January 2010 Newsletter

Feature Story

Looking Back... and Ahead

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

As the time comes for the more traditional publications and prognosticators to utter reflective quotes and predictive claims of the year ahead, I would like to use the opportunity this monthly space provides me to offer a few thoughts of my own. So, thanks in advance, and Happy New Year!

Looking Out the Rear-View Mirror
2009, what a year! Global recession, decline of traditional media business models, and a veritable freeze on advertising spend throughout the economy. However, as the new year brings the opportunity for a fresh game plan, I'd like to thank those who got us through this past year, helping us rise to the place we are today. Here are but a few:

1. DOmedia's Clients. Thank you! For signing up, for offering your constructive feedback and for helping us get better at serving your needs. 2010 is already off to a big start, with new clients, a surge of subscribers and more technology improvements to help you as you search, plan and transact. Regardless if you are an agency, a seller or an industry affiliate within the DOmedia community, you have added immense value to our products, our team and our understanding of how better to serve and grow the out-of-home advertising industry.

2. Our Industry Brethren. Be they competitors or associates, the media industry may be fragmented but it is still a small, close-knit society. Throughout this year, we have received friendly and sage advice by many in the industry, and we thank you all for your patience as we have worked the bugs out of both our technology and our processes. Our promise in return: we're here when you need us. We'll return the favor ten-fold.

3. The DOmedia Team. Our unsung heroes are the team who pitch in whenever and wherever help is needed. These smart, sharp professionals never complain and are always ready to lend a helping hand or ear to their teammates, and most especially to our clients.

The View from the Windshield
And what are my predictions for 2010? I'll leave that to the "experts" to decide. What I do know is that we are hard at work to deliver the tools you need to be more effective for your clients. Here is what you can look forward to in 2010:

1. Enhanced Search Functionality. Early in 2010, look for a more user-friendly search interface that will allow you to dive into specific OOH categories more quickly.

2. Merged Search and Planning Tools. Soon, you will be able to move more seamlessly from searching our great database to planning your next campaign from our database.

3. Digital Efficiency. We are working with our digital network clients to provide you the key information you need and want as you develop your digital plans. Soon, digital planning will be faster, more targeted and more comprehensive with DOmedia.

So, that's just a brief snapshot of what's in store for us in 2010. There will be much more to learn and to discuss as the year gains momentum. I look forward to sharing all fo the future developments with you, as clients, friends and partners.

Here's to a healthy and profitable 2010, every one of us!

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What's New @ DO

The Resources Library Gets a Facelift

As part of our goal to be your #1 source for everything out-of-home, DOmedia has once again enhanced our Resources library. Not only is it more visually appealing, but much more valuable information is now available at your fingertips. Find DMA rankings by age or household income. You can also find the top African American, Asian and Hispanic  DMAs.

Check out the Industry Information section for Marketing Research reported by organizations like Arbitron, OAAA, TAB and other industry experts. Also in the Industry Information section, you can find Case Studies, Industry Events, What’s New in the industry, Technology Spotlights, an Image Gallery of creative and award-winning campaigns as well as Industry News.

Our Resources library is constantly growing, so check back frequently for updates!

Product Spotlight

Digital Screen / Digital Video Advertising Networks

Many different types of digital advertising products exist in the out-of-home arena. In fact, almost every OOH category has some form of digital products available. Capable of reaching audiences with multiple messages and exciting graphics, digital screens can target consumers almost anywhere they spend their daily lives--while they are riding in elevators, shopping, playing golf, etc.

Benefits of the Medium
One of the benefits of these advertising networks is the ability to narrowcast. An advertiser can reach almost any demographic target because they are only limited by venue availability. For instance, if you want to reach men who love sports, advertise in sports bars, health clubs, golf courses and stadiums. To reach mothers, advertise in shopping areas, grocery stores, fast food restaurants and pediatrician offices.

Other benefits include the creative flexibility. An advertiser can change messaging throughout the day, week, or month, making the ads more relevant to the consumer at that time. The quick turn-around time is a great benefit to the OOH industry, making the planning stages shorter and the medium more desirable.

How It is Used
Digital screens/ video networks can target consumers in a geographic area or target a specific demographic/psychographic audience. If an advertiser targets a market area, changing messages on taxis, eye-level street displays or general retail outlets can be used for a broad reach in that area. To target a certain type of consumer, the message can be a little more intimate, targeting particular venues frequented by specific consumer-types (as described above).

An advertiser can also use the digital networks to make an impact. For instance, many markets have areas providing big screen opportunities. Times Square, Las Vegas and Atlanta are just a few of the markets providing these opportunities.

How It is Measured
The Out-of-home Video Advertising Bureau (OVAB) has audience metric guidelines in place for video advertising networks. For more information, please refer to www.ovab.org.

Markets Available
The digital category is growing quickly. The larger markets have had the networks for some time, but now digital screens have grown into some of the smaller markets as well. The technology has become more affordable, and the smaller, local companies in those markets that have always had indoor advertising in local restaurants, health clubs and bars are starting to implement the digital networks' advertising programs.

Not only are the digital networks growing geographically, but also by venue. Today, an advertiser can reach customers at the horse track, doctors' offices, veterinarians' offices, transit venues and school campuses.

New Technology
Some of the new technology is evident in the interactive displays as well as the measurement of shopper engagement. An advertiser can find out who actually looked at the displays, the percentage of shoppers who were engaged, and even when (time/day) the customer looked at the ad message.

Who Provides the Products
DOmedia's online database contains media listings for over 50 companies that offer digital screen/video advertising networks. For the complete list, log on to DOmedia.com and search by Advertising Category > Digital Screen Networks and Digital Video Advertising Networks.

Download the full report as a PDF.

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Creative Corner

Ft. Lauderdale Brings Warmth to the Winter Weather

For the past few months, much of the country has been taken over by frigid weather. And while that first snow is always exciting, the next 3-4 months of gray skies, ice scrapers and plow trucks are a whole other story. This year, Starmark and the Greater Ft. Lauderdale Convention and Visitors Bureau (GFLCVB) will remind us not to lose hope: sunshine can still be found on the warm beaches of Ft. Lauderdale!

Targeting Northeastern cities—with a particular interest in New York—the “Sunny in the City” promotion is set to begin at the end of January. The promo has already kicked off in the streets of Manhattan where nearly 300 taxis are topped with giant pink flip-flops (a nice change from clunky snow boots).

"The not-so-subtle but cheerfully warm message is that sunny skies, blue water and warm sand - complemented by new luxury resorts, rejuvenating spas, outlet shopping, hip nightlife and outdoor dining - are a whole lot more appealing than snow, sleet and slushy sidewalks," said Nicki E. Grossman, president of the Greater Fort Lauderdale Convention & Visitors Bureau.

Aside from taxi toppers, “Sunny in the City” will also include a glass-enclosed Beach Mobile displaying sunny 3D beach scenes. Plus, beach-branded SUVs wrapped in tropical colors and driven by street teams handing out (much needed) ice scrapers and iPhone wipes will be roaming the city. And using beautiful beach imagery, a 5,000 square foot wall in Times Square will entice consumers to visit the GFLCVB website, encouraging them to “Slip into something sunny.” The multi-platform campaign also includes an online contest—which incorporates the use of smartphones—for a chance to win a Ft. Lauderdale vacation.

With winter in full swing and quite a few chilly weeks left to go, it’s nice to be reminded that the sun isn’t gone for good… it’s just hiding out in Ft. Lauderdale!

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