Good story and interesting company-to me....I am interested by the wide range of reach, they have product wise......ITECH is one to research...more soon.
ITECH UNVEILS SUNLIGHT READABLE, HIGH BRIGHTNESS RUGGED MARINE LCD MONITORS
ITECH STORY
Ah, I have a special place in my heart for out-of-home media. In many markets out-of-home has become highly demanded, thus climbing up the food chain. After years of hard work and technology advances the industry is gaining footing and rates are going up as inventory becomes more demanded and available at the same time. Digital billboards, D-EPs, wallscapes, digital signage networks, placed based TV (video), street teams, mobile billboards, posters, movie theater advertising, and sampling are some of the valuable and must have outlets for a brand that wants a well rounded and diverse campaign on a national, regional and local level. As TV ratings decline; newspapers get sold, move online, and lose overall readership, the demand for OOH in some markets is sky rocketing. Companies such as Fairway, Adams Outdoor and Lamar have rasied thier rates to fit the demand, and extra resources they are using (including the purchase of digital billboards and the staff to operate these systems). The article below is about the OVAB tapping into the cable industry and the leveraging of cable's not so long ago past of being a "new channel" and successfully moving through the phases of entering the market. Educating the buying community, while still selling the "media" is a common challenge that was faced by both cable and the internet and now narrowcast out-of-home networks (dgital or video). Narrowcast networks are very similar to cable in terms of targeting, but not in creative (at least not digital signage)-it makes sense that a cable veteran would be an ideal hire for any of these networks, if coupled with other professionals that can work as a team using strengths of each executive to build out the network from deployment to content to sales and operation. It just makes sense. I am a little confused about why the OVAB is not both video and digital (I may be uneducated here?)-I hear very different opinions about engagement and the content on these networks. It may be that measurement of these networks can be weighted based on the content matching the demographic.
MediaBuyerPlanner: The newly formed Out-of-Home Video Advertising Bureau has tapped a top executive from Comcast's TV ad sales organization as its first president.
Kim Norris, formerly division vice president at Comcast Spotlight, worked closely with the Cabletelevision Advertising Bureau during the early years of cable when the new medium was struggling to get on base with Madison Ave, writes MediaPost. Norris plans to follow a similar game plan - which would call for setting standards and developing research that would make disparate out-of-home networks comparable and easy to understand and buy - to establish the OVAB.
Norris's appointment comes a day after Reactrix, a digital out-of-home media company, also named a well-know cable TV sales vet as president. Sue Danaher, most recently one of the top sales executives at MTV Networks, is a veteran of cable's pioneering days at Turner Broadcasting.
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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. "
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