April 2010 Newsletter: Special Edition
Advertisers & Agencies Media Sellers
Jump to: Feature Story • What's New • Product Spotlight • Creative Corner • DO You Tweet?
Feature Story
Your Sneak Peek at DOfind, the Enhanced Subscription Service
Set to Roll Out Next Month!
Article by: Andrew Mansinne, DOmedia CEO & Media Aficionado Extraordinaire
Here at DOmedia, our team is constantly working to bring you the most comprehensive database of media properties and providers in the digital, alternative and traditional out-of-home industry, along with innovative search and planning tools to help you make sense of all that info. So now it brings us great pleasure to announce DOfind, the second version of our subscription service that will make it faster and easier than ever to find, plan and order the media you need to build compelling campaigns.
DOfind's Key Enhanced Functionality & Features Include:
Search by Audience Demographics
With our former search tool, subscribers could find media opportunities by keyword, location (DMA, MSA, ZIP Code), product category, or target venue. Now, DOfind goes a step further to help you identify the media that best fits your needs: search by target audience. By selecting criteria for gender, age, ethnicity and household income, you can easily see all the media opportunities capable of reaching your target consumer!
Search by Location Proximity
Along with designated market areas (DMA), metro areas (MSA), and ZIP Codes, subscribers can also search for media by its proximity to a specific location. Are you looking to reach attendees of a specific event in town? Not only can you search for media opportunities at the event, but also within 1-100 miles of the event! Target billboards along highways leading to the event. Find digital signage options at the airport, reaching consumers as they arrive. Advertise on taxis, in hotels, bars, restaurants, etc. The list of possibilities is endless!
Introducing Product Profiles
To further improve the organization of product and company descriptions, we recently introduced Product Profiles. Now when you perform a search using your specific criteria, results will be returned in the form of Product Profiles that provide an overview or summary of a company's media opportunities in a specific category. And if you find something you’re interested in and want more information, you can click on the product to “drill down” to the location-specific asset detail profiles.
Improved Search Results
As described above, search results will now be presented in the form of Product Profiles. You can sort these by product name, company, product category, venue(s), how many markets the media is offered in (of those markets included in your search criteria) and how many units are offered in those markets you searched. This helps to streamline search results and make it easier than ever to find the media you’re looking for. Think of search results as your custom pivot table!
Questions? As you can see, we’ve been busy at DOmedia. Don’t worry if you can’t remember all of these changes. If you have questions, feel free to contact Rachel Rote, one of our Client Services Reps. She'd be happy to walk you through any changes and answer all of your questions!
Rachel Rote | rachel.rote@domedia.com | 866.939.3663 x1009
What's New @ DO
Attending TAB/OAAA Out of Home Media Conference & Expo?
Stop by the DOmedia Booth #406 for a DOfind Demo & Chance to Win an iPad!
The joint TAB/OAAA Out of Home Media Conference & Marketing Expo is just around the corner! The event, taking place May 2nd-4th in Phoenix, is the premier place to connect with advertisers, advertising agencies/buying services, media companies and suppliers—and explore the world of out-of-home. DOmedia will join the rest of the industry at the conference, so be sure to stop by our booth #406.
We’ll be giving demos of DOfind, the enhanced version of our subscription service not yet available to the public. Check out the new features and functionality, and learn how you can use DOfind to gain visibility to the right media faster and easier than before!
Sound interesting? Catch a more comprehensive sneak peek by visiting our booth. Stick around for a demo and you’ll be entered to win an iPad! See you there!
For more information on the expo, click here »
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Product Spotlight
Beach Media
It’s that time of year again: vacationers put the winter months behind them and start heading for wamer, sunnier climates. And for advertisers looking to reach this suntanned demographic, what better way than at the beach!? Whether your target audience includes spring breakers, vacationing families, snowbirds, or high-income resort travelers, there are many effective ways to reach each of them. Advertising opportunities are in abundance at the beach, including aerial, water vessel, sand imprint, telephone kiosks, lifeguard towers, wrapped vehicles, inflatables, tents, trash receptacles, umbrellas, and street teams—just to name a few.
Benefits of the Medium
Beach advertising can have a great impact because of frequency. Vacationers are usually at the beach for a few days at a time. The message reaches them every day—and possibly all day—depending on the advertising vehicle. Plus, beach-goers tend to be a captive audience with an open, relaxed mindset.
Beach media is unique, giving the advertiser the opportunity to stand out and make an impact. Plus, advertisers don’t have to break through the typical ad clutter on the beach like they do in other venues.
How It is Used
Advertisers can target different demographic segments with beach media using location, time period and venue. College students can be reached by targeting spring break destination beaches in March and April. In addition, clients can target spring break parties with tents, inflatables or street teams.
If families are the target consumer, then summer months work best. For a campaign lasting a couple months, more standard media may work better—lifeguard towers, trash receptacles, beach panels and phone kiosks. Aerial advertising and sand impressions can grab attention as well.
Higher income couples may opt for the more elusive beaches, but you can still use water vessel and aerial advertising to grab their attention. Countless opportunities exist when incorporating beach media.
How It is Measured
Currently, there are no standard guidelines for measuring a beach campaign. However, you may be able to incorporate street teams for surveying, sampling, etc. Beach media can also be measured if it directs the consumer to a particular website. Another option is to get involved in a beach event and monitor attendance numbers.
Markets Available
You can find beach media in just about any coastal market. If you aren’t aware of any companies covering a particular beach, you could contact one of the many companies on DOmedia who may be able to customize a program for a particular location.
New Technology
Some products such as phone kiosks might have built-in charging systems. Others may have audio capabilities or digital displays. For instance, some water vessels may have digital displays visible as they pass by beach crowds.
Who Provides the Products
(Our list of media providers is constantly growing so check back frequently for more companies.)
ActionAd Aerial Signs Look Media USA
Adopt A Beach Massivemedia
Advertising Vehicles Miami Water Billboards
AirSign National Mobile Billboards
Alloy Media + Marketing National Transit Media
Arnold Aerial Advertising NewAge Marketing
Bay Area Billboards Pelican Outdoor Advertising Inc.
bbi Display Systems Photo Sails
Beach N' Billboard Prime Point Media
Bikecab PromoMedia Concepts
BobCar Media SeaBoard Media
City Outdoor Skytypers
Coast 2 Coast Street Blimps
Encompass Outdoor Media Traffic Displays
FreeCar Media Trash Talk Outdoor
Fueling Media Ubiquitous Media
High Exposure, Inc. US Sky Ads
Idrive Ambassador Segway VIP Pedicab
Leonard and Co. Inc. Visions Advertising Media
lime-media group YellowBikeCab
Download the full report as a PDF »
Creative Corner
If Walls Could Talk
The old phrase, “If walls could talk,” literally applies to the latest campaign for HBO’s popular series, “Big Love.” Featured in the Times Square and Port Authority subway stations is a large wallboard portraying a busy street filled with pedestrians going about their daily routines. But above each person’s head is an image of a pair of headphones and an audio jack located below, inviting passersby to plug in. Those who do are suddenly flooded with the audible secret thoughts of the pedestrians on the wall. Thoughts range from comic relief of stealing lunches from the community refrigerator to the sad and moving secret that a woman’s baby ruined her life.
The tagline under the “Big Love” logo claims, “Everyone has something to hide.” Too right you are, HBO. The hit drama follows a man who tries to lead a normal life in the public eye while hiding the fact that he is a polygamist.
What makes this ad different from others plastered on the subway walls is that BBDO, the responsible agency, has tapped into a form of interactive advertising that virtually all audience members can participate in. Nearly everyone carries an MP3 player on the way to work these days. And what better way to involve the audience than letting them in on everyone’s dirty little secrets? After all, everyone loves a little gossip.
The campaign proved successful last year in New York and Los Angeles and is now in the running for the prestigious OBIE Award, OAAA’s annual recognition of the year’s most creative out-of-home executions. Awards will be handed out May 4th, the final night of the TAB/OAAA Out of Home Media Conference and Marketing Expo in Phoenix.
So next time you’re in the New York subway system, keep your eyes open for “Big Love.” If you stop and listen, you might just hear your own little secret.
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