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Well it appears that the 800-pound gorilla Google has set its sights set on the digital signage market.

NewScientist.com broke the story earlier this month that the search-engine company

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

has filed for a patent on a way to divvy up ads on a network of electronic signs. The ideas seems to be to give retailers and others a simple way to organize an advertising campaign to p

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

romote inventory on, for example, a digital signage network display or displays near their stores in a mall.

Just as Google allows advertisers on the search engine to specify characteris

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

tics of their online ad campaigns, such as what keywords to use, how much money to spend, and what to say in ads, the new Google system is likely to give retailers a way to get very speci

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

fic about what product is advertised, how and where it’s advertised and how much will be spent to advertise it.

Granted, Google is only at the patent filing stage, and it’s much too soon

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

to discuss this approach in detail. However, that’s not what’s important. The point is that Google’s approach is another sign that digital signage networks are organizing into a market t

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

hat can be meaningful to advertisers. Google’s patent filing is further evidence digital signage is quickly transforming from an amorphous marketing concept into a concrete, definable rea

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

lity.

Like the November ’06 Screen Association announcement of the first directory of UK-based digital signage networks that accept third-party advertising and the news a month later of

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

the formation of Nielsen In-Store to help marketers quantify in-store audiences, the Google patent move is a further indicator that digital signage networks are coming of age as a legitim

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

ate, quantifiable ad medium.

Another is the financial health of the out-of-home advertising market, which in 2007 is expected to be the second fastest growing advertising medium behind t

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

he Internet. A New Year’s Day article at MediaWeek.com quotes a forecast from private equity and mezzanine capital investment firm Veronis Suhler Stevenson as saying the out-of-home ad ma

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

rket will grow 6.7 percent to $7.25 billion, following a 7.9 percent growth rate in 2006. It goes on to say PricewaterhouseCoopers projects even stronger growth of 7.9 percent for 2007.

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

To be sure, out-of-home advertising encompasses many things, like digital and conventional billboards, cinema and mobile (i.e. bus, taxi, etc.) However, it also includes digital signage n

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

etworks, which surely will stake out a growing piece of the out-of-home ad pie as they organize further into a media buy individual companies and ad agencies can measure and understand.

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

That could not come at a better time as ad agencies and ad buyers increasingly question how effective their traditional television and print ads are. Digital video recorders (DVRs) and vi

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

deo on demand are giving television viewers more control over what they watch and when. Zapping commercials –fast forwarding past them- continues to grow along with consumer uptake of dig

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

ital video recorders.

Newspapers aren’t delivering the audience they once did. Circulation is down nationwide and that’s taking its toll on the commercial value of the medium. One need l

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

ook no further than McClatchy Co.’s sale of the Minneapolis Star Tribune for about half of the $1.2 billion purchase price the publishing company paid in 1998 to see the impact of falling

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

circulation.

All of these factors –including the congealing of digital signage networks into a quantifiable market, new convenient ways for retailers to ties their inventories to ads on

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

digital signs near their stores, TV commercial zapping and the decline in newspaper circulation- point out that digital signage advertising is poised to skyrocket to new heights in 2007

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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Of course my wife said I didn't know what I was doing and my friends also were skeptical and thought that I was completely wasting my time.

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