New Organization, ACE, Forms to Connect DOOH Industry Members

AFCE imageACE, the Advocates for Connected Experiences (ACE), announced its formation Monday. The organization aims to unite and empower all constituents involved in DOOH, retail and venue-based digital experiences around key industry issues. Its membership will include associations and companies involved in creating, selling, delivering and optimizing digitally-connected initiatives that touch the Out-of-Home industry. A commitment versus an organization, it was formed to bring “the connected experience” ecosystem of influence together to advise, educate and lead on essential topics from one voice.

“Last fall, during Digital Signage Week, a compelling comment was made during our Coffee and Controversy panel,” said Laura Davis-Taylor, executive board member of the Digital Signage Federation. “Amy Avery, SVP of analytics, research and insights at Bank of America, pointed out that the DOOH industry is not educating consumers, the press and the government on the good that can come from our efforts as a united front. The context was about tracking policies, but the point hit home — there are key issues that we will not solve if we don’t come together on them.”

A steering committee, including the Digital Signage Federation, Geopath, OAAA, LBMA, SEGD, ICX and Retail TouchPoints was formed. After five months of planning, ACE was born.

Kim Sarubbi, appointed chairwoman for the group, said, “Almost every industry today is facing unprecedented challenges, and we are no different. With that, however, comes opportunity. Due to IoT, consumer shifts and constantly evolving methods to connect with people as they go about their lives, we find ourselves navigating things we never saw coming. Many carry with them powerful potential for good but require proper thought regarding public policy, standards and cultural acceptance. We can’t address them and steer them into use as well as the public spotlight unless we explore them from all angles — together, versus individually.”

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Originally, ACE had planned to launch with revised cross-industry place-based privacy guidelines. As has COVID-19 continued to impact us all; however, it became clear that uniting the industry’s talents and reach to support the efforts to subdue it was critical.

Founding committee member Fiona FitzGibbon of the UK’s Diversiffi Media announced last week the creation of a campaign built for any DOOH network to broadcast on screens to stay at home. Proactively procured from creative team John Dean and Gary Marjoram of Mullen Lowe, it’s aimed to stop the spreading of coronavirus by sheltering in place. To support ACE’s mission, creative assets are being shared for any DOOH network to broadcast at no cost. Assets are available for download here.

“This campaign is about awareness, and it was created by amazing people that want to do something that can make a huge difference to the outcome of this pandemic. DOOH is the most powerful vehicle to get it out there — if someone sees it, chances are they need to get back inside. I’m grateful for everyone that joined together to create it, and urge our industry to amplify it loudly.”

There is no cost to join ACE, as all member organizations, people and contributors are committing their time and effort for the good of all involved. To take part, stay informed and access the events, resources and assets that will be made available via ACE, subscribe here.