August 2011 Newsletter

Feature Story

Implementing Interactive Technology in Your OOH Ad Campaign

Understand How QR Codes, Near-Field and Crowdsourcing Technology Work With Advertising

Article By: Kim Ramser, DOmedia Business Development & Industry Relations Guru

Outdoor has always benefitted from the development of new technologies. Just when you think it has advanced as far as possible, something new is just around the corner! With the invention of the smart phone, outdoor now has the ability to become more interactive, social and viral.

Some of the new technologies available to incorporate into outdoor advertising campaigns are Quick Response (QR) codes, Near Field Communication (NFC) and Wisdom of the Crowd technologies. These campaigns can be effective if used correctly.

Some important things to keep in mind: Remember that the percentage of adults in the US who actually have smart phones is still rather small. The number of people who have a QR Code app downloaded is even smaller. Also note that owners of NFC-enabled phones are a small population in the US as well.

Quick Response (QR) Codes

In June 2011, 14 million Americans, or 6.2% of all mobile users, scanned a QR Code with their devices. Those who scanned QR codes were more likely to be male (60.5%), between ages 18-34 (53.4%), and have a household income of $100k or higher (36.1%), according to comScore.

The best uses for QR Codes are for calls-to-action and coupon or offer downloading. QR Codes are a great way to help build your email list if you provide email opt-ins on the landing pages. One key point is to make sure that the QR Code isn’t directing the consumer to the company’s main homepage. The landing page should be something that will excite prospects and not bore or disappoint them. Think of ways to make the process fun, such as by providing a QR Code scavenger hunt. Give the consumer a reason to come back.

The best places for QR Codes are in high pedestrian areas. For obvious reasons, they should not be placed in billboard creative unless the location happens to be in a parking lot or side of a building. Also keep in mind the height of the ad and the time the consumers need to be able to pull out their smart phones and click the picture. The Outdoor Advertising Association of America (OAAA) has established some guidelines for using QR Codes. For instance a good rule of thumb is that a board shouldn’t be any higher than 20 feet off the ground.

Placement in the ad is also critical. If a bus shelter design has a QR Code in the lower right hand corner, the pedestrian may have to get down on his knees to properly scan the code. Always test your creative when using new technology. Also, take into consideration the environment.

Near-Field Communication (NFC) technology

There has been a lot of information lately about NFC technology. NFC allows for the transfer of data between compatible devices simply by placing them near each other (within four centimeters).

Some of the ways NFC is being used:

• Airline ticketing/boarding passes
• Sharing files between phones
• Using your phone as a credit card
• Getting information by touching smart posters
• Brand Loyalty cards

Imagine buying products right off of a bus shelter. Many of the same creative guidelines that apply to QR Codes also apply for Smart Posters (NFC-enabled). However, there is a little more flexibility in that the consumer doesn’t have to take the time to snap a picture or find the NFC label in the lens. The consumer just has to be within the 4 centimeters to enable the technology.

Adoption of NFC technology may take a bit longer due to available technology, education and production costs of Smart Posters. QR Codes add virtually no cost to the production budget. But Smart Posters might be a little more prohibitive.

Wisdom of the Crowd Technologies

Does the crowd know best? Sometimes. Retailers have started using digital billboards, shelters and placed-based media to sell popular items, as well as items that aren’t selling. Stores can now communicate items and pricing with the public based on the inventory that is currently selling.

For instance, if a retailer has merchandise that is a “hot” seller, and they run out of stock, they can quickly change the digital creative to another item and price point. Also, if an interesting “conversation” is trending on their Facebook page, they can opt to change their creative to tie into what interests their customers. These campaigns are easy to implement with social media, inventory visibility and the flexibility of Internet technology.

Before initiating any interactive OOH campaign, do your research. There are many studies and associations available for most of these technologies. Not only does OAAA have many Interactive OOH case studies available on their website, but they also just released an Interactive OOH Primer. Contact Monisha Blair at OAAA at 202-833-5566 for more information.

If you have implemented an interactive campaign using these technologies, please send them to us to post on our site. We have over 450 agencies using our site as an information source.

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Company Spotlight

Poo Free Parks™

Finished making scatological jokes? Allow us to introduce you to Poo Free Parks™, a Denver-based, privately-held company providing environmentally-responsible pet stations and services to local communities. Poo Free Parks™ has created an advertising medium that allows brands to access high traffic public areas previously impervious to advertising: public parks and open spaces.

The ad format is a synergy of static signage, consumer take-away products, and mobile integration. The service, aimed at reducing harmful pet waste in parks and waterways with an environmentally- and socially-responsible approach, is delivered to local communities at no cost to municipalities or taxpayers. The eco-friendly program includes the installation, supply, and upkeep of pet waste bag dispensers made from 100 percent recyclable aluminum, filled with 100 percent biodegradable bags designed to naturally deteriorate within 18 months.

Founded in 2010 by Denver entrepreneur, Bill Airy, the Poo Free Parks™ program is designed to help rid parks of pet waste by attacking the problem from two angles; through public education, and through the consistent and reliable supply of tools necessary to “doo the right thing.”

“We have started a movement to combat the issue of pet waste in our parks in an eco-friendly manner and helped to lower the budgetary burdens of our governmental agencies. Our program proves that doing business in an environmentally- and socially-responsible manner can be a win-win situation for all, while creating opportunities for corporate sponsors and the general public to align with important causes.”

-Bill Airy, Founder & President, Poo Free Parks™

Each dog waste dispenser station has multiple ways for brands to interact with park patrons. Static signage is mounted on the front and back of each station. Poo Free Parks™ is running ad campaigns with QR codes printed on the static signage and can create a unique call to action for your brands. Additionally, the dog waste bags being dispensed can be printed with brand messaging in a variety of colors. Better still, for those of you who love bounce-back options, coupon dispensers are attached to each eco-friendly pet station, giving you an opportunity to distribute your specials in a setting free from competition and clutter. As if all of these unique benefits were not enough, Poo Free Parks™ also has a mobile App that is available in the iTunes store and will soon be released in the Android Marketplace. The app can assist conscientious dog walkers in finding dispenser stations and deliver targeted advertising. The app also serves to address one of the biggest issues with alternative formats of advertising: proof-of-performance. The dog waste dispensers are maintained weekly by crews driving hybrid vehicles. The crews are armed with smartphones, monitor conditions of the signage and more importantly track the number of impressions created by monitoring and replenishing the bags being dispensed.

This start-up ad network proved their business model in their home market of Denver and has been expanding aggressively in 2011. Poo Free Parks™ has secured advertising partnerships with national brands such as PETCO, who has over 1,000 retail locations in all 50 states, and Banfield Pet Hospitals, who has over 750 hospital locations throughout the US. Currently Poo Free Parks™ is operational in 130 public parks in the Chicago and Denver DMA’s. All together that is foot traffic of 22,639 people per day and 8,263,235 annually.

They have already reached agreements to expand their footprint in the Colorado market by 20%. Their reach is also moving west having secured partnerships in the DMA’s of Los Angeles and Portland and are in talks with over 50 other major markets throughout the United States. Furthermore, Poo Free Parks is willing to work with its advertisers to secure signage opportunities in their target markets upon request.

Over the past nine months, over 50,000 pounds or 25 tons of pet waste has been collected by dog owners using biodegradable bags provided by Poo Free Parks™ at participating parks. This all adds up to hundreds of thousands of people who want to “doo the right thing,” and are using products advertised on by Poo Free Parks’ growing list of clients. Doo the right thing for your brand, visit the Poo Free Parks™ media profile in the DOmedia Marketplace and see what Poo Free Parks™ can do for you.

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Product Spotlight

Sports Stadium / Arena Media

Reaching the active sports-minded consumer is easy with sports stadium/arena media. Depending on the market, time of year and placement, you can build a targeted campaign to reach college students or high-income attendees. Demographic factors can vary from team to team, even in the league. Many advertising opportunities exist to reach spectators, including scoreboards, turnstiles, concession containers, restroom signage, digital ribbons, dasher boards, in-field signage, lobby pillars, and coupons on the backs of tickets—the options are limitless. Sometimes they are sport-specific opportunities, such as Zamboni machines at hockey games.

Benefits of the Medium
Stadiums and arenas have a captive audience of spectators for several hours during a game. Another benefit is the frequency in which you can reach a spectator. There are many touch points during the game, whether they are getting something to eat, watching the game or visiting the restroom.

Sports fans are loyal, so associating an advertiser with their favorite team can be a big benefit for a brand. Also, if a brand doesn’t have a big budget to advertise in a major stadium, there are plenty of opportunities to advertise in smaller stadiums, such as College Division II Stadiums. These stadiums can be found in larger DMAs, as well as the smaller markets.

How It is Used
Advertisers can target different demographic segments by choosing specific stadiums, sports or teams. Leagues, sports and teams can have vastly different demographic make-ups. For instance, the Washington Mystics (WNBA team) tends to draw decision-makers between the ages of 25 and 54, while the Utah Starzz (WNBA team) draws grandmothers.

According to Scarborough, Major League Baseball spectators consist of males (60%) and higher income attendees (61% have HHI of $50K or higher and 25% make a HHI of $100K+). According to the Major Indoor Soccer League (MISL), if you want to reach a family-oriented crowd, advertise in their stadiums. They draw crowds who typically come to the games with their families (78% come in family groups).

Depending on the level of advertising bought, exclusivity may be available. Some buys can be seasonal, but other stadiums or teams may require yearly contracts where the ad messages will be seen by attendees of other events held at the venue throughout the year. There may be other promotional opportunities available like kids camps on the weekends and participation in activities taking place at half time or between innings.

Many advertising categories work well in stadiums and arenas. Every category from fast food and athletic wear to insurance has used sport venue media successfully.

How It is Measured
Sports venue impressions are measured using attendance. Sometimes television ratings can be incorporated to estimate when the advertising opportunities are also seen on television.

Markets Available
Most markets in the U.S. have advertising opportunities available in sports venues. Smaller markets may have offerings in high school, smaller college and semi-pro team venues that can be very cost-effective. Larger markets will have both professional and college stadium and arena media.

New Technology
Most large stadiums have digital opportunities available on scoreboards and ribbons. Some sports venues 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.)

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Word on the Street

Top 5 Picks of the Month

August’s top content included positive revenue reports from OAAA, results from DPAA’s consumer engagement research, thought provoking questions about DOOH networks and a possible future where smartphones and DOOH networks can play together. See our top 5 picks for the most newsworthy out-of-home content in August.

1. OAAA Says Revenues Up 4.5% Year on Year, and More Companies Trying Out of Home

Sixteen:Nine - August 26, 2011

The Outdoor Advertising Association of America (OAAA) says OOH ad revenue rose 4.5% in Q2 2011, when compared to the same period in 2010. Overall spend exceeded $1.9 billion.

2. DOOHgood Starts East Africa Relief Efforts

DailyDOOH - August 22, 2011

DOOHgood, a volunteer collective of Digital Out-of- Home operators and suppliers, has begun an effort to help raise awareness and drive donations to help ease the drought and health crisis in the Horn of Africa.

3. All about the content: Does a DOOH networks really exist?

Digital Signage Today - August 15, 2011

Keith Kelsen, CEO of 5th Screen, explains the Golden Triangle of Digital Signage.

4. Smartphones Make DOOH Smarter

Digital Signage Today - August 25, 2011

Commentary by Rob Gorrie, President of Adcentricity, on the rapid growth of smartphone adoption and what it means for DOOH.

5. Three in Five Americans See Digital OOH Ads Each Month: DPAA-Backed Research

Dave Haynes, Sixteen:Nine - August 2, 2011

New consumer data released Monday by the research firm GfK MRI, from its Survey of the American Consumer, suggests more than three in five Americans reported seeing Digital OOH advertising in a previous 30-day period.

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Tip of the Month

Request Quote from 500+ Sellers

Thousands of media buyers, brands and local advertisers come to DOmedia looking for media companies for their ad campaigns. We've made it easier for you to connect with the 500+ media sellers in the marketplace by introducing a prominent "Request Quote" button on all product & company profiles.

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