All posts tagged out-of-home

DOmedia Integrates TAB Out-of-Home Ratings into Platform

COLUMBUS, Ohio, April 30th, 2014 – DOmedia, the preeminent media buying and selling platform in the advertising industry, has received approval from the Traffic Audit Bureau (TAB), the leading source of out-of-home (OOH) media measurement systems in America, to use and display TAB Out-of-Home Ratings for over 350,000 media assets in the United States.

With the integration of the TAB data into DOmedia’s platform, agency users can now plan and buy OOH media more strategically and efficiently. The integration facilitates the standard use of ratings and provides agencies, which are full members of TAB, access to audience, reach and frequency measurements. DOmedia has continually enhanced its planning and buying applications to meet the call of the industry to innovate and improve business processes benefitting agencies as well as media selling companies.

Norm Chait, Senior Vice President at MediaVest USA adds “The adoption of technology and systems like this allow us to harness the power of the new TAB ratings by putting it on the desktop of our buyers, helping us to buy smarter, be more accountable and speak the same language as other media.”

“Since DOmedia’s launch in 2008, the team’s vision has been to make planning, buying and selling OOH media faster, smarter and better,” according to DOmedia’s President, Ken Sahlin. He adds, “The integration of TAB Out-of-Home Ratings in our applications help planners and buyers more easily assess the strategic capabilities of OOH to other measured media.”

According to Jack Sullivan, Senior Vice President, Director at Starcom USA, “With TAB granting a third-party data license to DOmedia, Starcom can more effectively and efficiently leverage out-of-home reach and frequency measures into our cross-media planning and buying processes that create positive impact for clients’ bottom lines.”


About DOmedia

DOmedia is the largest out-of-home advertising marketplace with integrated planning and buying applications whose purpose is to make the media buying process faster, smarter, better for both buyers and sellers. Through the online marketplace, media providers create company and media profiles for their properties. In turn, advertisers and agencies can search our comprehensive database to find new ideas, plan & build effective out-of-home campaigns. For more information, visit www.domedia.com.

About the TAB

Established in 1933, TAB (Traffic Audit Bureau for Media Measurement, Inc.) is an advertising trade organization whose mission is to lead the development and delivery of out-of-home media measurement systems in America. Run by a tripartite board of advertisers, agencies and media companies, TAB initially released its TAB Out-of-Home Ratings in January 2010, becoming the first system to measure audiences who actually see advertising. For more information, visit www.tabonline.com.


Augmented Reality Meets Out-of-Home Advertising

Technology in OOH

Augmented reality – we’ve all heard the term before, but was does it really mean? Augmented reality (AR) is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data. As a result, the technology functions by enhancing one’s current perception of reality. Imagine yourself holding your cell phone up to a storefront and information about the store hours, sales/promotions, etc., overlay the image of the store – all of the important information is at your fingertips before you walk through the store’s doors. It’s augmented reality that is already being utilized by different apps & software, so why not bring that technology into the advertising industry? Well, that day has come!

Augmented Reality vs. Virtual Reality

oculus-vrWhile augmented reality alters the view of the real world as we see it today by adding visual cues into our perceived existing world, virtual reality (VR) disregards the real world and replaces it with a simulated “world”. Simply stated, true virtual reality completely blocks out the real world whereas augmented reality adds to the already existing real world.

Facebook recently purchased Oculus VR for $2 billion dollars for their Oculus Rift technology – a new virtual reality headset that lets players step inside their favorite games and virtual worlds.  Facebook plans to bring Oculus’ technology to verticals outside gaming, including communications, media and entertainment, education and other areas. Facebook’s plan could be something that potentially effects the advertising industry in the future, as well.

Consumer-ready AR product: Google Glass

googleGlassThe most popular form of an AR product already exists: Google Glass, a head-mounted computer that people can wear like glasses. Users have said that Glass works well for taking pictures because you can verbally command Glass to snap photos instead of stopping to grab your camera. You can also quickly access directions and time (which pop up on the Glass screen upon command). Although this is new technology, the DOmedia team received the developer invite – something that we are particularly excited about due to the opportunities Glass could bring to the advertising industry.

Augmented Reality Breaks into Out-of-Home Advertising

Pepsi Max #LiveForNowAugmented reality has been making its way into the out-of-home advertising industry as a way to elevate the customers experience during a brand’s marketing message. On top of making the consumer experience more exciting, campaigns utilizing the augmented reality hardware associated with the media systems (e.g., cameras, heat indicators, etc.) have the ability to track the demographic and impressions data of the audience.

A great example of an exciting campaign using augmented reality as a path to capture audience attention is seen with Pepsi’s latest campaign in the UK, Unbelievable #LiveForNow. In the campaign, Pepsi engages its audience at bus shelters with video-enabled augmented reality. Nothing says “Unbelievable feats and experiences created for you by Pepsi Max” more than the thought of a tiger coming towards you or a meteor crashing to earth just outside of the bus shelter! Check out the video below to see the mind-blowing augmented reality campaign by Pepsi.


DOmedia Marketplace Exceeds 500 Media Sellers

DOmedia would like to welcome the following companies to the largest out-of-home media marketplace in the industry. With over 500 media providers listing their media in the DOmedia Marketplace it is safe to say, if it’s out there, it’s in here! These new media companies present fresh retail locations and creative formats that give media planners and buyers a reason to be excited about what’s next in OOH.

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