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2. Here are nine significant opportunities that will prove lucrative, valuable, and extremely profitable for companies that provide
a variety of solutions on both the network and advertising sides of the business, as well as for creative content and technology
providers working in the digital out-of-home industry today:
1
Building solutions that focus on advertiser demand.
Network solutions—meet advertiser demand. Networks
have finally listened after much trial and tribulation, and
are quickly learning how to focus their businesses on
accountable, audience-centric solutions. With the advent
of Silicon Valley 2.0 and technology driving unparallel
connectivity to audiences in more meaningful ways, this
opportunity may also be the tipping point that causes an
industry-wide ripple for both networks and advertisers.

3. 2 Standardization is agnostic.
Standardization in advertising can occur only when a platform or solu-
tion provides different approaches and methodologies in media plan-
ning, procurement, measurement, and optimization—and for these
diverse approaches to exist in unison. Media planners need to be
able to plan, buy, and measure media in any way they are comfortable
with. Simplicity rules. True standardization is organic, not forced.
This is a brilliant opportunity and goal to strive for because real collec-
tive standardization doesn’t have to be preached, forced down
through the ranks, and throughout the industry. It just happens. True
standardization is 100% agnostic. When this happens, making a
believer out of an advertiser that lives by and demands accountability
won’t be so difficult.

4. 3
Accountability backed by intelligent measurement.
Networks are pricing out their inventory in so many ways and cre-
ating rate cards with varied approaches to audience measure-
ment, that it becomes extremely difficult for agencies to create
comprehensive plans that simply make sense for achieving mar-
keting objectives.
The challenge is how to make networks accountable across mul-
tiple platforms. How can one media campaign encompass
sophisticated metric analysis while cutting through the clutter of
disparate digital media vehicles? The focus needs to remain on
each network’s competencies in delivering reports and abundant
intelligence that advertisers care about. The opportunity is in
understanding that networks are indeed maturing—improving the
way they manage their inventory, account for audience traffic,
and monetize their platforms. Accountability is knowing how to
talk media and marketing the way agencies look at ROI for their
clients. Those who get it will seize the opportunity.

5. 4 Leveraging deep audience insight.
The term ‘hyper-targeting’ gets tossed around this industry like
a crowd-surfing rock star. Companies that can demonstrate
unique abilities in reaching audiences when they are going
about their lives through place-based networks own this golden
opportunity. Companies with the deepest insight and level of
sophistication will have a key competitive advantage. Busi-
nesses that can leverage this insight into meaningful communi-
cation strategies through relevant content distribution will win.

6. Those who understand this opportunity know that brands are creating
value not just through their products, but through ‘what’s in it for me?’
campaigns that enhance their customers’ lives.
A WIFM platform is a value matrix that communicates a company’s
vision, constantly shifting where audience demand drives it, where
what’s interesting takes center stage, where solutions don’t come in the
5
form of products and sales sheets, but unique insights about MY
PROBLEM, MY INDUSTRY, MY LIVELIHOOD. This transformation is
the opportunity. Brand culture is shifting to provide insight. It’s not about
‘sell me’ it’s about ‘feel me’. It’s not about ‘pushing’ company solutions,
but ‘pulling’ you onto our lily pad—because we’re cooler and smarter,
not to mention our pad is greener, bigger, and teaches you how to swim
Tuning in to WIFM. along the way.

7. A brand innovation platform is an intel-
ligence and communication vehicle, a
content matrix that audiences turn to
when they need to get smarter, stron-
ger, faster, make more money, manage
their time more efficiently, or get six-
Creating brand innovation platforms. pack abs. The brand platform is the
content generation engine that pro-
6
vides this useful knowledge.
In the online world, content marketing
strategies range from blogs, e-books,
and webinars, to instructional videos,
white papers, and lifestyle segments.
This can also be considered to be the
Long Tail of content and can also be
applied to digital out-of-home content
strategies.

8. 7 The shift from ‘push’ to ‘pull’ content-driven marketing.
Content marketing strategies are now being widely adopted as brands are more inclined
to demonstrate value through insightful content that engages as well as entertains.
Brands, advertisers, and agencies are eager to connect to their audiences in more mean-
ingful ways through intelligent and targeted OOH content syndication in-store and across
multiple networks. Companies that have a strong sense of these ‘pull’ strategies and can
raise the bar in terms of creating engaging content that influences purchase decisions,
will leverage their value propositions and core competencies, to take control of this oppor-
tunity and come out on top.

9. 8 OOH broadcast and cross-platform syndication.
There are now over a million digital signage screens all over the US
alone, reaching over 500 million consumers on the path to pur-
chase. One can quickly assess that out-of-home digital channels
are now a communication commodity, much like television. Retail
CMOs have two main challenges with OOH: reaching targeted cus-
tomers and getting them to come into their stores, and marketing to
them once they get there.
Content syndication models will drive opportunity for brands and
networks. Best Buy has already done it with their own in-store
channel “Best Buy ON”. Premiere Retail Networks understood this
model years ago but only brands like Wal Mart were able to utilize
it because they had the capital to do so. Unifying fragmented net-
works onto one platform for seamless OOH broadcast syndication
and distribution while creating a synchronous in-store retail content
strategy is a golden opportunity for those that can do it right.

10. 9
Creative content optimized simultaneously
with media planning and procurement.
Innovation in digital OOH is driven by executing marketing objectives
and leveraging OOH audience metrics. Creating platforms in which
creative + media can be utilized in one tool box is a tremendous
opportunity. Brands will be able to syndicate their content across mul-
tiple channels, including their owned and operated networks.
The insight and opportunity will be in activating software platforms to
program their content in-store, while also syndicating their content
across a virtual global network and platform. The solution takes into
account all display and venue attributes. Companies that understand
this opportunity at a high level will develop strategies around support-
ing brands in creating compelling content and programming with
audience metrics and contextual relevance in mind.

11. Written by:
Nikos Acuna is the VP of Marketing for Digital
Advertising Technologies, with over twelve years
of experience in driving revenues for global
brands through strategic communications:
content-driven digital marketing & advertising,
branding, public relations, social media, and
cross-platform integration, having worked on both
the media and agency sides of the business
across multiple traditional and emerging media
vehicles, channels, and digital platforms.
For more information on how to leverage these critical opportunities to achieve
revenue potential and engage audiences in more meaningful ways, click here.
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