<%@ page contentType="text/html; charset=UTF-8" language="java" import="java.sql.*,com.computerwizards.domedia.security.DOmediaRole" errorPage="" %> <%@include file="/unsecure.header"%> DOmedia | February 2011 Newsletter for OOH Media Sellers
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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

Kim Ramser

“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.

Industry quotes like this are becoming more prevalent. Outdoor has undergone a vast transformation in the last few years—to say the least. The industry has exploded in technology, size, and placement—allowing an advertiser to track a consumer throughout the day creating a strategy of message immersion. Outdoor can completely surround consumers with hundreds of messages each day, which creates an opportunity for strategists to utilize its power.
 
Strategy
Outdoor strategy has definitely evolved and taken off as a very targeted medium rather than a mass audience vehicle. Ten years ago, outdoor advertising targeted consumers on the commute to/from work, while running errands and shopping. Consumers saw it on the street, in cabs and moving around on mobile billboards. Today, you don’t have to be outside, nor do you have to be “going” anywhere. You could run to the bathroom at a restaurant, eat a sandwich at a fast food restaurant, or just relax in the mall food court and a message could reach you.
 
Mixing outdoor products used to mean buying a combination of posters and street furniture to reach a Gross Rating Point (GRP) level of a particular geographic market.  Now it’s a mix of touch points. It isn’t as much GRP level as it is “who” is seeing the message and what the Targeted Rating Points (TRPs) are. When deciding on a campaign using OOH products, it isn’t about where you are that counts, but who you are reaching.
 
Domination
Station domination is quite popular today. So many products exist, that an advertiser could literally have a message in every area or part of a particular venue. For example, an advertiser targeting baseball fans, could put a message on the backs of the seats, concession trays, scoreboard, field signage, program, or even on the steps going down to the seats. Station domination has been a great strategy for years in airports, train/subway stations, convention centers, hotels, and stadiums.
 
Station domination definitely targets a captive audience, but many advertisers are also opting to follow their consumers and dominate with a more subtle immersion approach. It isn’t so much about venue as it is lifestyle. Focusing on the consumer several times throughout the day rather than at one specific point during the day -while shopping, traveling, watching a game  - can get a consumer’s attention just as effectively. Imagine targeting a consumer on the way to lunch, at the restaurant, while shopping, at a doctor’s appointment and then while watching the big game that night at the stadium - grabbing your customer’s attention at intermittent times during the day.
 
Technology
Technology has also changed the way advertisers use OOH. The ease and flexibility of digital creative changes has increased the effectiveness for certain industries. Retailers used to shy away from outdoor because newspaper and television were much more effective at advertising weekly sales. Outdoor was not very cost effective when considering the cost of production, installation, timing (up by a certain date, but not before), and then copy cover up once the sale was over; outdoor wasn’t even considered. Now, with the new digital products that exist in practically every venue, OOH has become more cost effective for retailers.
 
Thanks to technology, say goodbye to the 5-to 7-word message an advertiser had to rely on due to its quick read time. With all of the types of technology being introduced - audio capability, interactive kiosks, smart phone technology for blue tooth and texting, and now barcode scanning, consumers can interact with the advertisers message, for example by playing games using Wii technology and getting specials through their phones. Even with digital billboards, multiple messages are quick and inexpensive.
 
It’s no wonder advertisers are more confident about using OOH and technology like DOmedia. Not only can advertisers find innovative OOH opportunities more easily, sellers can use DOmedia to their advantage by effectively showing which demographic market their OOH products reach. Do you have research that gives a better picture about the consumers you reach?  Make sure your venues are correct and your listings on DOmedia effectively portray your offerings. 
 
 
Post your media to the DOmedia Marketplace - the more, the better. Don't leave the advertisers guessing.

 
Sources: Manish Kumar, Brand Advertising Trends 2011, Jan. 14, 2011, Articles Base; Outdoor Advertising Association of America.

 

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DO in the News

DOmedia's Stats Confirm: DOOH Market Expands Rapidly in

2010

Search trends in Domedia's Marketplace mirror reported market growth

NewsCOLUMBUS, 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.

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Word on the Street

Top 5 Articles of the Month

Our picks for the month's most newsworthy OOH content

top 5 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

Digital out-of-home advertising had a blockbuster year in 2010, and is on course for more double-digit growth in 2011, according to the latest forecast from PQ Media. Those results are detailed in the most recent edition of its annual survey of this burgeoning marketplace, "PQ Media Global Digital Out-of-Home Media Forecast 2011-2015." read more »

2. Place-based Marketing Reaches Elusive Demographic

MediaPost
February 22, 2011

When Syfy scored record-breaking ratings in the 18-34 demo with its new series "Being Human," it made me sit up and take notice. There was an important contributing factor to that success: the use of place-based media as part of the program's marketing campaign. 

read more »

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

Titan takes over the exclusive advertising sales and marketing for TargetCast. The move will help advertisers reach active on-the-go consumers through 360 degree campaigns through their day from 6 a.m. to midnight, whether it be in transit, coffee shops or casual dining settings in top DMAs across the U.S. 

read more »

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

NEW YORK, NY— February 14, 2011—One of the challenges that advertisers face is finding effective ways to deliver their messages in a landscape where consumers have become increasingly more mobile, and the range of delivery platforms more diverse. Messages move at a higher velocity than in the past, media is multichannel, and it's become increasingly more interactive. As society becomes increasingly more mobile, the methods in which people consume media have also become more flexible. These changes are having a profound impact on consumer behavior. 

read more » 

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Save the Date!

OAAA/TAB National Convention & Trade Show: Apr 11 - 13

 

OAAA TAB National Convention

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 »

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What's New @ DO

Weekly Webinar Series

Learn how to maximize your postings on DOmedia

DOwebinar SeriesThe 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.

 
 

 

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