Article
Four ways to get your ad on digital out-of-home screens
DOOH ad space aggregators work to bring together agencies, advertisers and networks through media campaign planning tools.
May 25, 2009
Imagine for a minute you want to take advantage of digital out-of-home media by running your 15-second ad on digital signage networks around the country. There are literally hundreds of video advertising networks out there with screens in thousands of locations reaching millions of people. So where do you even start?
Fortunately, for agencies and brands buying in the digital space several companies have emerged that aim to make this process as easy as possible. The goal for each is to be a one-stop shop for the media buyer, where they can buy screen space for ads to reach the exact audience they want, when they want and where they want.
Here we profile four of the digital out-of-home space aggregation tools operating today:
ADVenue
In just two years, ADCENTRICITY has grown to one of the top digital out of home media agencies in the market. Rob Gorrie, a media veteran and industry blogger started the company in March 2007 in Canada and moved into the U.S. market nine months ago with the opening of an office in New York City.
Product name: ADVenue Company: ADCENTRICITY Number of networks involved: 85 Number of screens available: 175,000* Website:http://adcentricity.com/ |
2. Buying. "Buying screen time on 27 different networks is hugely onerous to buyers and doesn't fit into today's media purchasing models."
3. Creative. Multiple networks require many different file formats, and going through an aggregator allows them to handle to file format, length and size requirements for each network.
4. Distribution. "Once you have actually executed the buy, distributing those files to the networks can be a huge amount of work. We work as a single point of distribution to make the agencies lives easier."
5. Reporting. "There have been campaigns where there are 3,500 pages of proof-of-performance reports, so to be able to pull all that together automatically is a huge benefit for agencies."
6. Billing. "Accounts receivable departments at the agencies can't have 27 different networks jumping up and down asking for money." ADCENTRICTY and other aggregators serve as the single point of contact for the agencies for billing.
ADCENTRICITY's approach is to work as a consultancy with both the agencies and the networks, working "strategically" to bring the two together.
"We are complementary to the network partners and not competitors," Gorrie said. "We talk to them all the time and work with them on what programs we can do. The idea here is to expose more opportunity to more networks and get the millions of dollars that should be in this space into this space."
rVue
rVue is out to represent the "long tail" of the DOOH industry. One of the unique aspects of this DOOH space aggregator is that it serves as a business-to-business social site between agencies and screens by hosting digital ads submitted by advertisers that are ready for play. Network owners can choose which ads they want to run from a searchable database on the rVue, then get paid for running those ads on their screens.
Product name: rVue Company: Argo Digital Solutions Website:www.rvue.com |
"All you need is a screen and internet connectivity and you can make money from digital out-of-home," said Jason Kates, CEO of Argo Digital Solutions. "Say you are the general manager of a car dealership and you choose to show ads from rVue on your screens, not only do you sell more accessories like satellite radio by advertising, but you get a commercial transaction for displaying high quality content to a very targeted audience."
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Click images to enlarge rVue screen shots |
rVue works like a Web directory on the front end – networks can enter demographics, geographic and target markets and all of the pertinent ads come up, at no cost to them. On the other side, agencies and advertisers can also review all of the participating and perspective screens available through rVue.
"You don't have to go out and hire someone to go do this anymore," Kates said. "That's where we believe this industry is going. It's like the internet, where anyone can have a Web site and put Google ads on there to make money."
SeeSawAds.com
SeeSawAds.com is built on the idea of "Life Pattern Marketing," where the goal is to engage consumers in digital video advertising throughout the day in places where they are most receptive to that advertising.
Product name: SeeSawAds.com Company: SeeSaw Networks Number of networks involved: 50 Number of locations with screens: 26,000+ Website:www.seesawads.com |
SeeSaw recently partnered with OTX to create research documentson the place-based digital video marketplace versus traditional media. They used that information to create more than 30 targeted Life Patterns, such as Alpha Moms, Mobile Millennials and Sport Enthusiasts.
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A Life Pattern example (click to enlarge) |
Instead of buying screen time on an entire network, advertisers can buy space across the company's networks at times when that target audience is most receptive to them. For example, an ad geared toward Alpha Moms could run at 8:00 AM at a health club, 10:00 AM at a coffee shop and at 6:00 PM at a grocery store.
"It's similar to the way that big brands go to market," Gunderson said. "One of the things that makes traditional media so attractive is that I can basically buy lots of eyeballs. You know who's watching by what show is on. It's the same concept here."
BookingDooH.com
The BookingDooH.com Web site was released on January 1, 2009, by the Neo Media Group to serve as an online platform that "combines the needs of the advertising market with the inventory of DooH networks existing in all parts of the world."
Product name: BookingDooh.comCompany: Neo Media Group Number of networks involved: 65 Number of screens available: 129,388* Website:www.bookingdooh.com |
"By operating in different parts of the world we have realized that the DooH sector is too fragmented and misses common standards," said Gunnar Kämpgen, international project manager for BookingDooH.
"Another factor is that the media itself has a rather technical background. The goal is to establish the DooH media and simplify the buying and booking processes for DooH campaigns."
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