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| The newsletter that highlights innovation and trends in out-of-home digital media. |
The Importance of Content to Out-of-Home Digital Mediaby Peter Bowen, CEO
This month’s newsletter emphasizes the critical role that content plays in out-of-home digital media. The first article entitled “Content is King: Creating High Performance Advertising” by Lyle Bunn, Strategy Architect of Alchemy, provides four principles that are critical to engaging people with out-of-home digital media. Lyle distills Alchemy’s experience with creating cost effective content for digital signage into a concise article which is helpful to both agencies and advertisers alike. The second article is a short case study titled “Content-driven Advertising” by Rocky Gunderson, VP of Marketing and Network Development at SeeSaw Networks. This case study provides insights on how one of SeeSaw’s partners, Zilo Networks, leveraged low cost, high impact creative as a critical component to effectively reach a college audience with out-of-home digital media. As always, we encourage your feedback. Send your ideas and comments to: insights@seesawnetworks.com. Content is King: Creating High Performance Advertisingby Lyle Bunn, Strategy Architect of Alchemy  Out-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. Read articleContent-driven Advertising: A Case Studyby Rocky Gunderson, VP Marketing and Network Development of SeeSaw Networks  Independence 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. Read articleInteresting Facts About Out-of-Home Digital Advertisingby SeeSaw Research  Curious about the answers to questions like: How much did spending increase for outdoor video advertising in 2006? How much did spending increase on digital billboards in 2006? How much will ad spending increase for the major television networks in 2007? Find the answers to questions like these and others with these fast facts. Read article |
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