Wednesday, January 28, 2009
Location-Based Digital Media Poised For Growth In 2009
By Cory Treffiletti
"Everyone is somewhere all of the time."
That line sounds like something Yogi Berra might have said after a long, hot day at the ballpark, but I'm afraid that I have to take credit for it. It's something I said all by myself and it might as well be the slogan for location-based digital media.
I've been referring to location-based digital media as digital outdoor, and examining such companies as SeeSaw Networks, Danoo and Captivate. I've even written about it from time to time. I don't currently work with anyone in this space, but I was recently shocked to hear the size of the marketplace and the breadth of the opportunity for reaching potential consumers.
First off, let me remind you exactly what this is: the screens you see in coffee shops and elevators, on gas pumps and bus shelters. They're all over, inside New York City taxi cabs and in the checkout line of your favorite supermarket. These screens are becoming part of the landscape, unless you live in Sao Paolo, Brazil, where they just became illegal (along with all outdoor advertising), and the aggregate audience they represent can be quite large!
Did you know that by using location-based digital media, you can reach a larger audience than all the viewers who watched the "American Idol" finale? Did you know that you can reach an audience approximately half the size the Super Bowl gets? This is a medium whose bigger hurdle was scale, but scale doesn't seem to be an issue anymore! It's a lot bigger than you think. Location-based digital media may be creating the last true mass medium (as TV fragments, there are fewer and fewer mass-reach opportunities to choose from).
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Cory is president and managing partner for Catalyst SF.
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