All posts in Advertising

Mediaweek Gets Out (There)

mediaweek.jpg While we were at the 2008 Traffic Audit Bureau Eyes On Conference a few weeks back (has it really been that long?!?!), one of the many interesting announcements highlighting the growth of outdoor advertising was that Mediaweek is launching a monthly feature specifically about out-of-home media. In the first “Out There” issue, Editor-in-Chief Michael Burgi unveiled the section with the following introduction:

“Welcome to Out There, our first-ever editorial section devoted to the burgeoning out-of-home media business. Compiled and reported by senior editor Katy Bachman, the new monthly section aims to cover all facets of the business: traditional outdoor billboards, place-based media, digital technology, alternative offerings, as well as advertising and research issues. We also plan to showcase creative elements that are driving innovation and unusual media executions.

Why now? Money. Revenue growth in the OOH sector outpaced all other media except for the Internet in 2007, and the medium is expected to keep growing at a healthy clip. And if you work in any major market, it’s simply inescapable. In my daily walk to the Times Square subway station, I’m dwarfed by massive wallscapes and spectaculars of all sorts as I pass phone booths (the few that are left) equipped with digital signage. Even taxis now carry video content.’€

In addition to the print feature, Mediaweek is also showing a little online OOH love with their new Out There resource on mediaweek.com. It’s a little sparse to begin with but it’s nice to see their intent to develop these categories. We look forward to seeing this section grow and mature along with the industry it’s covering.


Common Themes from the TAB and ad:tech Shows

tabadtech.jpgIt’s been a busy week for us here at DO. Nick, Kim and I headed south to the 2008 Traffic Audit Bureau Eyes On Out-of-Home Media Conference and Marketing EXPO (try saying that 3x fast!). Meanwhile, Dave headed west to the ad:tech conference in San Francisco. Coming out of both conferences is a renewed enthusiasm for the alternative and out-of-home media segments. There’s so much innovation going on right now. And the creative applications of the opportunities presented by the medium are truly inspiring.

After spending several days in seminars and meeting industry professionals in the various segments (buying, selling, supporting, measuring, etc.) there seem to be a few key themes hitting the OOH media channel right now. Continue reading →


Rosey Returns for “Legally Blond” Alternative Media Campaign

legally_blond.jpgI was skimming through today’s MediaDailyNews when this headline caught my attention: “Legally Blond Delivers 20% Redemption Rate for AdPack.” Now, before I go any further, I have to admit that I am an Elle Woods fan (anyone who can dissect fashion and criminal justice equally well has my respect), but that’s not the (only) reason I jumped straight to the article to learn more. What really caught my attention was the “20% Redemption Rate” part. One of the challenges consistently faced by alternative media companies is being able to provide measurable results. As more and more marketers seek to defend their strategies and tactics with positive (and often instantaneous) ROI metrics, “total impressions” isn’t enough to convince a client to make an investment.

Which brings me to the article itself… Continue reading →


Google Goes Lunar

moon-image.jpgHaving already taken over the Earth, it appears Google may be looking to the heavens for its next conquest. According to this Dean Whitney post that hit the cyberwaves yesterday, Google is working on a deal with Virgin Galactic that will allow it to sell (waaaayyyy) out-of-home advertising on the Moon by 2010….yes, you read that right, on the Moon. Apparently the two innovative companies plan to build a giant projection system using a number of tethered satellites that can be programmed to project an image right on the moon’s surface. The post goes on to state that,

The display area will be visible to anyone, most viewers will be able to see large objects displayed but additional information like text, URL’s and smaller graphics will be visible with the use of binoculars or telescopes. The moon inventory will be available based on regions; splitting North America into zones plus global regions including several Asia Pacific regions, Europe and the Middle East.

Looks like Google has really thought about this one. Now, I’m not sure if this is one heck of an April Fool’s Day gag or not. But then again, both Google and Virgin have a history of going beyond what anyone else thinks is possible…and then monetizing it. Maybe the brand managers at Ambien CR should keep an eye on this one…


DOmedia & OOH Connect: Happy Together

domedia-oohc-logos.jpgHave you heard the news? Effective today, DOmedia has merged with OOH Connect (aka Out of Home Connect), an industry website with a similar vision to simplify the discovery and coordination of alternative advertising media. Managing partner, Kim Ramser, is a veteran of the outdoor advertising world, having built her career with such notable organizations as Clear Channel Outdoor and the Outdoor Advertising Association of America (OAAA). She brings a wealth of experience and a well-rounded perspective to the DOmedia team. We are looking forward to working with her going forward.

Now, as excited as we are about this news (heck, we’ve been looking forward to this day for several weeks now) perhaps more surprising has been the amazing media response we’ve received following the press release (which hit the news wires this morning). Already, blue-chip publications Adweek, Mediaweek and Columbus Business Journal have covered our announcement. We also hit the Yahoo! Finance News. Given the fact that the news officially broke less than 12 hours ago, that’s not bad coverage.

We’re still working through the details of the integration, but in the short term, you will begin to notice a lot of cross-promotion between our two sites and we’ll each begin leveraging each other’s strengths (information on the OOH Connect site, marketplace tools on the DOmedia site) via cross-links to richen the experience for all of our users.

The best news out of this is the simple fact that working together will allow us to accelerate our development of a content- and feature-rich online resource that will make our customers’ lives just a little easier…and have a lot of fun getting there!