All posts in Technology

Out-of-Home: The Art of the Ad Industry

by DOmedia on June 23, 2009 in Advertising, Alternative advertising, Billboards, News, Technology, Trends with No comments

Thanks, in part, to the introduction of digital signage capabilities, today’s billboards are not only more visually appealing, but consumers are now able to interact with them in a way that wasn’t possible before.

And it isn’t going unnoticed. In response, Ad Age recently introduced the first annual Art of Outdoor special report which highlights the most creative out-of-home campaigns from around the world. The report brings a whole new light to the industry, looking at OOH as artistic innovation capable of engaging mass audiences with a simple, well-chosen message & corresponding image. Simple, but effective.

Check out the recent Ad Age article, “Celebrating the Renaissance of Out-of-Home Advertising,” which includes a slide show of their top choice campaigns. I just love the Chevy Volt Concept car ad . . . talk about the “big picture.” It’s a perfect example of using a simple message and powerful image to get a point across.

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DO’s in the News: Inc.com

by DOmedia on June 23, 2009 in Advertising, Alternative advertising, DOmedia, News, Press, Technology, Trends with No comments

Earlier this month, Inc.com featured DOmedia’s Jeff Lamb in, “Online B2B Marketplaces: Should You Dive In?” Minda Zetlin’s article, which centers around the many emerging business-to-business marketplaces on the web, focuses on companies that understand the needs of the industry and reflect that understanding through their marketplace management.

The article shows how DOmedia’s marketplace connects the fragmented out-of-home advertising industry, quoting both our own Jeff Lamb as well as Massivemedia producer, Ashley Robinson.

So what sets a successful marketplace apart from the rest? Read the full article on Inc.com.

Out-of-Home Forecast is Looking Up

by DOmedia on June 17, 2009 in Advertising, Alternative advertising, News, Technology, Trends with No comments

While it’s no secret the advertising industry as a whole has felt the repercussions of the economy this past year, a recent forecast from PricewaterhouseCoopers tells us there’s hope yet! Once again, the future is looking bright for out-of-home, especially compared to some traditional media.

While radio is expected to continue declining over the next five years, PwC is optimistic about the out-of-home industry, according to adweek.com. After a year of decline, ad spending is expected to increase in as early as 2010, with continued growth for the next three years. By 2013, PwC predicts OOH ad spending to grow to $8.2 billion at an annual rate of 2.5%.

Some of the success of the out-of-home advertising industry can be traced to its ability to incorporate new and improved technology such as digital screens and interactivity, making ads more visually appealing and engaging to consumers. Plus, with audience measurement constantly improving (TAB’s Eyes On Ratings, for example), advertisers are more likely to turn to OOH than ever before.

‘Eyes On’… The Future of Out-of-Home

by DOmedia on June 3, 2009 in Advertising, Alternative advertising, News, Technology with No comments

The out-of-home advertising industry has always struggled with an efficient ratings measurement system, relying on daily traffic numbers and assumptions about the visibility of the media. But that’s all about to change, thanks to the good people at the Traffic Audit Bureau (TAB) and the “Eyes On” measurements they’ve been working on since 2003. The new ratings, which were recently released in their first stage, will be much more precise, focusing on the actual number of people who saw an advertisement.

According to a MediaPost article, “Eyes On” combines, “auto and pedestrian traffic counts with route and destination surveys and in-person interviews.” Using the in-person interviews, TAB can then determine the likelihood that a passerby came in contact with an ad. And what’s more, the weekly TAB ratings will provide the advertiser with much sought-after demographic information on its audience.

The conversion to “Eyes On” is scheduled for this fall when the second batch of ratings are ready for the public…. a huge step for the out-of-home industry!

It’s a jungle out there…in 3D even

by DOmedia on May 29, 2009 in Advertising, Alternative advertising, Branding campaigns, Technology with No comments

New York has often been called an urban jungle, but the History Channel and out-of-home media company Pearl Media have given that phrase a whole new meaning. In an effort to promote the May 31 debut of EXPEDITION: AFRICA, Pearl Media worked with the A&E owned network to bring the show to life for New Yorkers using selected storefronts they converted into little slices of the dark continent. In addition to 8 foot tall high-definition, large-format lenticular prints, the campaign also features four of the world’s largest 3D video screens (57″)! These drool-worthy technological wonders allow for 3D content to be shown in full HD without having to wear those ridiculous glasses the movies hand out (I guess that makes these screens jumbo-sized 3D HD LCDs…). But wait, there’s more! External speakers also draw pedestrians, playing audio from the 3D video as well as indigenous, ambient African sounds.

According to Pearl Media President, Joshua Cohen,

PEARL MEDIA prides itself on creating unique, jaw-dropping experiences for its clients and their consumers. The use of 3D technology provides the History Channel with a one-of-a-kind opportunity to have their brand leap out into the face of pedestrians in a way that has never before been seen on the street.

Horizon Media teamed up with History and Pearl Media to bring this 3D vision to 3D reality. Jason Smith, Horizon Group Out-of-Home Media Director, had this to say,

History’s exciting programming lineup, creative thinking, and visionary commitment to innovative marketing allows our agency, and in this case, our OOH group to collaborate with Pearl Media to bring to market a very synergistic, street level marketing element that not only tells people where and when to experience History’s programming, but also provides the consumer with a one of a kind encounter that is rewarding and memorable.

If you’re in NYC anytime through the end of June, check it out for yourself. Storefronts are located at 521 5th Avenue and in SOHO at 382 West Broadway.