Archive for September, 2011

indoorDIRECT’s “theBITE” Emerging as Music Video Platform

by DOmedia on September 22, 2011 in DOOH with No comments

indoorDIRECT’s ‘€œtheBITE’€ Emerging as Music Video Platform

September 21, 2011 – Dallas. indoorDIRECT has recently entered into agreements with several record labels and artists to air their music videos on indoorDIRECT’s in-store television show ‘€œtheBITE’€. The music industry is in the midst of change as traditional music mediums are reducing the number of hours dedicated to programing music videos and focusing more heavily on ‘€œunscripted’€ or ‘€œreality’€ programing. indoorDIRECT’s ‘€œtheBITE’€ is emerging as a viable option for many artists and music marketing companies to reach the mass audience needed for optimum sales and in a medium viewers are used to watching videos on, television.

‘€œtheBITE’€ is viewed by 13 million viewers each month and aired in over 1,000 quick-service restaurants nationwide and music has always been a key segment within the programming strategy. In the most recent Nielsen viewership study more than half of the survey participants stated that they like music videos on ‘€œtheBITE’€ the most.

‘€œThe desire of consumers to consume media when they want it and where they want it and the music industry’s desire to syndicate their artists’ music and videos across multiple platforms has made ‘€œtheBITE’€ the hottest and fastest growing music platform in the nation’€ says Jonna Birgans, Vice President of Strategic Alliances at indoorDIRECT. ‘€œWith over 1,000 locations today, and plans for 700 additional locations by the end of the year, we are just getting started and are in the process of developing a website for our viewers thatwill provide additional exposure for the music videos and other content seen on our show.’€

In addition to providing exposure for artists to millions of music lovers each week, indoorDIRECT is contributing directly to the sale of electronic downloads for these featured artists. Viewers of ‘€œtheBITE’€ are encouraged to download the tracks to the videos they see on ‘€œtheBITE’€ by incorporating a keyword and short code that viewers can send text messages to in an adjacent companion banner that airs simultaneously while the video is playing.

Currently indoorDIRECT is using both Amazon and iTunes for downloads but is looking to work with a single partner going forward that will receive brand recognition each time the call to action to download a song or album is shownon ‘€œtheBITE’€ in addition to a revenue share from the transaction.

‘€œGaining exposure for the artists that we work with is paramount to not just our success but the artists that we work with’€ says Lisa Frank, President of Marketing at Bedford Music Marketing. ‘€œindoorDIRECT’s ‘€œtheBITE’€ provides us with a reasonably priced way to reach millions of music lovers in the key 18 ‘€“ 49 demographic that frequent quick-service restaurants and that otherwise might have never seen or heard of the artists that we represent.’€

For a list of locations to watch ‘€œtheBITE’€ you can visit http://indoordirect.com/find-a-restaurant/ or view online at http://indoordirect.com/watch.

About indoorDIRECT:
Indoor Direct, Inc. (‘€œindoorDIRECT’€) produces ‘€œtheBITE’€, a national in-store television show that delivers short clips of sports, music, entertainment, and lifestyle content to over 150 million consumers annually. ‘€œtheBITE’€ is currently distributed in the nation’s top 20 DMAs to more than one thousand major quick-service restaurants nationwide including; Taco Bell, Wendy’s, Denny’s, Carl’s Jr., Hardee’s, McDonald’s, KFC and Arby’s. Free Wi-Fi is currently being provided to customers in select locations and plans are underway to expand free Wi-Fi access nationwide.
www.indoordirect.com

About Bedford Music Marketing:

BedfordMusic Marketing (BMM) works closely with the following national media outlets: indoorDIRECT, MTV, MTV2, MTV Jams, MTV Hits, mtvU, MTV Tr3s, Vh1, FUSE, LOGO, Music Choice, Teen Nick, and Mun2. We work with all video pools that program in-store reels such as Nordstroms, Macy’s, Journeys, Harley Davidson, Steve Madden, etc. in non music retail outlets as well as all genres of regional cable and online video shows. BMM also works closely with HD Net, the Sundance channel, IFC, Cinemax, and Music Choice. www.bedfordmusicmarketing.com
Media Contacts

indoorDIRECT
Brian Hasenbauer
214 580 4920
bhasenbauer@indoordirect.com

Bedford Music Marketing
Michelle Welch
917 539 5541

Implementing Interactive Technology in Your OOH Ad Campaign

by DOmedia on September 13, 2011 in Technology with No comments

Understand How QR Codes, Near-Field and Crowdsourcing Technology Work With Outdoor Advertising

Outdoor advertising has always benefitted from the development of new technologies. Just when you think it has advanced as far as possible, something new is just around the corner! With the invention of the smart phone, outdoor now has the ability to become more interactive, social and viral.

Some of the new technologies available to incorporate into outdoor advertising campaigns are Quick Response (QR) codes, Near Field Communication (NFC) and Wisdom of the Crowd technologies. These campaigns can be effective if used correctly.

Some important things to keep in mind: Remember that the percentage of adults in the US who actually have smart phones is still rather small. The number of people who have a QR Code app downloaded is even smaller. Also note that owners of NFC-enabled phones are a small population in the US as well.

Quick Response (QR) Codes

In June 2011, 14 million Americans, or 6.2% of all mobile users, scanned a QR Code with their devices. Those who scanned QR codes were more likely to be male (60.5%), between ages 18-34 (53.4%), and have a household income of $100k or higher (36.1%), according to comScore.

The best uses for QR Codes are for calls-to-action and coupon or offer downloading. QR Codes are a great way to help build your email list if you provide email opt-ins on the landing pages. One key point is to make sure that the QR Code isn’t directing the consumer to the company’s main homepage. The landing page should be something that will excite prospects and not bore or disappoint them. Think of ways to make the process fun, such as by providing a QR Code scavenger hunt. Give the consumer a reason to come back.

The best places for QR Codes are in high pedestrian areas. For obvious reasons, they should not be placed in billboard creative unless the location happens to be in a parking lot or side of a building. Also keep in mind the height of the ad and the time the consumers need to be able to pull out their smart phones and click the picture. The Outdoor Advertising Association of America (OAAA) has established some guidelines for using QR Codes. For instance a good rule of thumb is that a board shouldn’t be any higher than 20 feet off the ground.

Placement in the ad is also critical. If a bus shelter design has a QR Code in the lower right hand corner, the pedestrian may have to get down on his knees to properly scan the code. Always test your creative when using new technology. Also, take into consideration the environment.

Near-Field Communication (NFC) technology

There has been a lot of information lately about NFC technology. NFC allows for the transfer of data between compatible devices simply by placing them near each other (within four centimeters).

Some of the ways NFC is being used:

Airline ticketing/boarding passes
Sharing files between phones
Using your phone as a credit card
Getting information by touching smart posters
Brand Loyalty cards

Imagine buying products right off of a bus shelter. Many of the same creative guidelines that apply to QR Codes also apply for Smart Posters (NFC-enabled). However, there is a little more flexibility in that the consumer doesn’t have to take the time to snap a picture or find the NFC label in the lens. The consumer just has to be within the 4 centimeters to enable the technology.

Adoption of NFC technology may take a bit longer due to available technology, education and production costs of Smart Posters. QR Codes add virtually no cost to the production budget. But Smart Posters might be a little more prohibitive.

Wisdom of the Crowd Technologies

Does the crowd know best? Sometimes. Retailers have started using digital billboards, shelters and placed-based media to sell popular items, as well as items that aren’t selling. Stores can now communicate items and pricing with the public based on the inventory that is currently selling.

For instance, if a retailer has merchandise that is a ‘€œhot’€ seller, and they run out of stock, they can quickly change the digital creative to another item and price point. Also, if an interesting ‘€œconversation’€ is trending on their Facebook page, they can opt to change their creative to tie into what interests their customers. These campaigns are easy to implement with social media, inventory visibility and the flexibility of Internet technology.

Before initiating any interactive OOH campaign, do your research. There are many studies and associations available for most of these technologies. Not only does OAAA have many Interactive OOH case studies available on their website, but they also just released an Interactive OOH Primer. Contact Monisha Blair at OAAA at 202-833-5566 for more information.

If you have implemented an interactive campaign using these technologies, please send them to us to post on our site. We have over 450 agencies using our site as an information source.