Out of home is not just outdoor advertising anymore.  Out of home incorporates the attributes of all the other media’€”radio, television, print and Internet. This advantage makes its positioning and definition constantly in flux. It is a key strategic part of a media campaign, rather than an old fashioned afterthought. Advertisers and brands can integrate their social, mobile and local media strategies to bring improved results, greater economic efficiencies and higher consumer engagement.

It doesn’t matter how long you have been in the industry, it seems that you can never really ‘€œcatch up’€ or anticipate the next trend in out of home. For a ‘€œslow’€ moving industry, we move pretty quickly! New technology, elements and products have taken the medium from location-specific inventory that’s inflexible, and hard to buy and measure, to a medium that’s strategic, social, audience-driven and more accountable. Planning season is getting more difficult with all of the choices. Continue reading →

Out of home is not just outdoor advertising anymore.  Out of home incorporates the attributes of all the other media’€”radio, television, print and Internet. This advantage makes its positioning and definition constantly in flux. It is a key strategic part of a media campaign, rather than an old fashioned afterthought. Advertisers and brands can integrate their social, mobile and local media strategies to bring improved results, greater economic efficiencies and higher consumer engagement.

It doesn’t matter how long you have been in the industry, it seems that you can never really ‘€œcatch up’€ or anticipate the next trend in out of home. For a ‘€œslow’€ moving industry, we move pretty quickly! New technology, elements and products have taken the medium from location-specific inventory that’s inflexible, and hard to buy and measure, to a medium that’s strategic, social, audience-driven and more accountable. Planning season is getting more difficult with all of the choices. Continue reading →

DOmedia is proud to support the Outdoor Advertising Association of America’s (OAAA) initiative to ‘€œtake another look’€ at out-of-home.  In fact, we couldn’t be more excited about the fresh focus and perspective that is included in the re-positioning of the OOH brand and the role that technology can play in this effort.

I clearly remember the OAAA Star Showcase in the fall of 2008 when DOmedia unveiled our ‘€œdiscovery’€ tool that signaled the start of a journey that continues to gain momentum and parallels many industry initiatives.  In the past four years we have learned a lot (understatement of the millennium), adapted our model (understatement #2 of the millennium) and remain open to continued evolution to serve the industry’s needs.

As one of our team noted, we moved from ‘€œan expert tool, to a tool for experts’€ specifically in addressing one of the industry’s key target audiences ‘€“ advertising & media agencies.  We’ve been living and breathing ‘€œinnovation’€ since our inception ‘€“ using technology to help shift thinking of the industry.

Our ‘€œmarketplace’€ ‘€“ the first in the industry ‘€“ has also helped the industry reach another target audience, advertisers.  We’ve ‘€œconnected’€ thousands of local and regional companies and look forward to making future advancements with this audience by helping them better understand the impact of the medium and the finding the companies that can help them do so!

We’ve found the challenge of fostering technology adoption to be very challenging ‘€“ and probably similar in many ways to what the industry will face to re-define its brand.   Ultimately, these opportunities do not rest with a ‘€œthing’€ but an idea or belief that lives with people and the market.

And with that, we share the vision and optimism that our industry has for its future!

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Ken Sahlin
Chief Operating Officer
DOmedia, LLC