Digital Signage Today: Four Ways to Get Your Ad on Digital Out-of-Home Screens
This is a truncated version of the full article, the original article was published on May 26, 2009 at Digital Signage Today.
By Bill Yackey
Imagine for a minute you want to take advantage of digital out-of-home media by running your 15-second ad on digital signage networks around the country. There are literally hundreds of video advertising networks out there with screens in thousands of locations reaching millions of people. So where do you even start?
Fortunately, for agencies and brands buying in the digital space several companies have emerged that aim to make this process as easy as possible. The goal for each is to be a one-stop shop for the media buyer, where they can buy screen space for ads to reach the exact audience they want, when they want and where they want.
SeeSawAds.com is built on the idea of “Life Pattern Marketing,” where the goal is to engage consumers in digital video advertising throughout the day in places where they are most receptive to that advertising.
“The most logical way to package this aggregation service is around audiences. It’s easy to buy a network; the challenge is reach an audience,” said Rocky Gunderson, vice president of network development and marketing for SeeSaw Networks.
SeeSaw recently partnered with OTX to create research documents on the place-based digital video marketplace versus traditional media. They used that information to create more than 30 targeted Life Patterns, such as Alpha Moms, Mobile Millennials and Sport Enthusiasts.
Instead of buying screen time on an entire network, advertisers can buy space across the company’s networks at times when that target audience is most receptive to them. For example, an ad geared toward Alpha Moms could run at 8:00 AM at a health club, 10:00 AM at a coffee shop and at 6:00 PM at a grocery store.
“It’s similar to the way that big brands go to market,” Gunderson said. “One of the things that makes traditional media so attractive is that I can basically buy lots of eyeballs. You know who’s watching by what show is on. It’s the same concept here.”
