January 2011 Newsletter
Advertisers & Agencies Media Sellers
Jump to: Feature Story • Product Spotlight • DO You Know? • DO the Math
Feature Story
2011: The Tipping Point for Advertising Technology
Article by: Rich Langdale, CEO DOmedia
2010 was an eventful year for the Out-of-Home advertising industry, and DOmedia was no exception. In this article, we will recap key trends in the DOmedia Marketplace from 2010 ranging from OOH searches, new users, and the new technology partnerships we will be pursuing this year. Experts are predicting that 2011 will be the tipping point for the digital out-of-home (DOOH) industry, and DOmedia will be playing a major role. Will you?
Over the course of the year our team had in depth conversations with both our media buying and selling partners, the industry associations, and technology providers to test and validate the marketplace model in the OOH industry. Overwhelmingly we found support from both sides of the table. Agencies are looking for an easy, efficient way to tap the vast space that is out-of-home advertising and make sense of the rising digital and alternative mediums. Media sellers want to put their media in front of media planners and show its true impact. The marketplace model plays an important role to achieve these two objectives by creating a standard protocol in which buyers & sellers choose to interact. When standards are achieved, efficiencies are gained by both buyers and sellers, and true value can be created. DOmedia’s marketplace model is built to support industry standards & create efficiencies.
There is a bright future ahead for the OOH industry, although not without challenges. Inventory consolidation, standardization in media measurement, conversion from traditional to digital creative formats, and integration of offline & online media are some of the complex issues facing our partners. As a marketplace, we are positioned to help you navigate the changes and help you seize the posing opportunity.
In 2011, you will see the following from DOmedia:
- New innovative technology that brings efficiencies to the process of finding, planning, buying, managing & measuring OOH media campaigns
- The emergence of technology partners that will compliment DOmedia’s product offerings and accelerate the growth of the industry
- Large agency partners that will bring measurable demand to the marketplace
- Research & partnerships related to the standardization of the OOH industry
- Continuously adding new OOH media products to the DOmedia Marketplace
- Continuing to build close relationships with both our buying & selling partners to create efficiencies and value in the planning & buying process
We look forward to continue working with you in 2011.
Update your profile on DOmedia and prepare for business in 2011 »
DOmedia Client Services | theteam@domedia.com | 866.939.3663
Product Spotlight
Projection Media
Target Mobile Consumers Anywhere
What better way for advertisers to reach the mobile population than where other opportunities can not? Projection Media can target consumers just about anywhere. Many marketing campaigns lend themselves the opportunity to save lots of money with the greatest amount of impressions through projection advertising, which includes, but not limited to, interior and exterior walls, floors, sidewalks, streets and, yes, even the sky!
Benefits of Projection Media:
Projection media can be a great medium to reach the masses as advertisers can communicate to their audiences regardless of zoning, zip code, or venue. The greatest benefit by far is cost efficiency since production costs are virtually non-existent.
Projection creativity also does not limit itself to just the static imagery we see every day by the traditional billboard. Projections have expanded into the realm of video and interactive capabilities, some also involving audio depending on the campaign! Projection media makes an impact based on its sheer uniqueness and vast customization opportunities--giving advertisers the ability to really stand out. Also, companies who take advantage of the many benefits from projecting media ultimately avoid the ad clutter found in most traditional advertising and break away from the typical mediums we are all normally used to seeing.
How it is used:
Advertisers can target all and any demographic segment or geographic area with projections based on location, timing and venue. For example, college students can be targeted based on scheduled time-off such as Spring Break and can be found at well-known vacation destinations during the month of March. Other examples include targeting travelers while at the airport, shoppers in the mall, and even daily commuters who drive to and from the same locations based on work proximity. Countless opportunities exist in the world of projection media.
How it is measured:
Currently, there is not a standard guideline for measuring the value of non-traditional ad campaigns; however, street teams have the ability to add real case study value to the work being done on behalf of a successful marketing campaign through surveys and sampling. Projection media can also be measured if website hits are monitored and recorded based on a particular projection campaign. Venue traffic numbers of a particular location, as well as attendee numbers if tied to a specific event, can also be used.
Markets available:
You can find projection media in just about any U.S. market. Please contact one of the many projection companies on DOmedia if you would like to learn more about the offerings of projection media as a viable advertising source, and there you can customize a project suitable for any marketing campaign imaginable.
New Technology:
Projection capabilities include but are not limited to video and audio, while some involve interactive capabilities as well. Lasers and robotic or remote control can be used to enhance the effects of the projection and can be used during large events if possible. Many effects can be incorporated as creative inputs, such as blurring, spinning and other applications.
Who provides the medium:
DO You Know?
DO the Math
Digital Out of Home Ad Revenues to Grow 20% in 2011
Digital Out-of-Home (DOOH) advertising is projected to grow a rapid 20% globally in 2011, according to Magna Global’s recent Global Advertising Forecast. This would make DOOH the third fastest growing advertising medium behind online and mobile media. The growth will be primarily driven by the improving economy, larger scale of digital networks, better understanding of the medium and increased interest by large advertisers. Total global advertising revenue is projected to grow 5.4% over the same period, 2011.
Source: Global Advertising Forecast December 2010, Magna Global
Save the Date!
Digital Signage Expo 2011: Feb 22 - 25, Las Vegas, NV
DSE 2011, the world's largest international trade show and conference dedicated to digital signage, interactive technology, and Out-of-Home networks, will be held between February 22 - 25 in Las Vegas, NV. The show will include keynote speakers, education seminars and an exhibit floor.