Articles
 |
Life Pattern MarketingLife Pattern Marketing is the practice of placing companies’ brand messages on digital screens and billboards that are located where busy people really are: out and about, living their daily lives. |
|
Mediaweek: Mall Ad Networks See 3Q BoostSeptember 13, 2009 - Sales and traffic in retail stores have been lethargic as a humid summer day during the third quarter…But some networks are showing healthy—sometimes even double-digit—revenue growth. If the momentum continues into the fourth quarter, total 2009 revenue for mall networks could wind up 50 percent ahead of last year. |
|
MediaPost: Marketing: Sports - Taking It To A Brand New PlaceSeptember 1, 2009 - SeeSaw Networks’ CEO and Founder Peter Bowen discusses how place-based digital advertising and its relevance in sports marketing. |
|
Digital Signage Today: Reaching the Back to School Market with DOOH AdvertisingAugust 14, 2009 - According to the U.S. Census Bureau, the back to school season is second only to holiday shopping in the amount of revenue generated for retailers…with the explosive growth of digital out-of-home display networks, advertisers can target 18 million college students and 75 million total students nationwide with ads that reach them while they are out and about in their daily routines… |
|
Newswire Today: 3D Digital Out-of-Home Displays Are on Track to Bridge the R&D Gap Finds Futuresource ConsultingJuly 15, 2009 - LONDON- As 3D technology developments intensify, opportunities for B2B applications become more attractive, with digital out-of-home offering an ideal proving ground… many network aggregators such as BookingDooH, Seesaw and Adcentricity are starting to make headway in consolidating and aiding niche network owners with pitches to media agencies. Moving forward, the DOOH market could skyrocket, fuelled by continued fragmentation within the media landscape and the increasing impact of PVRs, which allow viewers to skip through TV ads. |
|
ClickZ: Digital Out-of-Home Landscape BriefJuly 13, 2009 - Digital out-of-home (DOOH) advertising is a dynamic, fragmented, and rapidly evolving space. It’s one of the fastest growing media channels, with year-over-year growth pegged in the double digits through at least 2011. Total spend in “alternative OOH media” is projected to exceed $3.5 billion in 2009, with nearly $2.9 billion spent on video ad networks and digital billboards, according to PQ Media. |
|
Convenience Store News Exclusive: Spinx Oil Finds Success with In-store Digital SignageJuly 6, 2009 - NEW YORK — In today’s digital age of touchscreen cell phones and computers, and the ability to see a person talking from another country on technologies like Skype and iChat, it seems people are getting more and more used to staring at a screen. Spinx Oil Co., in Greenville, S.C., is capitalizing on the new era by utilizing in-store digital signage at 42 of its 66 locations throughout North and South Carolina. |
|
OMMA: The Best Five (or Six) YearsJuly 1, 2009 - Today’s 18- to 24-year-olds have more than beer bongs on their minds…Not only do they spend money on themselves, their family and friends, but they also influence the purchases of the people around them, says Scott Hines, vice president of marketing at SeeSaw Networks. “They will be the next dominant generation of purchasing Americans,” Hines says. “If they become loyal to a brand, they present an enormous lifetime value in potential revenue for that brand.” |
|
Daily DOOH: CEO Spotlight, Peter Bowen, SeeSaw Networks, San FranciscoJune 26, 2009 - In the CEO Spotlight, Daily DOOH welcomes Peter Bowen, Chief Executive Officer of SeeSaw Networks in San Francisco. |
|
Retail Merchandiser: Place-Based Digital Video AdvertisingJune 22, 2009 - For all the power of digital place-based media, it’s difficult for advertisers to know how to find their target consumer when those consumers are out and about. So when SeeSaw Networks came together three-and-a-half years ago, its founders had three goals in mind: build out digital place-based video advertising, find the value in such advertising, and assemble a network to give advertisers depth and breadth when looking for their target consumers in the context of building national campaigns. |
|
Digital Signage Today: Four Ways to Get Your Ad on Digital Out-of-Home ScreensMay 26, 2009 - 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? |
|
Mediaweek: OOH Media in Sports Venues, Bars on the RiseMay 17, 2009 - Recession be damned. That appears to be the sentiment for several out-of-home companies that appeal to consumers’ passion for sports. Distribution networks devoted to everything from stadiums and hockey rinks to health clubs and sports bars are strengthening their offerings with a much wider array of digital opportunities. |
|
MediaPost: Creating Powerful Digital Video CampaignsMay 5, 2009 - People see digital video screens everywhere they go today: at gas stations, coffee shops, gyms, taxis, grocery stores and sports stadiums. If you’re on the go, you’ll almost certainly run into multiple digital video screens during your weekly routine, whether they are large LCDs or smaller interactive screens. |
|
RetailWire: Media Follows Consumers Outside the HomeApril 3, 2009 - It’s the holy grail of advertising. What medium, what message will it take to break through the clutter and influence consumers to buy whatever it is that is being pitched? Most advertisers and agencies today have accepted the notion of targeting messages to specific audiences as the means to most effectively generate the type of response desired. |
|
MediaPost: Reach Out: New Digital Out-of-Home Tech DebutsFebruary 25, 2009 - While economic woes fill the headlines, the digital out-of-home industry is chugging along with new deals, standards and platforms. Undaunted by the economic downturn, digital signage companies launched several new out-of-home video technologies this week, suggesting that manufacturers and advertisers are counting on continued long-term growth. |
|
Digital Signage Today: SeeSaw Announces New Open Architecture for Media Buying PlatformFebruary 25, 2009 - SeeSaw Networks has announced that media agencies and digital video advertising networks can now customize and brand SeeSaw’s Software as a Service (SaaS)-based digital video advertising planning and buying platform. By opening the SeeSawAds.com platform through a new “Powered by SeeSaw” service offering, agencies and networks can create their own customized online service, complete with unique inventory, pricing structures and personalized proposal templates. |
|
MediaPlannerBuyer: SeeSaw Creates Media Planning, Buying Tool for OOH Video SpaceFebruary 25, 2009 - SeeSaw Networks is licensing its technology so that buyers and sellers can use it to manage their own inventory. The company says the service is a “major step forward” in establishing an industry wide media planning and buying marketplace. |
|
CBS, Agencies Adopt SeeSaw As Digital Out-Of-Home StandardFebruary 25, 2009 - In a bid to become the industry standard platform for planning, buying and selling digital out-of-home media, SeeSaw Networks today is announcing deals that will license its technology to buyers and sellers who want to utilize it to manage their own inventory. On the sell side, CBS’ Outernet division has become the first outside sales organization to adopt the new “Powered by SeeSaw” system. On the buy side, fledgling digital media shop Digital Hive has become the first agency to standardize its digital out-of-home media planning and buying system around a new Web-based platform, SeeSawAds.com, that will enable advertisers and agencies manage their digital out-of-home campaigns. |
|
Mediaweek: SeeSaw Launches Customizable AppFebruary 25, 2009 - SeeSaw Networks, the original aggregator of inventory across digital video networks, announced Wednesday (Feb. 24) that agencies and networks can now customize the company’s planning and buying platform (SeeSawads.com) and make it their own. The first two clients to sign for the new “Powered by SeeSaw” service are Digital Hive and CBS Outernet. |
|
Advertising Age: CBS Outernet Signs With SeeSaw Networks - Aims to Better Target Digital-Out-of-Home-Video SalesFebruary 25, 2009 - As the traditional outdoor companies struggle with declining local revenue for the billboard business, the digital-out-of-home industry is just beginning to shape its sales model. Enter CBS Outernet, the subsidiary of CBS Corp., which uses repurposed CBS network content to anchor a digital-video-ad network in 10,800 retail locations. The company is teaming up with SeeSaw Networks, a digital-out-of-home company that aims to help marketers and agencies plan and buy their campaigns through a customized technology platform. |
|
MarketingProfs: Five Ways to Reach Your Target Audience With Place-based Digital Video AdvertisingFebruary 3, 2009 - As advertisers continue to look beyond traditional media, such as TV and radio, to reach today’s busy consumer, place-based digital video advertising is coming into its own. |
|
Mediaweek: SeeSaw Adds Eight Network AffililatesJanuary 27, 2009 - SeeSaw Networks, an aggregator of place-based out-of-home video advertising, announced eight new network affiliates. The new networks add inventory across 700 new venues and 3.5 million weekly impressions to SeeSaw’s growing portfolio of digital out-of-home inventory. |
|
MediaPost: Location, Location, LocationDecember 21, 2008 - A number of agencies have already begun integrating proximity into their planning systems, and some providers have begun making it available in their buying, planning, and dashboard systems. SeeSaw Networks comes to mind. I’m not a practitioner, and I only write about this stuff, but SeeSaw’s “life stage” planning system makes immense sense to me. |
|
MediaBuyerPlanner: SeeSaw Adds Four New NetworksDecember 10, 2008 - SeeSaw Networks, a media company offering place-based digital video advertising, today announced new partnerships with three transit-related digital media networks in New York. Combined, these networks add more than 1,000 new locations touching New Yorkers. |
|
MediaPost: SeeSaw Adds New York Transit NetworksDecember 9, 2008 - Just as digital out-of-home video networks are still growing, so are the meta-networks that aggregate them to allow large-scale ad buying. Most recently, SeeSaw announced that it is adding three new networks reaching commuters, business professionals and tourists in New York’s various transit systems. |
|
Digital Signage Today: SeeSaw Adds Three New York Transit-Focused Digital Signage NetworksDecember 9, 2008 - SeeSaw Networks, a media company offering a network of place-based digital video advertising, today announced new partnerships with three transit-related digital media networks in New York. Combined, these networks add more than 1,000 new locations that touch New Yorkers during their busy day. |
|
SeeSaw Expands Reach in New York with Three New NetworksSAN FRANCISCO, December 9, 2008 – SeeSaw Networks today announced new partnerships with three transit related digital media networks in New York. Combined, these networks add more than 1,000 new locations touching New Yorkers during their busy day, expanding on SeeSaw’s mission to enable advertisers to intercept target audiences in their daily routines. |
|
SeeSaw Operationalizes OVAB Guidelines for Place-Based Video AdvertisingNEW YORK, OVAB Digital Media Summit, Oct. 30, 2008 – SeeSaw Networks announced today that it is the first company to operationalize the newly released Out-of-Home Video Advertising Bureau (OVAB) Measurement Guidelines (www.ovab.org) with a rigorous network qualification process. |
|
Mediaweek: SeeSaw Adds Four More Networks’ Health & Fitness CategoryOctober 29, 2008 - SeeSaw Networks, an aggregator of inventory across out-of-home digital video networks, announced Wednesday (October 29) the addition of four new networks in the health and wellness category. |
|
Digital Signage Today: DirecTV blimp elevates SeeSaw’s ‘Life Patterns’ for DOOH mediaOctober 27, 2008 - SeeSaw Networks’ integration of the DirecTV Starship — the world’s largest airborne LED screen, at 2,100 sq. ft. — into its digital out-of-home (DOOH) ad strategy has helped launch the company’s new “Sports Enthusiast” Life Pattern Marketing sector. |
|
MediaPost Digital Outsider: Aggregating the AggregatorsSeptember 17, 2008 - As digital out-of-home video networks grow by leaps and bounds, a separate industry has emerged that’s devoted entirely to collecting networks together to offer media buyers a single point of sale. As intermediaries, they usually don’t own the place-based networks they deal with; their value proposition to media planners lies in the objective analysis of each network’s capabilities, and aggregating the right networks to achieve a particular campaign’s goal. Following is a roundup of some of the companies that, well, round up out-of-home video networks. |
|
Retail Wire: Digital Signage Draws AttentionJune 18, 2008 - According to a new study, digital signage catches the attention of more people than any other comparable advertising medium. It was also found digital signage to be more interesting than any other medium and more entertaining than every other one except TV. |
|
DM News: Going Digital in the Great OutdoorsMay 5, 2008 - Digital out-of-home advertising has emerged in places across the country such as gas stations, coffee shops, office elevators, grocery stores, health clubs, bars and restaurant, to name a few. This medium has now reached the scale necessary to compete with television and the Web for national advertising dollars. |
|
Media Life Magazine: Your Message on a Network of ScreensFeb. 4, 2008 - Targeting consumers as they move through their day, from the first cup of takeout coffee to the last stop at an ATM or night spot, would seem the ideal for an out-of-home campaign. That day may be approaching via networks of digital screens. |
|
AKA TV: SeeSaw Reaches 20,000 Venues After Deal with RippleJan. 18, 2008 - SeeSaw - the digital out-of-home advertising sales aggregator - has announced a tie up with interactive digital media network provider RIPPLE. The addition of Ripple’s 2000 screens gives SeeSaw access to over 20,000 venues and over 30 million weekly gross impressions “ more than most primetime TV spots. |
|
Industry Insights from 2007During 2007, digital out-of-home media took some momentous steps forward in establishing itself as an integral player of the ever changing media landscape – and becoming a ‘must have’ part of an advertisers media mix. This article takes a deep look at the digital out-of-home industry as a whole in 2007 and how it will continue to develop in 2008 and the years to come. |
|
Effectively and Efficiently Reaching Holiday ShoppersShopping, lines at the mall, holiday travel, family time, kids home from college, skiing. All of these activities represent how people spend time during the winter season in the United States. Get insight into how advertising affects holiday shoppers and learn how you can create effective and efficient messages while reaching the right audience at the right time with SeeSaw Networks and Life Pattern Marketing. |
|
Retail Relevance: The In-Store Digital Signage OpportunityThe media landscape is continually changing and emerging, out-of-home platforms are seeing powerful consumer awareness and favorability. In this article, Laura reveals how the recent release of the OTX Digital Out-of-Home Media Awareness and Attitude Study offers substantial evidence that the digital signage industry is settling in as a competitive player in the out-of-home media category. |
|
Digital Signage Today- Report: Digital Signage More Effective than TraditionalOct. 24, 2007 - SAN FRANCISCO — Research conducted by OTX, a global consumer research and consulting firm, shows that 63 percent of adults find that advertising on digital signage “catches their attention.” Moreover, the study confirms the stopping power of digital signage, as people consider advertising in this media to be more unique and entertaining, and less annoying than both traditional and online media. |
|
Interesting Digital Out-of-Home Advertising FactsGet answers to questions like: What percentage of people are aware of digital signage advertising in the past 12 months? What is the percentage of people that report that digital signage advertising catches their attention? How many different types of locations do people see digital signage ads in during a week? Find the answers to questions like these and others with these fast facts from the 2007 SeeSaw Networks - OTX Digital Out-of-Home Media Awareness and Attitude Study. |
|
Media Life Magazine: Your Client on TV in Vet Waiting RoomsOct. 1, 2007 - One more location that’s becoming popular for reaching consumers who are decision-makers for family purchases is the veterinary waiting room, typically filled with women and mothers with children in tow. |
|
The Marketing Xfactor: The Future on DisplaySep. 27, 2007 - Walking through Roosevelt Field Mall in Long Island in 2004, you might have wondered if you’d stepped into a Matrix movie. Plasma screens hung from the ceiling near every entrance, in the food court, and just about everywhere you turned. They displayed special offers, information about events, store directories, and advertising. The single-location pilot program led to more than 2,000 screens in 50 malls across the country today. |
|
AdvertisingAge: Dentists’ Offices Get Own TV NetworkSeptember 21, 2007 - Have you ever wanted to see a dentist with a black belt or learn about the origins of the term wisdom tooth? Next time you’re waiting for your dentist, you just might see one of those segments on the Private Dental Network, a digital network being launched in dentists’ offices throughout the country. |
|
Intercept Mobile Millennials with Life Pattern MarketingMeet Ian. Twenty-seven years old and single, he works as an account manager for a pharmaceutical company and earns about $55,000 a year. He is very style and fashion-conscious, he’s into the latest and greatest electronic gadgets, and he drives a BMW. He has an active social life and is always on the go. See how Life Pattern Marketing principles provide a way to intercept Ian in his work, play and social routines. |
|
Intercept Your Target Audience with Life Pattern MarketingAlmost every day, we see another article about how difficult it has become for businesses to reach potential customers with traditional media. Today’s customers are highly mobile, and TV, newspapers, and other traditional vehicles are less effective than they once were, particularly with younger generations. But now, a new methodology called Life Pattern Marketing can help you reach your audience in a compelling and effective way. |
|
BizReports: How to Target Users at Home, Work and PlaySep. 6, 2007 - Called Life Pattern Marketing, the series focuses on how to better engage the increasingly moblie user base through mobile devices, laptop computers or even traditional advertising methods. By placing messages at certain times or in certain formats and then increasing or decreasing the frequency according to the campaign timeframe, the creators say advertisers will gain brand recognition and hopeful increase sales. |
|
Media Life Magazine: Your Client’s Message Goes to CollegeAug. 27, 2007 - Delivering ads to college students via digital screens has been around for a while. Now there’s an expanded network with screens on campus and off campus that offers advertisers an opportunity to reinforce those messages wherever students go throughout their day. |
|
Self Service World: R U Listening?July 27, 2007 - For several years, pundits and analysts have breathlessly heralded the coming age of the cellular phone as all-in-one personal information center and payment device, a replacement for the wallet — one that not only makes phone calls but keeps track of appointments and contact lists and takes the place of debit and credit cards. |
|
Making Out-of-Home Digital Media InteractiveConsider a typical brand manager’s media budget for brand building. It used to be that 100% would be spent on broadcasting messages across traditional media — print, radio, television and out-of-home. This open-ended communication lacked any interactivity or dialog with people. However, now the largest growing media spend is the Internet – but why? Because it’s interactive. Your audience engages directly with you — with a simple click. Now the wealth of knowledge built by direct marketers using direct response (DR) marketing techniques has become relevant to all advertisers, including brand builders. And it’s widely accepted that if you interact with your constituency, your communication is much more likely to meet your marketing objectives. The Internet has changed branding forever. That same branding opportunity is now available for out-of-home advertising through the combination of SMS text messaging and SeeSaw Networks. |
|
Fast Facts About SMS Text MessagingCurious about the answers to questions like: What percentages of people in the world have SMS phones? How many SMS messages are sent in the United States? Are Americans favorable to text messaging? What percentage 18-24 year olds received a text message in the past day? Find the answers to questions like these and others with these fast facts. |
|
MarketingVOX: SeeSaw Brings Out-of-Home Ad Planning OnlineJul. 16, 2007 - SeeSaw Networks has unveiled a new online tool that simplifies the out-of-home ad planning process, reports AdWeek. |
|
Content is King: Creating High Performance AdvertisingOut-of-home digital media is one of the fastest growing advertising media in the industry today. In North America, an estimated 200 networks comprising 300,000 digital signage displays are deployed in retail stores, customer service locations, transportation areas and other locations. However, in order to make the media matter, it is critical that publishers and advertisers create compelling content to maximize results. |
|
Content-driven Advertising: A Case StudyIndependence American Insurance Company (IAIC) had identified a great market opportunity – to market short term health insurance to recent college graduates. They developed a website to market to and sign up college seniors, but needed an effective advertising program that specifically targeted this market. Out-of-home digital media provided the solution. |
|
Out-of-Home Digital Media Is Now InteractiveOut-of-home advertising is undergoing a tremendous shift that will change the planning, buying and measuring of the media. The explosive growth of digital out-of-home advertising and the trends that created the Internet advertising juggernaut are converging, leading to emerging interactive capabilities in out-of-home media. Media agencies who build their business around out-of-home digital media will need to either build deep interactive capabilities in-house or develop strategic partnerships with interactive agencies. |
|
Ubiquity: Your Brand Can Be Everywhere People AreThe power of ubiquity is profound. Recall the yellow Lance Armstrong “LiveStrong” bracelets? Beginning in Fall 1997, one could spot these yellow rubber wristbands on celebrities and Tour de France fanatics. Soon they were everywhere – of course you had to ask that fateful question , “What is that?” Then you got one. Over 50 million people bought a yellow bracelet. You saw them wherever you went. While the campaign had amazing public relations impact, it was the ubiquity of the bracelets that made it truly effective. And when you see things repeated contextually in the midst of your every day experiences, it has tremendous impact. |
|
The Outernet Expands Advertisers’ Media ChoicesYou’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. |
|
Out-of-Home Digital Media Has EmergedPeople notice out-of-home digital media…they engage with it…and it drives them to take action. Clearly, it is early days but OOHDM is on its way to being a significant advertising media and it will become a part of most advertisers’ media mix much like the Internet is today. |
|
Generational Shift in Media ConsumptionThere are changes in the air, literally, that will have a profound effect on the way that advertisers and marketers will communicate with their existing and prospective customers. The emerging Gen X and Gen Y spend a large majority of their time in substantially less controlled and less homogenized environments including physical areas such as bars, restaurants, health clubs, ball parks etc; online; gaming; listening to satellite (non-commercial) radio; and listening to iPods and other digital music devices. It’s a world of social networking, downloads, digital communities and heightened mobility. It is not a world where the traditional media trinity lives or where advertisers have been for the past 30 years. |
|
Big and TargetedOut-of-home digital media is forecasted to pass traditional out-of-home media in size, reach and advertising spend within just five short years, making it the fastest growing media opportunity since the Internet. |
|
The Media Mix is ChangingYou will find that digital place-based video is the best way to reach your target demographic. Whether you need to create greater brand awareness or increase your sales, the facts show that you should add digital video advertising networks to your media mix. |
|
People Are On The GoPeople in the 18-34 demographic are out-and-about – always on the go. Campaigns that use traditional media are finding it increasingly hard to reach this demographic. Now there is a solution. |
