All posts in Out-of-home advertising

In the course of administering the world’s largest marketplace for out-of-home media, the DOmedia team gets to work with many of the industries top media professionals. We consider ourselves privileged to have the opportunity to learn from them, and we want to extend that opportunity to all of our users. Today, we are announcing a new program, which we are calling DOplan, to make the vast expertise within the DOmedia community available to everyone.

DOplan will begin as a content series featuring media planning tips from top industry professionals. Here is a small sampling of the topics you can expect us to cover in the coming months.

• Best practices for unique and emerging alternative media
• The application of real-time data to digital out-of-home advertising
• How to use data to improve campaign planning
• Best practices for billboard creative

But that is just the beginning. DOplan is a natural extension of our mission to “change the way media is bought and sold.” Media professionals everywhere should have access to the best information available, and we are proud to use the scale of our network to make that vision a reality. We have big plans for this program. Watch this space.

Recently, Digital Signage Today reported that over $1 billion dollars of advertising have been bought and sold through DOmedia’s marketplace. Eight years ago, we recognized the advancements that Demand Side Platforms (DSP) and Supply Side Platforms (SSP) brought to Internet advertising and set out to introduce a similar tools for the out-of-home market. Reaching $1 billion in transactions represents a major milestone in our journey to change the way OOH media is bought and sold.

One key to our continued success has been close partnerships with OOH vendors and agencies. Check out what Monica Robinson of Lamar Advertising Company had to say:

“In our experience the DOmedia contract is one of the most ‘friendly’ in the business,” says Lamar Advertising Company Director of National Sales, Monica Robinson. “They are laid out in a logical manner and include all the important information needed by our contracting staff.”

You can read the full article here.

The entire DOmedia team works tirelessly to provide valuable solutions to our users. And, though we plan to go much further, reaching $1 billion is sales a great opportunity to look back at how far we have come. Thank you to our industry partners, investors and advisors who have helped us reach this milestone.

1. Paul Lindstrom announces “agnostic” buying tools from Nielsen

Barry Frey, President and CEO at the Digital Place-based Advertising Association, kicked off the summit with some incredible facts, including the news that DPAA is looking to develop programmatic tools for the industry. One of the best moments of the conference introduction, however, came during the Q&A section. Paul Lindstrom, SVP of Custom Research at Nielsen, told the crowd something they knew very well, “brands want to buy video ‘agnostically,’” and followed it up with some very welcome news – Nielsen is developing a data set for cross-platform and cross-network buying. It was a great announcement for the data-hungry industry.

2. Rishad Tobaccowala says network outdoor will be only “mass media”

Rishad Tobaccowala, Chief Strategist of the Publicis Groupe, had enough quotable moments at the Video Everywhere Summit to fill this entire post. But, one prediction was particularly interesting to the DOmedia team. As as digital and traditional media continue to fragment, network outdoor media will soon be the only guaranteed way to broadcast a unified message to large swathes of the population. It was a straightforward deduction, but it set off so many lightbulbs that DPAA organizers actually had to dim the lights in the Broadway Ballroom.

3. Stuart Elliott Reminds Us that Marketing is About Listening

Veteran advertising reporter Stuart Elliott took the future-focused summit back to basics with a reminder that listening to customers is the key to successful marketing. Elliott recounted the recent tribulations of McDonald’s, two years of declining same-store sales, and then highlighted the “insight” that turned the fast-food giant around in late-2015. They gave customers the thing they ask for at 10:31 AM every day at every McDonald’s in America – breakfast.