Here is DOmedia’s latest trend report analyzing the activities of over 2700 media buyer/seller users in the DOmedia Marketplace. Find out what media buyers were searching for using DOfind, what media sellers were offering and what markets were attracting the most activity in the third quarter of 2011.

Summary:

• DOmedia’s user base now has over 1100 companies – split almost evenly among approved media selling and buying companies
• Almost 1 in 3 media sellers have received an RFP during Q3. (If we start from the beginning of this year, that percentage jumps to 60%!)
• Taking a look at the search results, the top DMAs searched were also the biggest cities. The greater the audience, the greater the impressions.
• Roadside and outdoor urban settings have been the leading venues included in media searches. Alternative searches are not as dependent on venues as traditional searches.
• Given its rising interest, it is not surprising the digital ad networks and digital billboards controlled the top of the category searches. It seems like these categories are going to stay on top for a while because of its growing popularity and impact.
• “Digital,” the top keyword search of Q3, reinforces the growing adoption of digital formats in OOH media.

DOmedia Marketplace Trends Report Q3 2011

	Marketplace Stats	June 1 – Sept 30 2011
	Media Sellers (Companies)	546
	Media Buyers (Companies)	551
	Campaigns Searched/Planned	1916
	Percent of Media Sellers Receiving an RFP	28%
	DMA: Top 5 Searches	Frequency
	New York, NY	24.0%
	Los Angeles, CA	10.7%
	Chicago, IL	7.0%
	San Francisco, CA	3.7%
	Dalls-Ft. Worth, TX	3.5%
	Categories: Top 5 Searches	Frequency
	Digital Video Ad Networks – With Audio	68.4%
	Digital Signage Networks	68.1%
	Digital Video Ad Networks – No Audio	67.8%
	Digital Billboards / Displays	67.3%
	Wallscapes / Spectaculars	64.3%
	Venues: Top 5 Searches	Frequency
	Highways	92.3%
	Arterials	92.2%
	Pedestrian	92.2%
	Urban	92.1%
	Suburban	91.8%
	Keywords: Top 5 Searches	Frequency
	Digital	6.5%
	Point of care	3.9%
	Pharmacy	3.1%
	Golf	2.5%
	Retail	2.2%

DOfind, the industry’s most comprehensive media search tool, is a product of DOmedia that allows media planners and buyers to find media by simply selecting criteria, such as location, category and venue.

How do you feel the predictions will match up to actual spend at the end of 2011? Leave your response in the comments section below.

Summary of 2011 Global Advertising Expenditure Forecast by ZenithOptimedia:

• Worldwide spending growth prediction lowered to 3.6% or $466 billion in 2011
• US Ad spend in 2011 will be up 2.2% to $155 billion in 2011
• Developed economies will have below-potential growth instead of decline
• Developing markets will grow rapidly
• North American ad spending growing at 3.3% to 2013, while Western European growth will be 2.8% in 2011
• Latin America ad spending expected to grow 7.1% annually through 2013
• Central & Eastern Europe ad spending predicted to grow 10.4% annually in 2013
• Middle East & Africa Ad Spend will drop 14.2% in 2011
• Assumes economic growth will remain weak in Europe & US, but not in a double-dip recession
• Assumes Eurozone debt crisis does not get substantially worse
• Continued ad spend shift from network TV to cable TV
• Internet will remain fastest growing segment at 12.6% in 2011
• Newspaper advertising wil drop 8% in 2011

How do you feel the predictions will match up to actual spend at the end of 2011?

Leave your response in the comments section below.

Against a backdrop of a digitalized world, the digital platform of marketing makes for an effective medium to target elusive consumers, especially the younger generation. With several advantages like higher viewer recall and retention of digitally displayed messages, stacked in its favor, digital signage systems are forecast to witness sturdy gains in the upcoming years.

Falling costs associated with purchasing, installing and maintaining digital signage systems in sync with technology development and market penetration, will help bolster the market in the post recession period. Low hardware costs, and declining software development costs have made systems, such as, media players, and display units like LCD displays cheaper and affordable. While the retail sector remains the prime end-user of digital signage technologies, evolving application areas, such as in financial services, transportation and hospitality are forecast to generate steam in the upcoming years. Companies poised to gain will be those capable of providing end-to-end digital signage solutions encompassing installation, consulting, content creation, content management and support.

Developing countries in Asia, Latin America, and Middle East are forecast to drive future gains in the market. The retail boom in countries like China, Singapore, Malaysia and Thailand, UAE, Hong Kong, and India, among others, provides a strong business case for new installations of digital signage systems. Major application areas in these regions include public notices and real-time weather forecasts among others. Opportunities for advertising are on the rise in developing Asian countries like India, China and Singapore largely due to the growing base of urban population and a resultant wider audience base of target corporate workers, commuters and shoppers. Industrialization will remain a key factor indirectly driving growth in the marketplace. Development of transportation networks, public infrastructure, new construction of commercial buildings will create demand for digital signage in public spaces. The retail boom in Asia brought upon by strong economic growth, rising consumerism, rising standards of living, increase in disposable incomes, and changing lifestyles that rival western counterparts, all provide a strong platform for growth.

As stated by the new market research report on Digital Signage Systems, the US represents the largest regional market worldwide. Asia-Pacific is the fastest growing regional market with dollar sales growing at a CAGR of about 22% over the analysis period. By product, digital signage displays represents the largest segment, while digital signage software represents the fastest growing segment, waxing at a CAGR of about 25% over the analysis period.

The research report titled “Digital Signage Systems: A Global Strategic Business Report” announced by Global Industry Analysts, Inc., provides a comprehensive review of market trends, drivers, company profiles and key strategic industry activities. The report analyzes the global Digital Signage Systems market by all major geographic markets, including US, Canada, Japan, Europe (France, Germany, Italy, United Kingdom, Spain, Russia and Rest of Europe), Asia-Pacific, Middle East & Africa and Latin America. Product segments analyzed include Displays, Set Top Boxes and Media Players, Software, among others.

Click for more details about the market research report

This past month was digital heavy. Susan Danaher explained how the digital place-based industry can move forward together, DOmedia broke 500 media sellers searchable in the largest OOH Marketplace, Digital Signage Today released an eye-catching DOOH InfoGraphic, and indoorDIRECT bagged the Taco Bell deal. See our our top news picks from the last month (ish).

1. Susan Danaher Explains What It Will Take to Move Industry Forward
DOmedia Blog – July 5, 2011

Sue Danaher, President of the Digital Place-based Advertising Association (DPAA) explains what it will take for the industry to move forward. Standardization, creative execution, increasing awareness and accountable measurement are just a few of the topics covered in this post by the industry veteran.

2. DOmedia Marketplace Exceeds 500 Media Sellers
DOmedia Blog – July 12, 2011

DOmedia welcomes the latest companies that joined the largest out-of-home media marketplace in the industry. With over 500 media providers listing their media in the DOmedia Marketplace, it is safe to say, if it’s out there, it’s in here!

3. Digital Signage: It’s all around us
Digital Signage Today – June 23, 2011

This infographic shows how strategically placed Digital Place-based Advertising Screens and Digital Out of Home Signage can be used to target the consumer in the various venues she visits throughout the day – while in transit, at work, shopping, running errands or socializing.

4. RMG At The Crossroads: Let’s Make a Deal
Ken Goldberg, digital signage blog – June 23, 2011

In some of the least surprising news in recent memory, word came out Wednesday that RMG Networks is mulling an IPO in which it would raise $250 million in equity financing. The timing is not shocking considering the overheated reaction to the LinkedIn IPO, the warm reception for Pandora and the astronomical valuations contemplated for the arguably fatally flawed Groupon. RMG, which is funded primarily by Silicon Valley VC stalwarts Kleiner Perkins and DAG Ventures, was clearly headed toward a new round of financing to drive growth and take advantage of RMG’s momentum.

5. Taco Bell and indoorDIRECT To Bring The Restaurant Entertainment Network to all 5,600 Taco Bell Restaurants
Indoor Direct – June 30, 2011

indoorDIRECT announced it is installing the largest in-store restaurant entertainment network in the country in all 5,600 Taco Bell locations by 2015. Advertisers will have the opportunity to reach 48 million Taco Bell customers each month on indoorDIRECT’s Point of Sale Network (no audio) and Dining Room Network (42 inch tv screens with audio). The company is also supporting free Wi-Fi in the restaurants.

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This infographic shows how strategically placed Digital Place-based Advertising Screens and Digital Out of Home Signage can be used to target the consumer in the various venues she visits throughout the day – while in transit, at work, shopping, running errands or socializing.

The growth of the Digital Place-based advertising medium is projected to grow rapidly this year at 16.7% (revenue) and its time agencies and advertisers embrace the medium in the same way they have done with online and now interactive mobile advertising.

Digital Signage: It’s all around us [Infographic] compliments of DigitalSignageToday.com

How can you advertise on Digital Place-based networks in these venues?
Use DOfind, the digital place-based industry’s most powerful search tool, to search by venue, media category, audience demographics and geographic proximity to pinpoint media sellers and screens in your area.

Image Provided by LocaModa

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.

When 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

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.

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.

Click to learn more about these products and connect directly with these growing companies!

AllOver Media knows alternative out-of-home media. The company’s President, Tony Jacobson, was one of the founders of the indoor advertising industry! No company knows the complexities or has successfully executed as many indoor and gas pump campaigns over the years as this enthusiastic and entrepreneurial team. AllOver Media saw the trend emerging: time spent with traditional media was declining. Reaching captive audiences would be the key to successful advertising in the future so AllOver developed medias that couldn’t be tuned out, turned off or missed. AllOver Media uses gas pump, convenience store, indoor print and digital animation to hit captive audiences they move throughout the marketplace. Service and quality driven – and fun to work with… the company has got it ALLOVER other out-of-home media companies!

Learn more about AllOver Media’s Gas Pump Tops >>

Brite Media Group is a leading alternative media company helping advertisers build one-to-one relationships with consumers throughout their daily lives. Brite Media Group is composed of four companies, BriteVision Media (coffee sleeve advertising), GSA Media (gas station pump top advertising), AdverTickets (valet and machine-issued parking tickets and cash jackets) and its national indoor advertising company. With a nation-wide presence, Brite Media Group’s four companies reach millions of consumers every day.

Learn more about Brite Media Group’s Gas Station Media >>

Captive Audience Advertising specializes in Alternative Advertising and marketing strategies for the modern age. Since the company began in 1996, it has led the way with indoor ambient advertising, then Gas Pump Billboard Advertising, and most recently with Mobile Billboard Advertising. Captive Audience Advertising’s programs provide customers with better ways to reach their target audience, making your advertising dollars work smarter.

Learn more about Captive Audience Advertising’s Gas Pump Billboard Advertising >>

GSTV is the largest away from home television network delivering a one-to-one consumer viewing experience , showcasing premium content from first-rate programming partners like ESPN, NBCU, local Accuweather and original content to consumers during a natural 5-minute pause point in their day.   GSTV can reach and engage on-the-go consumers like no other media.

Learn more about Gas Station TV >>

NEWPORT BUSINESS MEDIA is the undisputed leader in innovative, effective media services for trucking and its allied industries. The vast, highly fragmented North American truck market becomes easily accessible through Newport’s unique multi-media network. DIESEL PUMP TOPPERS pump it up with out-of-the-ordinary, non-traditional advertising. DIESEL PUMP TOPPERS allow you to build your brand image, convince a trucker to make a purchase, generate a direct response or direct a trucker to another location. You need DIESEL PUMPTOPPERS to catch the eye of the trucker as he is refueling his vehicle as well as when he’s walking to/from the cashier to pay his bill.

Learn more about Newport Media’s Diesel Pump Toppers >>

Outcast is a leading digital media company reaching on-the-go consumers while they fuel their vehicles. High definition LCD screens and rich sound entertain captive consumers creating a 1:1 communication platform for advertisers without ad skipping or channel surfing. The Outcast Network reaches more than 20 Million active consumers each month when they are active, off the couch and in a purchsing frame frame of mind. Advertisers that have used the Outcast network include McDonald’s, MasterCard and Honda and many more. The company is privately held and is headquartered in Santa Monica, Calif. with offices in New York City.

Learn more about Outcast Media’s PumpTop TV >>

With over 10 years of experience executing non-traditional creative ideas from companies and their agencies Pacific Media has formed long lasting relationships with thousands of different types of sponsor locations all over the country. Our wide range of opportunities allows your company to expand traditional marketing ideas into endless possibilities. With over 12 years of experience in Gas Pump and non-traditional out-of- home advertising,Pacific Media combines national presence with local representation on all non-traditional campaigns.

Learn more about Pacific Media’s Gas Station Advertising >>

petroTV taps into a captive audience by utilizing high-definition LCD screens strategically placed at gas pumps.

Learn more about petroTV’s Gas Pump Digital Screens

All images and logos used are from the DOmedia Marketplace and are self represented by the user.