Event Recap: “Meet Link” LinkNYC Media Event

On Thursday afternoon, IPG Media Lab attended a media event for LinkNYC, an ambitious project that will turn old payphone sites in New York City into a network of state-of-the-art kiosks that offer free services like high-speed Wi-Fi, phone calls, and device charging, along with outdoor advertising displays. Following the debut of the newly designed “Link” kiosk on stage, the event featured a panel discussion on the marketing potential and the social utilities this program could bring to the five boroughs. Moderated by Miko Rahming, SVP of Innovation/Creative at Intersection, the panel consisted of Susan Seller, Head of Design at Metropolitan Museum of Art, Fred Dixon, CEO of NYC & Company, and David Rosenberg, a managing partner here at the Lab.

During the discussion, all three panelists commended the social good this program can bring. Seller singled out the “de-cluttering” effect LinkNYC will have on the city’s appearance by removing old payphone booths, a sentiment echoed by Rosenberg. Dixon, on the other hand, highlighted the “profound effect” that LinkNYC will have on people that don’t have access to high-speed internet, as it provides them with basic connectivity and services and helps the city bridge the digital divide.

Moreover, the panelists discussed the marketing potential of the program. They agreed that, as a dynamic digital experience supported by ad-serving platform and technology, LinkNYC would allow for creative flexibility, real-time ad delivery, and data-driven targeting. It will offer mass connectivity and city services via digital touchpoints, while also enabling brands to reach millions of New Yorkers and visitors with their messages. As Rosenberg aptly pointed out, this program taps into the ongoing trend of brands “starting to move into the space of providing utility and service in order to earn a place in consumer’s life.” After all, when brands provide real value in addition to their ads, consumers would be much less likely to block them out.

Overall, the consensus among the panelists seemed to be that, LinkNYC represents a new breed of hyperlocal ad platform that blends social utilities and branded content, heralding the future of digital outdoor advertising. The program is set to launch later this year, and brands looking to connect with New Yorkers on the go should definitely take this innovative, data-driven OOH ad space into consideration.

Extending cause marketing reach through DOOH

Extending the reach of cause marketing campaigns through DOOH (Red Cross)It is amazing how the world can unite during times of tragedy. The outpouring of support for Haiti by individuals, celebrities, governments, and the media has been overwhelming. DOOH Networks are also participating in the fundraising efforts. Matthew Stoudt, CEO of Outcast has pulled together Zoom Media, AdSpace Networks, IndoorDIRECT, Captivate Network, PumpTop TV, Premier Retail Networks, CBS Outernet, and TargetCast Networks for what Stoudt described in the DailyDOOH as,  “A unified message that will run on over 40,000+ screens and reach an estimated 100 million Americans monthly.”

The Preset Group has also created high-resolution video and flash content that any network can broadcast. The video spots encourage $10 donations to redcross.org by texting “Haiti” to a short code.  While historically premium SMS never took off in the US, providing an impulse-friendly way to contribute to an urgent cause has proven to be right on the money, driving the most successful mobile donation program seen so far. Continue reading “Extending cause marketing reach through DOOH”

3D hits critical mass…at least in our minds

Future of 3D at CESStill high off the heels of watching Avatar, we at the Lab are eager to see some of the 3D products to be featured this week at the Consumer Electronics Show in Las Vegas. Yes, everyone knows Avatar probably changed the future of filmmaking (with a good old fashion love story to boot). James Cameron’s dedication to pushing the bounds of filmmaking have paid off with over a billion dollars in revenue since the film opened on December 18th. And filmmakers and audiences will thank the director for years to come.

Now that Cameron proved it is possible in theaters, it’s time to see what is 3D’s future on the small screen, and in digital out of home. At CES this week, we’ll be checking out all the latest in 3D solutions for televisions. Meanwhile, Next3DTV has unveiled its broadband 3D service launching in Q1 of 2010. For consumers with the dough to spend on upgrading to a 3D set, Next3D TV will deliver all 3D content all the time. Even ESPN has announced a new 3D sports network set to kickoff with the first FIFA World Cup match in June. The push to 3D is moving faster than we expected. Still, as CNET blogger John Falcone, notes there are three challenges for the future of 3D on the small screen.  Continue reading “3D hits critical mass…at least in our minds”

Top 5 ways brands can utilize augmented reality

Top 5 ways marketers are utilizing augmented reality Augmented reality is everywhere right now. Some are questioning whether it is a fad, or could it be a viable tool for marketers. Yes, there are some technical bugs to be worked out and some ill conceived campaigns but used strategically and creatively AR can be a powerful experience. Here is a list of some of the best ways brands have been using AR:

Enhancing Traditional Print Campaigns
Instead of just having a small “www” invitation to a brand website on a magazine ad, entice them with a teaser for additional content or even an exclusive offer they can only see using the printed piece to unlock the information online.

One of the first brands to use AR, Mini Cooper enhanced their campaign across multiple German auto magazines with a detailed 3D model of the MINI convertible. Continue reading “Top 5 ways brands can utilize augmented reality”

Out of home and on the move

Out-of-home opportunities (TransitTV)Transit venues are a great place to reach consumers on the go. They are also one of the first DOOH areas our agencies have expressed interest in exploring.

Marketers are familiar with the successful campaigns associated with targeting traditional commuter audiences and see digital as a way to pump it up-a-notch, making their message more dynamic and exciting. Each venue is unique in audience and scope and offers its own targeting advantages. Here are a few of the most interesting opportunities for DOOH in transit venues (after the jump): Continue reading “Out of home and on the move”

Packaging ROI insight for DOOH

(iStock)It can be scary for marketers to put the first foot down in the vast landscape of Digital Out-of-Home Ad Networks. Helping brands make large strides in the space is Adcentricity, an aggregator of DOOH Networks, that adds a level of human know-how to strategic campaigns. Now, the company has developed a new offering called “Research Lite” that will allow brands to measure their success more effectively.

Adcentricity’s timing couldn’t be better. Brands are increasingly turning traditional advertising models on their heads requiring agencies to provide proof of performance.“Research Lite” can help meet these expectations by offering a prepackaged research component that can be added to DOOH Network campaigns. The research provides a detailed, quick snapshot of how effective a brand’s plan is across multiple networks. Select networks provide proof of play and efficacy on their network, but as CEO, Rob Gorrie told me, “(Adcentricity implements) research for the campaign’s needs, not of the networks needs.” Research Lite provides an opportunity for a third party perspective to analyze the bigger picture. Continue reading “Packaging ROI insight for DOOH”

Digital signage industry reaches out to ad agencies

dse2009The 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.

Agencies are getting in the game

At last year’s Expo, I felt there was a tremendous missed opportunity in the Digital Signage industry because agencies were not being included in the conversation. This year, however, was quite the opposite. Networks and providers are increasingly reaching out to agencies, or know they need to in order to thrive. While networks are having success making deals directly with brands, they can’t understand why media planners are so reluctant to include digital networks in the media mix (see DOOH guru Rob Gorrie explain the opportunities for agencies in this space). Continue reading “Digital signage industry reaches out to ad agencies”

Digital Signage Expo 2009

This week I attended the Digital Signage Expo in Las Vegas.

Aside from attending sessions and roaming the floor, I attended TruMedia’s Proactive Marketing (PROM) kick-off, where Suzanne Alecia, OVAB President, Paul Lindstrom, SVP Nielsen OnLocation, and others discussed the value of measurement and how the efficient utilization of audience data will facilitate growth in this media platform. All underscored how accountability and audience measurement will play an important role in the development, growth, and survival of DOOH networks this year.

Mr. Lindstrom pointed out to the audience, consisting mostly of networks and providers, that for place-based networks to be in the buy, they have to be in the plan. Following the presentation I asked him to expand on this thought and explain what Nielsen doing to help agencies include DOOH ad networks into their planning processes and tools.

Find out what Nielsen recommends for DOOH marketers:

$1.3 billion business wants R-e-s-p-e-c-t

OVABThis is part of our best-of 2008 series, previously featured on our newsletter, Advance.

There have been some great steps forward for Digital OOH this year, especially for video networks. The first bit of good news came from the Out-of-Home Video Advertising Bureau (OVAB) which released the highly anticipated Audience Metrics Guidelines during the sold out Digital Media Summit: Focus on Digital OOH in NYC at the end of October. As Media Week notes), despite the fact that DOOH is a $1.3 billion business, the platform "has lacked a common language to be considered in media plans along with traditional media. The guidelines are designed to change the medium's status in the planning process." Continue reading “$1.3 billion business wants R-e-s-p-e-c-t”

A few of my favorite things – DOOH 2008

ShibuyaIt’s been a good year for DOOH. This year’s growth, aggregation and standardization guidelines have all strengthened opportunities across the industry for agencies and brands. Here are a few notable DOOH triumphs from 2008:

1. Summer Olympics: The breathtaking images of the opening ceremony and the “Water Cube” during the Beijing summer Olympics showed the high quality, and truly flexible capabilities of large scale LED to a global audience. The unrolling of the artistic canvas and stage that became focal point of the opening ceremony was 147 meters long and 22 meters wide, and embedded with 44,000 LED beads. In comparison, the Water Cube was reported to have used 440,000 LEDs to illuminate the 80,000 square meters of the aquatics center exterior. The grand scale of the graphics made for an impressive sight. Continue reading “A few of my favorite things – DOOH 2008”