DOmedia

Mediaweek Gets Out (There)

by DOmedia on May 6, 2008 in Advertising, Alternative advertising, Press with No comments

While we were at the 2008 Traffic Audit Bureau Eyes On Conference a few weeks back (has it really been that long?!?!), one of the many interesting announcements highlighting the growth of outdoor advertising was that Mediaweek is launching a monthly feature specifically about out-of-home media. In the first “Out There” issue, Editor-in-Chief Michael Burgi unveiled the section with the following introduction:

“Welcome to Out There, our first-ever editorial section devoted to the burgeoning out-of-home media business. Compiled and reported by senior editor Katy Bachman, the new monthly section aims to cover all facets of the business: traditional outdoor billboards, place-based media, digital technology, alternative offerings, as well as advertising and research issues. We also plan to showcase creative elements that are driving innovation and unusual media executions.

Why now? Money. Revenue growth in the OOH sector outpaced all other media except for the Internet in 2007, and the medium is expected to keep growing at a healthy clip. And if you work in any major market, it’s simply inescapable. In my daily walk to the Times Square subway station, I’m dwarfed by massive wallscapes and spectaculars of all sorts as I pass phone booths (the few that are left) equipped with digital signage. Even taxis now carry video content.’€

In addition to the print feature, Mediaweek is also showing a little online OOH love with their new Out There resource on mediaweek.com. It’s a little sparse to begin with but it’s nice to see their intent to develop these categories. We look forward to seeing this section grow and mature along with the industry it’s covering.

Orange Barrel Media wins OBIE

by DOmedia on April 18, 2008 in Agencies, Alternative advertising, Branding campaigns, Events, People with No comments

Special congrats to Columbus’ own Pete Scantland and the entire team at Orange Barrel on their 2008 OBIE win for their Nationwide “Paint Spill” wallscape. Who says Columbus isn’t on the cutting edge of advertising! Way to go, guys!!

Common Themes from the TAB and ad:tech Shows

by DOmedia on April 18, 2008 in Advertising, Alternative advertising, Events with No comments

It’s been a busy week for us here at DO. Nick, Kim and I headed south to the 2008 Traffic Audit Bureau Eyes On Out-of-Home Media Conference and Marketing EXPO (try saying that 3x fast!). Meanwhile, Dave headed west to the ad:tech conference in San Francisco. Coming out of both conferences is a renewed enthusiasm for the alternative and out-of-home media segments. There’s so much innovation going on right now. And the creative applications of the opportunities presented by the medium are truly inspiring.

After spending several days in seminars and meeting industry professionals in the various segments (buying, selling, supporting, measuring, etc.) there seem to be a few key themes hitting the OOH media channel right now. Continue reading →

Rosey Returns for “Legally Blond” Alternative Media Campaign

by DOmedia on April 3, 2008 in Advertising, Alternative advertising, Branding campaigns with No comments

I was skimming through today’s MediaDailyNews when this headline caught my attention: “Legally Blond Delivers 20% Redemption Rate for AdPack.” Now, before I go any further, I have to admit that I am an Elle Woods fan (anyone who can dissect fashion and criminal justice equally well has my respect), but that’s not the (only) reason I jumped straight to the article to learn more. What really caught my attention was the “20% Redemption Rate” part. One of the challenges consistently faced by alternative media companies is being able to provide measurable results. As more and more marketers seek to defend their strategies and tactics with positive (and often instantaneous) ROI metrics, “total impressions” isn’t enough to convince a client to make an investment.

Which brings me to the article itself… Continue reading →

Google Goes to Mars?

by DOmedia on April 1, 2008 in Miscellaneous, News with No comments

Advertising on the moon is soooo 12 hours ago! I just ran across the latest Virgin/Google antics on Adrants (a must-read if you’re in the advertising biz) and needed to look into this one further. According to the post, Sir Richard Branson (Virgin) and Larry Page and Sergey Brin (Google) have joined forces, forming a new entity, Virgle, whose mission is to colonize Mars.

Apply to become a Virgle pioneer and you could win a coveted slot on a ship to Mars. It will be dangerous. It will be uncomfortable. It will be unnecessarily expensive. “But your enriched descendants will appreciate your sacrifice, which should render worthwhile your choice to spend the rest of your (perhaps radically foreshortened) life in deprivation and uncertainty,” Virgle assures you.

After watching the YouTube video and then checking out the site, I was seriously beginning to think these guys have way too much money and time on their hands…until I read this: it’s all an elaborate April Fool’s Day joke. You have to love mega-billionaires who are still having fun and love a good laugh as much as the rest of us. Of course, if this is the joke, I wonder what that means for moon-side advertising. After all, Gmail was released on April Fool’s Day too…