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The Marketer's Guide to Digital Out-of-Home Media
EPM Communications Inc, September 2008, Pages: 42
Digital Out-of-Home Media details current and prospective offerings for point-of-purchase screens in supermarkets and other retail locations; using digital screens to catch the eyes of passers-by in transit terminals, at malls, on sidewalks & highways; capturing the attention of captive audiences in cabs, the office, at the gym, and in the air; and exploiting the unique characteristics of bar and nightlife venues, arenas and cinemas.
More people say digital signage catches their attention than any other medium, including TV, the Internet, newspapers and magazines.
Yet as recently as 2006, running an ad on high definition TVs in supermarkets, malls or arenas existed largely as an experimental blip off most marketers' radar.
Today, ever-lower technology costs make it easy for start-ups to hang server- or satellite-connected screens in every conceivable location, from cinema lobbies to the service islands of gas stations. This is a $1 billion business already, and growing exponentially.
Digital Out-of-Home Media demonstrates how brand marketers, entertainment companies, retailers and others can take advantage of a key benefit of digital out-of-home media: the geographic location of these screens ensures highly targeted ad delivery - and makes it difficult, if not impossible, to ignore the ads on them.
Of course these networks' novelty in the advertising landscape is at once a blessing and a curse. The novelty leads to exceptionally high viewer involvement, with 36% of adults taking action as a result of digital ads - and 51% of 18-24 year olds doing so.
On the other hand, finding the right person at a company to implement a digital out-of-home campaign remains the greatest single challenge for clients, agencies, and network sales reps alike. Digital Out-of-Home Media solves your "who" challenges instantly with complete contact information for more than 100 key players among network & service providers; network aggregators; agencies experienced in digital out-of-home campaigns; research firms & consultants; and trade groups.
Learn what you need to know to be a player in the digital landscape today.
WHAT AND WHERE IS "DIGITAL OUT-OF-HOME"?
- Campaign Considerations
- Where Is The Money Coming From?
- Fig. 1.1: Top Ten Out-Of-Home Advertising Categories
- Fig. 1.2: Consumer Impressions Of Advertising Media
- Surveying The Landscape
- What's Next?
- Fig. 1.3: Percentage Of People Who Take Action As
- A Result Of Digital Signage Ads
SUPERMARKETS, MALLS AND RETAIL:
Screens At The Point Of Purchase
- The Aggregator's Role
- Key Considerations
- Selected National Retailers With In-Store TV Networks
CATCHING THE EYE OF PASSERS-BY:
Transit Terminals, Malls, Sidewalks And Highways
- Key Considerations
- Recent Advertisers And Venues
CAPTIVE AUDIENCES:
From The Office To The Gym, The Plane To The
Taxi (And The Gas Pump)
- Government Oversight?
- Key Considerations
- Recent Advertisers And Markets/Venues
BARS AND NIGHTLIFE VENUES:
From Static To Haptic
- Fig. 1.4: Marketing With TV In Bars: An Audience Profile
- Key Considerations
- Recent Advertisers And Promotions
Arenas: A New Alternative
- Key Considerations
- Recent Arena Advertisers And Promotions
CINEMAS:
Out-Of-Home Theater
- Fig. 1.5: Cinemas' Advertising Revenues
- Fig. 1.6: Cinema Advertisers By Type
- Key Considerations
- Recent Cinema Promotions
Directory Of Digital Out-Of-Home Contacts
- Networks & Service Providers
- Network Aggregators
- Agencies
- Research Firms & Consultancies
- Trade Groups
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