Tag: Sonya-Rosas

Extending cause marketing reach through DOOH

Posted on by Lab Team

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”

Best of ’09: How brands can use augmented reality

Posted on by Lab Team

Best blogs of 2009 From our 2009 best-of the IPG Lab blog series:

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.

Read more.

Top 5 ways brands can utilize augmented reality

Posted on by Lab Team

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

Posted on by Lab Team

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

Posted on by Lab Team

(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”

Billboard ban marks end of advertising

Posted on by Lab Team

noadvertisingApril 1, 2009–The Los Angeles Planning Commission voted last week on a new city ordinance to deal with digital billboards and supergraphic advertising, after the court ruled the city’s 2002 billboard law unconstitutional last year.  The vote was deadlocked, so the state legislature just made a pre-emptive motion that’s spiraled out of control. They’ve banned ALL advertising in California.

The state has announced that cranes will start ripping down store signs across the Golden State first thing on Wednesday morning April 1st. Bulldozers are being shipped from Nevada to help with the effort.

California residents may also notice that IP addresses of all corporate sites will be blocked as of Wednesday morning. Popular ad supported sites such as Google, Yahoo!, Facebook, WebMD and others may no longer be available to Californians. Continue reading “Billboard ban marks end of advertising”

How consumers are changing

Posted on by Lab Team

Paco Underhill (Envirosell)Getting into the hearts and minds of consumers and defining core motivators for purchase is more important than ever.  This week in Los Angeles Envirosell presented “The science of Shopping Conference 2009.” Envirosell researchers and consultants from several regions including Brazil, Russia, China and India presented in-depth looks into psyche of customers across the globe and how the economy is affecting the current state of retail.

Paco Underhill, Founder and President of Envirosell (and a superstar in the retail industry), shared his insight into major retail trends, issues, and opportunities of this economy. According to Underhill there has been a fundamental paradigm shift–and the art of consumption is changing.  Continue reading “How consumers are changing”

Digital signage industry reaches out to ad agencies

Posted on by Lab Team

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”

All eyes on shopper marketing

Posted on by Lab Team

shoppermarketingBrands are rethinking marketing strategies, analyzing what is working and what isn’t. In this economic climate, marketers are re-evaluating this year’s budgets. Some are turning away from big ticket buys in TV and print, and looking for the most accountable and measurable opportunities that lead to sales lift. With the emphasis on direct results,  shopper marketing is suddenly all the buzz. Apple’s decision to withdraw from MacWorld, is a recent example of a brand adjusting marketing budgets to focus their retail efforts.

Bill Gerba, CEO of WireSpring, points out in a recent article that there has been a substantial increase in marketers’ interest in shopper marketing based on THE HUB’s survey results from the past three years. This year’s data indicates that 45% of respondents have an integrated process in place and 64% have established budgets for planning and executing shopper marketing initiatives. This is in contrast to marketers’ very limited knowledge of the opportunities in 2006. Continue reading “All eyes on shopper marketing”

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

Posted on by Lab Team

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”