All posts in Out-of-home advertising

DOmedia, the host to the largest database of OOH vendors in the US, is constantly encountering innovative vendors. In our Vendor Spotlight series, we attempt to highlight these companies and explain to you how they are pushing the industry forward. Today we’re focusing on Entry Media, a company that provides options for turnstile advertising.

Entry Media offers a truly unique and effective advertising opportunity. Since 1994, they have been helping brands with their proprietary, high-quality, hand-machined in the U.S.A., custom-fit Turnstile AdSleeve® units that attach onto turnstile arms.

Turnstiles are located at the entry and exit points at high traffic locations including subway stations, professional sports venues, college arenas, stadiums and recreation centers, amusement parks, office buildings and more.

Turnstile AdSleeves offer advertisers the rare opportunity of having consumers both see and touch their brand message. Studies show that turnstile advertising with Turnstile AdSleeves boasts a 66.7% unaided advertiser recall rate. In addition, once consumers are exposed to the brand message on the turnstiles, viewers are even more observant of other ads for the business, digital or otherwise, that they see around them.

The extensive 5!Senses Research Study conducted by Millward Brown showed that brand impact increases by 30% when more than one sense is engaged. This is one reason that makes the Turnstile AdSleeve message so valuable. Viewers not only see but also touch the message as they enter and exit via turnstiles.

With the growing importance of mobile and digital media, Entry Media’s Turnstile AdSleeves offers advertisers a simple and effective tool to further enhance a company’s branding campaign.

Let’s hear from some of their clients:

“Since we arrived at Fenway 15 seasons ago, Entry Media’s Turnstile AdSleeves have allowed us to effectively help our clients to stand out with their brand message. Both the product and the overall service make this relationship a true winner for the Boston Red Sox.”
-Troup Parkinson EVP, Partnerships, Boston Red Sox

“We’ve had great success for close to ten years utilizing the Turnstile AdSleeve units. These unique offerings help amplify our many clients’ brand messages in the New York City Subway system influencing the roughly two billion consumers who ride every year.”
-Jodi Senese, Chief Marketing Officer at OUTFRONT Media.

If you want to learn more check out the Entry Media vendor page here.

Want to be featured on our blog? Fill out our short vendor questionnaire here.

Out-of-home advertisements are a very effective marketing medium, but how do you quantify the impact of traditional media ads? The industry developed a system to determine an ad’s effectiveness. Today’s blog post will give a quick and succinct explanation of both GRP and TRP.  

The first term we need to define is impression. In OOH, impressions are the number of times people are likely to notice an OOH ad. How are these impressions determined? In the OOH industry, the standard for measuring is Geopath. Geopath is a “not-for-profit organization governed by a tripartite board comprised of advertisers, agencies, and media companies.” They use a variety of means to provide the most accurate impression data related to OOH. Once we have the impression data, we can accurately figure out the GRP.

GRP (Gross Rating Point)

GRP, or gross rating points, are a standard measure in advertising used to measure exposure. GRP is the total number of impressions delivered by an ad schedule expressed as a percentage of a market population. In other words, it’s all adults aged 18+. It refers to the percent of the total viewing audience reached multiplied by the exposure frequency. This score is commonly considered to be the primary analytic currency for OOH, but it is also used when planning and buying other types of media. For example, GRP would be used when promoting the upcoming census since they’re trying to reach everyone.

The formula used to calculate the GRP is:

(Reach (% of Audience Reached) × Frequency (# of ad impressions)) × 100

So if 30 percent of the viewing audience sees your billboard 4 times, that ad would have a GRP of 120 ((.3 × 4) × 100).

TRP (Target Rating Point)

Using GRP works well when you’re trying to reach all adults 18+, but in cases where your target is more narrow, it may be more valuable to use TRP. TRP, or Target Rating Point, enables you to determine the number of GRP’s achieved by an advertisement among targeted individuals within the larger viewing population. The calculation is actually rather simple.

The formula used to calculate the TRP is:

GRP × Target Audience as a Percent of Entire Viewing Audience

Going off the earlier example, assume you are targeting males ages 18-25. If you know that this demographic makes up 35 percent of your entire viewing audience your new TRP would be 42 (120 × 35).

That’s all there is to it! Figuring out GRP and TRP isn’t all that scary, after all. We also have tools that can easily calculate TRP and GRP for you. Want to learn more? Feel free to request a demo.

October truly is one of the best times of year to be a sports fan! The MLB playoffs are in full swing, football is officially back, and our next-door neighbors, the Columbus Blue Jackets, are once again competing against their NHL counterparts. Sports season presents great opportunities for OOH advertising. In this blog post, we’ll take a shot at explaining various types of stadium advertising and the benefits of each.

Jumbotron Features

If you’ve ever been to a live sporting event then you probably know that when your attention is not on the field (court, rink, pitch, etc.) it’s probably focused on the Jumbotron instead. These massive digital video boards are commonplace in almost every sports venue and are a premier location for your OOH advertisement.

Advertising features on Jumbotrons are typically 30-90 seconds long and are displayed either after a play or during a timeout. By disguising these ads as attention-grabbing entertainment segments such as top plays, team trivia, and stadium-wide raffles fans can remain fully immersed in their experience while simultaneously connecting with brands’ promotions.

Stadium Signage

Branded signage is another very common and effective stadium ad format. These signs or posters are placed in concourses, stairwells, elevators, and even parking structures. Despite being relatively conventional in nature you can be sure these ads will reach the hoards of fans who roam the stadium looking for their seats, restrooms, and concession stands.

Branded Stadium Seating

Branded seating is another productive form of stadium advertising that makes an impact the moment fans take their seats. Seat advertisements refer to branded giveaway bags, containing a variety of goods and information, that are affixed to the backs of fans’ seats before the start of the game. Placing these ads at one of the fans’ first points of contact with the stadium makes your brand stand out, and immediately prompts users to engage with your offering. By investing in seating advertisements you place your brand directly at the fingertips of consumers and encourage continual interaction both during and after the game.

Turnstile Advertisements

Turnstile ads generally come in the form of customized sleeves that can be slipped over the existing turnstile bar, transforming it into an eye-catching OOH display. Placing these ads on turnstiles at the entrances of stadiums and arenas, either before or after security checkpoints, obligates long lines of fans to personally interact with your advertisement on their way to the game.

Start your search for stadium and arena advertisements with DOmedia, the host to the largest database of OOH vendors in the US, and get one of these eye-catching displays today!

Interactive media walls are an exciting new form of digital OOH advertising capable of bringing your brand directly to consumers’ fingertips. These attention-grabbing displays are sure to gather a crowd as they educate, entertain, and provide unforgettable experiences to users.

Monitor-Based Displays

These consist of large collections of LCD screens tiled together in landscape format to create one cohesive image. The average size of these displays is 8’x14’ but can be as long as 30ft! These installations allow photos, graphics, and even videos to be activated simply by the touch of a user’s fingers.

They are used commonly in corporate lobbies, museums, and transit terminals, but can be effective in almost any space where there will be a high volume of passersby. Also, consider sending an interactive media wall on the road and start captivating customers in new markets with this fun technology.

Projection-Based Displays

These are slightly different from monitor based displays because they do not rely on physical contact to trigger a response. Instead, they use a combination of projection based images and gesture tracking technology to track a user’s movement and create interaction.

This medium is great for creating branded games and interactive advertisements that have the potential to influence how customers perceive your brand. Projection based displays are flexible in their sizing so they can be placed virtually anywhere, but they can be effective when installed in malls, movie theaters, or any other retail establishment.

In addition to this, projection-based displays are not limited to only being on the wall. Try placing one of these on the floor and watch user’s reactions when they realize they’ve walked right into your advertisement!

Next time you feel like you are being limited by standard forms of OOH advertising consider an interactive media solution. It’s an intensely creative format that is sure to have consumers meaningfully engaging with your brand.

Want to see one in action? Check out this video link.

DOmedia, the host to the largest database of OOH vendors in the US, is constantly encountering innovative vendors. In our Vendor Spotlight series, we attempt to highlight these companies and explain to you how they are pushing the industry forward. Today we’re focusing on Unified Products and Services, a company that provides immersive wi-fi advertisements during the guest login process.

We previously talked about place-based advertising. Founded in 2009, Unified Products offers us a concrete example of place-based advertising in action. Their wi-fi advertising is currently available at over 350 fitness locations nationwide. Once gym goers log in to the free wi-fi, they are made to watch a short, no-skip video ad. After the ad, they are taken to a landing page where they can receive a coupon or request more information on the ad they just watched. Finally, they can be given the option to opt-in to push notifications for that product or service in the future. The notifications can even remind them of an abandoned shopping cart.

Since they are advertising to people at the gym, the ads can be extremely targeted to that specific demographic. In fact, their videos have an 80% completion rate! Cell phone data can be collected on a landing page to further refine customer data, making future ads that much more effective.

According to CEO Kevin Dailey:

“Since many members work out on a regular basis the immersive experience will stick with them over the long haul.  We offer the ability to rotate ads during the login sequence to keep the interest up with fresh content.  This results in fully 80% of members seeing the video ads to completion.  We think this compares quite favorably with TV or digital signage videos, which rarely get a complete viewing anymore.  Coupled with  the right call to action and PUSH notifications it is a unique marketing play not found anywhere else.”

If you want to learn more check out the Unified Products and Services vendor page here.

Want to be featured on our blog? Fill out our short vendor questionnaire here.