DooH Media Summit: digital expansion beyond London urged

Gerry D'Angelo, European media director, Cheil Worldwide, Samsung's in-house integrated agency, said that if clients are going to buy into digital out of home there needs to more digital presence beyond London.

Speaking at the The DooH Media Summit, in association with Media Week, part of Screen Expo Europe, D'Angelo also called for the outdoor sector to extend research into DooH.

While research has, to date, shown that twice as many people view digital ooh compared with static formats, he said more research is needed on users' levels of engagement with DooH.

"You need to understand the levels of engagement and collate and benchmark them across all DooH formats," he said.

Cheil Worldwide has successfully used DooH to launch products such as the Omnia i900 smart phone.

However, D'Angelo said that while the costs of DooH creative were not necessarily high, the cost of DooH media remains expensive and that more work is needed to prove its worth.