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Sep
18
TJ Maxx Mobile Digital OOH Game
Filed Under Advertising, Digital Signage, Social Networking, digital ooh | Leave a Comment
Quick mobile post.
Walking to Bryant Park in NYC and stumbled across TJ Maxx doing a street team promo.
While I don’t shop there, they seemed to be drawing quite the crowd. General idea is a big-ass truck with 3-paned digital screens. I was in a rush but it looked like you played the game collecting things, that then got you points against another “shopper” and collected you items and based on your scores you may win after they tell you how much you saved over shopping at Macy’s (4 blocks away).
My guess is this came with a “insert your email address here and we’ll tell you what you may have won” but folks looked pretty entertained/engaged. I’d say it’s a win in the street team space.
pics after the break…
Sep
18
New Nielsen “On Location Media” Service Launched
Filed Under Advertising, Digital Signage, digital ooh, metrics | Leave a Comment
In an entirely expected move, Nielsen has today launched a new division/service called “On Location Media”
The release itself can be found here.
The new ‘Nielsen On Location Media’ service will provide syndicated reporting for video networks in commercial locations such as health clubs, gas stations, hotels, retail outlets, amusement parks and aeroplanes.
….
‘Our reports will utilize a hybrid methodology that will incorporate Nielsen InStore traffic estimates or real world ‘verifiable truths’ where possible,’ explained Paul Lindstrom, SVP of Nielsen On Location Media. ‘This real world information – such as set-top box data from hotels, health club membership swipes, gas pump transactions, and ticket sales – will be combined with demographic data in a patent pending process that will help our clients take advantage of the new digital world.’
The entire release is below.
Sep
18
Brand Activation Conference Recap - Part II - Media Leader Insights
Filed Under Advertising, Digital Signage, digital ooh, metrics | Leave a Comment
Continuing on my last post on the Brand Activation conference last night, here are some session highlights.
For the most part, I’ll be brief.
The first session was called Media Leader’s Insights for Digital Out Of Home Media
The panel was made up of:
- Tim Hanlon (click on who we are) - Executive Vice President, Venture - DENUO (Publicis Group)
- Alan Schulman - Senior Vice President, Executive Creative Director - imc2
- Todd Glick - Vice President, Out of Home Director - ZenithOptimedia
The session was moderated by Mark French, General Manager of NBC Everywhere.
Sep
16
Brand Activation Conference Recap - Part I (Overview)
Filed Under Advertising, Digital Signage, Mobile, digital ooh, metrics | 2 Comments
Last week, the Strategy Institute held their Brand Activation conference at the Bridgewater down by the Seaport in New York. I have to give it to them, they’ve done a great job in building up the quality of presenters and the right audience, although most of the crowd is STILL all Networks on one side and agencies on the other. When Stephen Randall, CEO of Locamoda, asked the crowd who was on the “agency” or advertiser side, only 2-3 people actually put up their hands. There were more than just 2 of course….I think most people on the demand side of the business just didn’t want to get rushed by 100 hungry networks at once.
Many agencies (Universal McCann, OMG, Zenith, Organic, Starcom, Carat, Kinetic), Media Sales Groups (ABC, Adcentricity, CBS, Clearchannel, NBC, SeeSaw) and Networks (OnSite, OMN, InnercityMedicine, CruiseMedia, this goes on for a while) and even Brands and retailers were in attendance (Nike, Best Buy)
On the whole, content was good and the “card swap-a-thon” was intense….I had some great conversations with a large number of folks and there was new faces, which is always good.
End of the day though, while some new players were in attendance (I was especially thrilled to see some of the Creative Media Directors start to show their faces - they’re where some of the great ideas come from), there was still a lot of the same folks who have been preaching the same message for a while from the agency side, saying the same message. Much of the agency position hasn’t changed (not that anyone should expect it too) but the same questions were being asked from new and old network alike. I sometimes wonder if the Demand side of our business feels like they’re no being heard at all.
Sadly, I was very involved in the sessions the first day, but got pulled into meetings most of the second. The first day was quite enjoyable. However, from those I spoke to, the morning of the 2nd day was apparently centered on “look at me, I’m important” self promoting type of sessions.
I’ll get around to posting on some of the sessions from the 1st day in follow up posts.
Some highlights:
- Media Leader’s Insights - Hanlon (Denuo), Schulman (imc2) & Glick (Zenith had some good things to say from the agency side on how to use the medium and their views on it (without the usual “why aren’t you buying” questions/answers built in)
- Some case studies came out of various sessions, which was nice to start to see
- Steve Randall (Locamoda) had a good presentation which I think made many think a little bit
- Lon (Access 360), Rob (Earthquake Media), Danny (Universal McCann) and Steve (Organic) had some interesting “Art v. Science” commentary during their “Where budgets are coming from now” session
Congrats to David, Christine and crew for the show! Follow up posts will highlight various sessions….stay tuned!
Sep
2
The Importance of Planning Local and Buying National
Filed Under Advertising, Digital Signage, digital ooh | Leave a Comment
While I really did disconnect while on vacation, I did happen to read a piece in the Globe and Mail (National Canadian Newspaper - Yes I still read them occasionally when disconnected from email and Internet access in the not so rough Canadian wilderness).
The piece was written by Konrad Yakabuski in the Marketing section of the Report on Business. It can be found here. The article was entitled “How Pepsi Won Quebec” and has lessons that would benefit many planners and buyers in how they approach the Digital OOH segment of their plans because Pepsi’s success is so based on their targeted advertising - both creative and use of media. As the Quebecois/Quebecers love to say, and I’ll steal their line: DOOH is distinct 
more after the break…
