Not every screen needs to feel like advertising.

I think the media industry can get too focused on screens, locations and impressions. But the bigger question is pretty simple. Why should someone actually look at it?

It's the reason oOh!media partnered with News Corp to bring real-time news content onto its digital network.

It makes sense.

Dwell time relies on giving people something to look at, and that something should be useful. News, information, updates or something relevant to where they are, which, in a residential environment, can include important building notices and community information.

When advertising sits alongside that content, consumer trust starts to build. 

Building a media environment that gives residents a reason to pay attention is a win-win. Residents know that their screen is curated to them, in-turn giving brands an audience receptive to their advertising. Because in a high-frequency environment, attention has to be earned.

The strategy needs to shift from how many eyeballs can we get, to how do we get the right ones, looking.

Written by Julian Duggan, Co-founder of JACmedia.