<%@ page contentType="text/html; charset=UTF-8" language="java" import="java.sql.*,com.computerwizards.domedia.security.DOmediaRole" errorPage="" %> <%@include file="/unsecure.header"%> DOmedia | May 2011 Newsletter for Agencies and Advertisers
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May 2011 Newsletter

Advertisers & Agencies|Media Sellers

Jump to: Feature Story  •  Company Spotlight  •  Product Spotlight  •  DO the Math  •  DO You Know?

Feature Story

Let Customers Tell Your Story

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

 

Kim Ramser Both local and national advertisers are discovering how effective out-of-home (OOH) advertising can be to engage customers and give them the power to tell your story. However, with so many options available to integrate customer endorsements and comments into an out-of-home campaign, it can be overwhelming. Advertisers have many options available including text messaging (SMS), social media, micro-sites, and QR Codes - which can direct customers to custom deals and initiate a conversation.

Using Facebook or Twitter in a digital media campaign can be a ‘real-time’ content call-to-action for consumers. Facebook is powerful because just about everyone already has an account. About half of Facebook’s 500 million people log into the site in any given day, spending over 700 billion minutes per month interacting with pages, groups, friends, and products. What is even more exciting is that there are more than 250 million active users currently accessing the social networking powerhouse through mobile devices, and these users are twice as active than non-mobile users (see more Facebook statistics). Twitter has over 200 million users, 26 million of those active on mobile devices, and averages over 1 billion tweets per week. These social sites provide the ability to measure OOH campaigns through online and social media metrics – giving advertisers the more power to leverage OOH media as part of an overall advertising strategy. Social media can also unveil the transparent side of a brand, and consumers tend to support companies that don’t mind exposing themselves.

Social media billboard campaigns can create press-worthy buzz and attract a lot of attention from commuters. One great example of a billboard campaign integrating Facebook was from a local accounting firm in Buffalo, NT - Freed, Maxick & Battaglia. The firm launched a community-based initiative to raise awareness of a local charitable organization. They received quite a lot of PR and drove commuters to a dedicated Facebook page to interact and become ‘friends’ with the company and charity. Many national advertisers are discovering the options available to them as well. Calvin Klein just replaced some racy billboards with a QR Code directing consumers to a video, and Chobani, Greek yogurt used consumer comments from social media in their static billboard designs.

Lamar Advertising came to the public's rescue when NBC replaced Conan with Jay Leno on the Tonight Show, and legally prohibited Conan from appearing on television. Lamar gave Conan a place to highlight his tweets and entertain the public until the dilemma was over. Digital billboards and a micro-site were used to create a platform for Conan’s tweets. The billboards featured his tweets on digital inventory available in various markets across the country. Within one hour of posting on Facebook, over 1800 users “liked” the page and over 200 commented. Within five (5) days, the website, aplaceforconan.com, had 78,714 total hits, and was mentioned in over 70 online blogs.

McDonald's BillboardWhen McDonalds decided to unveil their Angus Third-Pounder in Kansas City, it exclusively dominated all 13 digital billboards in the market for 24 hours. On that day, the Heart of America McDonald’s Co-op held an Angus Activation event featuring consumer endorsements submitted online. The campaign made a big PR splash; the local press - radio, TV and newspaper - covered the campaign extensively, and it made the cover of Nation’s Restaurant News!

The campaign, Angus Honor, received 1.9MM impressions across web, mobile and banners with an interaction rate of 7.31% and an average interaction time of 24 seconds - both almost double the industry standard! The campaign also netted over 5,000 submissions within 20 days. The Honor Angus campaign saw incredible sales results as well - outpacing the rest of the region during the run of the campaign and continuing through post-promotion sustained sales.

As great as these campaigns have been, there are some points of caution to consider before implementing a social media content OOH campaign. First, remember the company is opening up its Facebook page, website, etc. for general consumers to see, and people - even ‘friends’ - don’t always make favorable comments. Next, proactively set up robust filters to stop any comments that may not be suitable for the general public. Third, be sure the company has some existing activity on its Facebook page. Lastly, when the campaign first goes up, the comments should be from connected friends or consumers and not employees pretending to be consumers.

Finding a company who specializes in these technologies can be difficult and overwhelming, but DOmedia can help. We have experienced companies in the DOmedia Marketplace who provide the technology needed to implement a consumer-driven content campaign. DOmedia also has media companies who have implemented these types of campaigns and would be happy to share their experiences with you. Begin your search using DOfind, the industry’s most comprehensive media search tool, or contact our Client Services Team and we will point you in the right direction.

Sources: Outdoor Advertising Association of America; Raman Media Network; Facebook.com

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Company Spotlight

Pearl Media

Lexus Takes Over Hollywood with Pearl Media

 

Pearl MediaIf you were on Hollywood Boulevard on the night of Earth Day, you may have noticed the Roosevelt Hotel coming to life to celebrate the launch of the Lexus CT200h. Pearl Media, the out-of-home media company specializing in converting real estate assets into unique, interactive experiences, developed the state of the art 3D projection that transformed the building into part race track, part stage for the highly anticipated hybrid luxury vehicle. The event caught major media attention and created a larger than life experience for viewers of the launch.

Pearl MediaThe 8,000 sq ft projection towered over Hollywood Blvd using more than 15 projectors complete with advanced 3D technology, lighting, sound, shadows and animation mapped to the contours of the building that worked together to make images pop out from the walls and windows of the hotel. Pearl Media’s proprietary HD-3D technology displayed a breathtaking display of entertainment in HD theater quality. The show was approximately 4.5 minutes in length - far longer than a traditional broadcast advertising spot. The length and dynamic content presented a challenge for the worthy creative departments. They were charged with producing content that maintained a focus on brand messaging while avoiding the pitfall of becoming a novelty due to format.

The event generated a significant amount of buzz and was featured both on Extra TV and Jimmy Kimmel Live.

 

3D Projection Mapping - Lexus CT200h - Hollywood CA from Pearl Media on Vimeo.

According to Paul Whitney, Chief Operating Officer of Pearl Media, the creative process typically takes approximately 2.5 months for a campaign of this magnitude. The Roosevelt Hotel was first put through a sophisticated measurement process which gathered geometrical specifications about the building’s dimensions, down to each brick and window, used to render CAT drawings to create a template for the show. Each animated asset is then created by Pearl Media’s in house animators. The company also has expertise with attaining special permits and setup for events. The creative agencies for this event were Zenith Optimedia and Team 1.

Josh Cohen, President of Pearl Media, has hinted at similar campaigns to be launched this year in the US. For clips of the Lexus Earth Night show and other industry leading projection technology campaigns see Pearl Media’s company profile in the DOmedia Marketplace.

For more information about Pearl Media, please contact:

Paul Whitney | Chief Operating Officer | 973.492.2300 ext 13 | pwhitney@pearlmediaus.com | www.pearlmediaus.com

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Product Spotlight

Digital Place-based Advertising Networks

 

Access 360 Many different types of digital advertising products exist in the out-of-home arena. In fact, almost every OOH category has some form of digital products available. Capable of reaching audiences with multiple messages and exciting graphics, digital place-based networks can target consumers almost anywhere they spend their daily lives - while they are riding in elevators, shopping, playing golf, enjoying coffee or waiting in line.





Benefits of the Medium

One of the benefits of digital place-based networks is the ability to narrowcast. An advertiser can reach almost any demographic target by selecting a specific venue. For instance, if you want to reach men who love sports, advertise in sports bars, health clubs, golf courses and stadiums. To reach mothers, advertise in shopping areas, grocery stores, fast food restaurants and pediatrician offices.

Another benefit of digital place-based media is creative flexibility. An advertiser can change messaging throughout the day, week, or month, making the ads more relevant to the consumer at that time. For example, a fast-food retailers could advertise for a breakfast bagel and coffee in the morning, a combo special during lunch, and a family meal deal when commuters are leaving work. The quick turn-around time is a great benefit to the OOH industry, making the planning stages shorter and the medium more desirable.

How it is Used


Digital place-based networks can target consumers by geography, demographics, or psychographics. If an advertiser targets a market area, changing messages on taxis, eye-level street displays or general retail outlets can be used for awareness and broad reach in that area. To target a certain type of consumer, the message can be a little more intimate, targeting particular venues frequented by specific consumer-types (as described above).

An advertiser can also use digital place-based networks to make an impact. For instance, many markets have areas providing big screen opportunities. Times Square, Las Vegas and Atlanta are just a few of the markets providing these high impact media inventory. With the advancement of technology, social media content can be integrated to provide ‘real time’ conversations and editorial on the screens.

How It is Measured


The Digital Place-based Advertising Association (DPAA) has audience metric guidelines in place for digital place-based networks. For more information, please refer to www.dp-aa.org. Media measurement companies like Arbitron and Nielsen, for example, can also provide custom vendor-specific research and measurement reports.

Markets Available


The digital place-based (aka digital out of home) category is second fastest growing media. The larger markets have had the medium for some time, but now digital screens have grown into most of the smaller markets as well. The technology has become more affordable, and smaller, local companies in those markets that have previously had indoor advertising in local restaurants, health clubs and bars are starting to implement digital screen technology.

Not only are the digital networks growing geographically, but also by venue. Today, an advertiser can reach customers at the horse track, doctors' offices, veterinarians' offices, transit venues and school campuses. (You search what digital advertising opportunities exist in each category by using our search tool, DOfind).

New Technology


Some of the new technology is evident in the interactive displays as well as the measurement of shopper engagement. An advertiser can find out how many customers actually look at the displays, the percentage of shoppers who are engaged, and even when (time/day) the customer sees at the ad message.

Who Provides the Products

DOmedia's online database contains media products and inventory from over 120 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.

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DO the Math

Global Near Field Communication Device Market Projected to reach $560 million in 2014

 

In a recent Research and Markets Report, analysts from TechNavio forecast that the Global Near Field Communication Device Market will reach $560 million in 2014, driven by the growth of commercially available NFC enabled handsets (in particular smart phones) expected to hit the market. Around 60 million NFC enabled devices are expected to enter the market. Although there is a risk of security threats with the technology, consumer preference is increasing. The rise of NFC technology in smart phones has a particular implication on out-of-home advertising and digital place-based media. Expect to see innovative brands integrating NFC technology in advertising campaigns, such as mobile payments and the exchange of information.

For more information you can visit Research and Markets Global Near Field Communication Device Market 2010-2014.

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Word on the Street

NEC Talks Cross-Network DOOH with DOmedia at CETW

 

NEC Display Solution’s Graeme Spicer spoke with Digital Signage Today at the Customer Engagement Technology World show in San Francisco about the recent partnership between NEC and DOmedia which automates flighting advertising campaigns across multiple networks and makes planning, buying and executing DOOH ad campaigns easier and more efficient.

 

Watch the video below for Spicer’s comments:

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