Sunday, March 27, 2011

Cemusa Billboards Connect With Consumers

CEMUSA digital billboards at transit shelters and news stands now allow brands to connect with consumers. European wireless operator Orange teamed up with Google to introduce their wireless application ‘ON’ that runs on Google Android’s OS for an innovative ad campaign that that combined out-of home advertising and wireless wifi hotspots .

Ever since CEMUSA introduced their first digital news stands in New York City, many digital out of home enthusiasts have been eagerly anticipating an innovative use of these spectacular advertising kiosks.

For the past few months, Google Inc., Nokia Corp. & France Telecom SA’s Orange have been running a pilot program that engages consumers who are waiting at transit shelters. A poster for a recent Google Ad campaign that ran in bus stops in Boston read ‘You have to wait here. You don’t have to be bored‘.

A Free mobile Wifi Hotspot allowed consumers to download Google’s Mobile App on the spot, avoiding any data charges and giving the user access to the internet while they wait.

Another successful campaign that ran in the U.S., U.K., South Africa and Australia promoted Nokia’s Ovi App Store. Consumers were able to download the mobile app store via bluetooth or text message from their smartphone while in the vicinity of the billboard. The ad read: ‘Get Apps & Much More for your Nokia, Turn On Your Bluetooth Now‘.

The million dollar ad campaign that ran for 10 weeks resulted in 1.5 million people interacting with it and over 10 million people seeing the ad.

CEMUSA North America, Director of Marketing & Business Development, Nigel Emery mentioned that we can expect more innovative campaigns like this from CEMUSA in the future. As of right now, many marketers are really only using this innovative technology to distribute mobile apps or ringtones for smartphones, however it’s possible that digital outdoor ads can be used to distribute games, hi-def commercials or even online goods & services.

Interactive Ads have the power to change the digital out of home industry for these simple reasons. 1. Relevant. 2. Engagement. 3. Measurement.

  • First, these campaigns become more relevant to consumers when they personalize the experience on their mobile device or smart phone.

  • Secondly, these interactive billboards are engaging and connect brands with consumers.

  • Finally, this type of innovative use of DOOH & Mobile technology can accurately measure the effectiveness of any marketing spend and give the advertiser real time metrics.

  • Now, what advertiser doesn’t want that?

    Tuesday, March 22, 2011

    McDonalds Creates Lasting Memories and Social Media Buzz with a Clever Stunt in Chicago

    McDonalds took advantage of the the Chicago River being turned green for St. Patrick’s Day  to pull off a smart activation that paid off in huge social media buzz as well as a lasting memorable experiences for anyone who saw it or heard about it.  McDonalds employed Brand Ambassadors dressed as leprechauns and a unique giant milkshake prop to announce that the Shamrock Shake was on sale for a limited time.  This was not a guerilla marketing effort as all the permits were in place and this program was keenly tied in with PR.  When the river went green it was a instant win for MCD, well worth the expense.

    When looking at effectiveness for an Experiential Advertising or Non Traditional Marketing Campaign like this it is important to recognize that is not only standard impressions and CPM that measure success.  Not only the people in the local area that see the advertisement should be measured, but the word of mouth, social media and fun experience multiples the impressions ten fold.  The breath and depth of exposure your clients message  receives compared to traditional media impressions that TV, standard billboard, or even online or mobile can offer is exceed greatly because this type of activation breaks through the clutter and get people talking organically even if you don’t use the color green. :)

    Adam Hollander | |

    Experiential Advertising doesn’t always have to be positive to have an Impact

    This is a scary kind of experiential advertising but powerful.

    How do you measure the impressions something unforgettable like this generates?  It can be the standard impression because people will talk about this, remember it and share the message with others...

    Adam Hollander | | 

    Thursday, March 17, 2011

    Amobee Revolutionizes Mobile Advertising

    A company called, Amobee Media Systems, is quietly revolutionizing the way mobile advertisers measure ROI on mobile, online and traditional out of home ad campaigns. Based in Redwood City, California, this start up has already been named as the 'The Worlds Most Valuable Mobile Advertising Company' by the Business Insider and now has offices in London, Israel & Australia. Amobee's core business has been Online & Mobile advertising however they have been pushing the envelope by combining the reach of traditional out of home(OOH) networks and the relevant personalized experience that Mobile devices offer consumers. Harry Dewhirst, VP of Media Strategies for Amobee, has been spearheading this movement of interactive Mobile advertising infused with Digital Out Of Home(DOOH). Sparked by revolutionary concepts that allow media buyers to 'pay for mobile ads based on performance' or whenever a user interacts with traditional media through their mobile device. This technology enables Amobee's customers to offer their audience an advertising experience that allows the consumer to interact with the brand via an SMS text message, via Bluetooth and even Wifi. On the horizon, Dewhirst believes the ability to offer Real-Time creatives on the networks of dooh screens will offer new opportunities for advertisers in the future that will allow the conversation between brands and consumers to continuously evolve. Mobile advertising is the way to facilitate personal experiences for consumers that tie in all levels of an ad campaign from Print, to Radio to TV to Online. With the introduction of NFC(Near Field Communication), in the Google Nexus S and Nokia's C7 the future of mobile device communication still remains uncertain however many unreleased smart phones like Samsung's Galaxy, Apple's iPhone, RIM's Blackberry Torch 2, Dakota & Apollo are all rumored to include NFC technology. To learn more about how Amobee Media Systems plans to push further the issue of merging mobile advertising and digital out of home networks, consider attending the DOOH Forum & Expo hosted by MediaPost where Mr. Dewhirst is scheduled to speak at the Digital Out Of Home Awards on April 14th in New York City.