DOOH NO! Pittsburgh daily showcases plain old TVs as DOOH example

January 9, 2011 by Dave Haynes

Google Alerts popped up a piece this morning on “Digital Advertising” that suggested the Pittsburgh Post-Gazette was looking at DOOH as an on-screen revolution.

Over I click there is a shot of a deli counter with a screen nicely out of the field of view of customers. Oh well, I thought. At least they are trying and given the industry some profile.

Then I read the photo caption, which indicates the places has two 50″ TVs that run Italian programming, except when the Steelers aren’t playing.

That didn’t seem right, but it’s just a caption. I assumed the story explained things better …

The actual piece from today’s edition isn’t bad. After the obligatory Blade Runner-ominous future references, the piece goes into a decent amount of depth with respect t0 GasTV ans Akoo efforts at the pumps and in malls,and looking at revenues and exotic stuff like GRPs.

And then we get to the Pennsylvania Macaroni Company …

Not all video display is big or loud, or particularly in your face. At Pennsylvania Macaroni Co. in the Strip District, owner David Sunseri installed two 50-inch flat-screen TVs during the World Cup last summer.

“Being that I have a European and Italian clientele, I knew they’d be interested,” Mr. Sunseri said.

Two years ago, Penn Mac began staying open on Sundays, so having the televisions on for Steelers games was a natural progression. On non-game weekends, the TVs are tuned to Italian DISH Network programming that includes cooking and other shows.

Mr. Sunseri said one customer complained the screens “took away from the ethnic look of Penn Mac,” but “everyone else said they really like it.”

So, a whole feature on DOOH that showcases an installation that isn’t DOOH. His digital signage platform is a Dish network receiver and a remote control. He’s  just a guy who put up some TVs at the counter.

The really crazy thing is that there is a second image available online as supporting material, of GasTV screens at a local Sunoco. The editors had real artwork.

Mamma mia …