it’s obviously a great environment in which to be participating, contrary to many struggling media. The next 18 months are a period where entrepreneurial companies and people will really make their mark.
MBS: What else do you see happening in 09 and in the future?
RG: 2009 will also be a year of migrating from the “after-market” effect of Digital OOH being a simple tactical “buy” to something in 2010 that will exist as a consideration for planning for the following year. 2011 will be the ultimate year for a more mature, planned approach to Digital OOH but innovative brands and agencies will be looking at it hard for 2010, using 2009 as a great, in-depth growth and learning period.
