What is Decentralized Out-Of-Home media?
Well, it’s not anything like what we have now.
Maybe the only real connection it has to current Out-Of-Home media is that is what it will replace.
The era of single use media, billboards and screens that just play Ads over and over will likely go the way of single-use straws.
Think about the absurdity of a restaurant owner struggling to make ends meet, while the TV in her restaurant sells hamburgers for a fast food chain, and promotes the big retailers put the other local shops (her customers) our of business.
Where’s her compensation for running the Ad?
Where’s her piece of screen time?
Where’s the content relevant to the community?
Where’s the community content shared by and for the community?
MicroAds and other community friendly OOH initiatives never got off the ground because the economics never worked. The overhead to deal with small payments through a centralized system made no sense.
Decentralize the media, spread out the control of content, and put in trustless systems to handle exchange of value and everything will work fine – open and interoperable is the key.
Those traditional advertisers will have it better too. They can now send their Ads where it makes sense, upping their game with content that is appreciated, compensate the community for displaying, viewing. engaging.
For more information read the DeOOH White Paper linked below.