April Showers Bring May Features – Release notes: 5/4/2016

Raccoon-Steals-Cat-FoodDOmedia’s industry-leading software has always been key to media professionals looking to work faster and smarter. Today, we are announcing a new set of enhancements that will let you work quicker than ever!

Advertisers make thousands of searches through our database of media assets. Often times, they are unfamiliar with the market in which they are searching. It is well known that nobody has more locations than DOmedia, but that can pose a challenge in big markets. It is difficult to through over 1,500 locations efficiently. Or rather it was difficult. 

How have we made it easier? Check out this adorable metaphor to find out:

Imagine yourself as a raccoon (yes, a raccoon) racing to steal food from a group of cats.  You could get there the old fashioned way (metaphorically by browsing through way too hundreds of map markers). Or, you could run on your back legs and use your dexterous little raccoon hands to snatch cat food from the competition (taking metaphorical advantage of new clustering features on our map).  Clustering simplifies the way those locations display by dividing them into easily-navigated groups.  Check out the pic below to see for yourself.  I bet you have never wanted to be a raccoon more than you do right now!

Many more helpful enhancements were implemented recently as well, so scroll down past the clustering pic to keep living your raccoon fantasy!


Other Improvements for All Users:

  • The number of messages and unread messages relating to RFPs can now be easily tracked.

Other Improvements for Buyers:

  • When buyers issue a contract, they have the ability to send an additional message to the desired users they select as recipients.
  • When a RFP is created, the name of the template selected on the project brief is still not recorded.
    ~ April Fool’s!  The template name is now duly noted. ~
  • Buyers wanting to create maps of vendor locations can do so without having first created a RFP.

Other Improvements for Sellers:

  • Sellers can now upload multiple files at one time.
  • In honor of World Health Month, sellers are now able to upload supplemental files as large as 100MB, because we know the stress caused by seeing ‘File exceeds size limit’ is real!


In case you missed it, we recently launched a massive new set of tools for media sellers:

Click here to learn more about the DOmedia Supply-Side Platform (SSP), our new suite of Software that Sells


MediaPost: DOmedia Launches Supply-Side Platform For Out-Of-Home Advertising

MediaPost recently covered the launch of our supply-side platform (SSP). It’s a suite of software that keeps media sales teams selling media instead of dealing with spreadsheets. And, by integrating with the DOmedia demand-side platform, it puts your team just a few clicks away from the leading platform for planning and buying media. Here’s a bit of what MediaPost wrote:

DOmedia, a technology provider for planning and buying out-of-home (OOH) advertising, on Monday said that it launched a supply-side platform (SSP). The new cloud-based platform will bring buyers and OOH media companies together on the same platform to enable them to create interactive media maps, generate proposals and improve communication.

DOmedia handles all the major OOH formats: billboards; transit media (bus, subway); street furniture and mall media; alternative media (street teams, event marketing, sampling, mobile billboards); and digital out-of-home.

Interested in our suite of Software that Sells?

Schedule a Demo or Read More


MediaPost is one of the most esteemed publications in the advertising industry, and we were extremely gratified that they chose to cover the launch of our newest suite of tools for media sellers. Our supply-side platform represents a step forward in the industry and furthers our mission to change the way media is bought and sold by bringing media buyers and sellers closer together. If you are interested in reading the rest of the story, you can find it here. 


Around OOH Digest: Future Edition

Don't fight the future!

At DOmedia, out-of-home media excites us. We love all the ways it’s being used, the trends, and the ways it’s changing. That’s why we’re always staying up to date on the latest and greatest. To share the OOH love, we like to round up our favorite news, trends, insights and general fun around the OOH world.

This month, we’ve got a special treat for you: we’ll be focusing on the future of OOH, and what this month has shown us about where it’s headed. Let’s face it, too many people think that out-of-home = billboards = old and boring. But take a closer look, and that couldn’t be further from the truth. Bring on the future, because it looks pretty bright to us.

Continue reading →

Feeling the Real Impact of the “Feel the Real” Campaign

Real cookies!Recently, we talked about the OAAA’s “Feel the Real” campaign. If you’re not familiar with the campaign, I suggest you read up here. Our topic of discussion was generally how cool the campaign was (conclusion: it was really cool.)

Now, we’re back to talk about what the campaign actually did. Yes, the “Feel the Real” campaign had real success and real results.

Targeted Launch

The campaign was launched initially in NYC for New York Advertising Week, and then launched in 19 other major markets for advertising. It was impossible not to notice, and consequently, earned itself a lot of attention. People, including influencers to the target audience, were Tweeting up a storm. The press caught on, with outlets like the Wall Street Journal, Creativity, PSFK, and AdAge covering the campaign. All said and done, the OOH ads generated $2.2 million in earned media.

Driving Real Digital Engagement

That’s all fine and good, how did people react? Every ad has a goal, and with no branding and only one call to action, we need to be sure people actually connected with the ads.

To be sure, the OAAA released a report of all the effects, including more than 27,000 unique visitors to the website, feelthereal.org. The audience came 73% from mobile, and 85% said they had seen an OOH ad in the real world. Knowing that OOH is nearly 3X more efficient at driving online activity than TV, radio and print, this makes sense. Traffic was significantly higher in the 20 markets where the ads appeared, and 40% of visitors were media, marketing, and advertising professionals.

Was it Real?

But was this all real? How can we trust digital information, isn’t digital bot-ridden?

Traffic from digital advertising is bot-ridden. The difference is that this traffic was driven by real ads in the real world. Let’s take a look at our first audience: real people. According to the OAAA’s analytics, there are clear patterns of traffic spikes along the morning commute, lunch, and evening commute. In fact, clear and sunny days resulted in more people engaging with the ads. Average time on the site was 2:09.

Real Traffic

Each day has a spike of traffic around the commutes and lunchtime.

Let’s compare that to an unexpected audience: Reddit users. There’s no denying that the campaign was cool, and a testament to that is the days after the campaign period had ended when it went viral on Reddit. Of these users, only 9.8% self-identified as media, marketing, or advertising professionals. This indicates both that people answered honestly about themselves, and that the OOH really did target the correct audience.

Now, let’s take a look at a third audience: bots. Yes, the OAAA invited bots via three traffic brokers to three alternate sites, FeelTheUnreal.org, FeelTheFake.org, and FeelTheBots.org. The results were notably un-human. For one broker, “visitors” answered the question “what drove you to this site” evenly, with a third saying OOH, a third saying digital, and a third saying WOM. There weren’t even any OOH units being displayed.

They didn’t answer the second question; for one broker, time on the site was 18 seconds. That’s not an average, every single “visitor” spent exactly 18 seconds. There were no spikes during the day, traffic was even across the board. The most expensive broker actually emulated human users, by using human users. It redirected users from expired gaming, dating, and porn sites.

Bot Traffic

Utterly unreal

The comparison makes it overwhelmingly clear that the audience that the real OOH delivered was decidedly… well, real.


So it was real and garnered traffic. But it did cost money, was it cost efficient? We won’t get into all the numbers here (you can find all of the calculations in detail in the OAAA’s report.) CPM came out to $14.06. Compare that to $24.60 for digital video, $3 for mobile, $1.90 for display, and $10.40 for premium display. The campaign’s CPM was significantly higher than some digital methods, but here’s the kicker: no bots. Accounting for bots, both AdWeek and MediaPost calculate a true CPM for digital display ads of $100.

Compare to that the $14.06 CPM for a campaign that delivered 237 million impressions and 27,061 unique visitors. Significantly more important is the audience, according to the OAAA: “40% of that traffic was highly qualified – media, advertising and marketing professionals in the prime of their careers in prime markets and top agencies with the most media buying power.”

So the “Feel the Real” campaign was cost-efficient. But that leads to the next question: was it effective?


Short answer: yes. Take a look at this chart of sales growth across the OOH industry:

OOH Real Growth

Remember that this is for a $7 billion industry. Moving a needle that large takes some power. That means an ROI of $23.3 million, or 7X the investment.

Feeling the Real

So the campaign worked. What comes next? An application of what this campaign taught us. The OAAA notes, “if OOH can do that TO media planners, imaging what it can do FOR media planners and their clients.” If this campaign has taught media planners anything, it should be that OOH drives real digital engagement. The next step is a new wave of media planners utilizing the full power of OOH to support and drive engagement as a part of a powerful, integrated plan

5 Moments You Had to See at TAB / OAAA 2016

It’s no secret… We LOVE Out-Of-Home. And we’re happy to be with others who love OOH just as much as we do! Check out what’s happening at the OAAA #BigPic16 Conference:

Helloooooo GeoPath!

Starting September 19, TAB will be no more. The Traffic Audit Bureau announced their re-branding as GeoPath.  We’re sad to see TAB leave, but applaud this new step. GeoPath reflects the change in the OOH industry and the overall changes in audience measurement.


To Be or Not To Be?

Mike Walsh, Futurist and CEO of Tomorrow, spoke about insights on audience behavior, digital technology, and marketing. He challenged us to embrace the accelerating pace of change and ask “what can media be?” Or, more importantly, what can it not be?


The Best of the Best

We’re sure that all OOH Industry members can agree that OOH is the best. According to Gerry Graf, Founder and COO of Barton F. Graf, there is no other advertising medium that can do what OOH can do. We’re right there with ya Gerry.

Take 5

Nancy Fletcher, OAAA President and CEO, revealed five future steps the OOH industry needs to take:

  • Closely Connect OOH & Digital
  • Make OOH Easy to Plan
  • Buy & Measure
  • Make the Most of Data
  • Tell the OOH Story
  • Serve the Public Good


After hitting a new revenue peak of $7.3 billion, we are excited to see how the OOH industry can collectively grow in upcoming years.

 We keep growing and growing and growing…

OOH is the only traditional advertising medium that is showing consistent growth. OOH has experienced 23 executive quarters of growth. And it’s not going to stop there. With a bright future (literally) for digital and increasing programmatic buying, OOH is more exciting than ever before. “OOH is the only traditional ad medium exhibiting consistent growth”