Measurement of Digital Signage Networks

Hats off to Arbitron! Arbiton continues to bring needed solutions to the table. Everyday it becomes clearer and clearer that TV is just not providing the needed results, not thier fault. Advertisers are in a frenzy; wait a second! The OVAB and others such as Arbitron are helping put these nerves to rest. Think about a poster or billboard with lots of options for creative and placement. Digital signage networks are super billboards to keep it simple, they are just more targeted, have better graphics, no print cost, and can be used to reach a niche demo. Creating brand awareness and driving revenue being the ultimate result. I must remind advertisers that time is one of if not the KEY ingredient when using these networks. How effective will these measurments be? Look at TV and Radio and even billboards, we know the traffic count or ratings, but we know people see and lots of people see it and we know people change the channel; it is not an exact sicence...yet! Do you really fill out that little book next to your couch everytime you change the channel? Is the GPS tracker in your car watching your eye movement?

Arbitron, Scarborough Release '7-Day' Mall Audience Metric
"Buyers who purchase media in malls and shopping centers have a new way to understand the value of their ads and promotions with the launch of a new audience metric, according to Scarborough Research and Arbitron. The two companies have announced The Scarborough Mall Shopper Audience data metric, which they say provides more precise measurements of the American mall shopper, writes Radio Ink. When incorporated into a reach and frequency model, it can provide better evaluation of shopping venues as part of the overall communications mix. "

Full Story

Are you going to shape or be shaped?

I see advertising directly and indirectly relating to all most every single aspect of our lives; yes it does. Infact we advertising professionals have the wonderful oppurtunity to help people. Read this and think what the revenue of the Los Angeles Galaxy was prior Herbalife and the revenue stream brands could bring to these teams. Already taking place for years has been the sponsorship of sports and maybe the Nike symbol on a few jersey's; the Galaxy is paving the way to the next level. Is it too intrusive? Brands shape our lives; are you going shape or be shaped?

"Since Major League Soccer decided to allow teams to sell space to advertisers on players' jersey fronts, only two teams have taken the league up on the offer. Today, Herbalife signed with the Los Angeles Galaxy team for jersey sponsorship, writes the Los Angeles Business Journal. Real Salt Lake was the first, which signed with XanGo. Herbalife will begin appearing on the Galaxy's jerseys this season, which begins April 8. The deal is estimated to be worth $4 million to $5 million per year. MLS is the first American sports team to sell advertising space on the front of its jerseys."

Link

Apple TV Commentary from www.tvpredictions.com

Commentary
Why Apple TV Will Bomb
The device, which supports HDTV video, has begun shipping to pre-orders
By Phillip Swann

Washington (March 21, 2007) -- Apple has finally begun shipping pre-orders of its Apple TV wireless set-top, according to news reports. The device can stream media stored on your PC to your TV including music, pictures and 720p High-Definition video.

The company has set the price at $299, but I'm here to tell you that it will ultimately have trouble giving them away.

Yes, Apple TV will bomb -- and here's why:

Link

Please calm down, Google has a very long way to go.

Google Planning a TV Ad Takeover?
By Nicholas Carlson

"Google is currently running a trial of test ads on cable as part of its larger plan to move into television advertising. Google didn't offer many details about the trial but in an e-mail sent to internetnews.com, a company spokesperson said the company is running a small, early-phase trial working closely with a small number of partners and advertisers. Google's plan is to "add value to TV advertising by making this important medium more relevant for users, measurable and more accountable for existing and new advertisers," the spokesperson continued.
Google's cable ad test is similar to its beta test of Google Audio Ads in December. The company invited a small group of AdWords advertisers to place 30-second radio ads on hundreds of radio stations across the U.S. The test allowed advertisers to target their ads by location, station type, day of week and time of day. Reports showed when and where the ads ran after they hit the airwaves.

These recent moves to radio and TV are not Google's first departure from online search marketing. Its November print ads test allowed advertisers to bid through an online marketplace for space in more than 50 major newspapers across the U.S. At the time, Google said participating newspapers included the New York Times, the Washington Post, the Boston Globe, the Chicago Tribune, the Philadelphia Inquirer, and the Denver Post. And in 2005, Google brought its AdSense contextual advertising service to RSS content in a beta test. The test followed Google's AdSense model for Web sites and blogs. "

For the complete story:

Link

SeeSaw Network

SeeSaw Networks Launches First Online Service to Plan, Buy and Measure Out-of-Home Digital Media
SeeSaw unveils the easiest way to reach people where they are

"American Association of Advertising Agencies Tradeshow, LAS VEGAS – March 1, 2007 – SeeSaw Networks, the leading out-of-home digital media company, today launched SeeSawAds.com, the online service that allows media buyers and advertisers to plan, buy and measure out-of-home digital media across the U.S. For the first time, advertisers and media buyers can reach people where they are with customized out-of-home national advertising campaigns across different geographies, demographic groups and markets, all from a Web-based solution.

Until now, media buyers and advertisers have been challenged to include out-of-home digital media as part of their media plans due to the time, expense and complexity of creating a national media campaign with an ever-increasing number of out-of-home digital media networks.

“Given the fragmentation in the market, planning a national or regional out-of-home digital advertising campaign used to be a very complex process with no common set of standards and metrics,” said Peter Bowen, chief executive officer of SeeSaw Networks. “With SeeSawAds.com, advertisers and agencies can focus on reaching people where they are by planning and buying out-of-home digital media campaigns across an extensive national network with a single set of metrics. We are now providing a one-stop-shop marketplace for out-of-home digital campaigns.”

Press Contact:
Victoria Brown
A&R Edelman
650-762-2966
vbrown@ar-edelman.com

For the complete story:

Link

Destination Television to Acquire Charter Digital Media

The wild west seems to be having a reunion in the digital out of home industry much like the cable industry in the begining.

"Destination Television, Inc. (OTCBB:DSTV) has entered into a letter of intent to acquire New York based, Charter Digital Media Inc.

Charter Digital Media ("CDM") is a national representative firm for digital signage, selling and distributing national advertising across multiple networks. CDM delivers millions of audience impressions by consolidating out-of-home networks. It grew in 2006 by creating alliances with such companies as Movie Gallery Networks with 2,310 stores, and Hollywood Video TV with over 2,000 stores; Port Authority Terminal (32' x 38' giant screen in Times Square); PATHVision (270 screens in 13 train stations); South Street Seaport; and MJM SportsTV with locations in the top 50 markets. Monthly gross impressions across CDM's managed networks exceed 75 million viewers covering a wide range of consumers at point-of-sale. Revenue streams include management fees and shared advertising revenue. Advertisers include: Coca-Cola, Hershey, Twentieth Century Fox, Disney Studios, Universal Studios, Toyota, Anheuser Busch, CBS, HBO Sports and Wall Street Journal. "

For the complete story: (Business Wire Post)

Link