DailyDOOH

In what could well be viewed as a second keynote speech, Digicom‘s Tom Goddard discussed the changing relationship between traditional and digital Out of Home.

He argued a very strong case for Digital to split from Out of Home – having outpaced traditional in growth terms over the last ten years, it now represents 25% or more of all Out of Home and is expected to reach 50% in the not too distant future.

Tom suggested that it be repositioned ‘somewhere between out of home and the ‘all screen market’ and argued that in doing do, traditional out of home could also flourish by re-inventing itself. He drew the analogy with the ‘asset split’ between Take That and Robbie Williams. Within three years, Robbie was earning more than the whole original group, and the group itself was making more money. If Digital and Traditional Out of Home were to do the same thing, the prize, Tom said, is enormous, since Digital would become part of a GBP 7 Billion market.

He then surprised the audience with a call for a new industry trade body to represent this ‘digital only’ business.

Unable to attend in person, Lord Sugar insisted on filming a video presentation to be able to address the media summit. In his own inimitable style, he explained how he first got into this market and then went on to address, how he saw the future of the digital advertising industry.

Lord Sugar is definitely an advocate of seeing the business model changed to a point where advertisers pay for the amount of people that actually view the campaign (a ‘Pay Per Look’ if you will).

He said that the industry is “stuck in a rut of selling ‘two weeks’ when it could in fact be selling ‘five minutes’ (or less)” and called for the industry to change its mentality and sell (and plan) differently.

Note: In order to make The DailyDOOH Media Summit video highlights ‘package’ a little more digestible, during the summer we’ll be running a Friday post featuring each of the 30-minute presentations.