November / December 2010 Newsletter
Advertisers & Agencies Media Sellers
Jump to: Feature Story • Company Spotlight • Product Spotlight • Tip of the Month • DO You Tweet?
Feature Story
Focus on What's Important
Article by: Kim Ramser, DOmedia Business Development & Industry Relations Guru
We have all been there. Running around getting general information together for a client pitch that’s due... tomorrow. How can you make sure that your time is focused on activities that increase revenue and build relationships? One of the biggest complaints we hear from agencies is the lack of relevant information readily available from sellers - whether it is for a new client pitch or production question from an existing client. Wouldn’t it be great to access the information when you need it? DOmedia helps you get the information you need when you need it.
Below are some of the FAQ’s we have heard from agencies. DOmedia has collected answers to these questions from over 400 individual media sellers in the OOH industry and they are available to you for free in our online OOH marketplace.
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DOmedia provides a platform for sellers to include answers to all of the questions above. If you come across a seller that does not have the information you need, simply hit the Request Profile Improvements link at the top of the media profile. This link sends a notification directly to the seller and indicates the information you would like them to provide. You can request everything from audited research to rate card information and creative specifications.
Is DOmedia missing a media company you frequently use? Invite them to the party!
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Click the Invite a Media Provider button and DOmedia will notify the new company that you would like see in the OOH marketplace. DOmedia will work with this new seller to upload all the details of their media into the marketplace and put the power of information at your fingertips. Let DOmedia provide the answers to your frequently asked questions so you can focus on developing creative advertising campaigns for your clients. With DOfind, you can search through hundreds of OOH media sellers across the country and access planning information – including locations, rate cards, impressions numbers, media kits, creative specs, videos and more – all without having to pick up the phone or sending an email.
DOmedia has many tools and resources to help you and your client make the right decisions and to make the process flow smoothly and easily. If you have questions on how to use our tools or would like a training session with our Client Services team, please let us know. We’re happy to help!
DOmedia Client Services | theteam@domedia.com | 866.939.3663
Company Spotlight
Safe Lites, LLC
New Technology Lights Up Traditional Media
Safe Lites Applies GlowSkin® to Create Eco-Friendly, Unique Advertising
Marketers have been scrambling to differentiate their products by branding them as “eco-friendly” or “green” even though many have fallen short. But what if you could make the advertising itself environmentally safe and still enhance the graphic displayed? Now you can; Safe Lites, a MN based company, has created patented applications for billboard illumination called GlowSkin®. Safe Lites has changed the face of Out-Of-Home (OOH) media while creating a unique form of advertising in what is normally considered a relatively traditional media category.
Safe Lites partners with companies to give advertisers the ability to create memorable impressions by enhancing traditional offerings with unequalled visibility. GlowSkin® is a proprietary form of electroluminescent (EL) lighting technology used in promotional campaigns to enhance the effectiveness and visibility of many advertising mediums from phone kiosks to bus shelters, billboards and even giant wallscapes (the largest ever EL application produced is currently hanging on Sunset Blvd. in West Hollywood, CA). Not familiar with EL? Every time you touch an electronic key pad or look at the dashboard of your car, you may be looking at EL technology.
Since 2002, Safe Lites has taken EL lighting technology and applied it to several OOH applications, including traditional billboard advertising. GlowSkin® can be used to highlight products to create larger than life imagery creating the “buzz” factor every agency and advertiser wants.
GlowSkin® creates eye-catching advertising that is sure to attract attention.
GlowSkin’s technology uses non-toxic, biodegradable materials that are environmentally friendly and can be recycled. Because it requires only a standard 110V/15 Amp outlet, its displays can be “plugged-in” almost anywhere. Energy savings over traditional billboard lighting can be significant. For instance, a typical 14’x48’ billboard might use six 400 watt halogen lights (2400 watts) to illuminate the board whereas a GlowSkin® illuminated board typically draws only 20-80 watts in total! Plus,
GlowSkin® lamps are non-obtrusive, have a wide angle of vision, are weather resistant to extreme hot & cold conditions, and can be seen at greater distances even in diminished light conditions such as fog, rain, or snow.
Big brands have noticed Safe Lites technology and started using GlowSkin® to light up their traditional advertising in an environmentally friendly way. Recently, Sony Pictures, Disney Studios, and a long list of creative agencies have engaged Safe Lites to promote the release of upcoming movies and other products and services.
"In order to demonstrate our client FirstBank’s 24/7 customer service, we decided to partner with Safe Lites to create a billboard that successfully displays our messaging 24/7 – even at night," says TDA®_Boulder, the full-service advertising and design agency tapped for the FirstBank campaign.
According to John T. Golle, Safe Lites founder, chairman and CEO, “GlowSkin® is definitely moving into the mainstream of OOH advertising. Ever since we turned to US suppliers about three years ago, the quality and reliability of our product has been outstanding; getting UL certification of our systems has been a big plus; and the feedback from our customers ranges from ‘awesome’ to ‘incredible’. We are both pleased and proud to work with some of the industry leaders and look forward to expanding our availability and reach into the OOH market.”
When it comes to traditional outdoor advertising, Safe Lites has created a unique technology that can help marketers stand out while reducing the impact on the environment. To incorporate GlowSkin® technology into your next advertising campaign, contact Safe Lites by calling 866-206-0566 or visiting www.GlowSkin.us/.
Contact Safe Lites:
John Golle | CEO | 866.206.0566 | jgolle@safelites.com | www.GlowSkin.us
Product Spotlight
Medical Office Media
Reach & Influence A Captive Audience
Reaching a captive audience with nothing to do but wait—either in the exam room or in the waiting room—is easy. Today there are many options available to reach patients. Patients can be reached by market, medical specialty or demographic segment.
Benefits of the medium:
Patients are not in a hurry. They are watching digital screens, looking around the room and waiting to hear their name from the reception desk. There are many touch points available, and it doesn’t end in the waiting room! Many doctors’ exam rooms are equipped with advertising messages on the exam table, walls, and even light switches. There are sampling and coupon opportunities, floor mats, wall posters, mirror clings and tissue boxes. The options available are overwhelming!
How it is used:
Advertisers can target different demographic targets, and psychographic segments by targeting specific types of specialties and geographic areas. Moms can be targeted at pediatrician offices and pet owners can be reached at veterinarian offices. If you are trying to reach women, look at the OB/GYN offices. Engage seniors by putting your message in cardiology offices and bone density clinics. In addition, advertisers can target specific consumer groups by selecting higher income areas, business centers or suburbs.
Both local and national advertisers have benefited from advertising in medical offices. Consumer goods and health products have done especially well in this venue. Medical office advertising can also accommodate other products and services - for example toys in pediatric offices or shoes in a podiatrist office.
How it is measured:
Depending on the type of advertising used in this venue, the measurement can vary. Sampling and interactive screens can be easily measured, otherwise the doctor’s office traffic numbers can be used as well.
Markets available:
Every DMA in the United States has medical office advertising. Typically a third party is involved in the distribution and execution of these campaigns.
New Technology:
An increasing number of doctors’ offices have digital displays available. Many come equipped for sound and interactive capabilities to gauge consumer sentiment.
Who provides the products:
DOmedia's extensive database contains over 14 media providers with mall advertising properties. To see the full list, log onto DOmedia and click 'Begin Your Search'.
Images courtesy of CARE Media Holdings Corp, Healthy Advice, and InfoSlate, Inc.
Download the full report as a PDF »
Tip of the Month
A New Way to "Begin Your Search"
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DOmedia has made it easier than ever to find the out-of-home properties you’re looking for… and to discover those you never knew existed! Using the new “Begin Your Search” button in the main navigation, you can start looking for out-of-home media, no matter what page you’re on. So, what are you waiting for?
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