May 2010 Newsletter
Advertisers & Agencies Media Sellers
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Feature Story
Key Takeaways from the GO! 2OIO TAB/OAAA Conference
Where the Industry Stands, Where It's Going and Why You Should Care
Article by: Andrew Mansinne, DOmedia CEO & Media Aficionado Extraordinaire
Early May brought the GO! 2010 TAB/OAAA Out-of-Home Media Conference & Expo to Phoenix. I probably saw many of you at the tradeshow, OBIE dinner, workshops, general sessions (and maybe even the pool…). But for those of you who couldn’t make it, that’s no reason to miss out on the buzz surrounding the event, as well as the key takeaways.
For members of the agency and advertiser world, the event provided some great insight into three main areas: EYES ON, digital place-based networks and the tradeshow itself.
EYES ON
Here are a few key takeaways regarding EYES ON:
► In the past, OOH media buying was based on quantitative data provided by DECs (which, more often than not, were simply discounted). EYES ON provides a way for measurement to be based on both quantitative and qualitative data.
► Rather than buying media based on zip codes where people live, hoping they’ll have the opportunity to see your message, EYES ON provides a way to buy based on who will likely see your message, based on the actual location and who passes by it.
► By introducing a demographic ratings system, cross-media measurement will be much more relevant and believable.
► Adoption is the only real way EYES ON can reach its full potential, so it’s important we all learn how to use it. Take the first step by educating yourself: http://www.eyesonratings.com or http://www.eyesonbloggers.com.
► In the past, you may have bypassed inventory that you would now find favorable due to the specific demographic you’re targeting.
► Although EYES ON is currently used for billboards and some street furniture, digital billboards and transit are next on the list.
Digital Place-Based Networks
Here are a few key takeaways regarding digital place-based networks:
► Agencies want EYES ON to extend to digital out-of-home.
► Brands and agencies are excited in general about the growing opportunities in the digital out-of-home space.
► You have 6.5 seconds to make a connection with a consumer, making creative a big part of a successful and engaging campaign.
► Cliff Marks, National CineMedia: "We must respect the captivity of our environments" (in reference to creating messages an audience can appreciate rather than just flashing advertisements at them). There are a lot of new developments in ways to entertain and engage the consumer with better quality content that reflects an understanding of the consumer in that environment, not just re-purposing existing creative.
► Digital out-of-home network providers are uniting to accept the burden of helping the creative community best utilize the medium; they've recognized the silos created by agencies presents an issue to optimal creative engagement for the consumer.
Tradeshow
Here are a few key takeaways regarding the tradeshow:
Of the many products presented at the tradeshow, technology products and/or tools—targeting both agencies and advertisers and media providers alike—seemed to be the growing segment. Of these, tools that work to make outdoor easier to plan and buy appeared to be hot. DOmedia’s marketplace, for example, makes it easier to find out-of-home media properties across the country by combining different companies in different markets—all under one roof.
What's New @ DO
DOfind is Now Publicly Available!
Take It for a Test Drive Today »
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Finding the right out-of-home media has never been easier with DOfind, DOmedia’s enhanced subscription service. With DOfind, agencies and advertisers can now find media listings using advanced search capabilities including proximity search and targeted demographic search. New Product Profiles provide a summary of the overall product offering, while allowing you to “drill down” to Asset Detail Profiles, complete with location-specific information.
Request your free trial today, and put the vast world of OOH at your fingertips!
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Product Spotlight
Airport Media
Reaching the elusive on-the-go consumer is easy with airport media. Depending on the market, time of year and placement, you can build a targeted campaign to reach frequent business travelers, vacationing families, spring breakers, or international tourists. Many advertising opportunities exist to reach travelers before they arrive and once they enter the airport including on and off-premise parking facilities & transit shuttles, security bins, baggage carousels, terminal dioramas, digital screens, jet bridges, luggage carts, retail stores, kiosks and club lounges—just to name a few.
Benefits of the Medium
Airports provide a captive audience, whether on a transit shuttle going to and from the airport, or in the terminal, security lines, baggage claim or concourses. Another benefit is the frequency in which you can reach a traveler. There are many touch points between airport arrival and baggage claim.
How It is Used
Advertisers can target different demographic segments with airport media by contracting specific types of airports, markets, and seasons. Frequent business travelers are targeted year-round. College students on spring break can be reached by targeting destination markets in March. Families can be reached during the holidays and summer months.
In addition, advertisers can target specific consumer groups through airport selection. For instance, if a company wants to reach a very high income level, airports located near thriving business centers as well as private airports are the perfect places to do so. On the other hand, if an advertiser is trying to reach parents, airports in high travel family markets should be used—like Orlando. Other targets might include beach markets, cruise markets, international destination markets—the possibilities are endless.
Many advertising categories work well in airport venues. Every category from shoes to computers has used airport campaigns successfully.
How It is Measured
Currently, on and off-premise airport parking and traffic data are used to calculate impression levels at parking facilities and on shuttle buses. Airport traffic data is used inside the airports. Transaction and visitor numbers are used for the retail and club lounge locations. Both Arbitron and Nielsen can conduct airport research studies. According to a 2007 Arbitron Airport Study, frequent fliers (defined as those who take four or more trips per year) have an average household income of $100,000. They also account for 60 percent of impressions, and 43 percent consider themselves early adopters of new products and services. Click here to read the full report »
Markets Available
Most airports in the U.S. have advertising opportunities available. Airports have different product opportunities available, so check with the media companies or individual airport advertising offices to see what is available.
New Technology
Key airport programs have digital opportunities targeting travelers on the concourse level, baggage claim, and inside on and off-premise premium airport transit shuttles with many having audio capabilities. Some airports also have interactive kiosk advertising options available.
Who Provide the Products
(Our list of media providers is constantly growing so check back frequently for more companies.)
Alliance Target Media Monster Media
Clear Channel Airports Parking Locator
Corey Airport Services Pulse Interactive Kiosks, LLC
EMN Worldwide Reactive
Encompass Outdoor Media RMG Networks
Hospitality Media Network Roadmark
JCDecaux North America Security Point Media
Jetset Media Tailor'ed Media
Leonard and Co. Ubiquitous Media
Download the full report as a PDF »
Creative Corner
Dancing with the Stars... on Water!
Seeing as how walking on water is humanly impossible, how exactly does one dance on water? To tackle this problem, ABC partnered with Wieden + Kennedy and ON Media Group to come up with a creative solution.
Picture yourself at The Grove Plaza in L.A. (where all the latest and greatest ad campaigns happen), just as the sun is finally sinking past the horizon. The lights go down, and the show is ready to begin. Speakers announce to unsuspecting shoppers that a dance performance is about to begin. But as you look around, you notice a few essential elements are missing: there is no stage and certainly no dancers. And then, like a vision, appears the cast of the newest “Dancing with the Stars” season sauntering along the water in the central fountain of the plaza. As the voiceover continues, the dancers break out into fast-paced, hip-swinging, toe-tapping dance moves. And then, like clockwork, cameras and cell phones begin appearing everywhere you look, audience members anxious to capture the action in a picture or video.
The gig, which ran for one week, four times a night, worked. The most recent season of DWTS debuted to its largest audience ever… 24.4 million, to be exact! ABC attributes its premier success to the water show promotion, coupled with its cast of many notable (and notorious!) celebrities, including the likes of Pamela Anderson, Erin Andrews and Buzz Aldrin. ABC entertainment’s VP of Marketing Strategy, Darren Schillace, notes, "We were the first TV show to use this tactic at The Grove, so it truly was something TV fans haven’t seen done before.” While water projections may be a first, ABC has already proven successful at promoting DWTS with other forms of alternative media. Three years ago, the show’s dancers were sent on a two week tour to challenge commuters across the country to a dance-off.
In an industry that constantly strives to catch the attention of its audience members, advertisers continue to combine cutting-edge technology and creative out-of-home media opportunities to drive innovative campaigns. Exciting “firsts” like the one above definitely have us dancing with excitement!
Click here to watch the full video »
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