After a full year of promotion and planning, NEC’s VUKUNET, according to Pierre Richer, President of NEC Display, signed up more than 600 networks. Intent on making it easier to buy DOOH media and target campaigns, NEC teamed up with venture-backed DOmedia to improve efficiency. The result is a new marketplace coined DOmedia powered by [...]
After a full year of promotion and planning, NEC’s VUKUNET, according to Pierre Richer, President of NEC Display, signed up more than 600 networks. Intent on making it easier to buy DOOH media and target campaigns, NEC teamed up with venture-backed DOmedia to improve efficiency. The result is a new marketplace coined DOmedia powered by VUKUNET. How it will work remains to be seen, but what is certain is that a solid foundation has been laid.
I spoke to both Pierre Richer and Rich Langdale, CEO of DOmedia about the new partnership. Richer explained that DOmedia shared their vision: that there is a need for change and improvement in the DOOH ad space. Having found so many smaller-scale networks in the United States and Canada, VUKUNET stands to benefit from DOmedia’s larger partners and their relations with advertising agencies. Langdale said that DOmedia has over 800 media suppliers signed up, and over 100 of them are DOOH. Together the new marketplace boasts almost 1 million screens (though how that is labelled is not entirely consistent Langdale admits).
In the interview, Langdale spoke extensively about how DOmedia’s real goal is to improve efficiency with better technology and more transparency. On a larger scale, both he and Richer point out that it also reduces costs on all ends. Their new DOOH marketplace aims to accomplish this, and it seems that with good execution it will contribute to the continuing growth of the DOOH industry in general.
