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Apr
24
April 2008 Digital Signage Mixer - Toronto
Filed Under Advertising, Digital Signage, Event | Leave a Comment
Per the honourable Dave Haynes (hey! give me (and him) some latitude…I’m in a good mood); the monthly mixers have begun yet again!
DSE, TAB, Mediapost and more (the OutFront conference is tomorrow) have all made it a point to over-do the DOOH conference agenda in the last couple of weeks…and given (from what the agency planners are telling me) we’re all tired of hearing the same thing over and over, it’s about time we have a little cocktail party back on the home front and do it up again like we Canadians do.
The next Mixer is at Alice Fazoolli’s this thurs. An all round romp and good time. Feel bad but I’m out of town for the festivities but if you’re in town, I highly suggest you attend
I’m actually moving to NYC in a month and am thinking we should start the same thing in the City. I’ll pay for apps and food if anyone is interested in starting this round table in New York for May/June? Send me an email or comment below if you want to join/participate
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Apr
22
Digital Out Of Home Forum in New York
Filed Under Advertising, Digital Signage, Event | 1 Comment
Tomorrow (April 23rd, 2008) is Mediapost’s Digital Out Of Home Forum at the Yale Club of New York.
It’s nice to see such a great turn out of both speakers and attendees at an event sponsored by one of the major media publications.
Here’s some of the speakers, which form a good round up of both venue operators, media aggregators and agencies:
If you’re in the area, give me a holler.
| Suzanne Alecia | President, Out-of-Home Video Advertising Bureau |
| Kelly Andrews | Senior Vice President, Research Director, MediaVest Group |
| Andy Batkin | CEO, ProLink Media |
| Mike Bloxham | Director of Insight & Research, Center for Media Design, Ball State University |
| Peter Bowen | Founder and CEO, SeeSaw Networks |
| Virginia Cargill | President and CEO, CBS Outernet |
| Norm Chait | Vice President, Director of Out-Of-Home, MediaVest USA |
| Robert Davidman | Chairman and CEO, EarthQuake Media |
| PJ Ewing | Senior Vice President of Media Sales, Channel M |
| Richard Fisher | President, Premier Retail Networks |
| Mark French | Senior Vice President and General Manager, NBC Everywhere |
| Alice Gold | Vice President, Marketing Insights, OTX Research |
| Rocky Gunderson | Founder, Vice President Marketing & Network Development, SeeSaw Networks |
| Tim Hanlon | Executive Vice President, Ventures, Denuo |
| Todd Hansen | Chief Operating Officer, Posterscope USA |
| Jim Harris | CEO, The Wall Street Journal Office Media Network |
| Dale Herigstad | Chief Creative Officer, Schematic |
| Tony Jarvis | Executive Vice President, Global Research, Clear Channel Outdoor |
| Jeff Jensen | President, Adspace Networks |
| David Krupp | Managing Director, Kinetic |
| Ryan Laul | Managing Director, Hyperspace |
| David Leider | CEO, Gas Station TV |
| Paul Lindstrom | Senior Vice President, Nielsen Strategic Media Research |
| Joe Mandese | Editor-in-Chief, MediaPost |
| John Marson | Senior Manager, Media Planning, Kraft Foods |
| John McMenamin | Executive Vice President, Sales & Strategy, Ripple |
| Lon Otremba | CEO, Access 360 Media |
| Patrick Quinn | President and CEO, PQ Media |
| Dennis Roche | U.S. President, Zoom Media & Marketing |
| Dario Santana | CEO and President, NTN Buzztime Inc. |
| Jim Spaeth | Founding Partner, Sequent Partners |
| Jack Sullivan | Senior Vice President/Out-of-Home Media Director, Starcom USA |
| David Turman | Director OOH, Spark Communications |
| Diane Williams | Analyst, Custom Research Services, Arbitron |
| David Womeldorf | Executive Vice President, Marketing and Products, BroadSign |
| David Yacullo | President & CEO, Outdoor Media Group, Outdoor Media Alliance, Outdoor Imaging |
Apr
17
Of 6s and 15s - Moving Away From 30 Second Clips on Digital Signage
Filed Under Advertising, Digital Signage | 1 Comment
I’ve written about my take on Digital Signage content lengths before, feeling that - as we all know if you’ve been in Digital OOH for a while - that 30 second spots in our medium simply don’t work.
Of all of the unlikely candidates to really be pushing innovative use of mediums, the Dairy Association of Canada - yes…really - has been listening intently to their creative, Internet and mobile agencies and been gaining a ton of attention for their off the wall, very memorable but completely non-traditional approach to advertising.
Per Mediacaster:
Milk’s Get a Load of Milk campaign first gained attention with random eight second commercials in movie theatres and on TV in late 2007; now, they’re on the mobile web.
I was very impressed with what they were doing and how they were really using MEDIA & CREATIVE together to get attention.
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Apr
16
TAB Conference Recap
Filed Under Advertising, Digital Signage, metrics | 5 Comments
Back in Toronto for the next 5 whole days, thoroughly exhausted after 10+ hours of travel (don’t ask) and in need of some down time but before I do that, I figured I’d let you know about the last 3 days at the TAB conference in Boca went.
All told, a great conference.. As always, a lot of that is in the networking and chatting and judging by the 2 hours of entering business cards into Outlook, I’d say it was successful for me as well. It was opened by presentations/discussions from folks like Jack Myers, Jack Sullivan and folks from Coca-Cola and Travelocity
Conference Purpose:
The conference itself was focused on TAB and it’s new “Eyes On Audience” system which tracks/prices outdoor advertising based on what they feel is a more meaningful rating approach to selling Outdoor ad space…kinda like COMBs VAI (Visibility Adjustment Index) although it goes a little deeper. I should note that this really is a rating system for Outdoor ad space and will have little impact on those that have retail or place based networks.
Outdoor is currently sold based on DECs which is basically a traffic or “circulation” count of how many people are in the area. If a sign is angled the wrong way, it still gets counted under the existing methodology.
“Eyes On” reduces the DEC (which many in the audience were not at all happy with because it means that their $s go down), although Joseph Philport, the Dr. leading the initiative, feels that it is more accurate so you can sell more on VALUE. Should be interesting to see how this one plays out although I see a scrap coming
The overview can be found here: http://www.eyesonratings.com/recent_publications.asp. I was interested to see that Erwin Ephron, someone whose work I greatly respect and the father of recency theory in advertising, also had a presentation on the link above. There’s some interesting info on Reach and Frequency in his presentation.
Workshops:
After the main intro, there were some workshops. I attended one on Digital where a panel of folks from various Networks spoke on some of the challenges in the Digital side of the business. These Included; Captivate, Zoom, CBS Outernet and Lamar…all very different business models inside Digital. They did well, although I got the distinct impression from a few conversations with folks not in the industry that they are still very lost in understanding how best to approach this space coming from the traditional side. There are a lot of moving pieces to Digital Signage and it seems to confuse some folks who are used to simply selling real estate (static boards).
Other than that, great people and worth the trip.
Now if only I could find some place to sleep…
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Apr
12
TAB Launches “Eyes On” Ratings in Boca Raton
Filed Under Advertising, Digital Signage, Event, metrics | Leave a Comment
TAB (a.k.a. The Traffic Audit Bureau for Media Measurement) is a Not-For-Profit measurement bureau dedicated to the Outdoor industry. Their mission is to standardize and regulate the circulation numbers of Out of Home media. The equivalent in Canada is COMB. COMB has long had circulation standards that advertisers accept (in varying degrees) and many of Canada’s more mature networks have been involved with them or rated by them for some time.
TAB works with advertisers, agencies and media sellers to provide standard rating and buying metrics. The idea is to go beyond the “partisan, per incident, pay as you play” approach of proving the worth of your outdoor media with one-off research reports, and get down to an audited standard that everyone recognizes. They are launching and intro’ing their new “Eyes On” Rating systems this weekend.
I’m excited about this because it’s a step towards creating a mature, audience based rating system for Outdoor that you can integrate into large, multi buy campaigns for sales purposes. Toronto’s own Kelly McGillivray from PeopleCount was involved in the development.
The conference will be in Boca Raton, Florida, starting Sunday night.
It should be an interesting conference. Lots of folks headed down. The show is hosted by Lamar’s Sean Riley and Starcom’s own Jack Sullivan.
This is getting silly but I’m writing this in Laguardia in NYC as I get on a plane to head back to Toronto, rest up and then get on a plane to go to Boca tomorrow. If you’re headed down, send me an email. I think I’m just going for the sun (it’s not nice weather in Toronto right now) but I’m told I’ll learn a lot too so that’s good :)
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Apr
2
Engadget has a post today on the Surface that they announced a looong time ago via a quirky demo with Bill Gates.
Turns out AT&T, who has been doing some innovative stuff in retail in the past year or two, is the first real retailer to give’er a go at integrating Microsoft’s tool into their stores.
According to Engadget, it’s a 4 city launch. Kinda cool looking little toy.
You can check out other pictures over at Engadget
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Apr
2
Digital OOH Ads, Audience and Content
Filed Under Advertising, Digital Signage | 1 Comment
There’s lots of hooplah these days surrounding Online Video and the ad units that go with it. Quite frankly, it’s simple, direct/focused and can be bought at extreme scale, making it really easy for planners, buyers and brands to understand and work with. This is what’s made it an overnight $1.35 Billion dollar market.
All that being said, it is a new medium, much like Digital OOH and buyers and creatives are having a tough time making use of the medium for lack of standards, best practices and - dare I say it - a lack of want to take the time and understand how audiences are consuming the medium….sound familiar?
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