As the summer months got hotter, so did the newest selling companies at DOmedia! Let’s not forget that back-to-school season is upon us! Seasonal shopping effects every market in the country, so do not miss out on your opportunity to put your brand in front of shoppers as we move from back-to-school season to the winter holiday shopping season! Fill your shopping cart with media from some of the newest sellers DOmedia has to offer!
The OAAA’s ‘Take Another Look’ initiative outlined the need to rethink process and expand technology applications. Many agree the lack of standards is holding the industry back, and both buyers and sellers have said they see the value in a common way of distributing RFPs and collecting proposal information. The industry has spoken, and once again we have listened and acted.
To build upon the release of DOmedia’s new RFP 2.0 features, I would like to share some the most common opportunities we observe in the RFP process:
Opportunities for Sellers to Help Buyers
- Use the Buyer’s Template
Many sellers have a proposal tool, which generates an Excel spreadsheet, or PDF that presents information in the way sellers want to sell. The tricky part is when the buyers send out a template, they are trying to guide the way they want to review your proposal. If sellers submit proposals in their own format, it creates more work for the buyers to convert them into a consistent format they can use. Some buyers don’t mind taking the time to convert your proposal information into their template, but for others it’s a hurdle, which can have a negative result for the seller. The buyers do want to understand what sets you apart so they don’t ignore additional information you provide; they just prefer it in their format.
- Understanding “Unit #” Versus “# of Units”
This is a simple issue to look out for and getting it right lets the buyer know if the seller is paying attention to their request. “Unit #” is the inventory number or panel id, whereas “# of Units” lets the buyer know if the proposal has multiple faces or is part of a package.
- Provide Impression Measures
There are many times when sellers leave impressions blank or put “N/A” in the column. This puts the buyers in a difficult position. We know there is no apples-to-apples comparison of different media formats because each opportunity is unique, but it is important to try to quantify who is being exposed to the ad. Another issue with impressions is when the seller gives with wrong time unit (weekly versus monthly). This affects the buyer’s calculations. Finally, another hiccup that buyers encounter is when the impressions number is not formatted correctly (i.e. 50MM or 000′s) – be sure to pay attention to the format requested by the buyer.
- If You Can’t Offer a Proposal, Be Sure to Decline an RFP Properly
A buyer includes sellers in the RFP that they think can best cover the client’s needs for that campaign. Sometimes an included seller is unable to submit a proposal. The great thing about the DOmedia RFP tool is that both sides can learn over time what is the cause of seller declining. The seller should clearly define why they are unable to submit (i.e., don’t offer that format, no coverage in that area, no more inventory). This allows the buyers to continue to include the right sellers in the future and also provides insight to profile update requirements.
Opportunities for Buyers to Help Sellers
- Use an RFP Template Consistently
The majority of RFPs have a set of “questions” that need to be answered. However, if the buyer is rushed or sending a simple request, they sometimes elect not to include a template, thereby possibly resulting in incomplete information being given to the seller. This may result in additional communication (and time) between the buyer and seller to fully understand the client needs. DOmedia solved this issue by having a standard brief and “set of questions” (RFP template in 2.0) that are always asked for every RFP. This template can be added to by the buyer; thus allowing flexibility for the buyers while giving the sellers a consistent experience.
- Request Rate Card Rates
Capturing rate card pricing seems like a simple thing that is often overlooked. However, when the client wants any kind of reporting on actual vs. rate card costs, it is crucial to have captured this information. It is very time consuming for the seller to backtrack and get rate card pricing after a campaign ended.
- Be Clear in the RFP Brief
We know that buyers do not intentionally withhold information about a potential campaign from vendors. A common issue we have observed is missing information from briefs – often as a result of a hurried process. DOmedia’s Project Brief form helps the buyer think through the campaign information in a structured way. Both sides benefit from always having campaign details listed in the same location.
Using these “tips” along with DOmedia’s RFP 2.0 application allows buyers and sellers to work faster, smarter and better on behalf of advertising clients. Information can be shared more efficiently thereby freeing up time for both the buyers and sellers to focus on more value added and strategic conversations. All of this helps the industry move forward and reach the objectives set with OAAA’s “Take Another Look” initiative.
New Website Design / Wider View
Our primary focus is on the functionality and effectiveness of the DOmedia platform to impact the out-of-home industry. With new functions such as the media data table in the RFP platform, it was time to widen the website and take further steps to improve the user experience on the website – hence the new look on DOmedia!
Along with the wider screen size and the re-designed user interface, we have also made it easier to navigate through our system. New navigation bars and distinct calls-to-action on the pages help guide the users through the DOmedia platform.
Ease of Use
Throughout the website, we have made strides to reduce the amount of time to complete tasks within the system and create an easier way to input data into fields. One example of this is seen with the new auto-complete function built into our drop down items on the website.
Added New Categories for Inventory & Search
Our system now recognizes two new categories, Digital Audio Networks and OOH Media Buying Services, for inventory items (for sellers) and marketplace searches (for buyers). Below are the descriptions of each category.
Digital Audio Networks reach consumers out-of-home in venues such as retail stores and gas stations with high quality, digital broadcasts delivered at or near point-of-purchase.
OOH Media Buying Services can help customers interested in OOH media, but also want some help evaluating the different formats and guiding them through ad creation to execution. These services include media consultants and reps who have experience working with many different media companies to fully implement ad campaigns.
Not sure if you fit into one of those categories? Email our client services team at email@example.com for help!
Enhancements to the Media Data Table
Within the media data table on the RFP proposal, we have upgraded tool to include a number of features to improve the speed and effectiveness of the proposal tool.
You can sort by any column in the media data table to help you organize the data as in proposals. Simply click on the header in the column you would like to sort by and watch the magic happen!
Formatting in the media data table received a number of changes, as well. We have created the date picker within the start and end date columns, added conditional formatting for cells with incorrectly formatted data, and froze the left most columns when you scroll to the right in the media data table. All of these enhancements save you time, and help you generate an appealing proposal for the buyer.
What are your thoughts? Do you have suggestions for improvements?
Functionality and ease-of-use are the points of emphasis at DOmedia. We want to make the media buying and selling process easier for our users. If you have any feedback or suggestions, please email us at firstname.lastname@example.org. We can’t wait to hear from you!
Every time we turn around, it seems there is even more proof that out-of-home works! Let’s face it, we have always known how effective out-of-home is in reaching our customers and driving results. However, we still love to see even more research confirming our belief, and convincing more people.
When Arbitron released its 2013 Out-of-Home Advertising Study, I observed some interesting findings that further establish the idea that OOH gets consumers to take action. This study found that four in ten OOH viewers were encouraged to visit a store or restaurant, or watch a TV show because of an OOH advertisement.
Remember the days when getting a high-end brand to try outdoor advertising was next to impossible? Today, looking at the out-of-home brands, that is certainly not the case. According to this study, the OOH media audience is more likely to live in homes with higher incomes.
Billboards still take first place in the most viewed OOH media type (Approx. 2/3 of travelers have seen a billboard in the last 30 days), however, 54% of US adults have spent time walking in a town, city or downtown area in the past month. These adults have probably seen many other types of out-of-home media—including interactive displays. Even more amazing was the average time spent walking—3 hours and 52 minutes per week.
Below are some more remarkable statistics from the study:
Adults were motivated to…
- visit a store advertised–39%
- visit a restaurant advertised—40%
- view directional ads—40%
- immediately visit a business—26%
- shop a sale in-store that week—29%
- shop a sale online that week—28%
- use a mobile device—12%
- recommend a product—24%
The findings from this study confirmed that OOH media prompts viewers to make purchase decisions when in crucial decision-making mode. It also validates that OOH engagement and viewership is high. Out-of-home media increases revenue, consumption, buzz, awareness and action.
DOmedia is also sharing some enlightening information with the sellers each month. We have released our DOanalytics reports to our sellers so they can evaluate their listings and profiles. Keep an eye out for your seller analytics report to be emailed to your inbox from our client services team.
Arbitron Study Methodology: Arbitron and Edison Research completed 912 surveys with U.S. residents aged 18 or older to investigate Americans’ travel habits and their relationship to out-of-home media. The research was conducted in January and February 2013 through telephone interviews using random digit dialing (RDD) landline and cell phone sampling. The survey was offered in both English and Spanish language. Data were weighted to national 18+ population figures.
References: 2013 Arbitron Out-of-Home Advertising Study. To see a copy of this study, contact Diane Williams, Sr Media Research Analyst email@example.com, or visit the Arbitron website.
The weather is warming up, school is out and summer vacations are right around the corner! Millions of Americans will be out and about in and traveling around the country including: New York City, Los Angeles, Chicago and Miami. Don’t miss out on putting your brand in front of the millions who will be working out, walking the halls of America’s malls, having a bite to eat at their favorite restaurants, or grabbing a cold one with good friends. DOmedia’s hot new media sellers will put your brand at the forefront of the summer lifestyle, allowing you to advertise in prime summer locations. From the streets of the Big Apple to health centers, to malls and restaurants, we have it all. Check out our newest sellers who arrived just in time to suit your summer advertising needs! Continue reading →