All posts tagged Digital Out of Home Advertising

DOmedia’s Stats Confirm: Digital-out-of-home (DOOH) Market Expands Rapidly in 2010

COLUMBUS, Ohio, Feb. 1, 2011  — Digital-out-of-home advertising (DOOH) is the fastest growing segment in the out-of-home market with no signs of slowing down. According to preliminary numbers reported by PQ Media, a leading provider of alternative advertising and marketing research, the digital out-of-home market was expected to grow 15% for 2010, to $2.07 billion. This trend is consistent with patterns seen by DOmedia, (www.domedia.com), the Out-of-Home Advertising Marketplace and leading provider of planning and buying tools for alternative, traditional and digital out-of-home media. DOmedia has seen continuous double-digit growth since its founding in 2007.

In 2010, DOmedia experienced a 30 percent growth in DOOH searches. “There is considerable momentum in the marketplace for DOOH,” noted Rich Langdale, interim CEO of DOmedia. “For example in 2010 alone, the number of total searchable companies in the DOmedia marketplace increased 18 percent to over 460 companies, but the number of digital companies nearly doubled, increasing 92 percent, to over 100.” The number of agency and advertiser users also grew dramatically in 2010, almost doubling the amount of buying users compared to 2009.

There are a number of reasons for increased interest in DOOH advertising. According to DOmedia, consumers are spending more time out of the home than ever; two times more today than 30 years ago. And when consumers are out of their home, they are increasingly likely to see DOOH advertising, from screens at the gas pump to ads in their local mall. Consumer researcher Arbitron found in a 2010 Digital Place-Based Video Study that more than two-thirds of teens and adults have seen a digital video display in a public venue in the past month.

Marketers are finding a much more receptive audience when they reach consumers while they are out than when they are at home on the couch. According to Mr. Langdale, “When a consumer is at home watching television, the commercial is an interruption and TV watchers often use this time to get up and do something else. Contrast this to advertising at a gas pump or when waiting in line; these ads are often seen as a welcomed distraction.”

Additionally, with reduced ad budgets due to the recession, marketers are finding that digital-out-of-home advertising is one of the most efficient ways to reach consumers cost-effectively. For example, during the elections this past November, DOmedia showed campaign media buyers how they could target their political ads to one particular precinct or zip code enabling them to target their messages more effectively. The company expects that this targeted use of DOOH will only increase as more election campaigns become aware of this tool.

Retailers are also finding value in reaching a targeted audience. According to Mr. Langdale, DOmedia saw a spike in searches in the fourth quarter for last minute Christmas advertising campaigns targeted to shoppers.

Technologies such as those offered by DOmedia are expected to reduce the cost of DOOH media in the marketplace. The use of technology creates increased efficiency that lowers the cost and increases the scale by which DOOH media can be planned and bought.

Limited advertising budgets, decreasing costs in DOOH due to market efficiencies and better advertising targeting will all lead to continued DOOH growth in the coming years. “We are on target to grow dramatically in 2011, with no signs of slowing down,” Langdale said.

For more information, an online demo, or to do a free search, visit www.
DOmedia.com
.

About DOmedia
DOmedia is the Out-of-Home advertising marketplace that simplifies the process of buying and selling media. Through its online platform and product suite, buyers and sellers connect and DO business more efficiently. The company is privately funded and based in Columbus, Ohio. For more information and to do a free search, visit www.domedia.com.

SOURCE DOmedia


OAAA: 7% Increase in Out of Home Advertising in Q3

The Outdoor Advertising Association of America (OAAA) released figures showing a 7% increase in revenue in Q3 2010 (vs. Q3 2009) for the Out-of-Home (OOH) advertising industry. Year to date, OOH advertising revenues are up 3.3% over 2009. The media and financial segments helped drive the increase, with the financial institutions reporting a one third increase in spending over the same period in 2009.

Although unspecified in this release by the OAAA, the Digital Out-of-Home (DOOH) category would seemingly be the fastest growing category in OOH. According to PQ Media data released on November 15th, the U.S. Digital Out-of-Home (DOOH) media category, which includes digital place-based networks, billboards and signage (including cinema), grew 14.9% in the first half of 2010.

Large advertisers and agencies are recognizing the cost effectiveness, reach, and impact of Out-of-Home and Digital Out-of-Home Advertising. Garry McGuire, CEO of RMG Networks, believes the DOOH industry will reach a tipping point in 2011. Exciting times for both media buyers and sellers in the industry. If in fact the DOOH media category is reaching a tipping point, expect that the biggest beneficiaries will be those who support & adhere to industry standards, are transparent in their reporting, and provide a truly valuable advertising medium. DOmedia is working to promote the industry by creating a marketplace built on industry standards to simplify the process of buying and selling OOH media.


Simplifying the Process of Buying & Selling OOH Media

Who We Are

DOmedia is a technology company that believes there is a more efficient way to buy and sell out-of-home advertising. We have experience building online ‘€œmarketplaces’€ to support the creation of standards that brings efficiencies to the industry, resulting in category growth and increased profits for all stakeholders. Agencies, sellers, & technology providers are all shepherds of the Brand’s dollars and have a responsibility to find the most effective way to guide it.

To date, we have created the largest online marketplace and searchable database of OOH media inventory with technology tools to efficiently connect over 350 media buyers and 700 media sellers.

Who We Are Not

We are not media aggregators in the sense that we do not buy, own nor sell media.  We do not place ourselves ‘€œin the middle’€ of the buyers and sellers.  Media sellers retain the sole sales relationship with media buyers & planners.

The Benefits of an Open Marketplace

An open, transparent marketplace creates value for our industry in several ways. Both buyers and sellers benefit through:

  1. Increased visibility, standards, and efficiencies that scales buying capability
  2. Improved and broadened consumer targeting
  3. Increased productivity & streamlined processes
  4. Improved client responsiveness and more effective solutions
  5. A data driven approach to addressing Proof of Performance & ROI

Over time this technology will create institutional knowledge for both the buyer & seller and enable them to spend more time on strategic opportunities and less time on non-value added, repetitive tasks. A transparent marketplace benefits users by its ability to quantify and differentiate value and effectiveness thus justifying higher costs and margins where demonstrable.  This in turn helps buyers invest in media that delivers better results for their clients.

Our Media Sellers

We have partnered with OOH media sellers of all shapes and sizes. Our technology tools apply to both small and large media sellers in the traditional, alternative and digital out-of-home advertising industry.  Media sellers control what and how much information they make available in the marketplace ‘€“ and it is free to register and create basic profiles.  You can browse our current companies list or DO a free search using DOfind, our powerful search tool, to see for yourself.

Our Commitment to the OOH Industry

‘€œWe will not charge more to our clients than the value we bring.’€

We are actively engaging agencies, advertisers, media providers, industry experts, and industry associations to create the most valuable system for all of our stakeholders. It is important to clearly understand the value and concerns from all sides of our business. If you have feedback we encourage you to call (866-939-3663) or share it with us by email (theteam@domedia.com), as we would greatly value your input.

The Future

DOmedia is taking an active role in the future prosperity of the out-of-home advertising industry. Our business model directly aligns our incentives with our stakeholders, both buyers and sellers. Our survival is dependant on bringing value to our clients and we are investing in technology and supporting standards to grow the industry as a whole.  We are excited for the opportunities ahead and look forward to helping all of our stakeholders become more successful.


The Digital Content Store for Digital Screens

As more and more digital screens pop up in high traffic venues across the country, digital networks are struggling to provide up-to-date, relevant content to viewers. Without a dedicated production team or a big name partnership with a content provider, digital networks and venues are left with little choice in terms of engaging content for their viewers. In order for the digital signage industry to be welcomed with open arms, it must provide value to the consumer without being overtly intrusive with advertising.

Screenfeed understands digital signage networks and how important fresh, engaging content is when it comes to attracting viewership. But they also know the toll it can take on a company that creates custom content to fill a playlist, then attempts to continually refresh it. Oftentimes, it just isn’t economically feasible to take that burden on for a digital network.

As The Digital Signage Content Store®, Screenfeed provides the best licensed digital signage content in the industry. Digital networks and operators can subscribe to a number of different channels. Screenfeed will mix them up automatically and consistently deliver the content to the network. And because it works with any digital signage software, you can schedule hours of dynamic content in just minutes! Whether it is one screen or a nationwide network, Screenfeed’s scalable solution can deliver. Plus, because many of their channels offer great looking hi-def content based on photos, graphics and information rather than video, you can get HD content at a low bandwidth.

So What Are the Different Channels?

News-in-Pictures
To attract attention to screens, these channels feature high resolution photos of celebrities, sports heroes, well-known places and events people recognize at a glance. Each photo is accompanied by a brief headline. News-in-Pictures channels include Top News-in-Pictures, Celebrity Life-in-Pictures, and Sports-in-Pictures. Screenfeed also recently added Health, OMG!, Tech, Business, World, Canada and UK News categories as well. Learn more »

Daily Video News
This channel engages viewers at a deeper level, providing videos that include a brief story of a breaking news topic including interviews, movie reviews, politics, business and sports. Choose to receive either a single news minute covering the best stories of the day, or subscribe to a full set of 5-9 video stories daily for each channel. Daily Video News channels include Today’s Top Video News, Entertainment Video News, Sports Video News, NewsMinute Daily Video, Showbiz Minute Daily, and Daily Celebrity News. Recently added channels include Today-in-History, Lifestyle, Tech, Business, and Strange News categories.

Weather Graphics & Video
You may not know it, but weather is the #1 requested type of content on digital signage. So why not give the people what they want? Stick with simplicity using the Basic Weather or Weather Graphics Package. Or you can really ‘€œwow’€ your audience with the HD Video Weather, Weather Radar Package, Premium Weather Center or even customize your weather services.

Infotainment
People want to be entertained. Using Screenfeed’s Infotainment channels, you can easily capture your audience’s attention with some fun facts and information that actually engage them. Perfect for doctors office waiting rooms, Healthy bites provides health information in HD that can be branded or sponsored. Also great for a waiting room or area with a captive audience is the Photo Trivia Channel, complete with HD photos and interesting facts about science, travel, celebrities, sports, nature and history. Or check out the Top Tweets Channel, a moderated feed of the most interesting and appropriate tweets of the day. Want to provide localized content? Try the Local Event Information channel, offering community, sports, music and theater event details. Screenfeed also provides unique content with the Celebrity Biographies channel and Weekly Fashion Review channel.

Ambiance
Captivate your audience with the ultimate visual appeal. Through the Naturescapes Channel, eye-catching high-definition footage of pristine beaches, mountains, dense forests and colorful rainforests combine with natural sounds and relaxing music to create the right environment. Want something a bit more exciting? The Extreme Sports Video Channel shows wipeouts, tricks and unbelievable scenery on water, land, snow and air. And perfect for banks, offices, hospitality, cafes, restaurants and golf retail, the Golfscape Channel offers breathtaking photography of golf landscapes around the world.

Learn more about Screenfeed’s Content Channels

Getting started is pretty simple.
1. Browse the vast collection of digital signage content channels and decide which of them you’d like to subscribe to. Once you’ve chosen your channels, call 1.800.461.3002 to subscribe.
2. Next, Screenfeed will gather info about your network and software, then set up your account to provide the right format and delivery method.
3. Finally, you schedule the content in your playlist.

Once the content is scheduled, delivery will be automated with no further work from the network.

To find out more or to subcribe, call Screenfeed at 1.800.461.3002 or visit www.Screenfeed.com.