DOmedia Integrates TAB Out-of-Home Ratings into Platform

COLUMBUS, Ohio, April 30th, 2014 – DOmedia, the preeminent media buying and selling platform in the advertising industry, has received approval from the Traffic Audit Bureau (TAB), the leading source of out-of-home (OOH) media measurement systems in America, to use and display TAB Out-of-Home Ratings for over 350,000 media assets in the United States.

With the integration of the TAB data into DOmedia’s platform, agency users can now plan and buy OOH media more strategically and efficiently. The integration facilitates the standard use of ratings and provides agencies, which are full members of TAB, access to audience, reach and frequency measurements. DOmedia has continually enhanced its planning and buying applications to meet the call of the industry to innovate and improve business processes benefitting agencies as well as media selling companies.

Norm Chait, Senior Vice President at MediaVest USA adds “The adoption of technology and systems like this allow us to harness the power of the new TAB ratings by putting it on the desktop of our buyers, helping us to buy smarter, be more accountable and speak the same language as other media.”

“Since DOmedia’s launch in 2008, the team’s vision has been to make planning, buying and selling OOH media faster, smarter and better,” according to DOmedia’s President, Ken Sahlin. He adds, “The integration of TAB Out-of-Home Ratings in our applications help planners and buyers more easily assess the strategic capabilities of OOH to other measured media.”

According to Jack Sullivan, Senior Vice President, Director at Starcom USA, “With TAB granting a third-party data license to DOmedia, Starcom can more effectively and efficiently leverage out-of-home reach and frequency measures into our cross-media planning and buying processes that create positive impact for clients’ bottom lines.”


About DOmedia

DOmedia is the largest out-of-home advertising marketplace with integrated planning and buying applications whose purpose is to make the media buying process faster, smarter, better for both buyers and sellers. Through the online marketplace, media providers create company and media profiles for their properties. In turn, advertisers and agencies can search our comprehensive database to find new ideas, plan & build effective out-of-home campaigns. For more information, visit www.domedia.com.

About the TAB

Established in 1933, TAB (Traffic Audit Bureau for Media Measurement, Inc.) is an advertising trade organization whose mission is to lead the development and delivery of out-of-home media measurement systems in America. Run by a tripartite board of advertisers, agencies and media companies, TAB initially released its TAB Out-of-Home Ratings in January 2010, becoming the first system to measure audiences who actually see advertising. For more information, visit www.tabonline.com.


6 Ways that Sellers Can Improve Proposals

6 Ways to Improve Your Proposals

1. Include Individual Locations When Possible

  • Including individual locations gives the buyer confidence you have the capability to fulfill the campaign requirements. You will stand out from other proposals by including location level information and show your company can deliver real inventory.

  • Including location level information in your proposal response allows the buyer to make informed decisions about your media through analytical tools such as mapping, market comparisons, and media spend breakdown.

  • Including location level information in your proposal response gives you the ability to provide the buyer with the necessary information he/she needs to make an informed decision.

2. When Proposing Several Options, Choose One as Your Recommendation

  • Your expertise matters to the buyer. By choosing one of your options as your recommendation, it removes much of the guesswork and time the buyer will have to take to analyze your proposal. Additionally, the display and reporting tools the buyer uses will default to your recommendation. You can explain your additional options in the Additional Information field or in the RFP Message Thread.

3. Include Rate Card and Net Price

  • Agencies love to show their clients that they’ve delivered value, and you want to show your top clients that you are giving them the best price possible. Include both a Rate Card and Net Price to show your customer you are giving them a deal and make it easier for them to sell your media to the advertiser. Everyone loves a deal.

4. Do Not Manipulate Templates Sent to You

  • If a buyer sends you a template to fill out, try your best not to add or manipulate columns. This allows the buyers to manipulate the key information they need and a format that easy for them to digest.

5. Send Monthly Exports of Your Location List to DOmedia

  • Getting in the habit of constantly uploading recent locations lists ensure you’ll be represented accurately in search results and proposal submission will be faster.

6. Get Your Proposal Format Right the First Time – eliminate headaches

  • If a buyer attaches a grid to fill out, use that instead of your own or DOmedia’s generated template

  • If a buyer uses the DOmedia generated template fill that out. You can also submit the proposal format that you are used to.

Augmented Reality Meets Out-of-Home Advertising

Technology in OOH

Augmented reality - we’ve all heard the term before, but was does it really mean? Augmented reality (AR) is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data. As a result, the technology functions by enhancing one’s current perception of reality. Imagine yourself holding your cell phone up to a storefront and information about the store hours, sales/promotions, etc., overlay the image of the store – all of the important information is at your fingertips before you walk through the store’s doors. It’s augmented reality that is already being utilized by different apps & software, so why not bring that technology into the advertising industry? Well, that day has come!

Augmented Reality vs. Virtual Reality

oculus-vrWhile augmented reality alters the view of the real world as we see it today by adding visual cues into our perceived existing world, virtual reality (VR) disregards the real world and replaces it with a simulated “world”. Simply stated, true virtual reality completely blocks out the real world whereas augmented reality adds to the already existing real world.

Facebook recently purchased Oculus VR for $2 billion dollars for their Oculus Rift technology - a new virtual reality headset that lets players step inside their favorite games and virtual worlds.  Facebook plans to bring Oculus’ technology to verticals outside gaming, including communications, media and entertainment, education and other areas. Facebook’s plan could be something that potentially effects the advertising industry in the future, as well.

Consumer-ready AR product: Google Glass

googleGlassThe most popular form of an AR product already exists: Google Glass, a head-mounted computer that people can wear like glasses. Users have said that Glass works well for taking pictures because you can verbally command Glass to snap photos instead of stopping to grab your camera. You can also quickly access directions and time (which pop up on the Glass screen upon command). Although this is new technology, the DOmedia team received the developer invite – something that we are particularly excited about due to the opportunities Glass could bring to the advertising industry.

Augmented Reality Breaks into Out-of-Home Advertising

Pepsi Max #LiveForNowAugmented reality has been making its way into the out-of-home advertising industry as a way to elevate the customers experience during a brand’s marketing message. On top of making the consumer experience more exciting, campaigns utilizing the augmented reality hardware associated with the media systems (e.g., cameras, heat indicators, etc.) have the ability to track the demographic and impressions data of the audience.

A great example of an exciting campaign using augmented reality as a path to capture audience attention is seen with Pepsi’s latest campaign in the UK, Unbelievable #LiveForNow. In the campaign, Pepsi engages its audience at bus shelters with video-enabled augmented reality. Nothing says “Unbelievable feats and experiences created for you by Pepsi Max” more than the thought of a tiger coming towards you or a meteor crashing to earth just outside of the bus shelter! Check out the video below to see the mind-blowing augmented reality campaign by Pepsi.


#UpForWhatever? Bud Light Accidental Star of Super Bowl Commercial Sells Media on DOmedia

ian-rappaportBud Light has used its latest Super Bowl ad to introduce its new tagline: “The Perfect Beer For Whatever Happens.”

Incase you missed it, a hidden camera followed an unknowing guy named Ian who meets a woman named Kelly at a bar in New York and agrees he’s up for “whatever happens next” when he accepts a Bud Light.

The next thing he knows, Ian is in a stretch limousine filled with beautiful women and comedian Reggie Watts on their way to a bachelorette party.

The video ends with an epic party, but not before Ian meets a string of celebrities in a series of awkward yet hilarious encounters.

Ian is a great sport about the whole once in a lifetime experience, and jokes about his return to work at a DOmedia registered vendor, CMS Consulting Group.

CMS Consulting Group is a national Out-Of-Home (OOH) advertising corporation offering targeted media solutions to meet the needs of our clients.

When your #UpForWhatever in your next media campaign on DOmedia, consider Ian and the CMS Consulting Group. Who knows, you might just have a once in a lifetime media buy!

Did you miss the commercial? Here’s the video compilation from the commercials during the Super Bowl:


Top Reasons for Buyers to Use RFP 2.0

1. No more building formulas in Excel

By simply using our download feature the following calculation/Formulas added below proposal rows that change dynamically:
Download Button Screenshot

  • COUNT: Rows,
  • SUM: Impressions/Cycle
  • SUM: Units
  • SUM: Total Campaign Rate Card
  • SUM: Total Campaign Net Media Cost
  • CPM: Based on Net Media Cost

2. Instant Revision Tracking

We know each campaign is a little different and by using the download feature you can take a snapshot of the campaign as often as you like and it will date and timestamp your folders.

Download Revisions

3. Instant Reporting

When you hit build report you can click through proposals by format, market and vendor it’s a great way to analyze the pile of proposal information you get back.