November-December 2011 Newsletter

Advertisers & Agencies|Media Sellers

Jump to: Feature Story  •  Creative Spotlight  •  New Features  •  DOpoll  •  New Sellers

Feature Story

OOH Gives Back

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

It’s that time of the year again - last ditch effort to make our numbers, close out the books, and get as much done as possible so we can take some time off. Don’t forget buying presents, decorating, going out of town or having family visit. We are so rushed this time of year that it’s rare that we have time to reflect on the really important things.

Since this is the Holiday Issue, I thought it would be appropriate to focus on all of the good things our industry brings to the communities we serve. We really have some amazing people in the out of home industry. We all know that OOH is a great medium and that it really does work. For proof, take some time to look at all of the case studies and success stories on the industry websites. But, we as an industry also help solve crimes, help find missing children, help local police departments, help people in communities come together and feel good about themselves in challenging times. We are a charitable, giving industry, and we shouldn’t forget that.

Informing the Community about Safety Issues
The out of home industry, according to the Outdoor Advertising Association of America, annually donates over $400 million in public service space across the US. This year, the Foundation for a Better Life is celebrating its tenth year with the Pass It On Campaign. This campaign has been motivating people across the nation to ‘pass on’ core values and inspire others to be better. As of the beginning of 2011, the outdoor industry has donated an estimated value of over $200 million on over 87,000 outdoor displays to this campaign.

The Ad Council has been a great outdoor partner over the years. They have provided many relevant campaigns to communities across the nation. Some memorable characters have been Smokey Bear and McGruff, the crime-fighting dog, and Woodsy Owl. We as an industry donated over $250 million in ad space for the Ad Council’s public safety messages in 2010 alone. Their messages during the years have kept the public aware of dangers that are usually within society’s control. Here are some of the recent campaigns that have appeared on outdoor displays.

Anti-Texting Campaign
The anti-texting campaign, sponsored by the National Highway Traffic Safety Administration (NHTSA), reminds drivers about the dangers of texting while driving. Ad Council research shows that 82 percent of young adult drivers have read a standard text message while driving.

Buzzed Driving Campaigns
The Buzzed Driving campaigns have been alerting the public that even if you don’t think you are legally drunk, but only buzzed, you still shouldn’t be driving. You are more hindered than you think—even with just a drink or two.

Pet Adoption Campaign
Pet adoption is on the rise since the Ad Council’s Shelter Pet Project campaign started in 2009. According to the Ad Council, “the percentage of dogs and cats who were adopted from shelters has risen from 27% to 29% in the last two years, and encouraging statistics show that euthanasia of shelter pets is down 10% since 2009. However, 2.7 million healthy and treatable pets are still losing their lives in shelters each year.”

There are so many more campaigns we have contributed to that we would need a book to list them all. This is evidence that we as an industry are making a difference.

Catching Criminals
There are many stories in the news about how the industry has helped law enforcement solve crimes by helping catch elusive criminals. Out-of-Home advertising’s powerful medium can put a perpetrator’s face out in the community in a big way. Below are a few examples of how the medium has been used to help local authorities.

Erie, PA
The Erie Bureau of Police, in Erie, PA, will use donated billboard space to list most-wanted criminals in their community. They will feature criminals wanted for gun crimes. The Bureau is planning to use Lamar’s digital billboards available in the community, and hopes to be able to incorporate neighboring cities where Lamar has inventory, in case the criminal flees to another community.

Jacksonville, FL
In Jacksonville, Florida, Levie Bell was wanted for a sex crime. Police were tipped off and Levie was caught because a local citizen saw his face on a Clear Channel billboard and called the police to tell them where he has hiding. The Jacksonville Sherriff’s Office is going to continue using the billboards because they like the exposure and the idea of keeping their faces in front of the public.

Northern Ohio
The Northern Ohio Violent Fugitive Task Force (NOVFT) used digital billboards to capture a sex offender who had failed to register as such. Bryant Newsom, who was originally arrested for the rape of a 16 year-old girl in 2000, was found by NOVFT when a resident who saw him on a billboard called in a tip. Newsom told authorities that he was thinking of turning himself in because so many people told him they had seen his face on the boards.

Interstate
A robber in Indiana who robbed 11 banks, one credit union and a retail store in Tennessee, North Carolina, Kentucky, South Carolina, Indiana and Illinois, was sentenced to 26 life prison sentences. He was on billboards across eight states and was finally captured within two weeks after the campaign had started.

Community Disaster Relief
The OOH industry has always helped the Red Cross in a big way. This past year the focus has been on disaster relief to address the recent natural disasters that our country has endured. The organization has been calling for donations to assist people in the communities who have been affected by tornadoes, flooding, fires, and hurricanes.

The industry has also helped by alerting the public with emergency messages on evacuation routes, FEMA contact information, weather warnings and even deadlines to register for recovery assistance.

Finding Missing Children
Many are aware of the National Amber Alert that our industry provides when a child goes missing. The National Center for Missing & Exploited Children has transmitted more than 600 messages nationwide to help search for abducted children.

This year during the holiday season, while you are rushing around trying to make that last sale, close up year-end revenue numbers or make your holiday to-do list disappear, remember how great it feels to be part of an industry that does so much good!

If you would like to participate in these or any other public service campaigns, contact the Outdoor Advertising Association of America or any of the organizations mentioned above. Also, email us your Public Service case studies and creative to put in our DOmedia resources section.

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Creative Spotlight

The Holiday Season’s Best OOH Ad Creative

Many advertisers use Outdoor Advertising during the Holiday Season to reach busy shoppers at critical points during their shopping experience. To celebrate this Holiday Season, we collected several iconic outdoor holiday creative from past years. Many of you will recognize these campaigns, and perhaps they will bring back some fond memories. We gathered these images from the Outdoor Advertising Association of America and from the Duke University Archives. Enjoy!

Use DOmedia to find over 570 outdoor media companies for your holiday campaign, there’s still some time left! Search for free at www.domedia.com.

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New Features

Introducing New Media Categories & RFP Dashboard Improvements

This month we released exciting new features that expands the DOmedia Marketplace to include Emerging Media categories! For users of our Agency RFP Management Platform, DObuy, you will also find new features allowing for better RFP management. Check out the new features and see for yourself why over 550 agencies are using DOmedia to find (and buy) media.

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DOpoll

Is Digital Place-Based Media Part of Your Holiday Ad Strategy?

Give us your feedback!

During the holiday season, digital place-based media is a necessary compliment to any advertising strategy. For consumer products and retailers in particular, digital place-based media can reach consumers at critical decision making points during the shopping experience.

On DOmedia, you can quickly find & connect with over 130 digital place-based networks and receive a media quote within hours for that last minute addition to your holiday ad campaign, all for free. Start your media search now »

Digital Place Based Media engages consumers as they go about their daily lives, in places where they work, shop, play and socialize.

Spending in this media category is expected to grow 13.7% annually to reach $4.5 billion by 2013. Growth is being driven by consumers’ evolving media habits, the ability to provide access to an engaged and captive audience, an increasing demand for targeted and measurable solutions that deliver a high ROI and proximity to purchase locations.

DOmedia’s online marketplace contains media products and inventory from over 130 companies that offer digital place-based media across the country. For the complete list, search the DOmedia Marketplace for free and select the Digital Screen Networks and Digital Video Advertising Networks categories.

Find digital place-based networks and receive a media quote within hours for that last minute addition to your holiday ad campaign. Call us and find out how at 866-939-3663 or theteam@domedia.com.

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New Sellers

New Media Sellers in the Marketplace

DOmedia has now reached over 573 participating Media Vendors! Over the last 8 weeks alone, over 38 companies joined DOmedia including Lamar Billboards - Digital, PlayNetwork, News America Marketing and Olympus Media. Additionally, 98% of the top 50 DOOH Networks are listed in DOmedia. You can view the entire list of media vendors here »

Here are the new companies in the DOmedia Marketplace:

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