All posts in Out-of-home advertising

What Are Billboards Made Out Of?

 

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A question that people commonly ask us is what are billboards made out of? When it comes to the material most used to create traditional billboards, the answer is polyvinyl chloride (PVC) and polyethylene (PE). PVC has been the frontrunner in the billboard industry for decades. In recent years, PE has been introduced as a recyclable alternative in the billboard industry. No matter which option you choose, both are highly advantageous and serve as great materials to be used for the production of billboards. Now, let’s take a closer look at each of the two and what they have to offer.

Polyvinyl Chloride (PVC) Billboards

PVC is a commonly used plastic consisting of carbon, hydrogen, and chlorine. PVC has been a popular choice for billboard material as its very durable, easy to print on, and reasonably priced. Additionally, PVC billboards are designed to withstand harsh weather conditions so they are UV-protected and waterproof.

One disadvantage to PVC, especially for eco-friendly brands, is that its non-biodegradable. While this is a downfall, there are companies that specialize in reusing these billboards. Some companies resell these PVC billboards as pond liners and heavy-duty tarps. There’s even a unique company, Rareform, that repurposes these billboards into items like backpacks, duffle bags, and laptop sleeves. Despite these billboards being non-recyclable, these options at least find positive ways to alleviate the negative impact on the environment.

This article was originally published on BillboardsIn.com. You can continue reading the full article here.


Moviepass’ Impact on Cinema Advertising

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Founded in 2011, Moviepass is threatening to radically change the way movies are consumed. Moviepass is a subscription service that covers moviegoers’ admission to almost any movie, at any theater, for a low monthly rate. Although cinema subscription services are already relatively popular in Europe, Moviepass is the first serious entrant into the US market. This post will take a closer look at Moviepass’ efforts to liberate the silver screen, and attempt to determine what its success, or failure, could mean to the OOH industry.

Offerings & Environment

If successful, Moviepass will be disrupting a well-established industry that has grossed over 115 billion dollars of revenue over the past ten years. An MPAA report exhibits the sheer size of the US cinema market and concludes that it is made up of about 36 million avid moviegoers and nearly 246 million casual moviegoers. Eating up a sizeable portion of this market will be Moviepass’ greatest challenge.

The introduction of Mitch Lowe, a former Netflix executive, as CEO in 2016 was certainly a step in the right direction. After his installation Moviepass’ offerings changed dramatically. The monthly price of an unlimited subscription was lowered to a $9.95 a month, costing only 97¢ more than the average movie ticket in 2017. Additionally, a $7.95 subscription was added in February (2018) that limits moviegoers to three movies a month. These changes have since caused Moviepass to become the “fastest growing paid-entertainment subscription company in history,” signing up over 90,000 users a week.

In addition to providing a consumer subscription, Moviepass is also looking to be a leader in data analytics. Its majority shareholder is the New York-based data analytics firm, Helios & Matheson. Eventually, Moviepass hopes to use the massive amount of data it collects from its millions of subscribers to help marketers place more relevant ads. For this to become a reality the company will need to achieve greater success. Moviepass will need to reach more moviegoers in a more profitable way and continue to push itself to make a noticeable impact on the cinema industry.

Impact on Cinemas & the Silver Screen

Currently, Moviepass boasts over 2 million subscribers and claims to be purchasing around 3% of the US domestic box office. By years end, the company hopes to have signed up around 5 million members and be purchasing around 9% of the box office. Moviepass is bringing more people to the movies, largely between the ages of 18-34, more often. One report even noted that 82% of Moviepass users surveyed said that they often go to movies they would otherwise skip because of the service.

Although some theaters are pushing back (AMC vs. Moviepass), many are seeing the benefits of the service. Moviepass is improving ticket sales, facilitating pre-show advertising, and creating greater demand for lesser-known films as well as highly anticipated blockbusters. With domestic movie attendance hitting a 25-year low in 2017, and ticket prices increasing over 50% since 2002 Moviepass is finding ways to solve both consumers and theaters problems through the use of one single solution. Although the sustainability of the company may be called into question, the utility of the business remains steadfast.

Impact on Cinema Advertising

Cinema advertising is a truly powerful form of OOH. Cinema ads allow marketers to reach captive audiences with messages that are often more involved, and ultimately more memorable than other forms of advertising. The result of this is that cinema ads often compete for the highest ROI of any ad format. Lately, the medium has been so successful that many industry experts project that cinema advertising will nearly be a billion dollar industry by 2021.

Moviepass’ offering could influence further growth within the industry. Moviepass is doing more than driving additional sales and attracting increasingly larger audiences to theaters nationwide. The movie mogul is also collecting massive amounts of consumer data that could be of serious benefit to cinema advertisers who want to better understand their audiences. Moviepass reselling audience data means that they have done more than just found a way to make money. By providing advertisers with valuable information on American consumers, Moviepass has found a way to facilitate the placement of increasingly effective ads.


Now that you know a little more about cinema advertising, and the impact Moviepass could have on it, head on over to DOmedia, host of the largest database of OOH vendors in the US, and start planning your next blockbuster outdoor ad campaign today!

 


What are Mobile Billboards?

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Mobile billboards refer to moving billboard displays that are commonly found on the sides of specialized vehicles. These vehicles are designed for marketing purposes; they offer flexibility and control for strategic execution. With mobile billboards, you can design customized routes that capitalize on peak times and locations. For instance, they can travel in areas that are dense with your target demographic or park in highly-populated areas like sports arenas, concert venues, and city centers. They can also have GPS tracking capabilities that allow you to monitor your campaign! Additionally, mobile billboards are cost-effective compared to other advertising forms like TV or internet. Now let’s take a look at some of the options available through mobile billboards.

Static – These are your standard displays that model the traditional billboard style. With sizes like 10 x 22, these large displays are easily seen amongst city crowds.

Digital LED – These digital LED displays use backlighting to illuminate throughout the day and night. Some versions of these displays feature motion video to demand attention wherever it goes.

This article was originally published on BillboardsIn.com. You can continue reading the full article here.


Where Are All the 3D Ads?

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In 2010, the future of 3D technology seemed incredibly bright. Hollywood had become infatuated with 3D technology and was using it to achieve record sales. Television manufacturers were working hard and getting ready to release their own 3D offerings. Major cable networks were even creating new three-dimensional content to be viewed by the masses.

The convergence of 3D and OOH once seemed inevitable, but this promising partnership has yet to make its way into the mainstream. This post will examine important factors pertaining to 3D technology, work to determine its potential impact on the outdoor industry, and look further into the future of the medium.

The Past, Present, and Future of 3D & OOH

3D’s relationship with the outdoor industry is quite unique. For years, advertisers have paid to have billboards equipped with three-dimensional elements. Although these add-ons come with additional costs, marketers often find them to be worth the extra expenses because they attract additional attention and help to further brands messaging. So if there is a desire to extend billboards beyond their traditional canvas, why wouldn’t digital 3D technology be the solution?

One primary reason for 3D’s underwhelming OOH performance is that conventional 3D images, like the ones seen in theaters, look incredibly blurry when viewed by the naked human eye. Advertisers know that it is unrealistic to expect 100% of people to be wearing 3D glasses 100% of the time. So, in an effort to avoid placing blurry billboards they’ve largely moved their budgets away from three-dimensional technologies and continued to incur the additional installation costs associated with physical 3D elements.

Fortunately, 3D technology has improved vastly in recent years, bringing three-dimensional OOH ads closer to reality than ever before. Production studios, as well as major technology institutions, have worked tirelessly to free audiences everywhere from much-maligned 3D glasses. Glassless 3D technology has the potential to be used on virtually any type of digital screen to enhance its visual appeal. If this technology’s popularity continues to grow, the likelihood of it being incorporated into OOH displays increases dramatically.

Additionally, a variety of companies, such as Kino-Mo, are beginning to develop highly successful 3D holographic displays. These displays are already being used in stores but their transition to billboards is moving considerably slower.  

These units are currently expensive and highly distracting. One worry considered by many is that placing 3D holograms on billboards alongside roads might be a safety hazard. The displays are incredibly effective at attracting attention and might cause drivers to take their focus off the road. Recently though, autonomous vehicles and their associated technologies have been greatly improved. When self-driving vehicles become more common, holographic technologies will follow soon after. Free of safety concerns, 3D holographic technology will gain popularity quickly and be used to effectively attract consumers’ attention in virtually any location.

These new 3D technologies have the potential to seriously influence the future of the OOH industry. When glassless 3D or holographic technology becomes more prominent they will likely be featured on billboards, kiosks, and other digital screens nationwide. The 3D technologies of the future are here, and they are sure to impact the way OOH ads are going to be viewed. Radical change is coming, now it’s only a matter of time.


3D ads may be the next big thing, but in the meantime go ahead and check out DOmedia, host to the largest database of OOH vendors in the US, to start planning your next outdoor ad campaign today!

 


OOH Ads for the Fourth

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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!