Out Of Home
How do you measure a billboard?
On a mission: Northwest Center's integrated awareness campaign challenges stereotypes and breaks down the status quo.
To be surprised at Google for launching a broad-reaching campaign touting its privacy is weird.
Affluent consumers are more receptive to TV and magazine advertising than other media, according to a survey from market-research firm Ipsos Mendelsohn.
A movie about a deadly fast-spreading disease is nothing new, as fear of illness is a fairly universal sort of paranoia. But it's a recurring theme in cinema for a reason — as humans, we tend to be simultaneously horrified and fascinated by that which has the ability to kill us. The new outdoor advertising for the movie Contagion is incredibly ingenious in that it plays to both senses.
Nissan launched an integrated campaign August 29 to support the company's 2012 Versa sedan. The carmaker worked with advertising agency TBWA\Chiat\Day's Los Angeles office, digital agency Critical Mass and media firm OMD on the campaign.
Carat shrunk its global advertising-spending forecast for this year by 0.7% on August 25. The Aegis Group-owned firm dropped its 2011 global ad-expenditure forecast to $481 billion, representing growth of 5% compared with last year, because of economic and political instability and natural disasters.
Kraft's Jell-O Pudding brand has launched the second phase of its Pudding Face campaign, which builds on the existing TV and social media elements with a digital billboard in New York SoHo neighborhood.
Social channels deliver deeper consumer interactions and provide marketers with better ROI than traditional media channels, according to a study conducted by social marketing firm Crowdtap and marketing consultant Joanna Seddon.
MasterCard launched an out-of-home campaign on Aug. 1 that integrates QR codes and Facebook Places to enable consumers to enter a sweepstakes.
For two Saturdays in May, McDonald's and Tribal DDB Stockholm gave pedestrians in Stockholm's Stureplan, a busy intersection in the city center, the opportunity to interact with a digital billboard using their mobile phones.
A low ROI on in-mall advertisements drove automotive dealership chain Ball Automotive Group to abandon the out-of-home channel for five years. But a Facebook tie-in returned the company to the mall.
Jell-O Pudding's "Pudding Face" campaign seeks to turn frowns upside down, both on consumers' faces and on their social media pages. The Kraft Foods brand will offer incentives to Twitter and Facebook users.
Car company Subaru of America is conducting an integrated marketing campaign targeting Asian-American consumers. The "Sweet Tomorrow" effort is promoting the company's Legacy model through online, TV, print and out-of-home components. The car-maker developed the campaign with AdAsia, its Asian-American AOR.
Farmland Dairies launched a consumer awareness campaign on March 1 using QR codes and instant coupons in health clubs throughout the Northeastern US. The company's AOR, Union, NJ-based Linett and Harrison, created the campaign.
Commuters at New York's Penn Station tend to be in a rush, but Intel is hoping they slow down for a few minutes to check out the company's interactive out-of-home campaign promoting its Smart TV line. The effort is a good example of marketers trying out-of-home promotions to direct marketing.
Harrah's Entertainment launched a digital advertising network in its resorts this week with Reach Media Group.
Two topics we're keeping an eye on at Direct Marketing News are the intersection of direct marketing and out-of-home advertising, and the way brands are using location-based services, such as Foursquare, to market their products.
Crown Imports' Corona Light beer brand will take over a 40-foot tall billboard in New York's Times Square from November 8 to December 6 as part of a digital campaign spanning search marketing, digital out-of-home and social media.
Fitness chain Crunch launched an integrated campaign June 15 to celebrate its 21st birthday. The campaign includes various direct elements, including a contest and e-mail, social media and out-of-home marketing.
'The New York Times' began distributing content through 850 digital out-of-home screens in coffee shops, cafes and airport newsstands on March 1. The partnership with RMG Networks, a video entertainment and media company, is targeting five cities: New York, Los Angeles, Chicago, San Francisco and Boston.
Universal Pictures is conducting a mobile campaign promoting its film Repo Men. The studio worked with digital agency 360i, mobile barcode technology firm Red Laser and creative agency The Visionaire Group on the effort.
Provision Interactive Technologies, a manufacturer of interactive display software and hardware, has partnered with Ping Mobile to add a mobile marketing component to its out-of-home displays.
For EZ Lube, a car maintenance franchise based in Southern California, mobile marketing has brought the marketer's billboards to life and given its customers a way to interact with the brand.
Dylan Jones, former VP of content strategy and creative at Premier Retail Networks (PRN), has launched Jones Digital Media, an agency specializing in digital out of home strategy, creative and production.
E-mail marketing spending will continue to expand at double-digit rates — 18.5% per year — for the next five years, according to Veronis Suhler Stevenson, a private equity firm, in its annual Communications Industry Forecast published on August 3. VSS specializes in the information and media industries. VSS puts the total spend for e-mail at $11.9 billion in 2008 and, by 2013, it forecasts e-mail will be a $27.8 billion business.
Hear what Julie Petroski, VP, group creative director at Targetbase, thinks of Shawan Downs' promotional effort for its Steeplechase, Gerber's "Start healthy, stay healthy pledge" campaign, and Kodak's "ScanMate/What's in your inbox?" campaign.
K-VA-T, a regional chain of grocery stores in the Southeast, has started implementing Retalix Loyalty software to manage the latest phase of its customer loyalty program. The 106-store chain was already using Retalix StoreLine and HQ software to manage point-of-sale and price management, but still put out an RFP to about 20 vendors before choosing Retalix Loyalty. The new system, which will manage the Food City ValuCard Baby Club, Kids Club, Pet Club and Wine Club programs, delivers targeted, personalized offers to consumers and tracks offer performance in real-time.
The first round of judging for the 2009 International Echo Awards, a body of awards from the Direct Marketing Association that celebrate creative, strategy and results across direct marketing media, began May 19. This is the first year Echos has had a vice chair from the client side. Another first this year is the Green Marketer Award.
CBS Outdoor has launched a new text messaging capability for its advertisers' outdoor media campaigns. The program, called Txt2go, will include a text keyword on advertiser signage that consumers can use to access marketing messages from the client, including special offers and promotions.
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