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Digital out-of-home: Who makes it work?
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Intava
Bellevue, Wash.-based Intava creates and maintains on-premise digital and interactive media systems and has been in the out-of-home space since 2004. The company's CEO, Troy Carroll, says Intava differentiates itself from others in the field by offering customized marketing opportunities and a range of metrics that matter most to marketers.
"We're technology designers that think like marketers," Carroll explains. "We've really put a lot of focus on adding to the marketing side."
Traditional agencies are even showing interest in Intava as a path to add in-store to their catalog of services.
"We record virtually everything," he says. "It's interesting -- what a customer values varies customer to customer." Because of that, Intava captures data on everything from sheer usage to transactions and the value that one of the company's products might give to employees at their place of work.
Intava mostly serves retail, specifically the wireless industry, bars, and restaurants. "We are pulling in external reviews, user ratings, giving people the ability to give feedback and ratings right there on the screen," Carroll says.
Despite all the improvements that have been made to the Intava platform over the years, there is still no integration between the online world and in-store screens, Carroll says.
Carroll admits that Intava has yet to find a company that's sophisticated enough to pull it off. But one of their customers is undertaking a massive IT project that they're hoping might be able to deliver a truly integrated approach.
Perhaps most interesting is Carroll's perspective on where things are heading.
"In the future, the preferred access point is going to be the mobile phone," he says, adding that it's certain to be the next major phase for in-store reachability. "To me, in the long run, it's no question."
In his mind, there's no question about whether it will happen, but rather when it will happen.