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| The newsletter that highlights innovation and trends in out-of-home digital media. |
Making Out-of-Home Advertising Interactiveby Peter Bowen, CEO
This July-August newsletter focuses on interactivity and engagement. I believe you will find this month’s article entitled “Making Out-of-Home Digital Media Interactive” by Monte Zweben, Co-Founder & Chairman of SeeSaw Networks very compelling. Monte is a recognized expert in the area of direct and relationship marketing and has published multiple articles on this topic in publications such as the Harvard Business Review. His work on Dialog Marketing has been adopted by leaders such as Bloomingdale’s, Nordstrom, Harrah’s Casino, Brooks Brothers, Sephora, Wynn Resorts, and many others. In this article Monte introduces interactive techniques to out-of-home digital media with an excellent ‘primer’ on SMS text messaging as well as providing a very practical way for advertisers to harness the power of SMS text messaging using digital signage. As an industry, out-of-home has not yet fully leveraged the opportunity to be interactive. SMS text messaging enables you to capture and effectively engage with people who are mobile and on the go. People are very receptive to advertising messages which are contextually relevant to them – making it easy to respond to a compelling ‘call to action’ instantly is a marketer’s dream come true. The opportunities for marketers to leverage the power of SMS text messaging are almost unlimited. As always, we encourage your feedback. Send your ideas and comments to: insights@seesawnetworks.com. Making Out-of-Home Digital Media Interactiveby Monte Zweben, Co-founder & Chairman of SeeSaw Networks  Consider 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. Read articleFast Facts About SMS Text Messagingby SeeSaw Research  Curious about the answers to questions like: What percentage 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. Read article |
UPCOMING EVENTS
 FAST FACT
64.8b
# of SMS messages were sent in the US in the first six months of 2006, up 98.8% from 32.6 billion in the first six months of 2005.
Source: CTIA SHARE INSIGHTS
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