March 2010 Newsletter

Feature Story

Digital Out-of-Home's Big Week in Vegas

To say the past few weeks in the digital out-of-home world have been busy would be an understatement. Media providers have had quite a month, filled with industry-changing events. With exciting products and capabilities debuting at the Digital Signage Expo (DSE) and the formation of a new trade association, we don’t want you to miss out on a single second of the action.

From February 23-25th, the Las Vegas Convention Center played host to the Digital Signage Expo, the largest tradeshow and conference dedicated to digital signage, interactive technology and out-of-home networks. To say the expo was impressive would be an understatement.

Here are a few examples of some pretty exciting technologies introduced at the show:

Digital Signage Installation Tour – Took participants behind the scenes at the Las Vegas Hard Rock Café which now includes interactive elements from touch screen table tops in booths to the Rock Wall, an 18x4 foot-tall interactive multi-touch wall. The tour also took an inside look at the brand new $8.5 billion City Center megaplex, with more than 300 screens, about half of which are custom-developed interactive applications.

LiveView from Symon Communications – Virtual 3D display that presents digital content without the need for 3D glasses.

Peoplecount – Audience research company announced Digitalcount Expresso, a pre-packaged OVAB-compliant audience metrics service for DOOH networks.

JANUS Displays – Has made it easier to deploy emergency warnings across an entire digital signage network in just seconds.

Speaking of the DSE...

Introducing the Digital Signage Federation
The digital out-of-home industry has never had an independent trade association—that is, until now. Responding to the needs of the industry, Digital Signage Expo has become the initial funding behind the Digital Signage Federation (DSF), the new non-profit organization dedicated to improving and promoting the digital signage industry. The Interim Board of Directors, announced during the DSE, is made up of consulting, end-user, network and vendor segments of the industry.

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What's New @ DO

Invite a Media Provider to DOmedia

The world of alternative, traditional and digital out-of-home media is vast and constantly growing. So to help capture it all in one marketplace, you now have the option to invite a media provider to post their offerings on DOmedia. That way, you can easily find everything you're looking for from every company you do business with. After all, we always have room for one more...

To send an invitation, click on invite a media provider to DOmedia » from the Search Results page.

Product Spotlight

Gas Pump Advertising

Gas pumps provide many opportunities to reach consumers. The progression of advertising displays has evolved very quickly: it began with the gas topper at the pump, then with the gas pump handle itself, and later with branding every item from the windshield squeegee to the trash cans. Today, with the introduction of digital advertising, you can reach a consumer with store specials or interactive information as they stand there with nothing to do.

Benefits of the Medium
Unless you’re targeting a major public commuter market (like New York or DC), almost every consumer needs gas. And rarely is an audience more captive than at the gas pump, standing around with nothing to do but wait. An entertaining ad serves as a welcomed distraction. In fact, many consumers see gas pump advertising as informative and entertaining rather than obtrusive.

Another benefit of the medium is the ability to stand out. Advertisers don’t have the clutter at the pump like they do inside the convenient store—having to battle with every other pop display on the counter, for instance.

How It is Used
Depending on the location of the gas station, you can target commuters, soccer moms and family vacationers with messages geared specifically toward them. Targeting by location is a great way to reach certain types of demographic groups. Is there a big mall nearby with a theater? What about a popular health club where your demographic group would work out?

If the digital or interactive screens are used, you might even target day parts. You could plan your messaging to reach morning and evening commuters, after school kids or moms in the afternoon.

Some great campaigns have used station domination to reach their customers by putting messages on the pumps, window squeegees, trash cans, floor mats and in the car wash! It’s a perfect environment for capturing attention.

Of course, if you advertise where your products are sold, point-of-purchase is another way to use gas pumps. However, more types of advertisers are discovering gas pump advertising because they know the consumer is probably on his or her way to another buying opportunity. Automotive, Internet, financial and insurance are some of the types of companies that have jumped on the pump.

How It is Measured
Currently, there aren’t any real standard guidelines for measuring an ad campaign. However, you may be able to monitor your specific product sales in the gas station store if you’re planning a point-of-purchase campaign.

Markets Available
You can reach just about any market with gas pump advertising, especially if you target a regional or national gas chain with your messaging. Many media companies offer national and regional campaigns for gas station advertising.

New Technology
Some of the new technology is evident in the interactive displays, as well as in the materials. Ads are protected from the elements so their messages can last a long time. There are also some opportunities for audio capability.

Who Provides the Products
(Our list of media providers is constantly growing so check back frequently for more companies.)

Companies that offer advertising outside of the store (Gas Pump / Car Wash / Tire Pump / Ground Mats):
AllOver Media                                PetroTV
Brite Media Group                         Prime Outdoor Signs
Image Display Group                     PumpTop TV
National InStore Media (NINS)      Roadmark
Pacific Media

Companies that offer advertising inside the store:
Cstore Media TV                    InStore Vision
CSpot Networks                    Tri-Star Media
Encompass Outdoor            

Download the full report as a PDF »

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Creative Corner

2010 FIFA World Cup Advertisers Turn to OOH in South Africa

For the 30th year in a row, Adidas has signed on with FIFA as the official sponsor of the World Cup soccer tournament, set to take place in South Africa this year. As part of the sponsorship, Adidas supplies the game ball every year, each version different than the last. The 2010 game ball, named “Jabulani”, became the center of this year’s big campaign. To generate buzz around the new design, Adidas created a giant display of model soccer balls used the past 30 years, including Jabulani which remained under a black cover until its launch just hours before the group draw. The same concept was used for point-of-sale at a nearby shop where the Jabulani balls were to be sold.

Adidas isn’t the only brand utilizing out-of-home media to build hype around the tournament. Instead of focusing on the game, Visa’s “Go Fans” campaign places the actual fans at the center of its advertising efforts by wrapping 23 buses, including interior branding strips in each of them.

Coca-Cola has taken a different approach using brand domination in metropolitan areas and aiports. Using wallscapes, billboards, escalator wraps and more, Coca-Cola has taken over international and domestic arrival and departure areas at airports as well as surrounding areas, making it impossible to miss.

Also impossible to miss will be the efforts made by The ADreach Group, the OOH media company responsible for street beautification upgrades in 25 sites across Johannesburg. To pay for these upgrades, ADreach installed Supalites, its relatively new advertising medium, along streets on route to training venues, stadiums and tourist areas. By repeatedly placing them in key locations, ADreach created a highly visible and effective opportunity for World Cup advertisers.

These are just a few examples of great OOH campaigns surrounding the tournament. Keep your eyes peeled for more as we get closer to the June kickoff.

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