Celebrate ‘Go for a Ride Day’ the OOH Way!

November 22 is national Go For a Ride Day. This unique holiday encourages everyone to go on an adventure to anywhere using any transportation their heart desires. November 22nd has seen its fair share of transportation developments throughout history (such as the patenting of the snowmobile), so this day was developed to help people get on the go.

DOmedia has a special tool for advertisers looking to “go for a ride.” Many of our agency partners use DOmedia’s advanced mapping pegmantechnologies to take “virtual market rides.” The technology leverages the Google Street View features you know and love. Drag and drop the little “street view person”  onto your campaign map and “drive” yourself around any metro area to visualize a campaign you’re planning through DOmedia.

Of course, we still recommend going for a nice relaxing ride after work. But, this is a nice way to get a head start on Go For A Ride Day, without stepping out into the cold.

As consumers spend more time on the go, out-of-home media is becoming an increasingly necessary method to reach them. Rather than being a distraction, we like to see the media becoming part of the community surrounding it. Contextualization allows advertisers to reach consumers with the right message at the right moment, and DOmedia’s advanced OOH technology is making it possible.

Tips for Marketing to Military Personnel

Our country celebrated Veteran’s Day last Friday, and came together to thank former and active military members for their service. The DOmedia team olds the military and their families in the highest regard, and we also think they are a particularly interesting audience for advertisers. Many brands want to reach military households, but marketing to them presents some challenges. Here are some tips for “military marketing”:

1- Know Your Audience

The military community is comprised of active duty members, veterans, retirees, and military families. Most active duty service members are young, married men. So familial relationships are highly valued. These families tend to relocate fairly often. Their mobility presents challenges, and local businesses need to be particularly aware that their audience may be constantly in flux.

2- Know Where to Advertise

Military members and their families spend most of their time on or around the base where they’re stationed. DOmedia can be used to find inventory on or near military bases across the country to help target this audience.

3-  Be Short, Sweet, and to the Point

The word “military” often brings images of uniformity and effectiveness, and to some extent military members reflect these attributes. Fluff posts and artsy statements will most likely prove inefficient to a target audience of straightforward military personnel. Make the creative clear and concise.

4- Consider Military Loyalty Programs

Like any other consumer, military members and their families appreciate discounts and rewards programs. Military discounts are extremely popular across several industries. They draw in customers like any other discount, but they also convey a message of thanks to those who serve our country.

Company Highlight: Military Marketing LLC

Military Marketing is a vendor on the DOmedia platform which specializes in reaching service members and their families. Their in-depth knowledge of military advertising and number of display locations makes them an excellent resource for marketing to military members across the country. We asked Military Marketing to share some of their expertise with our readers. Here is a bit of what they had to say:

“In so many ways, active duty personnel represent the crème de la crème of America. Think about this: to gain entry to a branch of service, new recruits must pass a physical fitness test, score high enough on their IQ test, come up clean on a criminal background check and survive the mental and physical rigors of boot camp. It doesn’t occur to most people that everyone who enters the military could probably get into college, but not everyone who goes to college could gain entry into our military.”

To read more from Military Marketing, check out this guest post.

Up Your Corporate Patriotism Score

Guest Post By ROSEMARY O’BRIEN of Military Marketing, LLC on Veteran’s Day 2016

Every company in America takes pride in demonstrating the respect it holds for US military personnel and all they do to protect our freedom and keep us safe.   Corporate appreciation and pride has never been more appropriate.  In so many ways, active duty personnel represent the crème de la crème of America.

Think about this: to gain entry to a branch of service, new recruits must pass a physical fitness test, score high enough on their IQ test, come up clean on a criminal background check and survive the mental and physical  rigors of boot camp.  It doesn’t occur to most people that everyone who enters the military could probably get into college, but not everyone who goes to college could gain entry into our military.

Corporate patriotic support typically begins with choosing events for the holiday calendar. It extends to favorable HR policies toward Guardsmen and Reservists, and may also include vet-favorable hiring practices. Service members can represents a reliable source of new employees possessing the proper training, experience and/or security clearances a company needs.  Not to mention excellent health, team spirit, and a great work ethic.  Sometimes Marketing Depts. join the movement offering military-only incentives—discounts on new cars, vacations, hotel stays, casual-dining— especially when they help achieve corporate sales goals.   

Here’s another thing that companies can do for military personnel and their families that’s also really good for business—Place OOH Advertising on Military Installations.

Marketing dollars spent on OOH advertising delivers free cash to bases that enables their support of Quality of Life programs for military personnel and their families….helpful and recreational activities that the Dept of Defense cannot possibly afford to fund.  These include things like youth and recreation centers where one can bowl, hang with friends, play pool, watch a movie or play games online, or take a weekend bus trip to a special place or event. Morale-boosting activities that civilians take for granted.

Military bases can range from small outposts to small cities containing more than 100,000 people—active, guard, reserve, government employees and contractors, family members and retirees visiting “their” base for low cost, tax-free shopping. Bases are usually the driving economic engine in the communities where they are located; so it makes sense to place OOH ads there…it’s the heart of the local economy, and it’s where people with spending money reside.   

Regardless of the population count, I like to think of bases as being like “towns” with places for work and play, and the other activities of daily life. Each has a command center for essential military purposes where senior management focuses on carrying out its specific, military mission, e.g., air superiority, ground combat excellence, intelligence, warfare and weapons training, etc.  There is also the support tier for basic needs–on-base housing, dining facilities, fast food courts, gas stations, religious chapels, snack bars, convenience stores, supermarkets, hair salons, schools, dental and health clinics, etc. People don’t really need to leave base very often. So it makes sense for the local economy to go to them.

In addition, there are a wide range of  facilities approved for OOH advertising placements— fitness centers, pools, libraries, child development centers, youth centers, golf courses (more than 75 of them with at least 18-holes), auto skills/hobby centers, outdoor recreational centers (e.g., athletic fields, campgrounds, RV parks, etc.), arts and crafts centers, bowling centers, full service travel agencies, shooting ranges, stables, marinas, on-base lodging, and even automotive vehicle resale lots. Posters, banners, digital screens and website ads can build brands, drive revenues, increase foot-traffic, and generate leads for advertisers who wish to tap into this community with $200 Billion in discretionary spending power, as well as $1B in educational G.I. benefits, etc.

There are 150 bases that house about 90% of all domestic population. A little focus will greatly reduce where an advertiser might need or want to go.  On-base venues vary by geography and climate. Don’t expect a marina at Altus AFB in Oklahoma, or an outdoor pool at JB Richardson-Elmendorf in Alaska. On-base population varies by count and type, too. Looking for military “civilians?”  Our government often places some of its other agencies on military installations because they are more secure, hence FBI at Quantico, CIA at Langley, NSA and Library of Congress at Fort Meade.

Just 5 boot camps are a great opportunity for cell service companies.  They are filled with inductees looking forward to earning cell phone privileges on Graduation Days, which happen weekly.  Some bases specialize in deployment, very good for storage companies, truck rentals, and real estate agencies.  Certain bases are home to many military families with kids…ideal for health care providers, pediatric dentists, theme parks, and family brands from General Mills to Purina.  Cars, trucks, ATVs, and motorcycles marketers will want bases housing mostly single service members. Base mission drives the type of service members one finds on a base…“white collar desk jockeys” or “troops who prefer to work with their hands.” Do-It-Yourself brands take note.

While it might sound complicated and full of red tape, it is actually simple when you work with a media provider that truly knows the market. They’ll have a granular understanding of each base and its troops. They will freely offer guidance and data, to support decision-making. And they’ll make purchasing a turnkey process.

Finally, because a) it sounds daunting to marketers and b) military command controls the quantity of advertising placed on base, OOH placements display in uncluttered environments often free of competition. If that’s not enough, advertisers can tout the important contribution to military quality of life resident in their on-base OOH advertising programs.

Military On-base advertising….it’s so smart for business.

The Legal Side of OOH

The legal aspects of business can make out-of-home tricky, as legislation and regulations limit what advertisers can do. Additionally, companies have to worry about copyright and creative licensing laws when it comes to the creation, publication, and distribution of their content. Unless you’re an expert in advertising law, it can be challenging to keep track of of all of the restrictions and legalities that come with advertising. That’s why the Out-of-Home Advertising Association of America (OAAA) and the Association of National Advertisers (ANA) host events focused on keeping advertising companies aware of the basics, and connecting them with experts in the legal field.

OAAA hosted their annual Legal Seminar on November 2nd and 3rd, with practitioners and advertising companies meeting in fabulous Las Vegas to discuss recent developments in advertising law, tactics in advertising litigation, and ways to ensure that companies are meeting legal expectations. Practitioners decoded the legal terminology of two recent cases, Scenic America v. Foxx and Reed v. Town of Gilbert, and explained their effects on the OOH industry.

ANA will be hosting their annual Marketing Law Conference from November 9-11, discussing all aspects of marketing and advertising law. Ranging from topics such as sweepstakes and contests to privacy laws and security issues, the conference addresses virtually every legal concern within the OOH industry. Legal practitioners will discuss how to handle lawsuits from both the defending and prosecuting standpoints, and the common legal mistakes advertisers make that cause repercussions.

As OOH media continues to change and adapt, legislation and laws surrounding the industry will as well, and it is critical that companies remain aware of their rights and limitations. Associations like OAAA and ANA are vital in keeping advertising companies up-to-date on legal issues.

Campaigns Vote “YES” on OOH in 2016

2016 has been one of the strangest election seasons to date, including the way candidates have gone about campaigning. As voters are spending more time on the go and less time watching television ads, campaign managers have had to find new to reach voters and hold their attention. OOH has become one of the primary ways to do so.

Campaign advertising has moved far beyond the TV screen, and their various forms can allow for specific targeting and reach, important elements when trying to sway voters. A pro-Trump PAC posted billboards in Lancaster, Pennsylvania that specifically targeted Amish voters — a particularly difficult group to reach. Candidates and their campaigns spend millions on advertising in election seasons. Interestingly enough, however, the Trump campaign didn’t spend a single dollar on television ads until late-August. Any commercials encouraging people to vote in favor of Trump were put together and funded by outside support groups. However Trump’s campaign did invest in other forms of advertising, possibly recognizing the increasing trend of voters not being reached by television.

Even third party candidates have jumped aboard the out-of-home train. Gary Johnson’s supporters spent more than 20% of their July earnings on advertisements, with a significant amount of that being spent on signage alone. OOH can be even more essential to third-party candidates, assisting them with getting their names into the conversation and faces into the general public. Third-party candidates also find OOH media favorable because its CPM, is considerably lower than that of television advertising.

Yahoo Finance’s Jared Blikre interviewed our own Ken Sahlin about out-of-home media and it’s effects on the 2016 election season.