All posts in News

Out-of-Home Forecast is Looking Up

by DOmedia on June 17, 2009 in Advertising, Alternative advertising, News, Technology, Trends with No comments

While it’s no secret the advertising industry as a whole has felt the repercussions of the economy this past year, a recent forecast from PricewaterhouseCoopers tells us there’s hope yet! Once again, the future is looking bright for out-of-home, especially compared to some traditional media.

While radio is expected to continue declining over the next five years, PwC is optimistic about the out-of-home industry, according to adweek.com. After a year of decline, ad spending is expected to increase in as early as 2010, with continued growth for the next three years. By 2013, PwC predicts OOH ad spending to grow to $8.2 billion at an annual rate of 2.5%.

Some of the success of the out-of-home advertising industry can be traced to its ability to incorporate new and improved technology such as digital screens and interactivity, making ads more visually appealing and engaging to consumers. Plus, with audience measurement constantly improving (TAB’s Eyes On Ratings, for example), advertisers are more likely to turn to OOH than ever before.

‘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!

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.

DOmedia Announces Jeff Bell as Company Chairman (With Help From Our Friends at AdAge.com)

by DOmedia on May 5, 2009 in Alternative advertising, DOmedia, Events, News, People, Press with No comments

The excitement here at DOmedia this week is contagious. Not only are we welcoming our newest team member, Jeff Bell, as company Chairman, but we were also fortunate enough to appear once more in AdAge.com! A big thank you to Advertising Age’s Andrew Hampp for helping us welcome Jeff in style.

To read the full article, click here:

“Former Microsoft Marketer Jeff Bell Named DoMedia Chairman”

2009 OBIE Award Winners Announced

by DOmedia on April 21, 2009 in Advertising, Agencies, Alternative advertising, Billboards, News, Technology, Uncategorized with No comments

Congratulations to all of the recently-named OBIE Award winners, merit winners, and finalists! This year’s participants all showed a great deal of creativity in the out-of-home space, but a few of them in particular caught my eye.

McDonald’s had a strong advertising campaign, winning two separate awards for both their “Always Fresh Coffee” and “Fresh Daily Eggs” billboards. The first of the two shown high above Time’s Square, a spout continuously pouring fresh coffee into a cup several stories below (I wonder where all the coffee goes after making its big NYC debut . . . ). The second involved a large egg that cracked open at 6:00 a.m.–when they begin serving breakfast–to reveal an over-easy egg, but closed again at 11:00 a.m. when breakfast ends. Between the two billboards, Leo Burnett Chicago took home two “Individual Execution- Traditional Billboard” awards as well as recognition for their Special F/X.

Another interesting use of out-of-home came from BBDO New York & Proximity Canada for Gillette Fusion Power, which took home the OBIE Award for “Individual Execution- Street Furniture / Transit / Alternative.” As seen in the pic below, the agencies made creative use of a zamboni by attaching a larger-than-life Gillette razor to the back of it as it swept across the ice.

One of the more interactive campaigns came from Leo Burnett Toronto for James Ready Beer who vows to try to keep their prices at $1 a beer. To do so, they needed to lower billboard costs and decided to look to their consumers for help. By offering up their billboards, consumers became “celebrities for the day” by sending in pictures to be posted on the giant signs. Underneath the images read, “Thanks ____ for keeping J.R. a Buck.” Consumers and judges alike loved the campaign, awarding them “Best of Show” and “International.” Click here to see the YouTube video.

All of this year’s award winners show that creativity and innovation in the out-of-home advertising industry are still on the rise. To find more information on the rest of this year’s OBIE Award winners, go to the OAAA website at http://www.oaaa.org/awards/obieawards.aspx.