November 2009 Newsletter
Advertisers & Agencies Media Sellers
Jump to: Feature Story • What's New @ DO • Creative Corner • In the DOspotlight • Save the Date! • Tip of the Month • Recap of Last Month • DO You Tweet?
Feature Story
You're Invited...
To Search & Discover the Newest Media Ideas
WHO: Agencies & Advertisers
Calling all advertising professionals looking for new and exciting ways to connect with consumers.
WHAT: DOmedia Subscription Directory
Unlock the full potential of DOmedia's database by becoming a subscriber today. Access advanced search features, critical data points for each media property (rates, contract terms, lead times, creative specs and more) and our Resources library, complete with up-to-date industry information, DMA Reports and more.
WHY: Faster, Better, Greater
Faster: find ideas, collect information, gather insight
Better: concepts, information, media array
Greater: efficiency for your team and success for your clients
RSVP: Today!
Request your free trial. We'll take it from there.
Become a part of the DOmedia community today & discover a whole new world of out-of-home media. simplified.
What's New @ DO
Introducing the New Resources Section
DOmedia always has been—and always will be—committed to our goal: to simplify the process of buying & selling out-of-home & alternative media. So to make the search for your next campaign a little easier, we’ve provided you with the necessary tools. Introducing the new Resources section (the tab formerly known as “Library”), your source for everything out-of-home. Have a question? Check out the FAQ section. And if your question isn’t listed, shoot us an email at theteam@domedia.com and we’ll include it (and answer it!) ASAP.
Want to get the most out of your DOmedia account? Check out the Tips & Tricks section for the ins and outs of the site from the people who know it best. Also browse the Resources section to find Industry Info, DMA Rankings, or a Glossary of industry terms. If you’re curious about the many categories out-of-home & alternative advertising has to offer, stop by the Products section for info on everything from digital screens to pizza boxes to vehicle wraps. Just browsing? Check out the Industry Event Calendar, What’s New in OOH and much more!
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Creative Corner
Aircel Floats the Boat
We already know that the growing field of OOH marketing is the best way of attracting consumer attention, with inspiring campaigns that push the limits of creativity and consumer interaction. What you probably didn't know was these clever marketing campaigns can also demonstrate a social consciousness that can become a lifesaver.
This month, DOmedia recognizes and applauds Aircel, a telecommunication company in India, for their socially-motivated billboard campaign near the Milan Subway in Mumbai, created by outdoor agency Primesite. Not just any billboard, Aircel's billboard displayed a large inflated life raft tethered to the billboard with a simple message: In Case of Emergency, Cut Rope. Day after day the oversized orange and blue raft hung perilously above the busy Milan Subway - notorious for flooding during the monsoon season. Then, as if on cue, the rains began and the floods followed, stranding pedestrians and making the subway virtually impassable.
With traffic at a standstill, the lines were cut on Aircel's billboard boat and helpless pedestrians were ferried to safety. At the moment the life raft was released, the full potential of Aircel's seemingly simple alternative marketing campaign was unleashed. The raft provided tangible and immediate help that won the support of Mumbai residents and garnered untold media attention for Aircel. One local headline even stated, "Aircel did what BMC (the government) did not."
The thoughtful planning and timing of this campaign not only resulted in great press but also humanitarian aid. With its success, Aircel is now planning similar campaigns in Delhi and Kolkata, India. Now that is definitely out-of-home marketing with a conscious that really floats our boat.
In the DOspotlight
JCDecaux
JCDecaux North America, part of international JCDecaux Out-of-Home Media Group, began in response to the birth of the advertising-funded bus shelter. Over 40 years later, JCDecaux still leads the world of out-of-home advertising. By priding itself on designing innovative and well-built advertising panels, it’s become the largest street furniture company in the world! And because it constantly strives for creativity and innovation, JCDecaux’s wrapped bus shelters always receive some well-deserved attention from consumers and the advertising community alike.
Bus shelters, part of JCDecaux’s street furniture sector, are offered in Chicago, San Francisco, St. Louis, L.A. & Boston. And just by looking at this summer’s all-star lineup, it’s no surprise the shelters are turning heads. In one campaign promoting the new Toyota Prius “Solar-Powered Ventilation,” they really brought the realistic feeling to consumers by installing solar panels onto bus shelter roofs. The panels connected to motion-sensing fans inside the shelter that kicked on to simulate automotive ventilation.
In another campaign, the Field Museum brought pre-historia to the streets of downtown Chicago by promoting its new 3D theater with a giant T-Rex and appropriate tagline, “Too Close for Comfort” popping out of the ad. Covering other parts of the shelter with ferns and grass, the campaign really brought the theater’s current dinosaur feature to life.
The Field Museum made another big splash in Chicago while promoting its pirate exhibit this summer. Using a life-size pirate who, at first glance, looks like just another bus patron (until a closer look reveals the hook for a hand, sword across the chest, and skull and crossbones hat), person after person was roped in by this sea-faring addition to the bus bench.
To see more advertising opportunities from JCDecaux, click here.
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Save the Date!
ad:tech New York
What: ad:tech New York is the resource and destination for digital marketing professionals. This year's conference will focus on how digital is transforming all media.
Who: Jeff Bell, DOmedia Chairman, will be speaking at "Follow the Money--The Buyers Weigh In" on November 5th at 5:10 pm.
When: November 4-6
Where: Javitz Convention Center
Tip of the Month
Here at DOmedia, our goal is to make the process of finding the right out-of-home and alternative media for your needs as simple as possible. One way we’re doing that is by letting you in on a useful tip or trick every month, making your DOmedia experience as beneficial as we can. Have a question you’d like to see answered in the next month’s edition? Email us at theteam@domedia.com or call us at 866.939.3663.
Building Your Profile: Complete Your Account Info
Make sure the contact information on your account profile is up to date. Don’t miss out on important information that is sent out every so often including enhancements to current sections of the site as well as new tools! Click Log In at the top right corner and enter your Email Address & Password. Then click My Account to update your contact information under Company Profile.
Recap of Last Month
What? You Missed the Last Issue?
It’s Okay, Here’s The Recap!
Last month, with the help of our friends at Arbitron and their recently released Out-of-Home Digital Video Display Study 2009, Andy Mansinne discussed how alternative and out-of-home media are the best means by which to reach your core target consumers at point-of-impact, when they’re ready to receive a branded message. In short, alternative and out-of-home media can deliver the right assets, to the right consumers, at the right time, to ensure an effective message, an efficient spend, and a positive ROI for your business.
In the creativity department, DOmedia commended Simon Malls for a recent campaign that transforms a traditional Coca-Cola vending machine into an interactive touch screen experience. Also in the spotlight last month was EYE Corp for Eyelites, the digital mall displays that generate high awareness, brand recognition and a last-minute reminder for consumers just before potential purchase decisions are made. And don’t forget about our monthly tip. Instead of starting from scratch each time you visit DOmedia, save your favorite searches and even set up alerts!
To read the full September newsletter, click here.
DO You Tweet?
Follow Us!
Welcome to the DOmedia Twitter page! From site features and enhancements to Q&A support, we'll keep you up-to-date on all things DOmedia. Let's tweet! www.twitter.com/domedia