All posts in Out-of-home advertising

Navigating through the RFP 2.0 Process

by DOmedia on April 30, 2013 in Out-of-home advertising, Technology with No comments

By now, most of you have seen our new version of the RFP Tool’€”RFP 2.0. We have gotten a lot of great feedback and common questions from sellers, which have assisted our development efforts. We will have an update with some new functionality, and I wanted to give you a heads up. In addition, I thought some useful tips might help you quickly navigate through the process.

Remember, the information below only refers to our DOmedia Standardized Template on Step 2, not individual templates customized and attached by the buyers.

Update Improvements
We are making some updates that should help make the process even easier for media sellers. Updates to the built-in template and dashboard will help you save a good deal of time.

The first update to the process is on the spreadsheet on Step Two. Our Standardized Template on Step Two will have a Live view, which will make the table bigger and easier to read. This will allow for easier scrolling as well.

Download all feature on RFP 2.0

Our next improvement is the new Download button that will be viewable on the dashboard after the Terms of Service are accepted. The Download button will allow users to download the entire DOmedia Standardized template (including the headers) to their computer. This file will download as a zip file and opens as one Excel file. No more copying and pasting from the template to Excel to work on it! Also, any information that you have already entered into the template will also download into the file. This function will allow a snapshot of your spreadsheet any given time. This download file can be saved on your computer as a record of what was sent to the client. Any attachments that you add will not be downloaded, only the Standardized Template will download. Continue reading →

AdTraction Media Reaches Millions of People in Chicago

by DOmedia on March 25, 2013 in Out-of-home advertising, Product Spotlight with No comments

In Chicago, the place to be in the summer is at the beautiful parks and lakefront of the Chicago Park District. Millions of people visit Grant Park and the lakefront each summer to enjoy some of the premier events in the country! Now, a first-of-its-kind advertising opportunity is hitting Chicago’s lakefront this summer! The Chicago Park District has partnered with Chicago-based AdTraction Media to create the first textured surface advertising plan in the country. AdTraction has created a unique solution to utilize an adhesive product that forms to concrete or blacktop. The product is tested to perform in extreme outdoor weather conditions while maintaining a high slip resistant surface and a quality appearance.

Request a Quote from AdTraction

In 2012, AdTraction’s textured surface displays for Gatorade, Tropicana and Nike were seamlessly integrated into lakefront activities where walkers, runners and cyclists traversed safely over them. This summer, there are 55 individual, 12’x24′ (288 sqft), surface advertising locations along Chicago’s lakefront available; locations include beaches at North Avenue, Oak Street and Ohio Street, the harbors, Northernly Island, Museum Campus and Buckingham Fountain. Each of the locations will cycle a display for 28 days, 6 cycles throughout the summer; a total offering of 330 total sponsorship opportunities.

Chicago’s strong cultural, commerce, sports and entertainment venues boast unparalled media exposure opportunities. By taking a stroll along Chicago’s beautiful lakefront, Chicagoans and visitors marvel in the beautiful scenery that the City by the Lake provides. Eye-popping exposure at some of the city’s top events, such as the Taste of Chicago, Chicago Air and Water Show, Lollapalooza, Chicago Jazz Festival and the Chicago Marathon, can put brands in front over 8M visitors to the area!

AdTraction Helps You Reach Audiences at Key Chicago Events

Events	Neighborhood	Pedestrians
Grant Park Music Festival	Millenium Park	1,000,000
Race to the Taste	Grant Park	4,000
Chicago Blues Festival	Grant Park	500,000
Taste of Chicago	Grant Park	3,000,000
Navy Pier 4th of July Fireworks	Lakefront	500,000
Chicago Air and Water Show	Waterfront	2,000,000
Lollapalooza	Grant Park	240,000
Tall Ships	Lakefront	850,000
Race to Mackinac	Lakefront/Monroe Harbor	400,000
Rock ‘n’ Roll Chicago Half Marathon	Grant Park/Lakefront	20,000
Chicago Jazz Festival	Millenium Park	200,000
Mexican Independence	Grant Park	150,000

To learn more, visit AdTraction in the DOmedia marketplace and request a quote!

Request a Quote from AdTraction

Carroll Media Services, Inc in the DOmedia Spotlight

by DOmedia on February 5, 2013 in Company Spotlight, Out-of-home advertising with No comments

Carroll Media Develops First Performance System for Outdoor Advertising

Metrics based on TAB OOH Ratings provide actual campaign delivery

Carroll Media Services Inc (CMS), an independent OOH media auditing, tracking and research company, launched OutdoorAdTrak Posting Analysis, the first program to provide performance ratings for outdoor advertising. Using TAB’s Out of Home Ratings data as its base, the new program is a value-added service for all CMS clients who retain OutdoorAdTrak field audit services.

OutdoorAdTrak Posting Analysis is a CMS proprietary program that provides an audience delivery rating/index for the Out-of-Home media buying similar to what advertisers get with other media and works with any OOH program that has impressions as a base for it’s currency. Reach and frequency is also computed.

The program uses real performance attributes recorded in the field by CMS agents to assess to what degree purchased impressions should be adjusted. Aspects such as proper illumination, on-time posting, visibility standards, and overrides are among considerations that factor into a final performance metric.

CEO Glenn Carroll noted: “Now advertisers have a solid performance index for OOH just as they have had for other advertising media, which will enable them to track actual (vs. purchased) CPMs & Reach/ Frequencies, determine campaign ROI and serve as a benchmark for future planning.”

OutdoorAdTrak Posting Analysis is an extension of Carroll Media’s 20 year old pre-ride and post-buy audit services conducted for some of the largest OOH advertisers, agencies, and media buying firms. The program also addresses the critical need for accountability as defined within OAAA’s industry branding initiative developed earlier this year, and takes application of TAB’s groundbreaking OOH Ratings from merely planning metrics to actual post buy performance measures.

Ray Rotolo , COO, PosterscopeUSA agrees: “OutdoorAdTrak Posting Analysis is another positive step in OOH’s evolution toward becoming a truly measurable and accountable medium on par with TV, print, etc. It brings a dose of “reality” into performance and ROI measurement.”

And unlike other media that rely on small sample sizes to determine ratings, CMS typically audits from 50-100% of a client’s OOH campaign so the results are both more reliable and expandable. Also, advertisers using OOH media that is not TAB audited can utilize the OutdoorAdTrak Posting Analysis program as long as impressions are the basis for determining audience estimates and rates.

Established in 1993, Carroll Media Services Inc. provides third party audits, quality control, and custom research in the Outdoor Advertising, Promotions, and In-Store, Retail and Movie industries. With 140 field representatives stationed throughout US and Canada, CMS also maintains the outdoor’s industry’s largest image database (OutdoorAdVault) and serves a diverse roster of blue chip companies.

Taking Outdoor Advertising Accountability to the Next Level

Request a Quote from Carroll Media Services

Top 3 Sales Trends for 2013

by DOmedia on February 5, 2013 in DOmedia, DOOH, Out-of-home advertising, Trends with No comments

1. Instant Access to Solutions
In 2013 the Web will make salespeople more, not less important. Buyers are turning to the Internet to find solutions. What this phenomenon has done is created a new set of expectations amongst customers. Today, advertisers expect more from salespeople. They expect sales reps to be experts of their business and act as managers protecting their interests within the sales organization. Those salespeople and companies that are not easily accessible or take too long to respond won’t have a chance. Have your information readily available for buyers to access on the DOmedia website. Don’t make them chase you down for information.

2. Expert Sellers
Today, customers need expertise from salespeople. They need something of value added to the sales process. Adding value to the sales relationship protects against commoditization. Let go of the day to Continue reading →

Looking Forward to 2013

by DOmedia on February 5, 2013 in DOmedia, Out-of-home advertising with No comments

Kim Ramser Another year comes, and I find myself wondering where the time goes! In welcoming 2013, I started reminiscing about the last ten years. It is amazing how far this industry has come since 2003, when I was working at the Outdoor Advertising Association of America (OAAA) in DC. Change is usually slow in the outdoor advertising industry. However, looking at the last 10 years, we have made a lot of progress. The challenges we have overcome and advancements made in the industry are enormous when you think about it.

Audience Measurement

Audience measurement for out of home has really evolved. No longer do we depend on traffic numbers and Daily Effective Circulation (DEC). We went through a lot of pains and trials to make progress in this area. Arbitron planned to develop a measurement standard introducing the demographics information to the measurement. Using travel diaries in Atlanta, Arbitron hoped to bring the measurement philosophy from radio to outdoor. Next, came Nielsen with a similar idea, but they used GPS technology to track consumers in Chicago. The industry was optimist about both possibilities but nothing came of them. Moving ahead to 2013, we have an audience measurement system from the Traffic Audit Bureau (TAB), called TAB OOH Ratings. Not only does it bring the industry to a new level, but has started to get agency adoption.

Continue reading →