February 2011 Newsletter
Advertisers & Agencies Media Sellers
Jump to: Feature Story • DO in the News • Word on the Street • Save the Date • What's New @ DO
Feature Story
Emerging OOH Strategies
Article by: Kim Ramser, Business Development & Industry Guru, DOmedia
“Outdoor Advertising is poised to boom further- More and more brands are opting for OOH media this year. Emerging and established brands are going to adopt OOH tools of advertising for promotion during the present decade. Especially with the launch of new age tools of outdoor advertising, brand promotion through OOH media will step ahead further and faster.” - Manish Kumar, Brand Advertising Trends 2011, Jan. 14, 2011.
DO in the News
DOmedia's Stats Confirm: DOOH Market Expands Rapidly in
2010
Search trends in Domedia's Marketplace mirror reported market growth
COLUMBUS, Ohio (February 1, 2011) - Digital-out-of-home advertising (DOOH) is the fastest growing segment in the out-of-home market with no signs of slowing down. According to preliminary numbers reported by PQ Media, a leading provider of alternative advertising and marketing research, the digital out-of-home market was expected to grow 15% for 2010, to $2.07 billion. This trend is consistent with patterns seen by DOmedia, (www.domedia.com), the Out-of-Home Advertising Marketplace and leading provider of planning and buying tools for alternative, traditional and digital out-of-home media. DOmedia has seen continuous double-digit growth since its founding in 2007.
In 2010, DOmedia experienced a 30 percent growth in DOOH searches. “There is considerable momentum in the marketplace for DOOH,” noted Rich Langdale, interim CEO of DOmedia. “For example in 2010 alone, the number of total searchable companies in the DOmedia marketplace increased 18 percent to over 460 companies, but the number of digital companies nearly doubled, increasing 92 percent, to over 100.” The number of agency and advertiser users also grew dramatically in 2010, almost doubling the amount of buying users compared to 2009.
There are a number of reasons for increased interest in DOOH advertising. According to DOmedia, consumers are spending more time out of the home than ever; two times more today than 30 years ago. And when consumers are out of their home, they are increasingly likely to see DOOH advertising, from screens at the gas pump to ads in their local mall. Consumer researcher Arbitron found in a 2010 Digital Place-Based Video Study that more than two-thirds of teens and adults have seen a digital video display in a public venue in the past month.
Marketers are finding a much more receptive audience when they reach consumers while they are out than when they are at home on the couch. According to Mr. Langdale, “When a consumer is at home watching television, the commercial is an interruption and TV watchers often use this time to get up and do something else. Contrast this to advertising at a gas pump or when waiting in line; these ads are often seen as a welcomed distraction.”
Additionally, with reduced ad budgets due to the recession, marketers are finding that digital-out-of-home advertising is one of the most efficient ways to reach consumers cost-effectively. For example, during the elections this past November, DOmedia showed campaign media buyers how they could target their political ads to one particular precinct or zip code enabling them to target their messages more effectively. The company expects that this targeted use of DOOH will only increase as more election campaigns become aware of this tool.
Retailers are also finding value in reaching a targeted audience. According to Mr. Langdale, DOmedia saw a spike in searches in the fourth quarter for last minute Christmas advertising campaigns targeted to shoppers.
Technologies such as those offered by DOmedia are expected to reduce the cost of DOOH media in the marketplace. The use of technology creates increased efficiency that lowers the cost and increases the scale by which DOOH media can be planned and bought.
Limited advertising budgets, decreasing costs in DOOH due to market efficiencies and better advertising targeting will all lead to continued DOOH growth in the coming years. “We are on target to grow dramatically in 2011, with no signs of slowing down,” Langdale said.
For more information, an online demo, or to do a free search, visit www.DOmedia.com.
Word on the Street
Top 5 Articles of the Month
Our picks for the month's most newsworthy OOH content
February showed strong signs of growth for the OOH industry. PQ Media released its latest forecast, MediaPost highlighted place-based marketing's unique reach, and several large DOOH networks formed game-changing partnerships & mergers. See our top 5 news picks of the month:
1. Seeing Double: Digital Out-of-Home's Two-Digit Outlook
MediaPost
February 23, 2011
2. Place-based Marketing Reaches Elusive Demographic
MediaPost
February 22, 2011
3. Outcast Media Creates Industry-Leading Place-Based Network with Merger of PumpTop TV and Health Club Media Network
Outcast Media
February 14, 2011
SANTA MONICA, Calif. – Feb. 14, 2011 – Outcast Media solidified its leadership position in the fast-growing place-based advertising industry today by announcing a merger with its long-time joint venture partner PumpTop TV, as well as, an expansion into the fitness vertical through a merger with Health Club Media Network (HCMN), the largest advertising company in the health club industry. Together, this total network creates unprecedented scale by reaching on-the-go consumers in more than 5,000 gas stations and health clubs, combined in 130 U.S. markets. read more »
4. Targetcast Partners with Titan
DailyDOOH
February 22, 2011
5. Accelerating Growth Trough Private Equity
Why Digital Out-of-Home Media is capturing the Attention of Private Equity Investors
ScreenMedia Daily
February 14, 2011
Save the Date!
OAAA/TAB National Convention & Trade Show: Apr 11 - 13
Mark your calendar now for the OAAA/TAB National Convention & Trade Show April 11-13, 2011. Be a part of the action when the out of home advertising industry meets in Miami Beach. The 2011 OAAA/TAB National Convention & Trade Show will offer education and training combined with social activities conducive to expanding business relationships. Dynamic speakers and informative workshops and training will cover a range of subjects, including best selling business ideas, research, regulatory updates, and much more. There will be something of value for everyone.
It all takes place at the Fontainebleau Miami Beach. Once a popular hot spot for the rich and famous, the resort has been transformed into an ideal venue for corporate and industry conferences. Having just completed a $1.3 billion renovation, the Fontainebleau Miami Beach offers an impressive meeting place as a world class destination.
More information about attending the OAAA/TAB National Convention & Trade Show 2011 »
What's New @ DO
Weekly Webinar Series
Learn how to maximize your postings on DOmedia
The number of agency and advertiser users on DOmedia doubled in 2010. Sign up for a quick webinar to learn how to update your profiles and respond to requests for proposals through DOmedia. The more information you provide in the marketplace, the more exposure you get to prospecting agencies and advertisers.