Interactive OOH?

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I had lunch with Frank O'Brien, founder of two-year old agency Conversation, yesterday and we got talking about digital out of home. The channel seems to have taken off lately, and he indicated that it has evolved in the short time it's been on marketers' radar.

I mentioned ESPN's DOOH coverage of last month's US Open golf tournament, and he mentioned that nowadays "interactive OOH" is a more accurate name to describe what brands are doing. He mentioned a campaign Conversation has done with Svedka vodka, which includes an antique ice cream truck driving around the Hamptons spreading good cheer (and vodka) at major events and not-so-major events. The truck is outfitted with a flatscreen that allows passers-by to engage with the brand on the spot.

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