Advertisers & Agencies
Reach Consumers Where They Live
It's no secret that consumers are harder to reach than ever before. Increased choices within traditional advertising channels (satellite TV, digital cable, satellite radio, an abundance of newspaper and magazine titles) have broken large audiences down into smaller and smaller fragments. Combine this trend with the exponential growth in technology that allows individuals to seek out only the content they want, when they want it, and bypass messages pushed at them. PVRs, iPods, satellite radio, online videos and the like make it easier than ever for consumers to ignore advertisers and the brand messages they are trying to deliver.
As a result of these trends, advertisers and agencies are challenged to find new ways to communicate with their desired audiences. In fact, looking at Q2 spending in 2006 versus the same time period in 2007, the three large traditional media outlets (broadcast TV, radio and magazines/newspapers) experienced advertising revenue declines: 1% drop for television; 5% decrease for radio; and 13% fall-off for magazines/newspapers. As you might expect, the biggest winner was Online. However, right behind that new media is one that's been around for a while...Outdoor. The same study indicated that Outdoor advertising actually experienced a revenue growth of 13% from 2006 to 2007.
Increasingly, all forms of outdoor, non-traditional advertising is finding its way into media plans for national, regional and local advertisers...which makes perfect sense. This alternative channel reaches consumers when they are on the go – which is pretty often. On the way to work. In the grocery store. Working out at their local health club. Getting a cup of coffee to make it through the afternoon. These executions become part of daily life and they can't be zapped. Well-designed and well-placed creative engages these consumers, either actively or passively, working to build brand and product awareness, which translates into sales.
Beyond Billboards
In the early days of outdoor advertising, the term 'out-of-home' meant just one thing: billboards. But since that time, the possibilities have become endless. Outdoor. Out-of-home. Non-traditional. Ambient. Alternative. No one category has been able to incorporate all of the opportunities that exist today...and will exist over time.
Alternative Media has grown to include traditional out-of-home elements (billboards, bus shelters, wallscapes) as well as emerging technologies (digital panels, kiosks, segways) and innovative executions (projections, street teams, subway tunnel 'animation').
With so many options out there, pulling together a campaign on the local, regional or national level can seem overwhelming. To help streamline this process, DOmedia offers a single resource to these disparate opportunities. Our sales team actively reaches out to media companies of all sizes and individual owners nationwide to ensure we have the most comprehensive collection of alternative advertising assets possible. Whether you're looking for stairway placements in the top 20 DMAs, digital panels in Chicago, or sidewalk artists in NYC, chances are pretty good that you'll find it here.
Finding the Right Opportunities
Sometimes you know exactly what you want. Other times, you have something in mind, but need to browse a bit. Then again, there are the times when you're just on the hunt for new ideas. Regardless of which camp you fall in, DOmedia makes it easy to find what you're looking for.
Main Search
If you are looking for a specific geography or a specific asset type, you can get started right away from the home page. Enter a zip code, city, state or DMA to find all available assets in your desired location.
Advanced Search
The advanced search page allows you to refine your search criteria and choose specific types of advertising placements.
The results page gives you two ways to learn more about your options.
- Select assets by location using the Google Maps interface.
- Browse the list and brief descriptions to narrow your choices and see additional information.
Idea Sharing
If two heads are better than one, imagine the collective brainpower in the DOmedia Community. The DOmedia Community provides a platform for asset owners, advertisers, agencies and industry afficianados to meet up in a social environment. It's a place where registered participants can share their thoughts on alternative advertising campaigns, comment on industry trends, ask questions of other industry professionals and promote best practices.
The Community is the place where every member has a voice. It's where you can get inspired, get information, get connected – and get involved.
