All posts in DOmedia

New Out-of-Home Advertising Companies in the DOmedia Marketplace

by Faraz Khan on March 15, 2011 in DOmedia, Out-of-home advertising, Trends with No comments

DOmedia welcomes the following out-of-home (OOH) media sellers to the DOmedia Marketplace. These exciting media sellers offer a wide range of out-of-home advertising media like bus advertising, mall advertising, consumer products, aerial advertising, digital place-based media and ATM kiosks.

Search using DOfind – the OOH Industry’s Most Powerful Search Tool - to locate media inventory for your advertising campaign from over 485 media sellers like these ranging from traditional billboards to digital place-based networks and street teams.

Company Name: Santa Monica Big Blue Bus

Category: Transit (Bus Advertising)

Markets: Los Angeles DMA

Units: 200 buses

Description: Transit Advertising With an Ocean View: With more than 51 square miles of service and 1,050 bus stops located throughout Santa Monica and the Westside of LA, your target audience will view your message with high frequency. The coverage which Santa Monica Big Blue Bus can provide is unprecendented in comparison to other OOH options, which are banned in Santa Monica. From the Santa Monica Mall to the various shopping districts throughout the area, from Palos Verdes to LAX, and from downtown Santa Monica to downtown Los Angeles we’ve got you covered. Don’t just think Big, get on the Big Blue Bus.

Company Name: GGP Mall Advertising Network

Category: Traditional (Mall Advertising)

Markets: Major US Markets

Units: 172 Malls

Description: GGP offers a rich and rewarding range of mall advertising opportunities. From national tours to local sponsorships, interactive events to seasonal promotions, you’ll find everything you need to create a powerful mall marketing program for your brand.

Company Name: Planet News & Views

Category: Alternative (Consumer Products / Packaging)

Markets: Major US Markets

Description: Planet News & Views is the largest school network reaching 92% of students K-12 nationwide. All programs include a post analysis conducted by a third party research company to verify distribution and provide direct feedback from the schools. The company offers branded consumer products like bookmarks, book covers, posters, stickers, bags and school supplies. Past clients include: Answers.com, Electronic Arts, Nintendo, LEGO, Spinmaster,Wal-Mart, Paramount, Sony, 20th Century Fox, Universal Studios Microsoft, Disney, Cartoon Network, Armed Forces and more.

Company Name: AVPRO Worldwide

Category: Alternative (Aerial Advertising)

Markets: Deployable nationwide

Units: Network of 350 aircrafts

Description: With almost 30 years experience in the aerial advertising business, both in America and Europe, Avpro Worldwide can position your message high above that of your competitor. With a network of over 350 aircraft worldwide including fixed wing planes and helicopters, we can coordinate an aerial banner campaign using a single airplane or a squadron of ten airplanes flying together in formation, to highlight your client’s name or brand.

Company Name: OnCampus Advertising

Category: Alternative & Transit (College Campuses)

Markets: Major US Markets (including Tallahassee, Boston, New Hampshire Seacoast, and State College, PA)

Description: OnCampus Advertising is a marketing and media services company specializing in targeting college students on campuses across the U.S. and Canada. Our diverse clientele ranging from Fortune 100 companies to small non-profit organizations experience the same consultative approach through the planning and execution phases of their media campaigns. Services include transit advertising, print, out-of-home, guerrilla, digital, mobile, direct marketing and promotions.

Company Name: Health Monitor Network

Category: Digital Out-of-Home (DOOH), Alternative (Consumer Products / Packaging, Venue-based Signage, Wireless)

Markets: Nationwide

Description: Health Monitor Network’s platform has delivered, on average, a 6 to 1 ROI for our clients. Programs include: targeted advertising, lead generation, custom patient education publications to a brand’s high prescriber list, exam room posters, and direct mail to our vast patient database. The company has also begun to grow in the digital space with a network of waiting room HD screens and a network of in exam room interactive touch screens.

Company Name: ATM Media Network

Category: Digital Out-of-Home (DOOH)

Markets: 15 US States

Units: 2,000 ATMs

Description: We offer advertisers opportunities to target consumers in high value retail environments. Each ATM is equipped with an HD digital screen directed at passersby and a transaction screen that provides a 1-1 engagment with consumers making ATM transactions.

by Faraz Khan on February 22, 2011 in DOmedia, DOOH, Press with No comments

Original post: MediaPost Publications Place-based Marketing Reaches Elusive Demographic by David Rowley on Feb 22, 2011.

When Syfy scored record-breaking ratings in the 18-34 demo with its new series “Being Human,” it made me sit up and take notice. There was an important contributing factor to that success: the use of place-based media as part of the program’s marketing campaign. Dana Ortiz, Syfy’s vice president of brand marketing, explained: “Being Human had a big, robust campaign, but it included a pretty big place-based promotion.” She was referring to seven weeks of advertising on more than 5,000 cinema screens as well as theater lobby promotions, done in partnership with Screenvision.

Ortiz said that’s a significant reason why the premiere episode on Jan. 17 scored the largest female audience in the 18-34 demo for any Syfy scripted original series in over three years and the third-highest in that category for the network’s entire history.

Many have noted the importance of place-based media in reaching that all-important age group for both men and women.

For example, Lauren Barbara, SVP and managing director of Chrysalis, an out-of-home unit within MPG, shared some proprietary research from a recent Posterscope OCS survey. Among the survey’s findings: adults 18-34 spend more time traveling out of home than they spend watching television, listening to the radio, reading magazines and newspapers and using their mobile phones.

Jack Sullivan, VP and OOH activation director at Starcom USA, adds: “The 18-34 demo is very active. There’s a lot more busy-ness in their day – and the demo is more social than it was years ago. Place-based screens give us the wherewithal to target them while they’re carrying on with their lifestyles.”

A Mediamark Research & Intelligence survey released in spring 2010 shows that respondents in the 18-34 bracket substantially over-indexed adults in general when asked if they’d seen video advertising in gyms or health clubs over the last 30 days. They had an average index score of 145, compared with 100 for all adults. And the same demo had an average index of 166 when asked if they had interest in the ads they saw in gyms and health clubs.

The latest Nielsen Co. survey of people who are members of HCMN health clubs adds further proof. Some 66% of the respondents agreed with the statement: “I feel good about brands advertising in my club because I know they are supporting my active, healthy lifestyle.” And 62% responded favorably to: “I’m more likely to pay attention to advertisements on the digital screens at the health club than an ad on my TV at home.”

Little wonder that Sullivan said that Starcom’s digital place-based billings have grown at an annual 50% to 60% clip over the last few years.

As for overall sector, Patrick Quinn, president and CEO of the research firm PQ Media, recently estimated that place-based revenue increased 14% in 2010 — one of the top-ranked media categories when judged by percentage growth.

While that data is not demo-specific, Quinn noted that a large share of place-based advertising is targeted to young adults. Despite all that vitality, place-based is still a fairly young advertising sector, and with that comes the inevitable room-to-grow challenges. It needs better measurement and a larger footprint of available opportunities.

As an industry, we’re very conscious that agencies are also looking for more efficient planning and buying tools. Although, as Quinn has noted, improved tools from companies like DOmedia are steps in the right direction.

Despite those hurdles, place-based advertising links young consumers to advertisers in an environment they enjoy, and where they’re receptive to fresh messages. Marketers get tremendous value when they include place-based vehicles in their media mix — especially when going after critical demos no longer linked to yesterday’s mass-media habits.

Startup Q&A with Rich Langdale – IT Martini

by Faraz Khan on February 3, 2011 in DOmedia, People, Press with No comments

Rich Langdale, CEO, DOmedia

…Posted by Angela Gonzalez in IT Martini on Feb 2, 2011.

This IT Martini Media Correspondent can barely spell “entrepreneurship” while Rich Langdale lives and breathes the word. So much, in fact, that he helped found the Center for Entrepreneurship at The Ohio State University. Langdale’s newest business venture, DOmedia, is a 2010 TechColumbus Innovation Award semi-finalist for Outstanding Product.

DOmedia is a database of over 200,000 traditional, alternative and digital media properties. From highway billboards to digital signage networks, DOmedia provides one centralized location for media planners to search for, assess and contact available media properties throughout the US.

IT Martini asked Langdale how he felt about DOmedia being nominated for a 2010 TechColumbus Innovation Award.

“It’s a great honor,” he replied. He went on to say that the awards are a great program for Columbus. The awards provide “well-deserved recognition” for Columbus outside of its geographical boundaries. TechColumbus is providing a showcase for the exciting innovation occurring in Columbus.

Why DOmedia? Why create a database of media properties?

Langdale answered that he has a strong background in marketing and logistics, so he cares a lot about this area. When looking at marketplaces for investment, Langdale looks for growth markets with great inefficiencies, high fragmentation and lack of transparency.

IT Martini asked what Langdale meant by “lack of transparency” and how that applied to the media properties market. He responded that advertisers don’t buy as much as they’d like because they are simply “not able to see all that is out there.” DOmedia was of interest because of the shift in marketing dollars to on-line and out-of-home advertising. DOmedia is able to compile the opportunities and place that information directly in front media planners, who need to understand the many channels available when planning a multi-million dollar marketing campaign.

IT Martini wanted to know what advice Langdale has for those wanting to invest in or launch a start-up company. Langdale emphasized that having a great idea in a great market is core, but not enough. It is critical to “build out a vision, a mission, a strategy and a financial plan.” Get your ducks in a row, in other words. Langdale added that one of the key items of a strategic plan is getting key personnel in place.

How do you gather key personnel?

“Networking,” was the answer. Networking venues for Langdale include NCT Ventures, Ohio State University, TechColumbus and our own IT Martini events. Jeff Lamb, DOmedia’s Chief Technology Officer, for instance, is someone Langdale worked with previously. Once Lamb was on board, Lamb was able to recruit and build the core technology team behind DOmedia. Langdale emphasized that DOmedia had a “dramatic need for sophisticated database expertise.”

Langdale had additional advice for those thinking of investing in or launching a start-up. He stated that after getting the right team together and developing the financial plan, a business model is essential. Entrepreneurs should “spend a lot of time thinking about how long it will take to get a customer.” How long it takes to acquire customers is how long it takes to recoup the dollars invested. That means, on the flip side, planning in advance how long you can sustain the business prior to acquiring a strong customer base.

Langdale is a deep business thinker who develops clear goals and invests time crunching the numbers prior to investing in a start-up company. It must be the correct formula, for Langdale has done this “a couple dozen times.” IT Martini hopes to enlist Langdale in 2011 IT Martini panel discussions and tech talks so that he can share his expertise with IT Pros and budding entrepreneurs.

DOmedia’s Stats Confirm: Digital-out-of-home (DOOH) Market Expands Rapidly in 2010

by Faraz Khan on February 1, 2011 in DOmedia, Press, Trends with No comments

COLUMBUS, Ohio, Feb. 1, 2011 – Digital-out-of-home advertising (DOOH) is the fastest growing segment in the out-of-home market with no signs of slowing down. According to preliminary numbers reported by PQ Media, a leading provider of alternative advertising and marketing research, the digital out-of-home market was expected to grow 15% for 2010, to $2.07 billion. This trend is consistent with patterns seen by DOmedia, (www.domedia.com), the Out-of-Home Advertising Marketplace and leading provider of planning and buying tools for alternative, traditional and digital out-of-home media. DOmedia has seen continuous double-digit growth since its founding in 2007.

In 2010, DOmedia experienced a 30 percent growth in DOOH searches. “There is considerable momentum in the marketplace for DOOH,” noted Rich Langdale, interim CEO of DOmedia. “For example in 2010 alone, the number of total searchable companies in the DOmedia marketplace increased 18 percent to over 460 companies, but the number of digital companies nearly doubled, increasing 92 percent, to over 100.” The number of agency and advertiser users also grew dramatically in 2010, almost doubling the amount of buying users compared to 2009.

There are a number of reasons for increased interest in DOOH advertising. According to DOmedia, consumers are spending more time out of the home than ever; two times more today than 30 years ago. And when consumers are out of their home, they are increasingly likely to see DOOH advertising, from screens at the gas pump to ads in their local mall. Consumer researcher Arbitron found in a 2010 Digital Place-Based Video Study that more than two-thirds of teens and adults have seen a digital video display in a public venue in the past month.

Marketers are finding a much more receptive audience when they reach consumers while they are out than when they are at home on the couch. According to Mr. Langdale, “When a consumer is at home watching television, the commercial is an interruption and TV watchers often use this time to get up and do something else. Contrast this to advertising at a gas pump or when waiting in line; these ads are often seen as a welcomed distraction.”

Additionally, with reduced ad budgets due to the recession, marketers are finding that digital-out-of-home advertising is one of the most efficient ways to reach consumers cost-effectively. For example, during the elections this past November, DOmedia showed campaign media buyers how they could target their political ads to one particular precinct or zip code enabling them to target their messages more effectively. The company expects that this targeted use of DOOH will only increase as more election campaigns become aware of this tool.

Retailers are also finding value in reaching a targeted audience. According to Mr. Langdale, DOmedia saw a spike in searches in the fourth quarter for last minute Christmas advertising campaigns targeted to shoppers.

Technologies such as those offered by DOmedia are expected to reduce the cost of DOOH media in the marketplace. The use of technology creates increased efficiency that lowers the cost and increases the scale by which DOOH media can be planned and bought.

Limited advertising budgets, decreasing costs in DOOH due to market efficiencies and better advertising targeting will all lead to continued DOOH growth in the coming years. “We are on target to grow dramatically in 2011, with no signs of slowing down,” Langdale said.

For more information, an online demo, or to do a free search, visit www.
DOmedia.com.

About DOmedia
DOmedia is the Out-of-Home advertising marketplace that simplifies the process of buying and selling media. Through its online platform and product suite, buyers and sellers connect and DO business more efficiently. The company is privately funded and based in Columbus, Ohio. For more information and to do a free search, visit www.domedia.com.

SOURCE DOmedia

Simplifying the Process of Buying & Selling OOH Media

by Rich Langdale on November 17, 2010 in DOmedia, Out-of-home advertising, Press with No comments

Who We Are

DOmedia is a technology company that believes there is a more efficient way to buy and sell out-of-home advertising. We have experience building online “marketplaces” to support the creation of standards that brings efficiencies to the industry, resulting in category growth and increased profits for all stakeholders. Agencies, sellers, & technology providers are all shepherds of the Brand’s dollars and have a responsibility to find the most effective way to guide it.

To date, we have created the largest online marketplace and searchable database of OOH media inventory with technology tools to efficiently connect over 350 media buyers and 700 media sellers.

Who We Are Not

We are not media aggregators in the sense that we do not buy, own nor sell media. We do not place ourselves “in the middle” of the buyers and sellers. Media sellers retain the sole sales relationship with media buyers & planners.

The Benefits of an Open Marketplace

An open, transparent marketplace creates value for our industry in several ways. Both buyers and sellers benefit through:

Increased visibility, standards, and efficiencies that scales buying capability
Improved and broadened consumer targeting
Increased productivity & streamlined processes
Improved client responsiveness and more effective solutions
A data driven approach to addressing Proof of Performance & ROI

Over time this technology will create institutional knowledge for both the buyer & seller and enable them to spend more time on strategic opportunities and less time on non-value added, repetitive tasks. A transparent marketplace benefits users by its ability to quantify and differentiate value and effectiveness thus justifying higher costs and margins where demonstrable. This in turn helps buyers invest in media that delivers better results for their clients.

Our Media Sellers

We have partnered with OOH media sellers of all shapes and sizes. Our technology tools apply to both small and large media sellers in the traditional, alternative and digital out-of-home advertising industry. Media sellers control what and how much information they make available in the marketplace – and it is free to register and create basic profiles. You can browse our current companies list or DO a free search using DOfind, our powerful search tool, to see for yourself.

Our Commitment to the OOH Industry

“We will not charge more to our clients than the value we bring.”

We are actively engaging agencies, advertisers, media providers, industry experts, and industry associations to create the most valuable system for all of our stakeholders. It is important to clearly understand the value and concerns from all sides of our business. If you have feedback we encourage you to call (866-939-3663) or share it with us by email (theteam@domedia.com), as we would greatly value your input.

The Future

DOmedia is taking an active role in the future prosperity of the out-of-home advertising industry. Our business model directly aligns our incentives with our stakeholders, both buyers and sellers. Our survival is dependant on bringing value to our clients and we are investing in technology and supporting standards to grow the industry as a whole. We are excited for the opportunities ahead and look forward to helping all of our stakeholders become more successful.