October 2011 Newsletter
Advertisers & AgenciesMedia Sellers
Jump to: Feature Story • Tip of the Month • Word on the Street • DOads • Social Media
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. Make sure that your media inventory on DOmedia is up to date. For example, if you can reach children in the elementary schools but only have high schools entered in your profile, make the change! Take a few minutes to make sure your inventory includes everything you offer. If you have questions about how to appropriately position your product offering to media buyers in the DOmedia marketplace give us a call; we will share best practices and give you brief instructions on how to update your media inventory.
Source: Harris Interactive YouthPulse 2012
Tip of the Month
5 Reasons Why Your Digital Place-Based Advertising Proposal Didn’t Get Bought
So you’ve spent three painstaking hours putting together a proposal for a potential media buyer – making sure your impressions numbers are accurate, formatting pictures and PDFs, and crafting a professional email showing off the value of your media – only to find out your proposal didn’t get bought. Based on the hundreds of requests for proposals (RFPs) sent by media buyers to Digital Place-Based networks & other media companies through DOmedia, here are five potential reasons why your Digital Place-Based proposal didn’t get bought:
5 Reasons Why
Your Digital Place-Based Ad Proposal Didn’t Get Bought
- Client canceled the campaign.
Your proposal was great, the client just canceled. - Buyer chose other markets.
Even though the buyer asked for all 210 DMA’s, she only bought media in four of them. - Your creative didn’t fit the venue.
The buyer included 30 companies in her soft drink RFP only to later find out that your screens are located in doctor’s offices. The buyer would rather advertise in malls and super markets where the creative has more relevance to the target customer. - Your media is not measured.
Many buyers are looking for measurement and proof of performance in their digital placed-based buys. Although you have the same venue type and reach as your competitor, he is 3rd party audited which gives the buyer confidence that her client’s money is being spent wisely. - The RFP was just for planning.
The good news is nobody got bought because the buyer was only interested in getting the most up to date information to create a media plan for her client.
We understand how valuable feedback can be when your proposal isn’t bought. That’s why whenever a media buyer declines a proposal through DObuy (DOmedia’s media buying tool for agencies), they’re prompted to give you a reason why. It’s just one more way DOmedia can help you DO business, better.
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 »
DOads
The Right Audience at the Right Time
Each day, more and more industry professionals are turning to DOmedia, searching our extensive database for the latest advertising opportunities. With a DOad, you can put your message right in front of this valuable audience at the exact moment when it will be most relevant to them. DOmedia can help you reach thousands of users in the out-of-home media industry including media planners/buyers/strategists at major ad agencies, marketing managers at brands, local advertisers, media selling companies and industry affiliates.
Social Media
Check Out the DOblog
Check out the DOmedia Blog to read the latest on the OOH, DOOH, Alternative and overal Advertising Industries. Chronicled are posts from industry thought leaders, polls, trends, and breaking news from the industry. Have a blog of your own? Share your story with us and if we deem it worthy, we’ll share it with the rest of the industry.