February 2011 Newsletter

Industry quotes like this are becoming more prevalent. Outdoor has undergone a vast transformation in the last few years—to say the least. The industry has exploded in technology, size, and placement—allowing an advertiser to track a consumer throughout the day creating a strategy of message immersion. Outdoor can completely surround consumers with hundreds of messages each day, which creates an opportunity for strategists to utilize its power.

Outdoor strategy has definitely evolved and taken off as a very targeted medium rather than a mass audience vehicle. Ten years ago, outdoor advertising targeted consumers on the commute to/from work, while running errands and shopping. Consumers saw it on the street, in cabs and moving around on mobile billboards. Today, you don’t have to be outside, nor do you have to be “going” anywhere. You could run to the bathroom at a restaurant, eat a sandwich at a fast food restaurant, or just relax in the mall food court and a message could reach you.

 

Mixing outdoor products used to mean buying a combination of posters and street furniture to reach a Gross Rating Point (GRP) level of a particular geographic market.  Now it’s a mix of touch points. It isn’t as much GRP level as it is “who” is seeing the message and what the Targeted Rating Points (TRPs) are. When deciding on a campaign using OOH products, it isn’t about where you are that counts, but who you are reaching.

Station domination is quite popular today. So many products exist, that an advertiser could literally have a message in every area or part of a particular venue. For example, an advertiser targeting baseball fans, could put a message on the backs of the seats, concession trays, scoreboard, field signage, program, or even on the steps going down to the seats. Station domination has been a great strategy for years in airports, train/subway stations, convention centers, hotels, and stadiums.

 

Station domination definitely targets a captive audience, but many advertisers are also opting to follow their consumers and dominate with a more subtle immersion approach. It isn’t so much about venue as it is lifestyle. Focusing on the consumer several times throughout the day rather than at one specific point during the day -while shopping, traveling, watching a game  - can get a consumer’s attention just as effectively. Imagine targeting a consumer on the way to lunch, at the restaurant, while shopping, at a doctor’s appointment and then while watching the big game that night at the stadium - grabbing your customer’s attention at intermittent times during the day.

 

Technology has also changed the way advertisers use OOH. The ease and flexibility of digital creative changes has increased the effectiveness for certain industries. Retailers used to shy away from outdoor because newspaper and television were much more effective at advertising weekly sales. Outdoor was not very cost effective when considering the cost of production, installation, timing (up by a certain date, but not before), and then copy cover up once the sale was over; outdoor wasn’t even considered. Now, with the new digital products that exist in practically every venue, OOH has become more cost effective for retailers.

 

Thanks to technology, say goodbye to the 5-to 7-word message an advertiser had to rely on due to its quick read time. With all of the types of technology being introduced - audio capability, interactive kiosks, smart phone technology for blue tooth and texting, and now barcode scanning, consumers can interact with the advertisers message, for example by playing games using Wii technology and getting specials through their phones. Even with digital billboards, multiple messages are quick and inexpensive.

 

It’s no wonder advertisers are more confident about using OOH and technology like DOmedia. Not only can advertisers find innovative OOH opportunities more easily, sellers can use DOmedia to their advantage by effectively showing which demographic market their OOH products reach. Who are you trying to reach - kids, families, or business travelers? DOmedia makes it easy to find the right product mix for your campaign.

 

Input your campaign criteria on DOmedia to find the right OOH mix for your client.

Sources: Manish Kumar, Brand Advertising Trends 2011, Jan. 14, 2011, Articles Base; Outdoor Advertising Association of America.

The expansion of new technologies into the out-of-home advertising industry has penetrated a new and significant market: Phoenix, Arizona. The fifth largest city in the US by population (11th largest DMA) is now available to out-of-home agencies & advertisers. This new market expansion was made possible by a partnership formed between the Arizona Diamondbacks and Phoenix Suns to create the Legends Entertainment District.

The Legends Entertainment District will offer advertisers nearly 55,000 square feet of unique marketing opportunities with a blend of digital signage and custom large format super graphic static billboards - including the largest signage available anywhere in the Phoenix metropolitan area. The product offerings include a digital signage network, wallscape spectaculars, street furniture, aerial signage, venue base signage, mobile campaign integration, wall murals, street team activation, interactive kiosks, floor graphics, 3D and 4D projections, free standing monuments, way finding, temporary signage, audio, banners, and inflatables.

The Legends Entertainment District is strategically located in the downtown area surrounding Chase Field (home of the Diamondbacks) and US Airways Center (home of the Suns). The District is part of a continued effort by the city to develop a downtown experience that offers professional sporting events, conventions, concerts, and a multitude of dining opportunities. The partnership between the Diamondbacks and Suns is the first of its kind in the city, bringing together two professional teams to create marketing opportunities. The relationship will be mutually beneficial for the city of Phoenix and the franchises through the creation of increased visitor revenue and by multiplying brand exposure opportunities for their partners.

The Legends Entertainment District was strategically planned to encompass landmark downtown facilities, such as the US Airways Center and Chase Field, where more than 700 downtown events are held each year. The project offers partners an opportunity to magnify their brand to more than 5.3 million event visitors that come through the area annually. The Phoenix demographic has a median household income in the top 30th nationally, an average age of 30 and over 22% of residents 25 and older holding a bachelors degree. Those visitors have access to the Legends Entertainment District via the Phoenix Public Transit Department on a light rail and bus system. The most notable event for 2011 is the MLB All-Star Game, a momentous occasion for the city of Phoenix and its downtown area.

“The unique working relationship shared by the Suns and D-backs expands the value of associating brands with our teams,” said Rick Welts, Suns President & CEO. “The Legends Entertainment District creates outdoor marketing opportunities that extend the reach of our partners beyond the walls of our playing facilities in the region’s busiest corridor.”

Having positioned itself as a place where industry leading marketing technologies can be executed in a previously signage vacant district has made the Legends Entertainment District a highly sought after partner for brands and agencies. The Arizona Diamondbacks and Phoenix Suns have a wealth of experience dealing with Fortune 500 companies and local business partners, and are prepared to partner with your organization for the execution of awe-inspiring campaigns that will captivate consumers. DOmedia is proud to have the Legends Entertainment District as a marketplace participant and looks forward to the innovation to come from the company. To learn more, visit the Legends Entertainment District profile in the DOmedia Marketplace.

 

Contact Clean View Media Network: 

Paul Coty  |  VP of Sales & Marketing  |  1-855-DryerAd  | paul@dryerads.com   | www.dryerads.com