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MediaPost: Starcom MediaVest Taps DOmedia For OOH Buys

by DOmedia on September 26, 2011 in DOmedia, Press with No comments

Originally posted by Erik Sass on MediaPost.com

Starcom MediaVest Group Exchange, which aims to make media buying more efficient with greater use of automated tools, announced that it is expanding its relationship with DOmedia to include out-of-home media buying services — making it the first major agency to partner with DOmedia for OOH transactions.

The announcement follows a year of consultation and cooperation between StarCom MediaVest and DOmedia, during which DOmedia built its automated media buying platform with extensive input from StarCom MediaVest and their clients.

The new DOmedia OOH buying platform is now integrated across all parts of SMG’s media buying divisions, including Starcom, MediaVest and Spark Communications.

Previously SMG had signed up for DOmedia’s “free to post, free to search” service — a forerunner to the OOH media buying exchange, which allows OOH vendors large and small to post available inventory in markets across the country, and OOH buyers to browse that inventory and research OOH assets.

Search results are filtered by various criteria, as part of their campaign planning.

To date DOmedia has signed up approximately 500 OOH vendors and a similar number of buyers for the “free to post, free to search” service, which is still active and growing. They include most of the national OOH companies, as well as local and regional competitors. However, SMG is the first agency to integrate DOmedia’s new platform for conducting actual transactions.

DOmedia CEO Rich Langdale expressed hope that the new media planning and buying platform might become a standard tool for the media industry, due to the efficiencies offered by aggregating OOH vendors, some of which might otherwise fly under the radar.

“We have hyper-local buying tools that allow them to reach audiences at a national — but localized — level,” he said. (DOmedia was originally founded with the mission of aggregating the numerous digital out-of-home media networks, but has since expanded to include static inventory.)

Indeed, both partners said that widespread adoption of a standardized, automated platform for buying and selling OOH inventory could boost investment in the medium, whose fragmentation and diversity have previously presented significant barriers to large-scale spending.

John Muszynski, chief investment officer for the StarCom MediaVest Group Exchange, said: “We are equipping our associates with the best analytical tools to make intelligent media buying decisions for our clients.”

Muszynski added that handing logistical and transactional responsibilities to DOmedia would leave SMG buyers and planners free to focus on the more strategic aspects of media buying, thereby delivering greater value to SMG clients: “Everyone’s busy and everyone’s trying to do more with less. This allows us to streamline the RFP process, the vendor gathering and data gathering parts of the process, and allows us to think more strategically.”

Langdale agreed: “The ‘secret sauce’ of buying media has nothing to do with aggregating all the media vendors. We simply corral all the data together in one place — then the media companies can put their secret sauce in.”

Learn more about the Starcom MediaVest Group and DOmedia partnership »

NECâ€™S VUKUNET AND DOMEDIA ANNOUNCE STRATEGIC PARTNERSHIP

by DOmedia on April 7, 2011 in DOmedia, DOOH, Press, Technology with No comments

Partnership Aims to Create End-to-End Solution to Propel Digital Out-of-Home Industry Growth

CHICAGO and COLUMBUS, Ohio ‘€“ April 7, 2011 ‘€“ NEC Display Solutions and DOmedia announced today the formation of a strategic partnership that creates an end-to-end solution for the challenges related to the buying and selling of digital out-of-home (DOOH) advertising.

DOmedia^TM Powered by VUKUNET allows for the efficient planning, buying, management and measurement of large DOOH advertising campaigns across many different DOOH networks. This new ability to scale and measure effectiveness of DOOH advertising during the life of a campaign addresses two of the last remaining obstacles to the widespread adoption of DOOH advertising.

According to PQ Media, the digital out-of-home ad medium is one of the fastest growing media in North America, with 18.1 percent compounded annual growth projected for the next four years. Advertising agencies have indicated a willingness to invest more money in DOOH, but first require the industry’s adoption of standards in the areas of creative, ad serving, audience measurement and performance reporting.

DOmedia^TM Powered by VUKUNET allows for the seamless integration of advertising agency and DOOH network activities from campaign planning through execution. The solution incorporates DOmedia’s web-based, front-end media search, planning and buying tools with NEC’s back-end VUKUNET technology, which provides comprehensive ad inventory management, ad campaign placement, tracking, measurement and reporting capabilities to display to media buyers. The combined solution is aimed at resolving issues with technology fragmentation by creating a standards-based solution that will benefit the entire DOOH market.

‘€œThe partnership with DOmedia will be the industry standard that will generate incredible growth in the DOOH industry,’€ said Pierre Richer, President and COO, NEC Display Solutions. ‘€œWhile the market matures, an open end-to-end solution will create value for both buyers and sellers by lowering operating expenses, increasing transparency and creating innovation like we’ve seen in the online and mobile advertising industries.’€

Sue Danaher, President of the Digital Place-based Advertising Association (DPAA), said: ‘€œCompanies like DOmedia and NEC coming together help to propel the overall industry and bring innovative products to market for buyers and sellers to choose from. The investment from companies like these is a true testament to the exciting future opportunities for the digital place-based industry.’€

Among the benefits to media agencies and advertisers include an easier way to purchase and track DOOH media and a lower operational cost attributed to the buying process. DOOH network operators will benefit from technology integration through inventory management, ad delivery, collaboration with agencies, and increased revenue potential. VUKUNET’s unique approach allows the technology to work across many software platforms currently being used by network operators.

‘€œOne end-to-end solution from planning to execution for digital out of home advertising campaigns will enable advertising agencies to buy the medium on a larger scale more efficiently,’€ said John Muszynski, Chief Investment Officer, Starcom Mediavest Group. ‘€œThis kind of technology innovation ultimately helps agencies effectively service clients and puts them at a competitive advantage in the marketplace.’€

Rich Langdale, CEO of DOmedia, said: ‘€œThe DOOH industry has a need for technology to solve a lot of problems with inefficiencies and standardization, and we are taking a step in the right direction. The open, end-to-end approach we are building with NEC will ultimately benefit both the media buyers and sellers. Everybody wins.’€

# # #

About NEC Display Solutions of America, Inc.

Headquartered in Itasca, Ill., NEC Display Solutions of America, Inc., is a leading designer and provider of innovative desktop LCD monitors, commercial- and professional-grade large-screen LCD displays, a diverse line of multimedia and digital cinema projectors, and integrated display solutions. NEC Display Solutions develops leading-edge visual technology and customer-focused solutions for a wide variety of markets, including enterprise, healthcare, education and digital signage. For additional information about NEC Display Solutions of America monitors, consumers can call (866) NEC-MORE, or visit the website at www.necdisplay.com. For digital images, please visit http://necdisplay.com/digital-media-library.

About VUKUNET

VUKUNET, from NEC Display Solutions of America, is the engine that powers the digital out-of-home advertising business. VUKUNET is the only universal ad serving platform that drives ads to any digital out-of-home network, regardless of content management system. VUKUNET makes the buying, flighting and reporting of digital out-of-home ad campaigns easy. For additional information about VUKUNET, visit http://www.vukunet.com or call (877) 805-VUKU. For VUKUNET logos and digital images, please visit http://www.vukunet.com/pressresources.aspx.

About DOmedia

DOmedia is the Out-of-Home Advertising Marketplace that simplifies the process of buying and selling media. Through its online platform, buyers and sellers can connect and do business more efficiently. The company product suite also includes a web-based planning and proposal platform for advertising agencies to efficiently plan and buy large out-of-home media campaigns. The company is privately funded and based in Columbus, Ohio. For more information and to do a free search, visit www.DOmedia.com.

Media Contact:

Philip Anast

Tech Image (for NEC Display Solutions)

(847) 279-0022, x238

philip.anast@techimage.com

Faraz Khan

Director of Marketing, DOmedia

614-324-2927

faraz.khan@domedia.com

New Out-of-Home Advertising Companies in the DOmedia Marketplace

by DOmedia on March 15, 2011 in DOmedia, Out-of-home advertising, Trends with No comments

DOmedia welcomes the following out-of-home (OOH) media sellers to the DOmedia Marketplace. These exciting media sellers offer a wide range of out-of-home advertising media like bus advertising, mall advertising, consumer products, aerial advertising, digital place-based media and ATM kiosks.

Search using DOfind – the OOH Industry’s Most Powerful Search Tool – to locate media inventory for your advertising campaign from over 485 media sellers like these ranging from traditional billboards to digital place-based networks and street teams.

Company Name: Santa Monica Big Blue Bus

Category: Transit (Bus Advertising)

Markets: Los Angeles DMA

Units: 200 buses

Description: Transit Advertising With an Ocean View: With more than 51 square miles of service and 1,050 bus stops located throughout Santa Monica and the Westside of LA, your target audience will view your message with high frequency. The coverage which Santa Monica Big Blue Bus can provide is unprecendented in comparison to other OOH options, which are banned in Santa Monica. From the Santa Monica Mall to the various shopping districts throughout the area, from Palos Verdes to LAX, and from downtown Santa Monica to downtown Los Angeles we’ve got you covered. Don’t just think Big, get on the Big Blue Bus.

Company Name: GGP Mall Advertising Network

Category: Traditional (Mall Advertising)

Markets: Major US Markets

Units: 172 Malls

Description: GGP offers a rich and rewarding range of mall advertising opportunities. From national tours to local sponsorships, interactive events to seasonal promotions, you’ll find everything you need to create a powerful mall marketing program for your brand.

Company Name: Planet News & Views

Category: Alternative (Consumer Products / Packaging)

Markets: Major US Markets

Description: Planet News & Views is the largest school network reaching 92% of students K-12 nationwide. All programs include a post analysis conducted by a third party research company to verify distribution and provide direct feedback from the schools. The company offers branded consumer products like bookmarks, book covers, posters, stickers, bags and school supplies. Past clients include: Answers.com, Electronic Arts, Nintendo, LEGO, Spinmaster,Wal-Mart, Paramount, Sony, 20th Century Fox, Universal Studios Microsoft, Disney, Cartoon Network, Armed Forces and more.

Company Name: AVPRO Worldwide

Category: Alternative (Aerial Advertising)

Markets: Deployable nationwide

Units: Network of 350 aircrafts

Description: With almost 30 years experience in the aerial advertising business, both in America and Europe, Avpro Worldwide can position your message high above that of your competitor. With a network of over 350 aircraft worldwide including fixed wing planes and helicopters, we can coordinate an aerial banner campaign using a single airplane or a squadron of ten airplanes flying together in formation, to highlight your client’s name or brand.

Company Name: OnCampus Advertising

Category: Alternative & Transit (College Campuses)

Markets: Major US Markets (including Tallahassee, Boston, New Hampshire Seacoast, and State College, PA)

Description: OnCampus Advertising is a marketing and media services company specializing in targeting college students on campuses across the U.S. and Canada. Our diverse clientele ranging from Fortune 100 companies to small non-profit organizations experience the same consultative approach through the planning and execution phases of their media campaigns. Services include transit advertising, print, out-of-home, guerrilla, digital, mobile, direct marketing and promotions.

Company Name: Health Monitor Network

Category: Digital Out-of-Home (DOOH), Alternative (Consumer Products / Packaging, Venue-based Signage, Wireless)

Markets: Nationwide

Description: Health Monitor Network’s platform has delivered, on average, a 6 to 1 ROI for our clients. Programs include: targeted advertising, lead generation, custom patient education publications to a brand’s high prescriber list, exam room posters, and direct mail to our vast patient database. The company has also begun to grow in the digital space with a network of waiting room HD screens and a network of in exam room interactive touch screens.

Company Name: ATM Media Network

Category: Digital Out-of-Home (DOOH)

Markets: 15 US States

Units: 2,000 ATMs

Description: We offer advertisers opportunities to target consumers in high value retail environments. Each ATM is equipped with an HD digital screen directed at passersby and a transaction screen that provides a 1-1 engagment with consumers making ATM transactions.

by DOmedia on February 22, 2011 in DOmedia, DOOH, Press with No comments

Original post: MediaPost Publications Place-based Marketing Reaches Elusive Demographic by David Rowley on Feb 22, 2011.

When Syfy scored record-breaking ratings in the 18-34 demo with its new series “Being Human,” it made me sit up and take notice. There was an important contributing factor to that success: the use of place-based media as part of the program’s marketing campaign. Dana Ortiz, Syfy’s vice president of brand marketing, explained: “Being Human had a big, robust campaign, but it included a pretty big place-based promotion.” She was referring to seven weeks of advertising on more than 5,000 cinema screens as well as theater lobby promotions, done in partnership with Screenvision.

Ortiz said that’s a significant reason why the premiere episode on Jan. 17 scored the largest female audience in the 18-34 demo for any Syfy scripted original series in over three years and the third-highest in that category for the network’s entire history.

Many have noted the importance of place-based media in reaching that all-important age group for both men and women.

For example, Lauren Barbara, SVP and managing director of Chrysalis, an out-of-home unit within MPG, shared some proprietary research from a recent Posterscope OCS survey. Among the survey’s findings: adults 18-34 spend more time traveling out of home than they spend watching television, listening to the radio, reading magazines and newspapers and using their mobile phones.

Jack Sullivan, VP and OOH activation director at Starcom USA, adds: “The 18-34 demo is very active. There’s a lot more busy-ness in their day – and the demo is more social than it was years ago. Place-based screens give us the wherewithal to target them while they’re carrying on with their lifestyles.”

A Mediamark Research & Intelligence survey released in spring 2010 shows that respondents in the 18-34 bracket substantially over-indexed adults in general when asked if they’d seen video advertising in gyms or health clubs over the last 30 days. They had an average index score of 145, compared with 100 for all adults. And the same demo had an average index of 166 when asked if they had interest in the ads they saw in gyms and health clubs.

The latest Nielsen Co. survey of people who are members of HCMN health clubs adds further proof. Some 66% of the respondents agreed with the statement: “I feel good about brands advertising in my club because I know they are supporting my active, healthy lifestyle.” And 62% responded favorably to: “I’m more likely to pay attention to advertisements on the digital screens at the health club than an ad on my TV at home.”

Little wonder that Sullivan said that Starcom’s digital place-based billings have grown at an annual 50% to 60% clip over the last few years.

As for overall sector, Patrick Quinn, president and CEO of the research firm PQ Media, recently estimated that place-based revenue increased 14% in 2010 — one of the top-ranked media categories when judged by percentage growth.

While that data is not demo-specific, Quinn noted that a large share of place-based advertising is targeted to young adults. Despite all that vitality, place-based is still a fairly young advertising sector, and with that comes the inevitable room-to-grow challenges. It needs better measurement and a larger footprint of available opportunities.

As an industry, we’re very conscious that agencies are also looking for more efficient planning and buying tools. Although, as Quinn has noted, improved tools from companies like DOmedia are steps in the right direction.

Despite those hurdles, place-based advertising links young consumers to advertisers in an environment they enjoy, and where they’re receptive to fresh messages. Marketers get tremendous value when they include place-based vehicles in their media mix — especially when going after critical demos no longer linked to yesterday’s mass-media habits.