September 2009 Newsletter

Feature Story

The Rise and Rise of Alternative Media

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

Greetings clients. As we have indicated over the past few months, these are exciting times at DOmedia. Our focus on helping our media planning and buying clients better navigate the ever-churning waters of out-of-home and alternative media is leading us to some very exciting discoveries. But we aren’t the only ones with exciting findings to report. Just like any newcomer to an industry that’s been making its mark for the last hundred years, out-of-home & alternative media always raises the same question among skeptics: just how effective are these new forms of media? Well thanks to the good people at Arbitron, we can begin to answer that question.

In case you may have missed it, our good friends and partners at Arbitron recently released the Arbitron Out-of-Home Digital Video Display Study 2009.  The insights and implications from this study are compelling and important, and should continue to enforce what we at DOmedia have been saying for some time: 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.

I’d like to highlight a few important insights and statistics from the Arbitron study. In doing so, I hope you come to better understand the importance of this fast-growing media segment.  And of course, I hope you think of DOmedia as your key resource when planning your out-of-home and alternative media campaigns.

Arbitron’s Out-of-Home Digital Video Display Study (Arbitron Study) reveals two compelling takeaways:

First, out-of-home advertising, regardless of the form, venue or category, “has proven to be an effective way to reach busy consumers.”

Second, the usage of digital out-of-home is an acceptable communications vehicle. As Arbitron states, “consumers seem to particularly welcome video news and entertainment programming in areas where they need to wait, such as store checkout lines, mall food courts or while riding mass transportation.” In other words, out-of-home media not only captures but also holds a captive audience’s attention by providing a form of entertainment to consumers who have nothing else to do while they wait. It’s a welcome distraction from the boredom that accompanies long lines and public transportation.

The two findings above reinforce what DOmedia has always believed to be true: due to its ability to appear anywhere people work, live and play, out-of-home and alternative media can reach nearly all target consumers—from the busy mom running errands to the young professionals out for a night on the town. This is especially true with the relatively recent introduction of digital video screens in various public venues.

The Arbitron Study provides other strong and favorable findings (all quotes from the Study):

-67% of American adults have seen a digital video screen in a public venue in the past month

-The OOH video audience is a wide cross section of the American consuming public

-More than 50% of American adults have seen a video display in a retail environment over the past month

-Nearly 20% of adults have seen a digital video screen in a restaurant or bar

-Office buildings, airports and health clubs deliver a particularly high concentration of upper-income consumers

These are but a few highlights of the Arbitron Study. There is much more to learn and discern from the results. One thing is clear, though: digital out-of-home and other means of alternative media are here to stay and will continue making an impact on both brands and their consumers.

Want more information? Don’t hesitate to call us at DOmedia at 866.939.3663 or contact me directly at andy@domedia.com.
 

Best regards,

Andy Mansinne

What's New @ DO

Introducing the DOmedia Campaign Planning Tool (CPT)

DOmedia is constantly working to provide better tools to help you plan your media campaigns. Our philosophy of “Keeping It Simple (and smart)” recently set the stage for the development of an enhanced campaign planning tool that offers media buying professionals immediate access to DOmedia’s extensive (and constantly growing) database of media opportunities. 

Working closely with select beta partners, DOmedia has developed and continues to enhance this revolutionary tool that is sure to catch the attention of the out-of-home industry. Detailed information from media providers, combined with robust third-party analytics, consolidate weeks of research into a few keystrokes, helping you build a creative, targeted campaign in a matter of minutes, instead of days. This same tool also expedites the insertion order process and takes you from concept to contract faster than ever before.

We're currently adding to our roster of beta partners as we finalize development and refine our revolutionary system.  Want to join us? Click here to learn more about our Campaign Planning Tool and what it means to be a beta partner.

Creative Corner

Coca-Cola Cranks It Up

Coca-Cola cranks up the fizz with its latest interactive product advertising. The new campaign, being tested in Simon Malls throughout the southeast United States, transforms a traditional Coca-Cola vending machine into an interactive touch screen experience, much like using a huge iPhone.
 
Thirsty customers in select malls can now belly-up to a vending machine to enjoy their favorite Coca-Cola beverage and, at the same time, learn about Coke and mall promotions in a fun, engaging way. Anthony Phillips, Coca-Cola’s global brand manager, said the new machines incorporate sight, sound and motion video that take the conventional vending experience from transaction to interaction.
 
The new machine developed in partnership with Samsung and Sapient, the interactive marketing agency, features a large flat screen divided into three sections, each with its own function. The mid-screen serves up the drink menu while the bottom and top section run commercials for the Coca-Cola brand and Simon Mall. Coca-Cola spokesperson Ray Crockett said they are watching how the functionality of the vending machine goes, but the next-gen models are already on the drawing board to include mobile phone downloads in the form of music files, ringtones, wallpaper and the addition of a cashless payment option. Now that’s what we call a vending machine!

In the DOspotlight

EYE Corp

You’ll definitely want to keep your eyes focused on EYE Corp's digital mall displays, particularly during the upcoming holiday season. The retail advertising furniture pieces, known as Eyelites, are strategically positioned in shopping malls near entrances, anchor stores, escalators, food outlets and other high traffic areas.
 
Eyelites can be freestanding units with multiple ad faces or wall-mounted and backlit to provide illumination while conveying the all-important clutter free messages. The tactical placement of Eyelites generates high awareness, brand recognition and a last-minute reminder for consumers just moments before potential purchase decisions are made.
 
Major retail brands like Macy's, H & M, Nordstrom, Neiman Marcus, Crate & Barrel and Lord & Taylor have utilized the clean, “EYE-popping” exposure that can't be tuned out, turned off or thrown away. These revolutionary advertising structures successfully weave brands into a uniquely customized environment, providing long-term recognition through message continuity.

EYE's effective advertising models are big, bold, informative and play a major part in influencing consumer's buying decisions around the globe. A subsidiary of Ten Network Holdings Limited (which operates Australia’s TEN television network), EYE has offices and operates out-of-home media businesses in Australia, New Zealand, Indonesia, Singapore, the United Kingdom and the United States.

Producing professionally-crafted, multi-formatted advertising solutions that reach specific audiences 24/7, 365 days a year is what defines EYE as a leader in alternative media and has us keeping an eye out to see what they come up with next! 

To see more advertising opportunities from EYE Corp, click here.

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