V-Day Cards for Proud Out-of-Home Ad Nerds!

It isn’t always easy to tell someone you care, even on Valentine’s Day. That’s why we decided to whip up some fun OOH-themed valentines just for you! Print them out and give them to the people you care about: co-workers, clients, friends, or maybe even your valentine. After all, nothing says “I love you” quite like OOH. Snap pics with them and tag them with #OOHvalentines.

Want to tell the the world about your love of all thing out-of-home? Get printable versions here.

Click here for high quality printable versions of our valentines.

 

 


Achieving Super Bowl Advertisement Impressions Using OOH

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In addition to being the climax of the NFL football season, the Super Bowl also allows advertisers the annual opportunity to “steal the show” in between the action. Companies directly target its massive viewing audience with attention-grabbing, high-budget commercials. This year the viewing audience for Super Bowl LII topped 103.4 million viewers, and companies spent a total of $419 million in an effort to reach them.

Super Bowl ads are highly coveted because they assure that a brand’s message will reach the masses. As a result, the price of Super Bowl ads has risen pretty consistently over time. This year it was reported that a 30-second ad slot would cost upwards of $5,000,000! These ads are certainly effective, but the price tag can seem outrageous. This post will attempt to estimate how much it would cost to generate the same amount of impressions as a :30 super bowl ad using bulletins, the most common form of OOH. Four markets were examined to do this:

  • Home of the Super Bowl Winning Philadelphia Eagles: Philadelphia, PA
  • Home of the New England Patriots: Foxborough, MA
  • Home of Super Bowl LII: Minneapolis, MN
  • OOH Advertising Mecca: New York City, NY

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What Did We Learn?

The graph above shows our results. Average savings are listed in the column furthest to the right. When looking at these figures it becomes clear that investing in OOH is a more cost-effective way to achieve the same number of impressions as a Super Bowl advertisement. However, high priced Super Bowl ads make impressions instantaneously, while achieving impressions using bulletins can take time. Overall though, if you wish to efficiently achieve 103 M impressions without a big-game budget OOH might be the best option for you.

Wait, Why is Advertising in New England So Expensive?!

This question definitely stands out when examining the data. New England’s savings are nearly half as much as in the other cities listed. There are two main reasons for New England’s comparatively high price tag. New England, especially the Foxborough Area near Gillette Stadium, is particularly lacking in billboard supply. This, when coupled with steady demand drives up prices. Secondly, New England is a more suburban area than the other locations examined, so bulletins there make fewer impressions. This drives up the CPM of the New England location and ultimately raises the price tag for achieving SB level impressions.


Super Bowl LII is over, but DOmedia, the host of the largest database of OOH vendors in the US, is always here looking to help anyone who wants to plan a super effective OOH campaign. So if you want to be an OOH “top dog“, click this link and check it out!


Release Notes – 2/5: Digital Slots and More

Today, we’re proud to announce another round of improvements to our industry-leading software. Take a look at all the cool new enhancements below.

Digital Slots

Before Digital Slots, media sellers had to manually pick which slot they wished to propose and contract. This was time-consuming, and not how sellers think of their boards (ie. 102A2 vs 102A). Sellers want to propose the board number and have the system pick the slot.
With Digital Slots, the seller can propose at the board level. Just type in 102A, and when it comes time to contract and chart, the system will determine which slots will cover the total time frame of the campaign.

Expanded

Table Filtering

We now allow column filtering wherever you see a grid in DOmedia. Whether you’re evaluating vendor proposals or revising contracts, you can now filter your data just like you can in Excel.

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Expand contract grid to full screen

We now allow the inventory information grid on contracts to be expanded to full screen to make creating contracts more manageable.

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2018 Out-of-Home Media Badass Awards

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DOmedia is proud to announce the 2018 Out-of-Home Media Badass Award recipients. This award is presented to firms that have showcased their commitment to raising the bar in out-of-home advertising. They’ve adopted the latest tech. They help agencies develop the coolest campaigns. They make global brands look like out-of-home superstars. These radical media pioneers are pushing the limits of the world’s oldest form of advertising through interactive displays, beautiful immersive experiences and larger-than-life visuals that blur the line between advertising and art. In short, they are all super badass.

Together, this year’s winners sold hundreds of millions of dollars in out-of-home advertising through DOmedia.

The winners are:

  • Adams Fairway

  • Adspace Mall Networks

  • Branded Cities

  • Captivate Network

  • Clear Channel Outdoor

  • Colossal Media Group

  • Health Media Network

  • Intersection Media

  • JCDecaux North America

  • Lamar Advertising

  • National CineMedia

  • New Tradition Media

  • Orange Barrel Media

  • Outcome Health

  • OUTFRONT Media

  • Screenvision

  • Silvercast Media

  • Simon Brand Ventures

  • Vistar Media

  • Westfield Property Management

 


Millennials, Gen-Z, and Experiential Advertising in Schools

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The rise to demographic prominence of millennials and the members of Gen Z has caused a shift in today’s advertising landscape. Advertisers everywhere are looking for new tactics and strategies capable of reaching these seemingly elusive generations. Experiential advertising has seen some success in catching their attention, but to make a more meaningful impact these isolated campaigns need to expand their reach. Experiential campaigns are just beginning to move into schools, but it’s not entirely clear what makes these demonstrations so effective. This post will examine what elements of experiential are so appealing to younger audiences, and how the movement into schools can be navigated efficiently, and responsibly.

Advertising In Schools: What does the current system look like?

Advertising in schools is not a new concept. Advertising is already very prevalent on college campuses, but recently some marketers attentions’ have shifted towards advertising in primary, middle, and high schools instead. With districts nationwide struggling to make up for budget cuts, schools everywhere are turning to the private sector and selling advertising rights in return for additional funding.

Advertisements provide additional ways to support students, they offset tax increases and help to avoid cutting programs,” says Dr. W. David Bowman, of Pennsbury School District.

Advertisements that are currently being placed in schools must follow a relatively strict set of rules. Ads can only be placed in certain areas that are designated by the school, they must contain at least some form of broad educational messaging, and they must never seep into the actual classrooms, as students would have no way to filter out these ads during their mandatory class time. Although advertising in schools is legal, effective, and regulated, many parents still question the ethicality of the practice. So before placing any physical advertisements, it is essential to carefully consider their concerns.

Millennials and Gen Z: Why Do Younger Generations Like Experiential?

Millennials and the members of Gen Z are different. They interact with technology very differentlyDefinitions than the generations that preceded them (Baby Boomers & Gen X), and as a result, their interactions with advertising are very different as well. Members of these generations have been said to be able to interpret and ignore traditional forms of media at speeds 20-50% faster than other generations. So impacting them in a way that is impossible for them to ignore is crucial.

That’s where experiential comes in. It is often suggested that the single most important factor to focus on when creating an advertisement to impress these younger generations is authenticity. They live in a world so dominated by virtual elements, that they crave authentic experience and social connection. In fact, 72% of millennials stated that they would choose an experience over a material item of equal value. Experiential advertising is all about letting users interact directly with a brand by “immersing them in an experience in a fun, memorable way.” This interactivity fulfills these younger generations’ inherent need to have real-life experiences. Additionally, the versatility of experiential allows them to share their experience with their peers over social media, which is a component of the format that they often find very appealing.

Experiential In Schools: What makes educational experiential campaigns successful?

Schools are filled with members of these younger generations who are known to react well to experiential campaigns, which makes them the ideal place to reach this young, captive audience. Using proper strategies and messaging is imperative to avoiding pushback, so here are a few ideas successful campaigns implement when facilitating educational/experiential alliances:

Focus on Positive, Educational Messaging: As stated earlier, delivering an authentic campaign is absolutely pivotal to ensuring success. A truly impactful campaign will avoid messaging that is based simply on selling, as it may come across as being cold or insincere. Instead, it is more effective to focus on spreading an educational message or delivering actual value to students. Students will perceive it as more authentic, and ultimately have a better response to it.

Incorporate Technology & Link Campaign to Social Media: millennials and the members of Gen Z love social media. If an experiential campaign is linked to social media there’s a high probability that these young individuals will be inclined to share their unique experience with the rest of their social network. That will further the overall enjoyability of the campaign, and spread the desired message to a much wider audience.

Give Back to the Users: Giving something directly to students, like a free pack of pencils or branded erasers, furthers the perceived authenticity of a campaign. Students will feel more inclined to support and advocate for a brand if they feel as though the brand is an advocate for them.

Contests and Sweepstakes: Members of these younger generations are used to instant gratification. Making a contest or sweepstakes a component of your experiential campaign will tap into that desire to feel satisfied immediately.

The future of experiential in the education system is promising, yet somewhat uncertain. The audience is there, but it’s possible that ethical limitations could hinder its eventual impact. However, if campaigns are well-designed, and created with students’ best interests in mind, the relationship between education and experiential has the potential to become a powerful player in the present day advertising landscape.


If you’re interested in starting a successful experiential campaign of your own visit DOmedia, host to the largest database of OOH vendors in the US, to learn more!