JetBlue Brings Planes To Parking Lots
Posted by Erik Sass on Jun 26, 3:10 PM
Digital out-of-home video advertising is taking an interesting contextual turn with JetBlue's new installations in parking decks at shopping malls in northern Virginia and Los Angeles. Meant to recreate the visual experience of flying aboard JetBlue, the displays -- installed by Carspaze USA at Macerich's Tysons Corner in Virginia, and Westfield Century City in Los Angeles -- transform the walls of the parking deck into the interior of a plane cabin.
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Mobile Measurement Roundup
Posted by Erik Sass on Jun 11, 3:02 PM
One of the resounding messages of MediaPost's digital out-of-home forum in April was the importance of mobile marketing technology for digital out-of-home measurement. In one widely discussed model, advertisers can measure the effectiveness of their advertising using an SMS text system, inviting viewers to send a short code for coupons, special offers, sweepstakes, downloadable content, or promotional information. A number of big DO networks have started offering advertisers this sort of mobile measurement via collaborations with mobile marketing companies.
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Zooming Along: Zoom Media Buys Health Club Network
Posted by Erik Sass on May 27, 4:21 PM
While other media are looking moribund, digital out-of-home is positively vibrant, with networks striking partnerships and making acquisitions to expand their reach. In the latest deal, Zoom Media and Marketing has acquired the Wellness Health Education Network, a subscription-based service that operates digital signage displaying health-related content and advertising in 255 fitness clubs around the country. Zoom didn't divulge the terms of the deal.
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Digital Outsiders: Chrysalis
Posted by Joe Mandese on May 22, 12:08 PM
One of the more interesting approaches to creating a digital out-of-home media plan has come out of the team at Havas, including a collaboration between MPG's planning group, and the fledgling Chrysalis unit, for client Schering-Plough. The initiative used an intriguing "shoot-out" approach by organizing its own little mini "upfront" in which some leading digital out-of-home players simultaneously pitched to get on the plan.
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Microsoft's Bell Joins DOmedia Exchange
Posted by Erik Sass on May 8, 5:13 PM
While the television industry has made several half-hearted attempts to set up a NASDAQ-style online media exchange (the most recent iteration was nicknamed Adsaq), all of them failing, the burgeoning digital out-of-home video industry, unencumbered by TV's legacy structures for buying and selling inventory, has cruised ahead with its own versions. One of the most promising new media exchanges, DOmedia, recently recruited Jeff Bell -- formerly vice president of global marketing for Microsoft's Interactive Entertainment Business -- as chairman. MediaPost caught up with Bell this week to find out what DOmedia does, and what's in store for the exchange model.
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The Whole World Is Interactive
Posted by John Capone on Apr 29, 1:16 PM
At MediaPost's Digital Out-of-Home Forum and Expo Trevor Kaufman, CEO of Schematic, addressed DOH's "evil cookie" and looked to a future where every screen just wants to be played with.
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The 'Clickthrough' Of Digital Out-of-Home
Posted by Joe Mandese on Apr 15, 2:41 PM
The other day, I wrote a story for MediaPost's MediaDailyNews reporting on a new service digital out-of-home advertising aggregator Adcentricity announced that will add a suite of mobile applications, plug-ins, and enhancements to place-based media buys. The move is significant, not simply because it will bring scale and ease-of-use to the rapidly converging mobile and out-of-home media marketplaces, but because it recognizes the inherent synergies between the two location-based forms of media.
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Ford Goes To The Movies
Posted by Erik Sass on Apr 10, 1:22 PM
A new cinema ad campaign from Ford is testimony to some important trends in marketing and media during a recession, including the continued need for advertising, the relative vigor of the movie industry, and the sustained growth of digital out-of-home video. Indeed, while Ford may be in trouble, DOOH seems to be doing rather nicely, all things considered.
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L.A. City Council To Vote On Stricter Billboard Law
Posted by Erik Sass on Mar 27, 4:18 PM
Under pressure from Los Angeles voters to present a workable revision of the city's billboard law, on Thursday the Los Angeles Planning Commission agreed on a new, stricter version of the law that will now go to the City Council for a vote. The proposed revision will prohibit the introduction of new digital billboards almost everywhere except for 21 special "sign districts" around the city. The law also restricts supergraphics -- giant vinyl signs that can be applied to the sides of buildings.
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NCM Buys Nielsen TV Data
Posted by Erik Sass on Mar 20, 5:04 PM
National CineMedia is expanding its data pool with television advertising schedules from Nielsen, allowing the cinema ad network to conduct cross-media comparisons of television and cinema advertising effectiveness when it courts media planners and buyers. So does this big investment mean NCM is coming after TV ad budgets? Well, yes and no.
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