By Nurlan Urazbaev.
The challenge of measuring campaign effectiveness has been one of the main hurdles preventing digital out-of-home networks from gaining the share of the advertising spend they deserve.
Edison Research is one of the leading companies working to overcome that challenge.
At the core of its OOH advertising research is expertise in in-person consumer polling. According to Director of Research Johanna Roche, since 2002 the company has conducted face-to-face surveys for OOH and now has experience in almost every imaginable venue.
“We measure opportunity to see, vehicle and advertising reach, dwell time and other audit metrics, as well as key effectiveness measures such as awareness/lift, usage and ‘willingness to consider’. We can also gather important demographic, psychographic and behavioral information about your audience or customers to help optimize current campaigns and inform future ones,” says Roche. Continue reading
NEW YORK — Kinetic, the world’s largest out of home media specialist, has just launched the first edition of the US Digital OOH Handbook, an in-depth guide to digital out of home opportunities in the US. The handbook provides an overview of the formats available in every environment across the US digital out of home market and serves as a companion piece to Moving World USA, the company’s report on cultural trends and consumer behaviors published in February.
According to PQ Media, US digital OOH media spending in 2014 was estimated at $2.9 billion and projected to grow over 3% in 2015. The digital out of home market is vast, and understanding the possibilities the medium provides can be a challenge. Conceived as a reference guide for the entire industry, the 2015 Digital OOH Handbook eliminates the mystique around planning and buying digital out of home media by identifying precise opportunities throughout the OOH landscape.
The handbook provides insight on every category from iconic landmarks to national networks and niche targeting. Information provided for each format includes technical specifications and a detailed description to aid with determining how this medium can be best utilized for effective brand communication.
“As the world of media becomes progressively digital and mobile it’s vital to understand the power, scale and opportunities available through digital out of home,” said David Krupp, CEO, Kinetic Americas. “Kinetic’s Digital OOH Handbook serves as a resource for our existing and future clients when they consider new approaches to reach audiences; approaches grounded in real reach and actual views based upon consumer behavior.”
The 2015 Digital OOH Handbook is available for download by clicking here.
Next Generation Initiative Elevates Tenant Engagement
and Impact of Advertising Solutions with Enhanced Content Presentation.
NEW YORK, March 2, 2015– Captivate, North America’s #1 video media network, has unveiled an innovative, contemporary content presentation to increase engagement with a captivated audience of upscale, hard-to-reach business professionals and drive value for advertising and commercial real estate partners.
The on-screen enhancements introduce new features and functionality including a redesign of the viewers’ most popular destination, the time and temperature window. This feature now consists of a background sky that dynamically changes to reflect current weather conditions and a cityscape to reinforce Captivate’s unique positioning in more than 1,800 premier office buildings across North America’s top urban markets. The window also expands to include finance, weather and sports news, and now remains on-screen during full-screen, non-advertising content. All enhancements combine to deliver a more valuable viewer experience.
The upgrades take effect today and occur against the backdrop of strong growth in 2014 including expansion into new markets and 220% viewership growth over the past five years, resulting in 12 million unique monthly viewers.
Guest post by Neil McLeod.
Digital billboards are quickly changing the way outdoor advertising is done because of their potential for new creative formats and the ease of ad placement to multiple sites. Today digital billboards are the main driver of growth in outdoor advertising.
Digital billboards were invented a few decades ago but hadn’t really become cost effective enough until the last decade. Advances in technology are making electronic billboards bigger, brighter, higher resolution and cheaper every year.
Billboard companies are increasingly replacing high traffic static billboards with digital ones. Most digital billboards cost about the same or more than static billboards, yet they are several times more profitable, as they allow more ads to be displayed on the same property. Digital billboard ads generally attract more attention as they are brighter and often have movement. Digital signage software allows media owners to connect digital billboards into networks and easily manage the location targeting, buying, executing and accounting for the campaigns.
Advertisers usually book digital billboard campaigns for 4-week increments for a single ad slot. A slot is approximately 8 to 10 seconds per minute of exposure on the board for 4 weeks (which means about 6 to 7 different ads per minute). Continue reading
By Nurlan Urazbaev
As a digital out-of-home market observer, I have been following Amscreen for a few years now. If I had to imagine an ideal DOOH network, Amscreen would probably be the closest one. A rare occurrence in DOOH advertising, the company seemed to do almost everything right: from content strategy and screen locations to use of technology, audience targeting and ad effectiveness measurement.
With over 6500 outdoor screens in operation, Amscreen calls itself “Europe’s largest, fastest growing Digital Outdoor Network.”
Mike Hemmings, International Marketing Director at AMScreen Ltd, shared with me his insights into the reasons behind the network’s success and the future of DOOH advertising.
Mike Hemmings, International Marketing Director, Amscreen
NU: What is Amscreen?
MH: With its heritage grounded in technology, Amscreen is a global DOOH media owner and solutions provider whose individuality lies in the control we have in developing our hardware and software technologies. This enables our systems to reflect advances in the Digital OOH and advertising sectors and pave new ways to reach clients and target audiences effectively.
What differentiates Amscreen from the competition?
We spend a lot of time and resources developing our own technology; this means we are not dependent on reams of 3rd party suppliers, like many other players in the sector. These technologies include our GEO+ functionality that allows content to be automatically tailored and delivered across our UK-wide screen network en mass, as well as OptimEyes. OptimEyes is our own facial detection-based audience measurement platform. OptimEyes is based on a Quividi software version that was fully customized and enhanced for Amscreen. The output of OptimEyes is called Audience Assured Advertising (AAA). Continue reading
Amsterdam, December 17th 2014. – MyAdbooker has launched a platform for Real
Time Buying on digital out of home advertising (DOOH). With the added possibility
of Real Time Bidding, MyAdbooker enables advertisers to adapt out of home
advertising to real time events and situations. With this achievement DOOH is finally
on par with real time online advertising.
Programmatic buying and Real-Time Bidding
Programmatic buying has been playing a mayor part in purchasing, optimisation and
realisation of online advertising. With Real Time Bidding advertisers are able to bid on
advertisement space for important websites, increasing yield form online campaigns.
Major companies like Microsoft, Google and Appnexus are leading the way. However the
existing platforms do not offer the opportunity for real time bidding in digital out of home
But this has changed now. MyAdbooker has developed a Supply Side Platform (SSP) for
Digital Out Of Home (DOOH) and has made it possible for Demand Side Platforms (DSPs)
to gain real time access to DOOH screens. Real Time Bidding for DOOH is now a reality
and with it the wide range of targeting and optimisation.
Coca Cola as first adopter
Coca Cola is the first to use the new technology, using programmatic buying and real time
bidding for their Dutch Christmas DOOH campaign, which was launched December 6th. Continue reading
Beta launch, powered by technology from Vistar Media, brings online-style trading to premium quality Out-of-Home media. Leading Out-of-Home Media Companies Lamar and OUTFRONT Media Sign on as Charter Partners
Leading global OOH communications agency Posterscope today announces the launch of the world’s first real-time trading platform for digital billboards. The platform is the result of a partnership between Posterscope, leading location-based technology company Vistar Media and a committed group of leading out-of-home media owners.
Media owner partners for the beta launch phase, which commences during Q1 2015, include Lamar, and OUTFRONT Media (formerly CBS Outdoor) who between them operate more than 2800 digital billboards.
Posterscope will utilize Vistar’s digital OOH real-time buying platform to offer brands greater agility and audience targeting, as well as access to premium inventory, while growing the OOH market by opening up more online budgets to the medium. The move helps ensure that Posterscope’s clients can take full advantage of the connectivity of digital OOH. Continue reading