You’ve heard and read all about the increasing role that the Internet is playing in advertisers’ media mix. But, have you heard about the Outernet?
The Outernet isn’t some sci-fi fantasy. The Outernet is the revolutionary convergence of the Internet, mobile technologies and networked digital signage in the out-of-home space. This convergence along with the accelerating growth of out-of-home digital signage networks enables advertisers to reach people where they are in a more dynamic and effective manner.
Using the Outernet, out-of-home digital media provides new and engaging ways to reach people. Today, more than ever, the people you are trying to reach are less likely to watch television advertisements, or read newspapers, or listen to radio. While at home, they are likely to be on eBay or YouTube, watching an episode of The View or Grey’s Anatomy Tivo’d earlier in the week. When not at home, they are likely to be highly mobile whether it be working out at a health club, taking in a concert or sporting event, having drinks or dinner with friends, or just hanging out at the book store or music store. Out-of-home digital media allows an advertiser to engage people in the most effective manner when they are outside their homes.
Outernet-enabled digital media is changing the way advertisers and agencies interact with people who are on the go. The Internet connectivity of out-of-home digital signage allows an advertiser to more frequently change the advertisement that is displayed on the screen as well as target a specific ad to specific types of screens in specific geographies.
This micro-targeting capability allows the advertiser to extend their brand’s visibility and relevance without the saturation effect that comes from showing the same advertisement on traditional media week after week. In addition, the advertisements on these digital media networks are rich in graphics and multi-media, and result in higher recall and conversion rates. These factors give out-of-home digital media a huge advantage in delivering the right message to the right people at the right time.
Thanks to the Outernet’s extraordinary technology capabilities, the next time you pass a poster, view a billboard, visit your health club or ride the elevator to your cubicle, don’t be surprised if you find yourself watching an animated flash advertisement, full-motion video or even interacting with an advertisement through text messaging. This Outernet advertising offers people unique ways to interact with brand and advertising messages.
Industry research by Profitable Channels in 2006 also points to the Outernet’s rich interaction capability via Internet and wireless connectivity. This research concludes that out-of-home digital media is considered significantly more entertaining and interesting than traditional out-of-home media. According to this research, 34% of consumers had awareness of the digital signage they saw recently. Due to these factors, out-of-home digital media is experiencing the fastest growth rate for ad spending in the market at about 20% annual growth and topped $1.2 Billion in ad spend in 2006.
SeeSaw has built the most extensive network of out-of-home digital media venues powering the Outernet. Our coverage reaches 200+ DMAs in multiple categories including bookstores, colleges and universities, bars and restaurants, grocery stores, travel centers, health clubs, executive airports, retail-entertainment, US border crossings and more. With over 10,000 venues delivering over 22 million impressions per week, advertising on SeeSaw delivers similar results compared to buying a spot on a very successful prime-time TV show, but at a significantly lower cost.
At SeeSaw, we believe the growth of out-of-home digital media along with the tremendous capability provided by the Outernet will further accelerate the shifting media mix to more dynamic, impactful media. If you would like to know more about the power of the Outernet and out-of-home digital media in reaching people where they are, contact us at info@seesawnetworks.com.
