March 2011 Newsletter

Advertisers & Agencies | Media Sellers

Jump to: Feature Story • Company Spotlight • Product Spotlight • CEO Spotlight • What's New @ DO • Save the Date!

Feature Story

What Has DOmedia Been DOing For You?

Article by: Kim Ramser, Business Development & Industry Guru, DOmedia

Kim Ramser What in the world have we been doing the last couple of months? DOstaffers have been busy making the DOmedia Marketplace as robust and attractive to media planners and buyers as possible. We have also been signing up numerous new media sellers, bringing our count to over 475 searchable companies - providing you with the most out-of-home advertising opportunities ever available in one place. We have also been busy fine-tuning our DOfind Tool, establishing partnerships, and advancing our technology processes. So, what exactly have we been up to?

Getting the word out

We have been attending industry events, such as the DPAA Membership event on March 10, 2011, and the Digital Signage Expo on February 22 – 25, 2011. In April, we will be attending the OAAA/TAB 2011 National Conference in Miami, and sponsoring the coffee breaks during the general sessions on both days.

We have been busy contacting and staying in front of media companies across the country to bring you the most current company information, products and technology available. Browse our complete company list, including notable names such as Titan, Walmart Smart Network, RMG Networks and The Wall Street Journal Office Network. If we are missing a company you would like us to add into the system, please log in and invite a media provider.

In case you hadn’t noticed, we have also had quite a few good mentions already this year in DailyDOOH, MediaPost and MO.com, who interviewed our CEO, Rich Langdale.

Developing new tools and processes

Our technology team has been busy refining our DOfind Tool by adding enhancements. Our DOfind tool now has updated DMA information and target audience intelligence; making it easy to find the right media to target your customer in the top 10, 20 or 50 DMAs. We also have updated our homepage and would like your feedback!

Not sure how to use our DOfind Tool? Contact our Client Services team at clientservices@domedia.com for a demo.

Our new CTO, Bill Frank, has revamped our technology release schedule to a monthly cycle, meaning we will have new features and updates each month. Stay turned for the monthly release information, and don’t worry, our client services team will keep you informed of the updates.

Working with partners

Carroll Media Services is still a great partner through our DOimprove program. Carroll Media provides audits, proof of performance and research for both media companies and agencies and advertisers. You can have your campaign post-audited and include that information in your proposal to your clients.

Stay tuned for a press announcement about a new technology partner that will accelerate our mission to simplify the process of buying and selling out of home media.

Providing more visibility

Our business development representatives have been aggressively adding sellers to our user database. We continue to sign up sizeable companies, but we also look for the smaller companies of which many agencies may not be aware. Agency buyers and planners across the country are accessing our site to search for OOH media, and creating idea folders to access for later use. If you want to search for new opportunities, go to www.domedia.com and search our “Browse Company” list to search for companies that may be new to you.

You can also access our Resources section. If you are looking for industry or market information, research or campaign ideas, don’t be surprised if you find it in our library. Do you have a research study, case study or great campaign that you would like to share with our local advertisers or agencies? Please send it to faraz.khan@domedia.com or your sales associate. We will post it to our Resources section - sometimes our press associates access our Resources section as well.

Let us know what you think of our enhancements, functionality and updates as we move forward. We want your feedback on our tools and resources, just email clientservices@domedia.com or call 866.939.3663 ext 1011.

Company Spotlight

Crier STREET

New OOH Market Boasts Industry Leading Tech & Prime Real Estate

Crier Street Logo Engaging consumers in a manner that creates a lasting brand impression is a long-standing goal of advertisers across mediums. The use of new technologies in previously under utilized consumer environments creates that type of impression. Crier STREET has proven themselves capable of conceptualizing, planning, executing and measuring campaigns that deliver those idealized impressions. Crier STREET, with offices in New York City and Los Angeles, is on the cutting edge of guerilla projection marketing. Their strategy team will pinpoint where your demographic congregates and grab their attention with huge, colorful and mobile projections.

Armed with portable generators, Crier STREET can project in two or more locations in a single night, with all sites carefully selected to match the demographics of a given client. In addition to projecting a wallscape spectacular-sized image of your brand or product, the company offers the ability to integrate a street team for sampling and to share brand messaging at a one-to-one level.

Crier STREET targets high traffic locations, like concerts, art walks and events that directly engage your demographic. This formula of powerful imagery and targeted engagement creates a spectacle and gets people “gawking and talking” like no other medium. In an effort to provide clients with a more measurable campaign Crier STREET offers free HD video recaps for any projection campaign. Yes, you read that correctly, free proof of performance! Another additional free service offered is scouting and execution at a second location on the same night. Providing these services free of charge have helped Crier STREET land projects such as the Cyrus DVD Release for Fox Home Entertainment, Pretzel Crisps at NYC Fashion Week, Zerona Laser, Speedy Energy Drink, and the Austrian Trade Commission.

Crier STREET’s work for the Austrian Trade Commission was a well received both by the public and the client. The Austrian Trade Commission engaged Crier to produce its first ever ticketed wine tastings during Austria Uncorked!, a trade and consumer event held in San Francisco and New York. Tasked with branding Austrian wine in a fresh way, Crier came up with the concept, logo, promotional website and a series of “bottle slogans” projected in both cities to generate buzz. Both events sold out with nearly 300 consumers attending the San Francisco tastings and more than 600 in NYC.

“Crier STREET developed a brand building campaign to support our wine imports,” says Stephanie Artner, from the Austrian Trade Commission. “They are creative, flexible, dependable and a pleasure to work with. And they gave us a huge bang for the buck.”

Looking to build or bolster your brand’s social media following & relevancy?Crier STREET client Drink Speedy saw Facebook fans grow from 156 to over 2,000 in a matter of weeks from the projections and social media campaign.

What’s next?

Crier STREET is pushing the boundaries of projection technology. Keep an eye out for the next wave of high definition projection campaigns that will literally jump off the sides of buildings in 3-D!

To learn more, visit the Crier STREET profile in the DOmedia Marketplace »

Crier Street Nike Advertising Crier Street Advertising

Contact Crier STREET:

Frank Lopera | President | 310.560.2840 | frank@crierpr.com | www.crierstreet.com

Product Spotlight

Subway/Train Station Media

Reaching Elusive On-the-Go Consumer

Titan Station Reaching the elusive on-the-go consumer is easy with Subway or Train Station Media. Depending on the market, time of year and placement, you can build a targeted campaign to reach commuters, business travelers, families and senior travelers. Many advertising opportunities exist to reach this busy audience throughout the stations, including wrapped trains, station dioramas, digital screens, projection, floor and stair graphics, luggage carts, retail stores, kiosks, tickets and turnstiles - just to name a few.

Benefits of the medium: Train and subway station media targets a captive audience while waiting for a train or going into the stores. Another benefit is the high frequency potential in which you can reach a traveler through the many consumer touch points in a station - from purchasing a ticket to boarding and riding the train.

How it is used:

Advertisers can target different demographic segments with subway and train station media by contracting specific types of stations, trains, markets and seasons. Business travelers are targeted year round, while families can be targeted during the holidays and summer months.

In addition, advertisers can target specific consumer groups utilizing the type of station and train selection. For instance, business travelers can be reached through local subways and long distance trains like the Northeast Corridor Route on the East Coast. If other criteria are important, for instance targeting parents, then stations in high travel family markets, like Orlando, should be used. There are also many airports that have train access. Advertisers can find specific types of consumers by targeting specific airport trains.

Many advertising categories work well in subway and train station venues. Every category from financial services to book publishers has used trains station media campaigns successfully.

How it is measured:

Currently, subway/train traffic data is used to calculate impression levels in the stations. Transaction and visitor numbers are used for the retail locations. Both Arbitron and Nielsen can conduct station research studies. New technology integration such as QR codes and SMS into ad campaigns can also provide tracking.

Markets available:

Most trains and stations in the U.S. have advertising opportunities available. The local transit authority sometimes manages station ad inventory itself, but often hires a third party media company. Stations have different product opportunities so check with the media companies themselves to see what is available if trying to reach a particular market. Most large markets have train stations and subways.

New Technology:

Many stations and some trains have digital opportunities available and many have audio capabilities. Some stations have interactive kiosk advertising options available as well.

Who provides the products:

CEO Spotlight

Judd Norris, Legends Entertainment District

Developing a Strong OOH Advertising Environment from the Ground Up

DOmedia sat down with the General Manager of the Legends Entertainment District, Judd Norris, to talk about developing an out-of-home advertising environment in a previously barren ad space.

You have partnered with a municipality and two privately owned professional franchises. How did you gain these partnerships and how have they developed over time?

Both the Arizona Diamondbacks and the Phoenix Suns have been challenged in the past because the city of Phoenix did not permit out-of-home advertising. The Mayor of Phoenix, Phil Gordon, and the franchises came together to develop a unique lifestyle district that would also be home to “what’s next,” in outdoor advertising. For two years this project has been a shared vision and the trust between the franchises, local business owners and the city has been an integral part of the Legends Entertainment District development.

You have created an OOH environment that encompasses traditional, digital and alternative executions. What do you anticipate to be your biggest challenges?

We understand the challenges that have faced out-of-home advertising environments in the past and have formed our goals accordingly. One goal is to be able to present media buyers with proposals that are clear regardless of what type of execution they are seeking. We are open-minded and are inviting brands and agencies to get a feel for the space and proposed use. Creating lasting partnerships through customized campaigns is important to us. We will be able to deliver large scale full motion LED digital displays and captivate audiences with four story vinyl supergraphics.

What are advertisers and agencies saying about the media in the Legends Entertainment District?

We are still in the early phases of our development and have had meetings with multi-national brands that are excited to have access to downtown Phoenix for the first time. I would say we are still in a phase that is focused on building awareness at the local and national level. The feedback from potential brand partners has been overwhelmingly positive. We are looking forward to measuring our initial campaigns and providing that data to display the value that the Legends Entertainment District presents advertisers.

As an early stage OOH network what are some of your main points of emphasis to continue healthy growth in 2011?

We are focused on project development and reinvesting back in the project. First and foremost this is a civic improvement project and the community’s interests are always top of mind for us. We will continue to keep the district fresh, you will see something different every time you visit. We want tourists to include Legends Entertainment into their travel photo log and our name should be synonymous with downtown Phoenix.

What advice would you offer to other startup out-of-home media companies?

Get involved with and knowledgeable about the out-of-home industry. Attend events such as OAAA conferences and the DSE. Do something cutting edge - find a way to spread the word. We have worked with traditional local outlets (TV, Print, Radio) and done national press releases and we are an active participant in the DOmedia Marketplace. DOmedia has been very helpful, consulting with not only with our functionality on their site but also with all parts of our positioning within the industry.

Special thanks to Judd Norris and the Legends Entertainment District for being the first media provider to share their growth story with DOmedia. Be sure to check back in the coming months for updates on the Legends Entertainment District’s growth and newsworthy creative executions.

Contact Legends Entertainment District:

Judd Norris | General Manager | 602.462.6508 | jnorris@phxses.com | www.legendsentertainmentdistrict.com

What's New @ DO

New Look: DOmedia's Homepage

DOmedia Homepage We've given a facelift to our homepage to make it even easier to begin your search on DOmedia. Check back often to view the new featured OOH sellers and news from the company. Quickly view all of the 480+ media sellers in the OOH marketplace by clicking Browse Companies in the "Quick Links" section. Let us know what you think!

Visit the new homepage »

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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