October 2011 Newsletter

Advertisers & Agencies|Media Sellers

Jump to: Feature Story  •  Product Spotlight  •  Word on the Street  •  Tip of the Month

Feature Story

Reaching Kids OOH

Article By: Kimberly Ramser

Outdoor advertising has always been instrumental in contributing to young peoples’ causes with public service campaigns for everything from childrens health and early childhood development campaigns to the Amber Alerts published on digital billboards. Youth are a major US consumer group across virtually all industries. “Youths,” are defined as 8-24 year olds and wield an estimated purchasing power of $211 billion annually. The influence they exert on their families’ purchasing decisions are enormous. How do brands market to this young audience that have money to spend?

Targeting this age group is easier than it was ten years ago. With all of the new technology products that are creating a myriad of new toucpoints, getting and keeping a teen or tween’s attention can be very simple. Studies have shown that not only do kids see outdoor advertising, they have greater awareness levels than adults. Of children five to nine years old, recollection of outdoor advertising is slightly higher than that of adults. We already know this group personally identifies with brands they already know, so effectively catching their eye as a consumer is easier with familiar brands. Its not just the youngsters in the the youth group, out-of-home can be just as effective in introducing new brands by using the latest technology to engage the 12 to 18 year-old consumers.

Television commercials on Saturday mornings used to be the only industry accepted way to reach the younger demographic. That belief has shifted and now it may be more effective to reach them during primetime or with outdoor advertising. With the introduction of digital billboards, video projection, interactive storefront windows and kiosks, technological advances in the industry has given traditional street furniture and billboards a greater opportunity to engage the youth audience.

The introduction of new products and venues has helped this medium become more relevant and accessible for marketing to this group. Campaigns created to reach children and teens can be accomplished by advertising in malls, movie theater lobbies, and doctors’ offices. Many amusement parks have their own digital networks or contract with media companies to install signs near park entrances, restrooms and concessions.

This audience can relate to advertising messages in professional stadiums, minor leagues, and even school stadiums. There are opportunities in ice rinks, beach events, bowling alleys and schools. Make the advertising “speak” to the audience and grab their attention by using the creative and technology choices available and readily accessible. A street team wearing T-shirts is great, but what if the street team wore TV T-shirts? Using products that are seen throughout their day such as pet waste dispensers in the park where they walk their dogs, or stairwell/escalator advertising at the mall they frequent, or digital displays at the school football stadium will go along way.

DOmedia makes it easy for buyers and planners to find relevant products to reach this young group. Use the venue and demographic search criteria in DOfind and many products and companies will come up in your search to help you achieve your campaign goals. Here are a few to get you started:

• NAM Youth Marketing
• Arena Marketing
• Care Media Holdings Corp

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Product Spotlight

Gas Pump Advertising

Gas pumps provide many opportunities to reach consumers. The progression of advertising displays at the pump has evolved quickly: it began with the pump topper, migrated down to the handle itself, and expanded to include branding every item from the windshield squeegee to the trash cans. Today, with the proliferation of digital advertising, you can reach a consumer with store specials or interactive information as they stand there waiting for their tank to fill.

Benefits of the Medium

Unless you’re targeting a major public commuter market (like New York or DC), almost every consumer needs gas. Rarely is an audience more captive than at the gas pump. An entertaining ad serves as a welcome distraction. In fact, many consumers see gas pump advertising as informative and entertaining rather than obtrusive. Another benefit of the medium is the ability to stand out. Advertisers don’t have the clutter at the pump like they do inside the convenient store—having to battle with every other point of purchase display on the sales floor and at the checkout counter.

How It is Used

Depending on the location of the gas station, you can target commuters, soccer moms and family vacationers with messages geared specifically toward them. Targeting by location is a great way to reach certain types of demographic groups. Is there a big mall nearby with a theater? What about a popular health club where your demographic group would work out?

If the digital or interactive screens are used, you might even target day parts. You could plan your messaging to reach morning and evening commuters, after school kids or moms in the afternoon.

Some great campaigns have used station domination to reach their customers by putting messages on the pumps, window squeegees, trash cans, floor mats and in the car wash! It’s a perfect environment for capturing attention.

If you are advertising where your products are sold attempting to drive same store sales, point-of-purchase is another way to use gas pumps. More brands are finding value in this advertising environment because of the propensity of consumers to go and spend after a trip to the pump. Automotive, Internet, financial and insurance are some of the brands that have jumped on the pump.

How It is Measured

Currently, there aren’t any industry adopted standard guidelines for measuring an ad campaign at this specific venue type. However, you may be able to monitor your specific product sales in the gas station store if you’re planning a point-of-purchase campaign.

Markets Available

You can reach just about any market with gas pump advertising, especially if you target a regional or national gas chain with your messaging. Many media companies offer national and regional campaigns for gas station advertising.

New Technology

Some of the new technology is evident in the interactive displays, as well as in the materials. Ads are protected from the elements so their messages can last a long time. There are also some opportunities for audio capability.

Who Provides the Products

(Our list of media providers is constantly growing so check back frequently for more companies.)

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Word on the Street

What People Were Saying: #DSInvestor Conference Twitter Roundup

Article By: Faraz Khan

There was quite a buzz around the Strategy Institute’s Digital Signage Investor Conference 2011 held in New York on October 17 and 18th. Taking a look at some Twitter metrics, it’s clear the chatter was centered around 10:30am Monday: Network’s Operations Panel & CEO Panel; and 9:50am Tuesday: Keynote Address & Investor Panel.

The titles for the most popular discussions were:

• Creating a Profitable Business via Subscription
• Merchandising and Ad-based Models
• The Stories Behind the Million-Dollar Funding Deals
• Consolidation: Why Dooh Now? What Lies Ahead?
• See the full agenda

Particular speakers receiving kudos via the twitter world were:

• Garry McGuire, CEO, @RMGnetworks
• @RishiShah, Founder & CEO, ContextMedia
• Ajay Chouwdhury, CEO, @ComQi
• François de Gaspé Beaubien, Chairman & Chief Coaching Officer, Zoom Media
• Mike DiFranza, President and General Manager, @Captivate Network

To read more about what people were saying at the DSI Conference, go to the full article »

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Tip of the Month

Request Quote from 500+ Sellers

Thousands of media buyers, brands and local advertisers come to DOmedia looking for media companies for their ad campaigns. We've made it easier for you to connect with the 500+ media sellers in the marketplace by introducing a prominent "Request Quote" button on all product & company profiles. Go ahead, search and connect with over 500 media sellers in the DOmedia Marketplace.

Begin Your Free Search »

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