RSS FeedArchive for the ‘Digital Out-Of-Home’ Category

Vistar Media, With Invite Media Founders, Target OOH Market With Exchange

Vistar MediaJeremy Ozen and Michaael Provenzano are co-founders of Vistar Media. Along with former chief architect of Invite Media, Mark Chadwick, Ozen and Provenzano are the in the early stages of trying to crack the out-of-home (OOH) market with an exchange of sorts, and link it to the digital demand-side, which currently buys across PC-based display, mobile and video channels. The challenge: penetrate a traditional out-of-home market that has been caught in the Stone Age.

Provenzano and Ozen discussed their company with AdExchanger...

AdExchanger: What attracted you all to the out-of-home market?

JEREMY OZEN: For myself, initially, I was interested in why there weren't more digital billboards, in general. It led me to reading about the rules that govern digital billboards and when you can and can't install them - municipalities have many laws governing outside billboards.  This led me to consider the [“indoor” digital out-of home market] where there is foot traffic in many indoor locations, and where government rules don’t dictate what you can do with a screen.

Michael and I were good friends in college, and Michael was the cofounder of Invite. So, it was a perfect time to take a shot at revolutionizing the DOOH (digital out-of-home) industry.

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3M Targeting The Marketing OS Through Digital Out-Of-Home Networks

Last Wednesday, 3M launched the fourth generation of its Visual Attention Service (VAS) scanning tool, which includes new video capabilities. According to 3M’s release, VAS is viewed by marketers as an “alternative to eye tracking that enhances the visual impact of professional design across advertising, marketing, and digital and print media.” Read the release.

Kelly Canavan, Marketing Manager of 3M’s Commercial Graphics Division, discussed the announcement and 3M’s approach to the business of advertising.

AdExchanger.com: Can you talk a little bit about 3M’s strategy in addressing opportunities in digital, in particular, and advertising and marketing, in general?

KC: 3M tries to find [new] businesses that are adjacent with existing 3M businesses. Once it decides whether it will get into a space, the company asks itself: Will it create products for that space as a supplier?; or, will it do things itself?

What we're doing related to the [digital advertising] space is, we have entered into digital out-of-home.

Our initial approach to digital out-of-home is as a supplier. As it relates to advertising and marketing, our first step was to get into the business of providing the software and networks that allow people to advertise and do marketing in physical environments like retail stores, hotels and such.

What we’ve realized is that there are some critical needs to take digital out-of-home (DOOH) over the hump. It's  a tiny fraction of the advertising world right now –and, DOOH may be a bit more important when it comes to merchandising.

Just to be clear about the difference: advertising in DOOH is where the insurance company, GEICO, plays an ad in a grocery store. You can't buy GEICO at the store, of course. But if P&G advertises in the grocery store, you can buy things from P&G in the store - merchandising.

DOOH is getting more of a foothold in the merchandising category. Yet, there are different worlds of people who are focused on advertising versus merchandising in DOOH. The market today, though, uses advertising and in-store media without really making that distinction.

It’s evidence of the nascent nature of this little slice of marketing that still hasn't really defined itself.

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VeriFone Media Exec Polos Sees Audience Buying In The Digital Out-Of-Home Market

verifone mediaChris Polos, Head of Advertising Solutions at VeriFone Media, discussed the out-of-home market and the impact of audience buying. His company recently reached out to marketers whose target market was among the throngs visiting during New York City's most recent Fashion Week.

AdExchanger.com: Considering your background at companies such as Tacoda, are you surprised about the continued move towards audience buying?

CP: I'm not surprised by either. Certainly, in the online space, those arguments made a lot of sense, back then, right? Ultimately, advertisers are trying to reach a certain person or type of audience or the right demo. Certainly, a website, the content itself certainly dictates the type of audience that's going there, but those people go lots of other places as well, so you can get a lot efficiency in a media buy. I mean, the story was very clear [laughs] back in our TACODA days, and it still rings true today.

And is audience buying moving to out‑of‑home?

It’s been an out‑of‑home space for a while, but I feel like it's shifting more as out‑of‑home shifts to digital. You can be a lot more flexible with those buys, certainly, than you could before with a static board. You're seeing traditional out‑of‑home people now selling digital and learning things about day‑parting and geo‑targeting and so on in order to create more of an audience positioning.

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Adcentricity Evolving As Digital-Out-Of-Home Ad Network Says CEO Gorrie

AdcentricityRob Gorrie is CEO of Adcentricity, a digital out-of-home (OOH) ad network.

AdExchanger.com: Why did you decide to get into the out-of-home business? What intrigued you?

RG: When it really comes down to it, I didn’t decide to get into Digital-Out-of-Home; it was never my intent. A couple of years ago we saw a convergence of retail and digital media, and it was really trying to find its place in the media landscape.  Brands were also chasing an elusive consumer that was spending less and less time with the same old media. That convergence and early stage of the industry was attractive. I wanted to take digital’s capabilities and targeting and give it a real-world face.  It just so happens that the digital in-store and location based media is classified as an Out-of-Home medium.

What problem is Adcentricity trying to solve?

Right now, there are a number of lost souls trying to figure out where DOOH fits in the advertising ecosystem. Ultimately, navigating this landscape is becoming difficult; there are a very wide range of DOOH technologies and the industry itself is fragmented – it’s really difficult for a brand or agency to put together an innovative, complex and impactful DOOH campaign that runs across many platforms.

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ADstruc Bringing Efficiency And Technology To Out-Of-Home Advertising Says CEO Laramie

ADstruc""John Laramie is CEO of ADstruc, an out-of-home advertising platform.

AdExchanger.com: What gave you the idea for ADstruc and addressing the out-of-home, billboard world, if you will?

JL: After graduating from Loyola University Maryland in 2006, I took off for New York City and landed a job at a brand licensing agency, The Beanstalk Group. Although licensing interested me and I gained great experience launching consumer product brands and managing a $400M retail program, I wanted to work on my own. In 2007, I started my first “side project,” the JFL Group, which was a consulting firm focused on grass-roots brand building.  With that, I helped build the brand Naked Ping Pong, now known as SPiN New York, and I also became involved in an outdoor advertising campaign targeted specifically to telephone kiosks outside of Bed Bath & Beyond stores in New York.  I found out that there wasn’t a place online to look up the kiosk locations, so I rode my bike around the city and wrote down notes.  And then, instantly, I knew there needed to be a central marketplace whereby buyers and sellers could meet.

What problem is ADstruc solving?

The current process of buying and selling outdoor advertising is extremely inefficient and is one of the only ad mediums left that is not operating online.  The outdoor advertising industry is similar to the real estate and travel industries 10-15 years ago.  ADstruc solves the antiquated, fragmented, and expensive process of outdoor advertising by bringing it online, connecting buyers and sellers, and providing them with the tools they need to do their job faster and more efficient.  Plus, one of the greatest advantages of ADstruc is that we make it easy for first time buyers to get involved in outdoor advertising.

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Argo Digital Solutions CEO Kates Discusses Digital-Out-Of-Home Audience Buying And Planning With rVue 2.0

Argo Digital Solutions recently released rev. 2 of its rVue platform which enables the buying and selling of digital-out-of-home media through rVue's exchange.

rVue 2.0

Argo Digital Solutions' Jason Kates discussed the rVue 2.0 and the digital-out-of-home market.

AdExchanger.com: Since you last spoke with AdExchanger.com, you've come out with a new rev of rVue, your digital-out-of-home exchange. Please explain why you describe rVue 2.0 as "social".

JK: rVue has created a transparent marketplace that allows digital out of home networks, industry professionals and advertisers to communicate openly via the platform. When you look at the network profile page or the dashboard, you'll see that many popular components of social media have been built into the 2.0 version of rVue to promote communication, such as status bars, the ability to "follow", photo uploads, rss feeds, search engines, etc. rVue embraces transparency and promotes communication in an effort to accelerate the industry's visibility as a valuable media.

How are the datasets gathered for the platforms targeting capabilities?  How do you verify the data?

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Argo Digital Solutions CEO Kates Says Digital Out-Of-Home Reaching Segmented Audiences For Advertisers Today

Jason Kates is Founder and CEO of Argo Digital Solutions, Inc. and rVue.com, a digital out-of-home advertising exchange.

Argo Digital Solutions CEO KatesAdExchanger.com: Can you give quantify the Digital Out-Of-Home (DOOH) reach for Argo's rVue Exchange?   Do you think of reach in terms of networks or stores or consumers who are estimated to see particular digital media in a given day?

The rVue search engine quantifies its reach in a number of ways based on the needs of the individual agencies and networks we work with. Currently, rVue has amassed over 100,000 screens and nearly 2,000,000 daily impressions concentrated within the top DMAs throughout the country.

Why call rVue an exchange and not a meta network? How does it offer transparency and control to advertisers and signage owners?

That is a great question. It is first important to note is that a driving force behind the creation of rVue was to aid an industry we strongly believe in. Digital Out of Home (DOOH) has faced challenges in the past which included industry fragmentation, difficulty efficiently delivering high quality content as well as exposure and connection to advertisers and agencies wanting to place media. rVue was developed by our highly experienced, tech savvy engineers partnered with our advertising and marketing team. They bring a powerful combination of engineers with in-depth experience managing complex DOOH networks and marketers with agency and media experience. The result is rVue - designed to ease the process of buying and managing DOOH.

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