Archive for May, 2007

The original “non-traditional”

Goodyear Blimp over Columbus

A few months ago I snapped this pic of the Goodyear blimp from my backyard while playing while playing with Mickey (my dog). The blimp is actually in town quite a bit during the fall for Buckeye football. This shot was from the weekend the blimp was in town for the first round NCAA tourneys. Haven’t really thought about it much but while in LA over the memorial day weekend, I saw so much outdoor advertising and it got me thinking… who was the “originial non-traditional”? Got me thinking… gotta be Goodyear.

So I decided to google the airship and here’s the deal… since 1925 Goodyear has used over 300 airships to get their brand in front of audiences around the world. Superbowls, Olymics, Indianapolis 500, World Series… every single outdoor event (and then some others)… just look in the air and there’s the blimp.

Countless other advertisers have tried to replicate the success of the blimp but it’s still the Goodyear blimp that people young and old point to when it flies over stadiums and major events around the country.

Nice job Goodyear.


Bring Back the Love.

Check out this brilliant video… it’s a parody created by a marketing manager at microsoft (I know… Microsoft!) to help communicate the current state of the relationship between advertisers and consumers.




Click Image to Play Video using the Glance.TV video player

Consumers are in control now and that marketers must now engage consumers on their own terms. Marketers that “get it” will be invited to have meaningful conversations and an ongoing relationship with consumers.

The projects blog is called bringbackthelove.com and I believe was inspired by David Armano’s Business Week article titled It’s The Conversation Economy Stupid.


All about DO…

Welcome to the DOblog… a blog that covers all things DOmedia.

So, what’s DO? Good question. DOmedia is an online marketplace for buyers and sellers of non-traditional media which, (to us) is the innovative use of people, places and things as advertising mediums — our goal is to help companies identify the right media types to reach consumers more effectively.

Here is a good example of non-traditional media:

FedExKinkos | Giant Highlighter

Municipalities, building owners, organizations with fleets of vehicles, you name it… all can be a part of DO.

There are two key areas of DOmedia, DOmarketplace & DOcommunity:

In the DOmedia marketplace, asset owners and media companies can promote and manage their unique media inventories. Agencies and advertisers can connect their creative to assets in the exchange and easily execute and measure the effectiveness of their campaigns.

We also have the DOmedia community, which a place for professionals to discuss ideas and connect them to assets, and is a forum for ideation, collaboration, and discussion of non-traditional media.

Our goal is to create a powerful and efficient online platform for transacting in non-traditional media. The past few months have been an incredible journey for the DOteam and the best part is that it’s just the beginning. We’ll be live in just a few weeks, but in the meantime, feel free to sign up for our private beta, and let us know what we can do to help you have a great experience using DOmedia.