March 2011 Newsletter
Advertisers & Agencies Media Sellers
Jump to: Feature Story • CEO Spotlight • Get Involved • Tip of the Month • 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
Sound familiar? I wrote a similar article back in November 2009, and I thought it was time for another one. Many of you were not receiving the newsletter back then, but for those of you who were, there may be a few particulars you didn’t know about. Recently, we have been busy fine-tuning our RFP Tool, establishing partnerships, participating in industry events to get the word out, providing you with more opportunities to gain exposure to buyers, and enhancing 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.
Our search marketing strategy is just as strong as ever, supporting your companies’ search engine optimization (SEO) efforts and making it easier for agencies and even local advertisers to find you in online search engines. In addition to our search engine presence, we have had quite a few good mentions already this year in DailyDOOH, MediaPost and MO.com, who interviewed our CEO, Rich Langdale.
Making new tools and processes
Our developers have been busy refining our RFP Tool by adding enhancements to bring efficiencies to the process. We have added a multi-user functionality for companies with multiple users, allowing everyone on your team to access the dashboard to answer RFPs. Based on feedback, we have also rearranged the steps in the process, most notably incorporating the RFP details into step 1.
Not sure how to use our RFP Tool? Sign up for one of our weekly webex tutorials »
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 easy-to-use tutorials and client services team will keep you informed of the latest 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 media companies, agencies and advertisers. You can have your media pre-audited and include that information on the site in your profile to let planners know your media has been qualified by a third party, making it more attractive to buyers.
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 team has been aggressively adding hundreds of agencies to our user database, bringing the total to over 600 agency and advertiser users. Some of you may have already received RFPs through our system from large established agencies. We will continue to sign up these sizeable agencies, but don’t be surprised if you also receive a request from a local advertiser or smaller agency you didn’t know about. Many agencies across the country are accessing our site to buy their OOH media, thus expanding your potential sales reach. (And, just so you know, our introductory 0.25% fee on the net contracted price has been extended.)
These agencies and local buyers access our resources section and receive our newsletters. DOmedia planners and buyers are typically looking for industry information, market statistics, research or campaign ideas. If you have a research study, case study or great campaign that you would like to share with our buyers or planners, please send it to faraz.khan@domedia.com or your client services representative. We will post it to our Resources section - providing you with even more visibility to buyers.
Do you have a new product that you are offering or a great creative image you’d like to showcase? In addition to the opportunities available in our Resources Section, we have added company spotlights to our agency newsletters to highlight our outstanding media sellers. Contact our client services team and let us know if you are interested in promoting your company in our next available newsletter. Our newsletter database has exceeded 450 agencies and advertisers with over 600 individual users!
Of course, the best way to make yourself visible is to make sure that all of your information is updated and included in your profiles so that your media comes up in more searches. Make sure your profiles have location information, impressions, creative specs, rate card pricing, images, and support documents like media kits. Just log into your profile and add as much information as you would like. How to update your inventory »
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.
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
Get Involved
How to Join the OOH Industry's Relief Effort for Japan
The out of-home industry has banded together to spread the word and raise donations for the eathquake and tsunami relief effort in Japan this past month. You can get involved by displaying Red Cross approved creative on bulletins, posters and digital screens. Visit the OAAA's website and a special website dedicated for digital networks, www.dooh4relief.com, for a list of approved creative and more information. See below for additional details.
OAAA
OAAA has been in touch with the Red Cross, and the organization is thrilled with the industry’s enthusiasm to lend its support. Before the Red Cross could come to the industry to ask for assistance, the industry went to the Red Cross.
Creative has been approved to display on bulletins and posters throughout the United States. Downloads the images here.
DOOH4Relief.com
This site has been created as a central gathering and distribution point for high-quality motion media spots developed voluntarily by firms and individuals involved in the DOOH industry. There is no cost to use these spots, which are all intended to stimulate public giving.
You are welcome to download any of the files needed, and are free to use these on your DOOH or digital signage-driven screen network in your business or facility. All files are cleared of all copyrights, except where noted. The efforts have the approval of the organizations designated as recipients of any funds.
Tip of the Month
Getting Started Video
How to Update Your Inventory
We have a new tutorials area in the Resources section to help you navigate the DOmedia Marketplace. Watch our new Getting Started Video hosted by our very own business development member, Adam Malone. In just a few short minutes you will know how to update your media profiles in your inventory with the information media buyers are looking for.
Watch the Getting Started Video »
What's New @ DO
New Look: DOmedia's Homepage
We've given a facelift to our homepage to make it even easier for advertisers to find your company on DOmedia. Advertisers can check back often to view the new featured OOH sellers and news from the company. If you would like to be featured on our homepage, contact clientservices@domedia.com. Let us know what you think!
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 »