Out of home is not just outdoor advertising anymore. Out of home incorporates the attributes of all the other media’€”radio, television, print and Internet. This advantage makes its positioning and definition constantly in flux. It is a key strategic part of a media campaign, rather than an old fashioned afterthought. Advertisers and brands can integrate their social, mobile and local media strategies to bring improved results, greater economic efficiencies and higher consumer engagement.
It doesn’t matter how long you have been in the industry, it seems that you can never really ‘€œcatch up’€ or anticipate the next trend in out of home. For a ‘€œslow’€ moving industry, we move pretty quickly! New technology, elements and products have taken the medium from location-specific inventory that’s inflexible, and hard to buy and measure, to a medium that’s strategic, social, audience-driven and more accountable. Planning season is getting more difficult with all of the choices.
DOmedia is helping you! We have been actively targeting strategy and creative teams. We have also been increasing our presence among local advertisers and regional agencies.
How do you look more attractive during planning season? What can you do to make your company and products stand out? How do you plan for planning season? Below are some ways to look more attractive to planners and buyers during this crucial time of year.
- Online Tools (both internally and externally)–Is your inventory system or proposal system web-based? Do you use integrated technologies to reduce your manual input time? Do you use external online tools, like DOmedia, to get your company and products in front of more agencies in markets where you don’t have a sales force?
- Tell Your Story’€”Turn your successes into case studies. Speak the language of your audience. Show that OOH delivers audience and value. Its power should be embraced. Brand yourself by appealing to Creatives and Strategists, and becoming the local market expert.
- Grow the Audience’€”Look for untapped markets and industries. Stop relying on the typical top ten categories. Look at B2B and emerging trends that may be specific to your local market. Become a business partner with a company who can enhance your offerings by supplementing your products.
- Understand Your Client’s Consumers’€”Do your research to find out where their customers are going to see your client’s message. Better differentiate and target customers’€”for instance, Hispanic may mean Cuban or Puerto Rican. Unlock Multi-culturalism and other demographic factors to better market to consumers.
- Innovation–Make the creative more relevant by using social media, QR Codes, and projection, interactive kiosks, digital billboards and other technologies. Partner with other companies to create the experience you want the consumer to have.
You can also use DOmedia to your advantage by making sure that you are as visible as possible in the DOmedia search tool. Make sure that your company name, contact information, products, descriptions, images and markets are all up to date. Approved planners and buyers have access to detailed information and you want to make sure you don’t get missed!
The following information is listed in your media and asset detail profiles, so make sure yours are as robust as you can make them’€”don’t leave anything out.
Planning rates
Specific location
Circulation number/Impressions
Creative specifications
Lead time
Images
Coverage maps
Media kits
Multiple venues
Make it a priority this month to make sure that your information is updated with your 2013 rates, allotments, media kits and locations. Include your inventory locations to maximize your visibility. If you would like a refresher demo, please let us know. We can walk you through your product listings and recommend the best way to display your information for maximum exposure.
