All posts in Out-of-home advertising

$1 Billion of Advertising Bought Through DOmedia

by DOmedia on November 11, 2015 in Out-of-home advertising with Comments Off

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.

Things We Loved at the DPAA Video Everywhere Summit

by DOmedia on November 3, 2015 in Out-of-home advertising with Comments Off

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.

Stat Snapshot: Get More Agency Attention

by DOmedia on October 26, 2015 in Media Selling, Out-of-home advertising with Comments Off

The only thing the DOmedia team loves more than advertising is data. No big surprise, since our product is designed to bring modern data-driven decision making to the OOH market.

When we come across a standout stat, we share it with our users. Today’s “stat snapshot” is a big one for vendors looking to gain more RFPs.

>> Click here to download a copy of this infographic <<

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>> Click here to download a copy of this infographic <<

Our client services experts love helping vendors take full advantage of the DOmedia platform. Contact our team today to learn best practices for increasing your profile visibility.

3 Reasons Out-of-Home Advertising Is Up

by DOmedia on October 21, 2015 in Billboards, Out-of-home advertising with Comments Off

A recent article by MediaPost reported that out-of-home advertising revenue continues to rise, despite total ad spending declining nearly 7% for the 2nd quarter in 2015. Out-of-home and local radio are the only forms of traditional media seeing significant growth, with out-of-home rising nearly 3.8% in the 2nd quarter. As the leading OOH marketplace, DOmedia has identified 3 reasons for OOH continuous growth and success.

Manhattan wallscape via Outselling, Inc.

Great Reach – With increasing mobility, consumer are away from their homes an average 70% of waking hours per day. Out-of-home advertising provides more reach to the on-the-go consumer, as it is visible on their commutes in various formats: roadside billboards, bus wraps and even stair graphics. Out-of-home can reach consumers in ways other categories of traditional media cannot.

Great Value – Out-of-home is highly efficient as it delivers impressions at a lower CPM, saving advertisers big bucks. Television advertising typically has high CPM costs and production costs. Print advertising has costly frequencies, low reach and high clutter. Out-of-home provides more cost efficient advertising, with a range of $3.38-$8.65 per thousand impressions nationally.

Great Creative – Out-of-home advertising gives creative teams freedom to be innovative on a whole new level. Companies like Apple are utilizing their own customers’ photos for breathtaking wallscapes. Nationwide Mutual Insurance Company captivates pedestrians with 3-D images. Out-of-home advertising allows companies to showcase their creative abilities on large scale formats that isn’t possible in other forms of traditional media.

BONUS REASON!

Great Timing – With the presidential election arriving in a year, campaigning is in full swing. Political candidates realize reaching millennials could be the key to success in the 2016 race, but reaching these millenials has proven difficult. Millenials are on the go and becoming immune to traditional advertising, but OOH media offers the opportunity to grab their attention.

Click here to read the full article on MediaPost.com

Accelerated OOH Platform Growth on DOmedia

by DOmedia on May 14, 2015 in Out-of-home advertising with No comments

New age of automated media buying is upon us

Strength of DOmedia Platform in OOH

Since the launch of our RFP application in 2011, the DOmedia platform for buying and selling OOH (Out-of-Home) Media has grown significantly in total number of professional users and companies doing business on the platform. By the end of 2016, we expect that over 8,000 professionals across 5,000 businesses in the US alone will be active on DOmedia.

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Digital Inventory and Automation Trends

As OOH media inventory continues move from static to more digital, both buyers and sellers are adapting to a more flexible environment. A new way of doing business has also emerged. We are now in the age of automation, as brand clients require more transparency and better analytics to justify ROI. Phone calls and emails are still helpful but not a necessary means of communication for processing large amounts of media buy data. Business processes must continue to advance to meet this demand for effective and efficient campaigns.

Rapid Increase in RFP’s and Proposals Online

As client behavior meets this growing demand for digital automation, we anticipate a rapid increase in OOH media buys transacting online. By the end of 2016, an expected total of 10,000 RFP’s will have been sent from buyers and a total of 50,000 proposals uploaded from sellers. An incredible amount of market intelligence is being gathered and will only allow our clients to create better campaigns much faster, saving valuable time while increasing overall revenue and profits.

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