December 2009 Newsletter

Feature Story

See for Yourself What a Subscription Can DO for You

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

As most of you know, we wrote to you last month to share the exciting news and personally invite you to take part in our new Subscription service. DOmedia now offers agencies and advertisers the option to take their DOmedia accounts to the next level. Take advantage of our extensive database of enhanced Media Profiles and our comprehensive tool set to find, plan and buy alternative, traditional and digital out-of-home media.

By becoming a subscriber, you put the world of out-of-home at your fingertips, making it easier than ever to search for new and innovative ideas, plan campaigns and find media providers to fit your needs.

As a subscriber, you can go beyond the basic search to find media by multiple DMAs, Metro Areas (MSA), ZIP codes, address proximity and even venue types. Of course, deeper search functionality means more detailed results. Access planning-level data such as rates, circulation/impressions, coverage area, lead times and creative specs. On top of all of that, you can also take advantage of our Resources library to research industry information.

Want to see how it works? Check out the video for a short demo.
Want to take it for a test drive? Easy—just request your free trial, and prepare to be impressed!

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What's New @ DO

DOmedia Announces Partnership with BroadSign International

This month, DOmedia is very excited to announce our newest partner, BroadSign International, a leading worldwide provider of software solutions for managing digital out-of-home video networks. By joining forces with the good people at BroadSign, DOmedia’s position as the industry’s most comprehensive database for alternative, traditional and digital out-of-home media is further strengthened, enabling us to connect agencies and advertisers with a continually growing marketplace of advertising solutions.

So what can the DOmedia / BroadSign partnership do for you?

It’s quick and easy for BroadSign networks to complete and maintain their media profiles through collaboration between BroadSign and DOmedia system technologies. That means access to new networks of digital out-of-home operators you may have never previously had visibility to.

Through DOmedia, you’ll be able to search these providers, submit RFIs and add them to upcoming campaigns. In other words, it will make it easier to find, plan, buy and sell digital out-of-home media.

In the fragmented world of out-of-home media, the BroadSign / DOmedia system integration will help standardize and conveniently package the vast number of options available to agencies and advertisers interested in digital out-of-home. And by integrating our two systems, we can easily and continuously update our database to reflect what’s available in the marketplace.

Additional benefits of the partnership may come a little further down the road to include a synchronization with BroadSign Open API, a platform that will augment the cross-network planning and buying capability offered by DOmedia (currently in Beta stage) with the industry’s first automated cross-network campaign execution system via BroadSign. Such integration will provide advertisers with a full DOOH media cycle: from planning to buying, content targeting, playback and reporting.


This is just skimming the surface of potential benefits the BroadSign / DOmedia partnership can bring to you and the industry as a whole. Stay tuned for more to come…

Creative Corner

ESPN Digital Game Experience:
Play with the Pros

So it’s your typical lunch break: you leave the office, walk to the corner deli. Eat lunch, maybe make a few phone calls. Grab a cup of coffee. Toss the football around with Peyton Manning… Wait, what?

That’s right. Thanks to a recent campaign from Monster Media for ESPN’s Monday Night Football season kickoff, anyone on the streets of New York City, Boston and Chicago had the opportunity to take the field with select virtual pro football players. And they did! Everyone from young women in dresses to middle-aged men in business suits took a break from their days for a catch with the NFL.

When ESPN wanted to find a fun, engaging and unique way to promote the kickoff of Monday Night Football’s 40th season, they looked to the pros. Monster Media, the global leader in storefront body responsive advertising, teamed up with Brand New School, Wieden & Kennedy and MacDonald Media to create a one-of-a-kind digital game experience. Placed strategically in high-traffic areas of Boston, NY and Chicago, the installations combined gesture recognizing touch screens and real-time dynamic data to allow consumers to interact with the advertisement on a whole new level. Top scorers could enter their initials and compete with other players nationwide. Plus, ESPN commentators gave play-by-plays on each catch and fumble.

The large LCD installations were constantly surrounded by groups of intrigued onlookers curious about what could cause respectable businessmen and women to leap through the air, arms raised and eyes focused, at noon on a weekday. Others were drawn to the giant, vibrant Monday Night Football signage surrounding the screens with comments like, “IS IT MONDAY YET?” and “COME PASS THE HOURS WITH A GAME OF CATCH.”

To watch the ESPN campaign in action, click here.

To see more advertising opportunities from Monster Media, click here.

In the DOspotlight

Brandwich

These days, consumers are constantly on the go, fast-forwarding through the day like a DVR through commercials. From meetings to deadlines, PTA to soccer practice, it’s hard to reach people with so much going on. One of the few times during the day when a consumer can sit back and relax is when they’re eating. And no one knows that better than Brandwich, the C-Store Deli Advertising Network.

Brandwich has come up with an innovative way to reach consumers when they’re relaxed and most receptive to messaging: at mealtime. Available anywhere sandwiches of any kind are sold, Brandwich gives advertisers the opportunity to take the plain paper usually used to wrap sandwiches and replace it with a brand’s colorful, visually-appealing ad. And the best part: everyone has to eat! By wrapping your ad around some of the most popular breakfast, lunch and dinner foods, you can reach even the busiest consumers. Getting it to go? Your ad goes, too!

Not only is Brandwich available in the top 50 U.S. markets, but its College, Beach, Hispanic and African American networks make it easier to effectively target distinct and hard-to-reach audiences. In a recent geographically-targeted campaign, Brandwich helped to promote the jetBlue brand in Los Angeles and Orange County. For every sandwich purchased—specially wrapped in jetBlue from head to toe—Brandwich gave out a free bag of Terra Blue chips. From hand-delivering the proprietary paper to specially training the venue employees to even providing secret shoppers, Brandwich was there from start to finish to ensure the program ran smoothly. And that it did…

After 250,000 jetBlue-wrapped sandwiches and 150,000 free bags of Terra Blue chips, Brandwich had successfully completed a campaign that not only achieved a sales lift and brand awareness, but also engaged consumers in a fun and exciting way. After all, who doesn’t like free stuff…and free food at that? We’d have to agree with Brandwich: “The Way to a Consumer’s Heart is Through Their Stomach!”

To see additional Brandwich advertising opportunities and sampling programs (like the one they’re currently running for Kraft’s Miracle Whip brand), click here.

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