September 2010 Newsletter
Advertisers & Agencies Media Sellers
Jump to: Feature Story • Product Spotlight • Company Spotlight • DO the Math • Tip of the Month • DO You Tweet?
Feature Story
Dig into the Numbers
Article by: Kim Ramser, DOmedia Business Development & Industry Relations Guru
We all see the quarterly outdoor advertising revenue numbers being released, and lately they haven’t been so great. However, the last two quarters have been trending upward, and the outlook for the end of the year is getting better. The second quarter of the year saw some interesting categories spending more than they did last year during the second quarter.
Of course, we have the usual suspects coming up in the top ten, but only four of them showed a loss—Automotive (-3.5%), Insurance and Real Estate (-16.5%), Communications (-12.3%), and Public Transportation, Hotels and Resorts (-2.1%). This means six categories actually had increases, and some were pretty significant—Retail (3.6%), Financial (14.5%), and Media & Advertising (19.2%).
These categories seem irrelevant unless you really dig down to see which sub-categories are driving the main sectors. For instance, the driving force in the Media & Advertising category is Motion Pictures. In addition, restaurants stayed about even. However, if you take a deeper look, national restaurant chains actually increased (3.5%), while the local restaurant sector (-.5%) didn’t do quite as well.
According to Kantar, these sub-categories spent significantly more this year than last year in Q2
| Industry / Major Class | % Increase |
| Motion Pictures | 28.1% |
| Credit Cards / Traveler's Checks | 80.3% |
| Fitness / Diet Programs / Spas | 34.7% |
| Colleges / Universities | 25.5% |
| Vocational / Training Schools | 61.5% |
| Business Services | 44.2% |
| Beauty / Health / Medical Services | 12.4% |
So, what does this mean to you as an agency? If you look deeper at the categories, you can figure out which sub-categories are driving the growth. For instance, in the Financial sector, credit card advertising is pushing the increase in outdoor spending. According to B-to-B Online, the financial industry has been on the rise. In the last 18 months, they have increased their spending significantly, but most of it has been on the credit card sector (See above chart—80.3% increase in OOH alone).
Use this information to target clients in the sub-sectors—especially if you are a local agency. Take some evidence of OOH spending to a local university to make your case. Showing that other universities are increasing their OOH spending can be a strong influencer. Use DOmedia to search the perfect OOH products for your prospects. Put in your market and demographic target information, and take a list of OOH products that best target that 18 to 24 demographic group. You will have product images, rates and production specs all at your fingertips. After you print out the perfect list, go to our Resources section, and print out a case study from one of our media suppliers—just to further prove your point. Once you have all of the campaign specifics, use our RFP tool to reach media sellers quickly.
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
Product Spotlight
Mall Media
Reaching elusive on-the-go consumers when they are ready to make a purchasing decision is easy with mall advertising. Depending on the market, time of year and placement, you can build a targeted campaign to reach holiday shoppers, upscale consumers, tweens and teens, and much more.
Many advertising opportunities exist to reach shoppers when they are in a specific mindset. They might be relaxing in the food court with friends, going to see a movie on date night, or simply looking for the latest trends and products available.
Benefits of the Medium
Shoppers go to malls for various reasons, but almost always because they are ready to make a purchase. Mall shoppers are a captive audience—whether they’re riding the escalators, walking through the kiosks or sitting in the food courts.
Another benefit of mall advertising is the frequency in which you can reach a shopper. The wide variety of products available provide opportunities to touch consumers at numerous times throughout their shopping experience. For instance, many malls have banners, backlit, video or even scrolling directories. Food courts might have advertising on tabletops, and elevators may even be wrapped with an eye-catching message. Promotional and sampling opportunities also work well when using street teams in these venues.
How It is Used
Advertisers can target different demographic segments with mall advertising by targeting specific types of malls, geographic areas, seasons and placement. For example, moms and families can be targeted during back-to-school and Christmas shopping times. Teens can be targeted throughout the school year when they meet friends and socialize at the mall. Reach teens during their summer jobs at the mall or when they go to see the new summer movie releases in the mall theaters.
In addition, advertisers can target specific consumer groups by selecting higher income malls with upscale stores or general market malls with theaters that are more teen friendly. Advertising placement is also a key consideration. For instance, when targeting the tweens and teens, the food court might be a great place to put your message.
Both local and national advertisers have benefitted from mall advertising, in part because so many advertising categories work well in mall venues. Every category—from movies and cars to electronics and insurance—has used mall campaigns successfully.
How It is Measured
Currently, mall venue traffic numbers are used to calculate impression levels. Demographics tend to skew younger, female and more affluent in general.
Markets Available
Every DMA in the United States has mall advertising. Depending on the mall’s property owner, a third party, rather than the owner of the mall, may provide the advertising. In many malls, both the owner and several third parties may sell the advertising opportunities.
New Technology
Many malls have interactive and digital displays available—some are even audio-capable. Others have digital marquis located outside near the entrances of the venues.
Who Provide the Products
DOmedia's extensive database contains over 70 media providers with mall advertising properties. To see the full list, log onto DOmedia and click 'Begin Your Search'. Under Retail, select 'Malls' as your venue and click 'Search'.
Company Spotlight
NuBoard Media Sports Group
Reach Sports Fans Inside Stadiums with Branded Fan Bags on Seats
Are you looking to reach the sports-minded audience this football season? Well, mute those boring radio ads, fast-forward through the TV ads, and go straight to the source with a unique medium that gets results.
NuBoard Media Sports Group is an award-winning sports and entertainment marketing agency that gets your brand in the center of the action. With their branded fan bags placed on each individual seat, it’s never been easier to reach fans in professional and collegiate sports venues, without the large costs that come along with sports sponsorship packages. In terms of branding presence, activation and measurable ROI, placing inserts, samples, coupons or premiums inside your branded bags is the most effective method for reaching and activating with your consumer fan base.
NuBoard Media has contracted with 100’s of teams and event properties nationwide to “rent their seats” for one or more games. So your brand can reach target consumers nationwide, year-round, and NOT have to commit to large sponsorship contracts. Using NuBoard Media’s in-venue activation services, your brand will not only be seen and touched by everyone in the stands, but also carried around the stadium and even taken home! Want to reach more than football fans? Team and event properties in the NFL, MLB, NBA, NHL, MLS, NASCAR and NCAA are available to include NuBoard Media’s activation services.
Unlike most advertising mediums, NuBoard Media activates with your captive audience for 3+ hours! Plus, the unique delivery method not only gets fans’ attention, but also gets them talking about your brand, creating a memorable experience. And with branded bags on literally every seat, your NuBoard Media activation becomes the largest signage in the venue.
With brands like McDonald’s, Capital One, Dicks Sporting Goods, Dodge and Dr. Pepper, now adopting this media vehicle, NuBoard Media must be doing something right. For example, when Tostitos wanted to launch a new flavor of chips, they turned to NuBoard Media, distributing chips and salsa in Tostitos-branded fan bags on seats to all 70,000 fans during the BCS Tostitos Fiesta Bowl game in 2008. The campaign was so successful, Tostitos expanded the program to 2009 and 2010 football games. And when Air Tran Airways wanted to introduce the Atlanta demographic to newly-offered routes and increase revenue using activation coupons, they utilized the fan bags, resulting in increased redemption rate ROI and increased revenue.
There’s no question the NuBoard Media branded fan bags on venue seats is one of the most effective ways to reach sports fans. And with their turnkey agency services, offering everything from sports sponsorship portfolio management and negotiation with team and event properties, to creative artwork tie-ins, the only real question is—what are you waiting for?
Contact NuBoard Media, and start planning your sports venue activation today:
Jim Allegro | President and Co-Founder | 678.637.4949 | jallegro@nuboardmedia.com
DO the Math
Reach Sports Fans This Football Season
Start by Looking at the Top Markets
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For advertisers looking to reach the football audience this season, here are some of the cities with the highest number of football fans who are loyal to their city’s team. Overall, 61.2% of US adults regularly follow a professional football team, 56.5% of which are males and 43.5% of which are females. Professional football fans are also affluent—38% earn more than $75,000 in HHI, and 24% earn more than $150,000 in HHI.
Source: "The Media Audit Sports Report" - 2010
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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