ADCENTRICITY: DIGITAL OOH MEDIA STRATEGISTS

Greetings,

We hope to see you at one of the many upcoming media and advertising events being hosted across North America. Watch for us at the ARF re: think 2009, iMedia Breakthrough and Media Post's Digital Out-of-Home Forum and more. Have a great March!   

The ADCENTRICITY tribe. 

DIGITAL SIGNAGE EXPO 2009 - A BRIGHT LIGHT IN THE GLOOMY MEDIA LANDSCAPE

One only needs to review the daily online news and media blogs to appreciate the pain that traditional media is presently enduring. The struggling economy has dramatically accelerated what was already inevitable - the decline of analogue media formats in favor of new digital and inclusive formats like social media, the internet and (of course) digital out-of-home. The recent closure of the Rocky Mountain News (check out this amazing video), a 149 year-old daily in Denver, has shaken the foundations of traditional media. The San Francisco Chronicle may be next.

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IPG'S EMERGING MEDIA LAB PROVIDES THEIR TAKE ON DSE & DOOH FOR MARKETERS

The Digital Signage Expo (DSE) has been an informative resource for insight into the current and future opportunities for marketers in digital out-of-home. This year’s conference in Las Vegas was no exception, but agencies and marketers should take note of these exciting DOOH developments.

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ADCENTRICITY'S ADVenue IS THE REAL DEAL

DAILY DOOH - My tenure at Publicis provided me with enough sense to know that media planning and strategy is one of the “dark-arts“, it is down-right dangerous in the wrong hands and should only be handled by professionals. Any one on the agency side will tell you, “creating a plan is -one part research, one part finesse, and one part black magic” So I as a follow up to our recent post - I reached out to Jeff Atley, founder of Adcentricity, who was kind enough to show me his team’s creation, and I have to say that I was surprisingly impressed with what I saw.

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DIGITAL OUT-OF-HOME: WHO MAKES IT WORK? 

The world is getting more crowded by the minute. And while some facets of life seem to be more distant and disconnected than decades ago, there's a growing field of technologies and new human user interfaces that is bringing commerce and people together like never before.

Although the end business goal might be to sell, sell, sell, digital in-store marketing tools have adapted to the demands of a more educated, research-minded, and networked population. Simple messages don't always deliver on the goals of marketers, particularly when the target audience wants to be enriched in the subject matter.  Enter the era of digital in-store marketing.

2009: A DIGITAL OUT-OF-HOME ODYSSEY

Despite the economic turmoil engulfing much of the world (and possibly even as a result of this turmoil), digital out-of-home (DOOH) advertising is poised to enter the mainstream media consciousness in 2009. Although pundits have predicted “this is the year for DOOH” every January for the past three years, there are signs of building momentum and real advertising investment in the field that could make a breakthrough more of a reality this year than in prior years. The 2009 projections for traditional media sales are sobering. Newspapers are looking at double digit decreases in advertising revenue. Consumer magazines were down 17.4 percent in Q4 2008. Traditional out-of-home advertising (billboards, transit shelters and the like) is projecting flat revenue for the new year.  

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EVERYONE'S A JOINER? OVAB GETS NEW MEMBERS, WHO GET NEW MEMBERS

There was more movement (a bit convoluted) in the digital out-of-home space this week, as the Out-of-home Video Advertising Bureau inducted two new members, Adcentricity and Ecast, with Adcentricity also announcing that it added Ecast to its own roster of digital out-of-home networks. Adcentricity also said it has signed up Provision 3D. The announcements, reminiscent of stacking Russian dolls, are evidence that DO is still kicking even in the face of a sharp economic downturn.

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"DIGITAL SIGNAGE CLUB PACKS"

Feb.9, 2009 - From the grocery aisle: “When you buy BIG with a Club Pack, you stock up on popular ingredients. Satisfy any crowd. Club-sized savings at double or triple the recipe!” Sounds like a bargain, except that advertisers planning a party (er…campaign) these days are increasingly focused on reaching highly targeted audiences. It’s not about buying in bulk as cheaply as possible… it’s about reaching, and more importantly paying to reach, only a specific audience. This has interesting implications for DOOH, especially considering the common practice of charging more for spot/regional buys versus run-of-network.

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White Paper >> EMERGING MEDIA, OBAMA AND THE FUTURE OF POLITICAL ADS
IPG Emerging Media Labs

Emerging media proved to be one of the biggest winners of the 2008 US presidential election campaign. Presidential contenders across the political spectrum utilized new media platforms to reach out to voters in unprecedented ways. And voters responded, participating online, via mobile, and across social networks in historic numbers. This paper will examine some of the most notable emerging media triumphs from the 2008 election season, with particular focus on the emerging media strategy behind Barack Obama’s campaign and the first “internet presidency".

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  Feature Venue Profile >> AIRPORTS
Venue data and demographic segmentation profile.

	Each month we will provide you with detailed profiles of the venues and locations in which we can assist you in reaching your customers. This month's feature profile is Airports.
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