Mar
27
The Digital Path to Purchase – Event
Filed Under Digital Signage, Event, Mobile, Social Networking, digital ooh, metrics | Leave a Comment
In case anyone is interested in attending the presentation, the ARF (Advertising Research Foundation) is holding their re:Think conference and expo next week.
For those on the agency side of the business, Graeme Spicer is speaking about the new realities of the Digital Path to Purchase on March 31st. This isn’t an ADCENTRICITY event (so I’m allowed to post it here 
), it’s focused on research and innovating using digital touchpoints to engage the consumer throughout the purchase path.
It should be good (and I’m not just saying that)
Details:
LIVE PRESENTATION >> 2009 re:think, The ARF 55th Annual Conference
March 31, 2009, New York, NY
THE DIGITAL PATH TO PURCHASE
Shopper marketing at the point-of-purchase and along the path-to-purchase is going digital. Digital Out-of-Home media is now more than ever a critical element of a 360 degree marketing mix. Join ADCENTRICITY, North America’s foremost Digital Out-of-Home media strategy firm for a complete learning session. We will be exploring the trends, effects and measurement landscape of digital Out-of-Home advertising in North America. RSVP to chelsey@adcentricity.com to receive a VIP presentation package prior to the event.
Mar
25
Is Digital OOH finding another home?
Filed Under Advertising, Digital Signage, Mobile, Social Networking, digital ooh | 4 Comments
I’m here at the iMedia conference in Florida,, mingling with some elite folks in the advertising/media business and I can tell you, Brad and the gang from iMedia have done a good job throwing together a crew that at least talks the game in terms of their true interest in using the social, mobile, online video, digital ooh and other “emerging media”.
Beyond the location (Coconut Point) being fantastic, the quality of people here has so far been great and there is a genuine interest in figuring out and using the new tools at hand. Brands are sick and tired of what they did last year and want to know what’s out there and how they can take advantage of it – they also have 1.) Less money 2.) Need better ways to reach the same amount of people 3.) Want to take risks without risking their jobs. I’ve blogged about the malaise between brand needs and agency wants in the past and it has shown up here again – from the brand side: take risks or be bypassed and become irrelevant because they will find ways to do it….
“we want to know and try this new stuff!”
Up until now, Digital OOH hasn’t had many friends in with the interactive/digital crew; we’ve been too confusing, too difficult, not speaking the same language, we don’t measure on a click-through basis, etc. All of these things have created a barrier between the DOOH business (which, if you think about it, is the physical (real-world) manifestation of the Internet – IP connected screens with connectivity, content and advertising that have the ability to be activated by various other tools – such as mobile.
Up until recently, any level of significant engagement or buying by the media business has come primarily from a transactional basis from the out-of-home groups.
Ah – but are things changing? iMedia has, up until now, been focused on pure digital channels such as web, seo, sem, display ads, social and mobile media. It is just recently that they developed an interest in DOOH and this interest spurred a conversation between myself and Brad, which in turn resulted in me being asked to speak and present a case study, with Samsung, at this conference. Which is very trying indeed. BTW, the Samsung results were/are amazing and will be coming out from us on our facebook page later
The amount of calls we have received from the digital agencies recently has been quite fascinating. Many have found out that it is IP connected and can be activated via mobile so feel it has a better home in the Digital planning section to be integrated into larger digital programs and initiatives
Yesterday, at my presentation, the heads of Kraft’s emerging media division and the heads of Doner’s emerging media division (and other senior folks) were both present and very active in discussions afterwords. A few other organizations have also indicated that they would like Digital to be a function of their larger digital initiatives as much of their innovation budgets are focused in that area already
Is a little political war about to start in terms of where DOOH will eventually sit? If you remember, Internet advertising used to be sold by the Print planners and buyers at agencies 12+ years ago
Mar
22
CBS Outdoor launches web platform for local ad sales
Filed Under Advertising, Digital Signage, digital ooh | 1 Comment
Little post over here that came across the wire.
Seems CBS Outdoor has launched wannaBillboard.com to service local clients who may not have operated in the medium. Seems they also provide creative services on there too. Kind of like a spotrunner.com model for outdoor spot ads.
Sphere: Related ContentMar
19
Satchi X Agrees: Path AND Point of Purchase
Filed Under Advertising, Digital Signage, Mobile, digital ooh | Leave a Comment
I’ve been harping on about the necessity to look at the Digital OOH medium in the context of “Path-to-Purchase” and “Point-of-Purchase” for some time now. It can be a tough one to wrap your head around if you don’t understand consumer habits in today’s age or have not been involved in the retail business but it is very important. Ultimately, it’s the concept of non-obtrusively using real world touch-points and messaging opportunities to communicate the value/feature/benefits of products/services throughout a consumers purchasing cycles and habits.
So I was kind of excited when Stephen G. over at Artisan (@ghigliotty) posted a tweet about this AD Week article where Todd Wasserman interviews Andy Murray.
The article speaks specifically to the concepts of Shopper Marketing, how technology (including in-store networks and mobile) is changing the landscape and how retailers and brands really need to step outside of just the retail environment and consider their “shopper marketing” strategies as starting from the home and throughout their day, into the store.
Speaking specifically about “campaigns” Murray says:
“Campaigns” in the traditional advertising sense are a small part of shopper marketing. We are doing very effective work worldwide in creating campaigns that bring the shopper a solution in the beauty or health category, for example, with a strong shopper-relevant idea across multiple brands. When partnering with a retailer and bringing a multi-brand campaign idea that leverages a shopper insight, we can move the needle on those brands’ business in a significant way. When stepping back from the aisle and looking at a category’s complete shopping experience from home to store to home, we see barriers to purchase that when solved, can have significant lift for the retailer, the category and the brand. Far too many categories today are difficult to shop, time-consuming, and not easy to understand due to poor communication architecture. Tackling these challenges is the sweet spot of strategic shopper marketing, much more so than in-store, temporary displays.
Digital OOH has a big part to play in this game….
Sphere: Related ContentMar
19
Shock value (sound based) ads to be regulated?
Filed Under Advertising, Digital Signage, digital ooh, humor | 2 Comments
I’ve written and spoken about certain TV ads, DOOH ads and other that, quite simply, piss consumers off using various
“shock” based tactics. Well apparently I’m not the only one, as evidenced by this article on Ad Age. California Rep. Anna Eshoo apparently finds them distasteful as well,
So too, apparently, does California state Rep. Anna G. Eshoo, who in June introduced H.R. 6209, otherwise known as the Commercial Advertisement Loudness Mitigation Act. The bill would require the Federal Communications Commission to “prescribe a standard to preclude commercials from being broadcast at louder volumes than the program they accompany.”
In doing so, she has tapped into an issue that often rankles TV viewers: Why do TV ads seem to shout like a ringmaster at the top of his lungs, when the TV shows they interrupt often speak in modulated tones?
Traditional advertising/media folks/mentalities are constantly looking for ways to intrusively force consumers to pay attention to them, using a variety of sensory stimuli – it’s a one-way blaring of messaging that is becoming distasteful. Unfortunately, consumers aren’t really in the mood to hear you yell at them anymore.
Another great line:
“I question that assumption,” said Daniel Howard, a professor of marketing at Southern Methodist University’s Edwin L. Cox School of Business. “Loud ads result in ad irritation, which causes consumers to react strongly and negatively to the brand being advertised. Memory for a brand that consumers consider obnoxious can result in less sales, not more.”
I keep calling it the “warm fuzzy media blanket” effect. Before you can talk to your consumer (and BTW, “talking” is a two way affair), you kinda need to have some form of trust/relationship with them – you don’t get this by yelling at them. Use creative and your environment to make people feel comfortable with your brand, before you try and sell them something. You’d be surprised how much more receptive they are to listening to what you have to say…even if you don’t realize they’re listening.
It boggles the mind how many folks continue to try and use the shock approach, even in Digital OOH (I can name 1 New York based cab network that does it…)
Every time I hear this approach, I keep going back to that Microsoft Video – Bring the love back….re-posted here for your viewing pleasure
Mar
16
The Economics of Digital Advertising
Filed Under Advertising, Digital Signage, digital ooh | 2 Comments
Many of you have possibly already seen this (given how many planners forwarded this to me last week) and the coverage it got.
Some haven’t however and I thought I would re-post ADWEEK’s piece on it, even though it primarily focuses on Internet. The coverage is from a recent 4As paper on Digital detailing its cost versus return results. The net of it is that Digital (all forms) is better and a smarter play for brands and agencies to adopt.
It’s a long read but worth it (78 pages or so)
Sphere: Related ContentMar
9
US Digital Signage Market to Grow by One Third in 2009
Filed Under Advertising, Digital Signage, digital ooh | Leave a Comment
Now don’t get too excited just yet. We’re not talking about this business of “ads” in DOOH – this is firmly centered on the actual hardware/software/services business of DOOH.
According to Business Wire: http://au.sys-con.com/node/868973 the business is expected to grow 33% this year alone in new implementations and deployments, despite the fact that many folks know it will take some time for the revenue side to pay off. For the opportunistic:
Cost is also a factor, especially now. “Although digital signage technology promises increases in sales and revenue, such growth is not immediate,” cautions Aima. “The investment in installing a network can still be very high depending on the number of sites and the cost of the other components. Yet, businesses with ready access to capital may see a real opportunity here.”
This follows on the heels of DailyDOOH’s comments on 6 new 3000+ execution in tender.
I get to be pretty close to a lot of the new executions and while I’m not surprised on the growth, it’s a harbinger of things to come. While 2009 may see “modest” growth in DOOH (latest numbers say 9%) there’s some buy in on several levels out there and the business of DOOH simply isn’t going away.
The more of these major executions start to appear and get deployed, the harder it becomes for brands/agencies to ignore the “medium”. On the flip side, the more difficult it also becomes to understand, plan on and manage for the agencies – especially when the agency business growth trails the growth of brands as the economy fully recovers in 2010 (meaning in the interim there are less bodies to do more work) and clients demand new options.
Quite the conundrum.
Sphere: Related ContentMar
5
DSE Interview from Interpublic
Filed Under Advertising, Digital Signage, Event, digital ooh | 1 Comment
I like DOOH. Do you? According to Bill Gerba on twitter, I may have 10 minutes of my 15 minutes of fame left after Sonya Rosas took my first 5.
Yes, I know I look hung over. It’s Vegas – gimme a break
Thanks Sonya!
Had fun at the show. Great new friends and clients met. It’s going to be an active year
Sphere: Related ContentMar
5
ADCENTRICITY Ski day / 2nd Anniversary
Filed Under Corporate, Event, Social Networking, humor | Leave a Comment
OK…so apparently there was a cake so I should stop whining…but I was in Vegas and it went on during ADCENTRICITY’s ski day outing.
Pics can be found here
Sphere: Related ContentMar
3
Got a giggle out of this one (warning, subscription required to read past the synopsis)
Apparently cable TV is just waking up to the fact that we’re growing and they aren’t. We’re apparently putting pressure on their prices and demand.
From the post:
Media firms that fear migration of their ad dollars to the Web may be missing an even bigger threat to their bottom lines: out-of-home (OOH) video. As other platforms contract under the pressure of reduced spending, OOH is one of the few areas of advertising technology that is booming.
Sphere: Related Content-
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