Archive for June, 2018

OOH Ads for the Fourth

by DOmedia on June 27, 2018 in Out-of-home advertising with Comments Off on OOH Ads for the Fourth

July4th

This year, on the 4th of July, Americans nationwide will come together to celebrate the 242nd anniversary of our country’s independence. After a day filled with pool parties, backyard barbecues, and a particularly popular hot dog eating contest, the night sky is sure to be lit up with a host of fantastic firework displays. The 4th of July is more than just a celebration of independence day though, it is also an excellent OOH opportunity. This post will look at 4 awesome Independence Day displays that effectively appeal to the patriot in all of us.

This poster-sized advertisement does an excellent job of showcasing America’s signature stars and stripes (x3). Although posters are smaller than standard bulletins it is clear to see that they are no less effective. The imaging stands out and remains clear when viewed at a distance, the text is concise and readable, and the design utilizes contrast to maximize its impact. This star-spangled ad might be considered to be small by some, but the messaging it delivers is still undoubtedly memorable.

Lady Liberty proudly dons a pair of Koss’ “liberating” wireless headphones in this entertaining out-of-home advertisement. This particular ad communicates its message using a minimal amount of words and a heavy reliance on imaging. The result is an eye-catching ad that is sure to attract attention. There is no doubt that this board will do an excellent job of appealing to consumers as Independence Day draws near.

This board only furthers M&M’s already recognizable brand. It features M&M’s two most popular spokescandies, Red and Yellow, and communicates a clear call to action to viewers. Additionally, this particular board utilizes all three primary colors. These colors naturally attract attention and can even promote better readability. Although this ad was placed in Ireland, the American branding remains prominent and still effectively capitalizes on one of America’s most beloved holidays.

This ad, placed by the OAAA, is especially patriotic. The message conveyed is concise, recognizable, and meaningful to many. This design’s lack of branding makes this display feel very honest. No one is selling anything, and no brands are promoting their image. This bulletin delivers an authentically American message and nothing else. This board is simple and incredibly impactful as it attests to the versatility of OOH.

If you’re getting excited for Independence Day go check out DOmedia, host of the largest database of OOH vendors in the US, and start planning a powerful outdoor ad campaign today!


Release Notes – 6/20: New RFP Cost Field Changes

by DOmedia on June 20, 2018 in Out-of-home advertising with Comments Off on Release Notes – 6/20: New RFP Cost Field Changes

New Columns

Today, we’re proud to announce enhancements to our cost fields for media buyers and sellers. We have added two new columns to the compile grid. Both of these are optional and auto-calculated based on other fields.

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Net Campaign Media Cost: This takes the Net Media Cost/Cycle column and multiplies it by the # of Cycles column. If the net media cost/cycle = $100 and the # of cycles = 2, then the Total Media Cost column would = $200.

Budget Impact: This is used if you are doing markups for your clients in the RFP. It is the all-in price. It is the total of Net Campaign Cost Including TSF + Agency Fee.

Renamed Columns

We also relabeled three columns for increased clarity.

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Net Campaign Cost Including TSF: This used to be called Inventory Total. This column is a total of Net Campaign Media Cost + TSF + Installation Cost + Production Cost.

# of Copy Changes Included At No Cost After Initial Install: This used to be called # of Copy Changes Included.

Fee For Each Additional Copy Change: This used to be called Net Install Copy Change Fee.


Out-of-Home Ads for Dads

by DOmedia on June 13, 2018 in Out-of-home advertising with Comments Off on Out-of-Home Ads for Dads

AdsForDads

This year, Americans are expected to spend around $18 billion on gifts to give dad on his big day. Father’s Day is an awesome opportunity to utilize OOH and inform buyers about the gifts that Dad really wants. This post will highlight some OOH ads, and do so with a certain amount of dad-ittude!

For Thirsty Dads…

We realize that placing this great billboard at the top of our father-friendly list of ads sets the bar for the rest very high. After seeing this ad, we really do hope the others won’t pALE in comparison. Not only does this particular ad offer something of true value to its viewers, it also utilizes Carlsberg’s signature branding to help communicate an already impactful message. With this ad gaining such great exposure, it should come as no surprise when Carlsberg wants to order another round.

For Fishin’ Dads…

This particular bulletin caught our attention hook, line, and sinker. Its minimalistic design will reel in viewers, and its prominent logo placement is sure to help build brand awareness. Adding additional design elements to a conventional board, such as a horde of fish-hungry cats, is a great way to hook an audience and amplify the impact of an already memorable OOH advertisement. Any dad lucky enough to see a board this cool on Father’s Day really should consider it quite the catch!

For Sporty Dads…

Right off the bat, it’s easy to see that the Kansas City Royals hit it out of the park with this truly striking billboard design. This creative artwork is a home run. It delivers a concise message, easily attracts attention, and throws viewers a slight curveball by utilizing its vinyl canvas in such an unconventional and exciting way. This ode to America’s pastime will be well within most dad’s ballparks and is a perfect example to showcase when discussing the versatility of OOH.

For Handyman Dads…

This billboard hits the nail right on the head. It does an excellent job demonstrating just how valuable of a tool that OOH can be. The messaging is both concise and memorable. The logo extends beyond traditional billboard borders and enhances memorability, and the massive add-on throws a real wrench into convention and effectively utilizes every inch of room that the space provides. Billboards help build strong brand awareness among consumers, and this particular board will sure to appeal to any dad lucky enough to see it.

Father’s Day is truly an exciting OOH opportunity. Head on over to DOmedia, host of the largest database of OOH vendors in the US, and start planning an outdoor campaign to capitalize on it today!


OOH in Film: Pretending to See the Future

by DOmedia on June 6, 2018 in Out-of-home advertising with Comments Off on OOH in Film: Pretending to See the Future

It wasn’t a surprise that the out-of-home industry embraced the success of “Three Billboards Outside Ebbing, Missouri.” A film in which both title and plot featured our most iconic format was winning awards and becoming a household name. The popularity of the film begs another question: was this the first time OOH played a huge part in a film’s plot? In this video essay, we take a look at some examples of OOH in film and determine how Hollywood’s favorite medium tends to use our favorite medium.

 


Retail Ads in the Age of Amazon

by DOmedia on June 6, 2018 in Out-of-home advertising with Comments Off on Retail Ads in the Age of Amazon

RetailAoA

The retail industry is the 6th largest economic sector in the United States. It accounts for over 5 trillion dollars in total annual sales and employs over 40 million Americans. Currently, this massive industry is experiencing a transformation due, in large part, to the rise of Amazon.  

Amazon brought about change by streamlining digital sales, and becoming the so-called “everything store.” Its immense growth has left advertisers, investors, and store-owners questioning the future of the retail industry. Will retail’s uncertain future, and Amazon’s digital dominance negatively impact investment in OOH? This post will answer that question, and examine some of the factors surrounding it.

The Age of Amazon

Amazon.com has grown rapidly since being founded as an internet-based bookstore in 1994. Since its introduction, Amazon has become the world’s largest provider of cloud-based infrastructure and even started production on its own product lines of personal electronics, modern essentials, and other household items.  Additionally, Amazon has nearly perfected the operations required to quickly deliver consumer goods directly to paying customers and grown immensely as a result.

Amazon has begun to dominate the realm of internet retail. Amazon accounted for 43% of all online sales in 2016 and was responsible for 53% of the (online retail) industry’s growth in the same year. In addition to this, Amazon has quickly turned AmazonPrime into one of the most effective paid-membership programs to date. AmazonPrime hosts more than 54 million members, boasts an impressive 90% retention rate, and has the capability to as much as double an individual member’s annual online spending.

Amazon built its foundation in the early stages of the internet’s development, but as the internet grew, Amazon took steps to grow alongside it. What was once a humble online bookstore, has evolved into an internet retail powerhouse. Now with stable footing, grounded in operational superiority and a devotion to customer service, Amazon is in a position where it could seriously disrupt virtually any industry it decides to enter.

Retail & OOH

Although nearly 85% of retail purchases are still made in physical stores, that number is expected to dip to about 70% by 2022. The rise of e-commerce has dramatically changed the way shopping is done. Retail companies have begun investing more money into digital advertising as online buying has become increasingly common. In fact, spending on digital ads in the retail industry grew about 15.8% in 2017, and many anticipate it will see double-digit growth through at least 2020.

Increased spending on other formats doesn’t normally bode well for competing mediums, yet OOH and the retail industry’s relationship is holding strong. Both digital and traditional retailers have largely continued to increase their OOH spend. Tech brands are recognizing the value of OOH and are investing their money accordingly. In fact, of the top 100 OOH investors, nearly one-quarter of them are tech brands. Amazon holds the #6 overall spot and continues to function as an industry pioneer.

OOH is still well equipped to serve the retail industry, despite its current trend towards online buying. For companies that maintain more traditional practices, OOH can act as a drive-to-store medium. So much so that one report states that 11% of consumers have “made a purchase in a physical location in the last seven days as a result of an OOH advertisement.” Additionally, the same survey also pointed out that OOH is often the last opportunity advertisers have to influence consumers before they make a purchase, noting that 83% of people surveyed could recall having seen an OOH ad less than 30 minutes before they started shopping.

Companies that are adapting to the world of online sales can also be served by outdoor advertising. A study conducted by the OAAA in collaboration with Neilsen reported that “OOH delivers more online activations per dollar spent than any other traditional media format.” It is also a well-known fact that advertisers can seriously amplify the impact of their digital campaigns by incorporating OOH into their marketing mix.

OOH never goes out of style. In a world that is becoming increasingly tech-savvy OOH is holding strong. As retail brands adapt to a world online, they should follow the practices of the technology-backed companies that are driving digital growth. They should continue to innovate their business strategies and work hard to maintain their relationship with the outdoor industry.

Now that you’re equipped with an unwavering confidence in out-of-home go check out DOmedia, host of the largest database of OOH vendors in the US, and start planning a powerful outdoor campaign today!