August 2009 Newsletter

Feature Story

Media Fragmentation is a Good Thing

Article by: Andrew Mansinne, DOmedia CEO & Media Aficionado Extraordinaire

With the dog days of summer upon us, we at DOmedia hope that you're having good weather, fun times and positive business trends . . . wherever you are. And while your beach or pool reading may be more aligned to mysteries, fantasy or other non-fiction stories, I want to take this month to offer some thoughts, suggestions and interesting facts about how--as buyers, planners and other managers of the media mix--we may leverage the new-found wealth of media choices to drive greater impact for our advertising clients.

The Rapid Expansion of Technology Adoption

If you’ve been thinking technology evolution is happening at a faster pace than ever before, you’re right. In simple terms, the half-life of new technologies—and as a result, new choices—is happening faster, with greater proliferation than at any other time in history.  While it took roughly 50 years for 50% of the U.S. population to own a car, it took half that time for televisions to reach this milestone, and less than 10 years for the magical 50% to own a cell phone. In short, innovation is here to stay, and its products will continue to take larger audiences by storm in less time than ever before.

Adoption breeds customization. Looking at the evolution of television, it’s interesting to note the growth of networks, the advent of cable (and satellite) technology, and the resulting explosion of channels (i.e. programming) that has followed.  According to Nielsen, in just our current decade (2000-2008), the average number of television stations that each US household receives is 119, almost double the 61 channels that were available in 2000. But media consumption trends have also changed.  TV is used for more than just programming (think Wii), and programs can be viewed on more than just one screen (think Internet).

All of this makes for confusion and frustration. Or does it?

Implications

Why should we care? Simply stated, today’s consumer is younger, less focused on traditional media, and multi-tasks at an alarming rate. These consumers are seeking their branded information through non-traditional means, because the original avenues are seen as too slow, too old or too expensive.

This is an opportunity for alternative and out-of-home media to take a leadership role in the new media landscape. The July 10, 2009 Morgan Stanley research report, How Teenagers Consume Media, came from the peer research of one of their 15-year old interns. One quote caught my eye: “ However, campaigns such as the …characters painted on the side of buildings generate interest because they are different and cause people to stop and think about the advert, maybe leading to further research.”

Time to Profit

New and different only makes sense if it works; if it delivers against specific business metrics and, in the end, delivers more customers, greater profits, deeper insights or any other quantifiable business objectives the messages are being developed to deliver. However, new and different is needed in today’s media mix because consumers are looking for it . . . and demanding it.

The broad array of companies and assets that DOmedia represents can help media planners and buyers fill a new and important niche in reaching consumers at their point of impact: when they’re open to a branded message and want to learn more. A quick search of the DOmedia site can offer you a wide range of media possibilities to stir the creative juices.

Moving beyond our basic search, we’re also developing new tools that will make it easier than ever to find the right media, for the right consumer in the right place. Want to be one of the first to give it a test-drive and help guide our efforts? Write to me at andy@domedia.com for more information.

Have a great rest of the summer!


Best regards,

Andy Mansinne

back to top »

Creative Corner

You on Tomorrow: Intel Gives Everyday People a Voice

“Wow”, “amazing” and “incredible” were just a few reactions to a recent national advertising campaign designed for Intel Corporation, a world innovator in silicon products designed to deliver great computing experiences.

Inwindow Outdoor, an out-of-home advertising company and leader in storefront marketing, recently launched Intel’s “You on Tomorrow” initiative in six major American cities including San Francisco, Boston, New York, Chicago, Los Angeles and Miami. In each city, a prime real estate storefront was transformed into a high-tech storescape providing movement, color and text messaging capabilities. The cool blue storescape, equipped with state-of-the-art electronic networking using 3D LCD screens, invited passing pedestrians to text their “vision of the future” to an Intel phone number. 

The results were more than amazing. This interactive “text-nology” campaign generated countless messages that were broadcast in real time on large-scale digital screens throughout the nation. On the day of the launch, electronic text messages were also beamed onto the Reuters’ billboard in Times Square.

The creative networking genius behind the campaign was a first for Inwindow Outdoor and a knockout success for Intel. Inwindow Outdoor had never before gathered the thoughts of everyday people to be displayed in storefronts across the country. Intel was able to engage consumers using a medium that has defined the company as a world leader in expanding technology boundaries. The integration of user-generated content made for a powerful and compelling campaign, giving consumers a voice heard around the nation.

Sample text messages included:

“In the future, I want flights to space”.

“In the future, I want to be able to speak in any language and have anybody understand what I am saying.”

“In the future, I want a million dollars and all cars to be electric.” “In the future I want an Intel processor in my head."

DOmedia knows the future is now, and it’s exactly these creative campaigns using groundbreaking initiatives like digital technology that make Inwindow Outdoor a major player in the out-of-home media sector. DOmedia celebrates Inwindow Outdoor’s cutting-edge ingenuity and is always excited to promote alternative advertising of this genre.

You can view Inwindow Outdoor’s Intel “You on Tomorrow” campaign by visiting www.youtube.com/watch?v=j7Hg2NG5udk.

back to top »

In the DOspotlight

Orange Barrel Media
Landmark Advertising

How often does an advertisement come along that’s so unique and awe-inspiring, it gets nationwide attention at the onset and continues to serve as a conversation piece for years after its been replaced? In other words, an ad with the ultimate “wow factor?” That’s exactly what Orange Barrel Media, the landmark advertising company (located in Columbus, Ohio), strives for with each and every advertising display they create. And the most impressive part: they always succeed, providing exciting and aesthetically pleasing displays communities can be proud of. From a 20,000 square-foot wallscape—to a giant soccer ball protruding from the side of a building—to the largest full-motion LED project in the Midwest, Orange Barrel Media’s advertising displays bring a creative flare to urban areas, creating a buzz and allowing clients to stand out from their competitors . . . literally stand out.
 
In today’s market, it’s easy for an advertisement to get lost in the crowd. To be truly effective, a campaign must demand attention—not only because it’s impossible to miss, but also because consumers actually want to see it. Orange Barrel Media’s displays present consumers with a refreshing alternative to traditional advertising. It’s this difference that makes each campaign so memorable.
 
With displays in Columbus, Cleveland, Los Angeles, and Washington, D.C., Orange Barrel Media dominates every market they serve.  In Columbus (also home to DOmedia World Headquarters), OBM controls 95% of the non-traditional out-of-home advertising. These aren’t just any displays, though. The 20,000 square-foot wallscape currently located on High Street definitely grabs consumer attention immediately. Part of the Nationwide Insurance “Life Comes at You Fast” campaign, the ad shows huge buckets of bright yellow paint, one of which appears to be spilled down the side of the building and onto the cars and parking lot below. 
 
In Cleveland, OBM will be launching the largest full-motion LED project in the Midwest at Playhouse Square, home to the largest stage between New York and Chicago. In the Los Angeles market, OBM’s Virgin Megastore Brand Experience gives clients the ability to reach some of the most influential consumers in today’s economy. And in Washington, D.C., Gallery Place holds the most dominant out-of-home presence with LED screens, full-motion LCD kiosks and sponsorship opportunities.

To see more advertising opportunities from Orange Barrel Media, click here.

back to top »