All posts in Alternative advertising

‘Eyes On’… The Future of Out-of-Home

by DOmedia on June 3, 2009 in Advertising, Alternative advertising, News, Technology with No comments

The out-of-home advertising industry has always struggled with an efficient ratings measurement system, relying on daily traffic numbers and assumptions about the visibility of the media. But that’s all about to change, thanks to the good people at the Traffic Audit Bureau (TAB) and the “Eyes On” measurements they’ve been working on since 2003. The new ratings, which were recently released in their first stage, will be much more precise, focusing on the actual number of people who saw an advertisement.

According to a MediaPost article, “Eyes On” combines, “auto and pedestrian traffic counts with route and destination surveys and in-person interviews.” Using the in-person interviews, TAB can then determine the likelihood that a passerby came in contact with an ad. And what’s more, the weekly TAB ratings will provide the advertiser with much sought-after demographic information on its audience.

The conversion to “Eyes On” is scheduled for this fall when the second batch of ratings are ready for the public…. a huge step for the out-of-home industry!

It’s a jungle out there…in 3D even

by DOmedia on May 29, 2009 in Advertising, Alternative advertising, Branding campaigns, Technology with No comments

New York has often been called an urban jungle, but the History Channel and out-of-home media company Pearl Media have given that phrase a whole new meaning. In an effort to promote the May 31 debut of EXPEDITION: AFRICA, Pearl Media worked with the A&E owned network to bring the show to life for New Yorkers using selected storefronts they converted into little slices of the dark continent. In addition to 8 foot tall high-definition, large-format lenticular prints, the campaign also features four of the world’s largest 3D video screens (57″)! These drool-worthy technological wonders allow for 3D content to be shown in full HD without having to wear those ridiculous glasses the movies hand out (I guess that makes these screens jumbo-sized 3D HD LCDs…). But wait, there’s more! External speakers also draw pedestrians, playing audio from the 3D video as well as indigenous, ambient African sounds.

According to Pearl Media President, Joshua Cohen,

PEARL MEDIA prides itself on creating unique, jaw-dropping experiences for its clients and their consumers. The use of 3D technology provides the History Channel with a one-of-a-kind opportunity to have their brand leap out into the face of pedestrians in a way that has never before been seen on the street.

Horizon Media teamed up with History and Pearl Media to bring this 3D vision to 3D reality. Jason Smith, Horizon Group Out-of-Home Media Director, had this to say,

History’s exciting programming lineup, creative thinking, and visionary commitment to innovative marketing allows our agency, and in this case, our OOH group to collaborate with Pearl Media to bring to market a very synergistic, street level marketing element that not only tells people where and when to experience History’s programming, but also provides the consumer with a one of a kind encounter that is rewarding and memorable.

If you’re in NYC anytime through the end of June, check it out for yourself. Storefronts are located at 521 5th Avenue and in SOHO at 382 West Broadway.

From Steel Beams to Palm Trees

by DOmedia on May 27, 2009 in Advertising, Alternative advertising, Branding campaigns, Trends with No comments

Earlier this week, I came across this Martin Lindstrom AdAge video that focuses on new and innovative ways of building brands. Well, I’ve said it before and I’ll say it again: now isn’t the time to cut back on advertising. Instead, it’s a time to stand out and develop more creative ways to build your brand. Luckily, out-of-home and alternative advertising provides the perfect channel for trying something new and distinguishing your brand from others. Like Lindstrom says, building a brand is all about being different.

In the video, Lindstrom provides a few key pointers (and examples) on how to create a memorable, innovative branding campaign:

1. Turn your brand’s downsides into upsides by converting unattractive products into attractive and engaging products.

One great example of this took place in Nigeria where a telecommunication company converted all of their not-so-appealing radio towers into palm trees.

2. Try new and innovative stunts to build your brand.

For this one, AdAge leads us to the ultimate stuntman/risk-taker, Richard Branson, founder of the mega-corporation Virgin. When competitor British Airways was unsuccessfully attempting to raise the London Eye (which was sponsored by BA), Virgin Airways jumped on the opportunity. In a stunt that probably crossed the line in some eyes, Virgin Airways sent a plane over the construction site of the London Eye, painted with a very clear message (I’ll let you check out the video yourself to hear that particular message…). Whether it made you cringe, made you laugh, or just made you confused, the stunt definitely got the attention it was looking for.

3. Attempt different marketing strategies to try and stand out from the rest.

Years ago in Copenhagen, Ikea took over many of the city’s bus shelters, furnishing them with chairs, couches, carpet, etc. Not only did they win brownie points with those waiting on buses, but they also got the attention of the government. Ikea’s out-of-home stunts are still going on today such as their furnished model of the oval office in a D.C. train station during election time, for example.

T-Mobile Does It Again

by DOmedia on May 6, 2009 in Advertising, Alternative advertising, Branding campaigns, Events, People, Trends with No comments

T-Mobile is definitely out to show the world its slogan, “Life’s for Sharing,” really does ring true. Just like its previous (and very entertaining) event in London’s Liverpool Street Station, they manage, once again, to bring together the masses for one common experience. In London’s Trafalgar Square, thousands of strangers united in what has to be the largest sing-along in history. The Beatles’ “Hey Jude” played while the crowd sang into microphones and watched the enormous screen for lyrics and the live video that filmed the entire event.

The YouTube video generated comments like, “If I feel fed up I just watch this or the dance one, it definitely cheers me up,” “Epic!” and “Amazing. So happy,” clearly verbalizing the optimistic feeling created by the event. Hopefully the next one makes its way to our side of the pond!

People Are Beginning to Notice . . .

by DOmedia on May 5, 2009 in Alternative advertising, DOmedia, News, Technology with No comments

. . . and we couldn’t be happier about it! Back in February, springwise.com, an Amsterdam-based independent innovation firm that scans the globe for the most promising new business ideas, featured DOmedia in a blog titled, “Helping media buyers find sellers of alternative advertising.”

Then just this month, springwise.com’s sister site, trendwatching.com , posted its May 2009 trend coverage titled, “Innovation Jubilation: 50+ new business ideas that defy doom and gloom.” DOmedia was included in the SELLSUMERS section featuring new ventures that help consumers make money instead of spend it.