• It’s Monday, you’re an in house media manager.
• You have an RFP for outdoor advertising.
• You sit down and make a list of all the outdoor media needed.
• You research the ins and outs of the media you’re not familiar with.
• You take a look at the markets you’re entering, most are new to you.
• You do some research on each market, realizing there is still so much you don’t know but you don’t have all the time in the world.
• You research the main vendors for the traditional media in each of your markets.
• You start making contact.
• Between vendors being on vacation, in a meeting, on a market ride, and just plain slow- you’re falling behind.
• You press on with fingers crossed.
• You move on to another market.
• The vendor who used to sell the media space in that market sold the business.
• The contact number listed all over the Internet is no longer in service.
• What now?
• To save yourself from an approaching headache, you move on to another media.
• This time you only have to contact one vendor for the entire campaign. Should be a walk in the park, right?
• Turns out, the “national” vendor isn’t so national and can’t reach a third of your markets.
• On top of that, their minimum requirements exceed your entire budget.
• Now you basically have to start over in researching this media.
• You contact a local rep for the media.
• Their charting person is out or they claim they don’t chart locations until 30-60 days out from a campaign.
• You’d think there would be an easy way to find everything you need online, but you quickly realize that new media vehicles aren’t as flushed out online as you’d expect.
• Someone finally gets you locations but you notice there’s missing information.
• You re-contact your appointed vendor for the missing information and he/she informs you of additional contract terms that aren’t doable with your campaign.
• They’re new in the market and their manager is out for the next week.
• You start to wonder how people find what they need in outdoor.
• Your deadline is approaching and this isn’t the only campaign you’re working on.
• You’ve spent days getting the run around in markets you’re unsure of and have nothing to show for it.
• You aren’t sure how you’re going to finish this project.

Scene 2: Account Manager, Media Planner or Media Director with Matrix Media Services

• It’s Monday, you’re an in house media manager.
• You have an RFP for outdoor advertising.
• You send the information to Matrix Media Services.
• They send you a complete proposal on Wednesday with all the information you need and clear terms that align with what you requested.

Do yourself a favor, contact us for your next outdoor advertising campaign.

 Jay Schmidt, Account Executive

I’m a sucker for theatrics and the American spirit so naturally I loved the Clint Eastwood bit for Chrysler. There aren’t many people who could have pulled off the raw, rugged, truly American feel. Eastwood was the only person for the job.

I also liked Bud Lights “Here We Go” commercial. The dog-fetching-beers bit was funny, but the plug urging puppy rescues at the end sealed the deal for me. (And might be the only reason it beat out the overweight-dog dieting from VW.)

Breakout rookie for this years brand-bowl was certainly TaxAct with the kid peeing in the pool. Although their brand identity didn’t tie in to their creative (in basically any way), I think people will like and remember the spot enough to consider looking it up at a later time.

I’m not even going to go into how terrible the GoDaddy ads are. They need to disappear.

Ashley Shipley, Director of Social Media Marketing

My favorite commercial was the Coca-Cola Polar Bears because…

1. I get the sense of the Winter Wonderland that we have not experienced here in Ohio this year, not that I’m complaining!

2. They remind me of Christmas time, which is only a little over 10 months away

3. I cannot resist a fat, cuddly animal, which is why the VW overweight dog was a close second, and wins for cutest ad in my book!

Worst Commercial in my book was, the Old Navy Ad right before Kick-Off, as much as I dislike the creepy mannequins (used in previous spots), I didn’t understand promoting a made-up brand in the beginning of the commercial.

Jennifer Hoffmannbeck, Media Buyer

My favorite was the Volkswagen commercial with the fat dog who lost weight so he could fit through the doggy door and chase the car. All of the girls I was watching with responded very well, however all of the guys at the party thought it was stupid. The other commercial that stands out in my mind was the Pepsi commercial with Elton John; it was weird and almost was a let down until Flava Flav had a cameo at the end, which resulted in an eruption of laughter in the room. I also liked the Bud Light  ”Here we go” ad with the little dog named “wego” that was pretty clever and memorable.

Sara Gentry, Media Buyer

I noticed a lot of famous actors making an appearance, seemed like more than normal.  The car companies thought out side the box this year with having cars do stunts and well known stars in the mist of there commercial, the new Acura commercial with JLeno and Jerry Seinfeld comes to mind as one of the most memorable car commercials. Comedy like always played a major roll in this years commercials as well! Doritos never seems to slack in the creative apartment with the grandmother flinging a baby across the back yard to snatch the bag of Doritos from the child on the play set, I must say I always look forward to Doritos commercials!

Sara Laudeman, Media Buyer

There were a few commercials that stood out for me.  I like humorous ads and the Doritos spots I thought were funny, in particular the one with the dog that buried the cat in the yard and bribed the guy not to tell with Doritos.  I liked the spot with the woman head-butting her husband for the yogurt.  And I thought the ad with the vampires getting killed by the Audi lights was good.

Ads I didn’t care for:  the Coke ads were kind of boring, as were the Bud ads. They both used different themes than they normally do for the Super Bowl.  I also thought the GoDaddy ads less than spectacular.

Brad Swisher, Regional Sales

My favorite commercial was the Doritos commercial with the slingshot baby. I think Doritos in the past few years have had some of the most memorable commercial. I also really liked the Coke commercials. Coke also does a good job at making memorable commercials.

Nicole Hill, Media Buyer

I felt like this year’s ads were less about creativity and more about how to stay relevant in an increasingly saturated market where brand interaction and consumer engagement are key to creating memorable, meaningful brand experiences.  Hash tags, social networking logos, and calls to “Like us on Facebook” are really nothing new in today’s advertising.  But what I thought was ingenious was the pre-release of ads and ad trailers on YouTube prior to the Super Bowl.  Honda did this especially well with their Ferris Bueller campaign by posting an extended version of their ad on YouTube before the game and running an abbreviated version during the game.  Not only did this lower costs while increasing exposure, it generated hype and buzz marketing before the game even aired.  Their campaign delivery coupled with such a unique ad made it my favorite campaign of the night.

Morgan Standley, Media Buyer

1. Brands that are used to entertaining, and don’t, are lame. (Bud Light Platinum… may I never drink one in the next three weeks… which is how long this beer will survive.)

2. If you are going to solicit fan feedback (scripts) for your spots (e.g. Doritos… very cool idea) give these people a credit! Not only would it be the highlight  of their life, but, it would encourage others next year.

3. The kid peeing in the pool was great. The fact that I can’t remember who’s spot it was is bad.

4. The Budweiser prohibition spots are absolutely gorgeous. I, personally, hate, Bud, but, the quality of those commercials was movie trailer good. Watch ‘em again. The lighting, the composition… that was feature film quality. I’m still not drinking their product, though.

5. I’m a guy. Danica is getting old (not biologically..but) Go Daddy should move on.

6. Oddly, I know I saw many car spots, none of them stuck… I can’t remember one.

Russ Nagy, IT Mastermind

My favorite Super Bowl commercial was Clint Eastwood ‘It’s Halftime in America.’  This was a motivational speech to Americans, which is desperately needed considering the state of our economy.   Clint Eastwood has the perfect voice for this spot which made the message that much more powerful.

Kelsey Zeto, Account Supervisor/Digital Supervisor

I thought the commercials were not as good as previous years. They all seem to what to follow the animal path, which is supposed to be a big draw for audiences.

With that being said, I did like the dog in training for the VW commercial and the new Lexus is pretty sweet.

The Chevy giveaway was a neat idea; it made us all watch to see what license number was on those cars. [My son] Nick was hoping his was one of them, of course.

 Marty Blanton, Production Sales Manager

My two favorite commercials were the M&M’s and the Bud Light “Here we go,” funny stuff.

Derek Meek, Account Supervisor

Billboards Used in Recruiting, Persuading & Maintaining

Mississippi State has been adding “strategically placed” billboards around Ole Miss territory. These ads happen to be scheduled for removal on National Signing Day (February 2, 2012)– coincidence, I think not.

Although the efforts by NBA teams failed in recruiting LeBron James, the outdoor advertising used to sway his decision was pretty entertaining for the rest of us. [See NBA Free Agency Blog]

Billboards in Sacramento were used in conjunction with a Facebook page dedicated to keeping the Sacramento Kings in Sacramento as opposed to moving south to Anaheim. The billboard directed users to the created Facebook page where they could speak out and take action.

Out of Home Advertising That Inflates Rivalries

Soccer rivalries are nothing new in most other countries but as this sport gains popularity in the states, the Portland Timbers and the Seattle Sounders are paving the way for full fledge billboard wars, placing Soccer City USA billboards in one another’s markets, or should I say in front of their field.

Billboards Used To Mock

Billboards can also be used to, shall we stay, “stick it to one another.”

Clearly, the wounds were big in Cleveland both for businesses and in the minds and hearts of Cavalier fans.

And, on the second thought, maybe this wasn’t the best comment by The OSU President, Gordon Gee.

…[H]aving been both a Southeastern Conference president and a Big Ten president, that it’s like murderer’s row every week for these schools. We do not play the Little Sisters of the Poor. We play very fine schools on any given day. So I think until a university runs through that gantlet that there’s some reason to believe that they not be the best teams to [be] in the big ballgame.

Jennifer Hoffmannbeck, Media Buyer –  a goldfish addict who settles for nothing less than a Starbucks Venti.

What’s your vote; Twitter or beer?

TheHangline.com

Yammer Uses Billboards to Show That Billboards Don’t Work…and Fails 

Call us cynics, but there’s nothing we like more than a successful billboard. Especially when that message tries to insinuate that out-of-home doesn’t work. Jokes on you Yammer.

Best In Creativity With Maximum Impact

AdWeek.com

Droga5 Wins Outdoor Grand Prix for Jay-Z’s ‘Decoded’ Campaign

This campaign was new and innovative and caught the attention of the world (and us)! Props to Droga5 on taking out-of-home advertising to a new level.

Drama In Out-of-Home Advertising

MediaPost.com

Former Posterscope President, Finance Director Charged With Fraud

You caught us, this is actually a news source and not a “blog.” We couldn’t help it, this was BIG news in out-of-home this year.

Size Matters In Out-of-Home Installations

MatrixMediaBlog.com

Nationwide Childrens Hospital Miracles At Play, Wallscapes Done Right

Come on, you didn’t expect us to give you this list and not include one of our own blogs did you? Truth is there weren’t a lot of blogs written about this campaign, which is a shame.

Technology Gives Advertisers More Headaches Than Results

AdAge.com

No, QR Codes Aren’t Dead. They’re Just Used Badly

Positioning ourselves slightly ahead of AdAge.com (gasp) we published a similar blog on QR codes one day before this AdAge blog was posted.

 Eco-Posters

• Eco Posters are constructed of woven Polyethylene.
• Eco-posters are a new and eco-friendly alternative to traditional paper posters.
• Eco-postes weight approximately 4-7 lbs whereas paper posters were made with 70 lbs wet strength paper.
• Eco posters, unlike paper, are produced in single sheets which eliminates visible seems and flagging. (Posters were called 30-Sheet Posters because it took 30 individual sheets of poster paper to install creative.)
• Eco-Posters last about the same amount of time. (1-2 months)
• The installation process of an Eco-poster is glue-free.
• Eco-Posters can be recycled at the end of your outdoor campaign.

30-Sheet Posters were previously printed sheet by sheet.

Installed, these separate sheets often led to visible seams.

Eco-Flexx

• Eco-Flexx is an innovative alternative to the traditional vinyl materials used on outdoor bulletins.
• Like vinyl, Eco-Flexx is rotatable, though it does have a slightly shorter lifespan. (12 months for Eco-Flexx and 24 months for vinyl)
• Eco-Flexx is a Polyethylene-based, chlorine-free recyclable material that is a lightweight and non-toxic alternative to vinyl.
• The carbon footprint of an Eco-Flexx billboard is 60% less than a regular vinyl billboard
• Eco-Flexx is endorsed by the leading outdoor billboard companies.

Exo Flexx, a recyclable alternative to vinyl.

Want to make your next out-of-home advertising campaign an eco friendly one? Contact our production department for more information on how we can help!

Britanee Lancione, Production Assistant – a newlywed (of sorts) with an affinity for paper dolls, loud music and Panera.

McDonalds - Light Pole Advertising

Columbus Crew - Wallscape Advertising

Culligan - Billboard Extension

National Geographic - Transit Advertising

Caribou Coffee - Transit Shelter Advertising

LaTisha Bridges, Account Supervisor – resident Seattle expert who often starts playing Christmas Carols in July.

Break a Parents Routine By Getting Their Attention

First things first, keep it simple. Wordy messaging gets busy and who has time to read lengthy messages these days? Not to mention trying to understand an ad that is difficult to comprehend at quick glance. I can understand and respect that not every ad takes a second to grasp, but it should make me want to look again or hold my glance for more than that quick second.

Go Where They Go

Out-of-Home advertising is expanding and as the popularity of this age-old media increases, there is a need to find new ways to reach parents. I, like many parents, commute to work. On my normal route to work there are a handful of bulletins and wallscapes I see every day. I work in the heart of a downtown city, so wallscapes and billboards are common and is a great way to reach the average working parent. But purchasing a large-scale outdoor unit isn’t always enough. Get creative with a standard bulletin or an over the top wallscape. Since I see the same units daily, I typically only recognize drastic changes in creative.

Downtown Wallscape

Be Where They Are

Let’s take it a step further. When I am away from work the most common areas you will find me in (like many parents) are a park, museum, entertainment area for kids like Cosi, the library, an indoor play area, coffee shop, daycare center, the gym or the grocery store. By getting creative you can, not only catch my attention on my way to work but also at my most common areas of interest. Placing a simple poster on a message board next to the waiting area within a coffee shop is a great way to reach not only the busy on the go parent, but a large audience, for those few minutes you have a large target audience looking for something to read or catch their attention, anything to keep their mind occupied while waiting for their coffee. Take this concept a step further and have me take your ad home or to work by putting your message directly in my hands on a coffee cup or coffee sleeve. I don’t know about you but I have to glance at my cup before I drink it, and when I do that, I will not only see your ad once, but multiple times.

Coffee Cup Advertising

My son is now at the age that he is not only in childcare but is in a preschool program. Whether I pick him up or drop him off that particular day I pass the entrance to the facility, and always glance at the common area where brochures, posters, and information is displayed. I am naturally interested in the material and programs the facility thought and agreed to put out to help a busy parent like myself. By displaying signage or posters in this area you will catch your busy audience’s attention easily.

TV Ads a Nuisance, Outdoor Ads a Helpful Resource

I heard a quote the other day that I found both fascinating and also very true:

These days’ people are quick to fast forward past a commercial on TV, but they expect to see ads or search for them outside of their home.

Although we are not jumping out of bed to look for our favorite billboard every morning, after hearing that I realized I do exactly that. Whether it be at the grocery store with digital signage at the checkout or the ad on my grocery cart as I shop, or the signage at a daycare facility, the gym, even the park, I am consistently looking and searching for information. I’m always seeking out the next thing what will make my life easier or my family happier. So get creative and step out into outdoor advertising. With all the clutter and technology these days, out-of-home advertising may be one of the easiest and best ways to reach that on the go parent!

Sara Laudeman, Media Buyer – a proud parent and working mother, able to balance life due largely to her minor coffee addiction.

Where There’s Smoke, There’s Fire… And Water

Please do not try this at home, igniting a billboard in a gulf of flames probably should have been thought through a little better. Panicked citizens flooded 911 phone lines after seeing the eye catching and traffic-stopping billboard in a blaze.

Outback Steakhouse

Watch the video to see how this out-of-home advertising stunt quickly turned into a PR nightmare.

Donatos

If drama is what you’re looking for, water can also be used to enhance an outdoor campaign. Here it’s used to create tears.

Calgary Film

Or, you can let mother nature handle the details. Here, rain creates a notable impression.

Papakura District Council

Interactive Out-of-Home Advertising (iOOH)

Technology is playing a huge part in the future of the out-of-home advertising world. The introduction of digital technology was only the beginning.

Crazy out of the box ideas and inventions are not just for the movies anymore, advertising companies are using these to stand out among the crowd.  IBM installed billboards that change based on what the consumer is wearing.

IBM

Shelters and street kiosks are also doing their part with interactive features, taking advantage of the long dwell time that consumers have while waiting for their bus.

Whether it is using cameras to recognize when people are around.

Amnesty International

Or incorporating Bluetooth technology to help consumers create their own advertisements.

Ecko Clothing

Smart Phones & Social Media Changing Out-of-Home

Smart Phones are helping to bridge the gap between out-of-home advertising and consumers. Instantaneous downloads using QR codes are adding interactive features of out of home advertising.

Ebay

Incorporating Social Media into the mix allows advertisers to target their consumer down to lifestyle and environment. For example,  a company can use FourSquare to promote coupons for their product by having consumers “check in” at their billboard or other OOH advertisement and redeem the coupon online.

Jennifer Hoffmannbeck – Media Buyer, once again proud to be a Buckeye, URBANATION has begun!!!

Mall Kiosks & Wall Display Advertising

Placed in high traffic areas throughout shopping malls, mall kiosks and wall displays are a great way to reach consumers as they make their way from store to store. Kiosk displays are often the last opportunity to get the attention of shoppers immediately prior to a purchase. Wall displays are great high impact units that allow size and spacial customizations that kiosks often do not. Both are great for promotional campaigns, as well as creating brand awareness.

Directory Display Advertising

Kiosk Display Advertising

Wall Display Advertising

Shopping Mall Food Court Advertising

Mall food courts offer high traffic and increased dwell time, making them a great opportunity for advertisers to be seen by consumers. Food court advertising options include: wall displays, table top ads, table top tent ads, banner ads, as well as fixed and non-fixed signage.

Food Court Banners & Non-Fixed Signage

Food Court Wall Display

 Elevator, Escalator & Stair Advertising

A necessary route to get from one level of a shopping center to another is by way of stairs, escalators, or elevators. These advertising displays often provide the most impact due to their size alone. And, let’s face it, no matter what age- we’re still a little intrigued by escalators and elevators. When we’re not fascinated, we’re certainly thankful for their existence (just ask the lady with only two arms and 12 shopping bags).

Escalator Advertising

Escalator & Stair Advertising

Elevator Advertising

Mall Door & Window Clings

Unless you have the skills of Houdini, we all enter malls the same way- one door at a time. Door clings are a great way to reach consumers before they’re bombarded with multiple advertising messages. These ads can be as simple or as extravagant as you’d like. Either way, the likelihood of your message reaching consumers is higher than that of your pulling a rabbit out of your hat.

Door Clings

Mall Banner & Exhibition Advertising

For a lasting presence in shopping centers, many advertisers turn to banners and exhibition ads. Due to the cost of production mall banner ads are typically purchased for longer terms. Banners are best for branding since their distance from consumers doesn’t allow for lengthy copy. What’s more show stopping than a banner with astounding consumer interactions? If you said mall exhibitions, you’re correct. These exhibitions also allow for brand ambassadors to cultivate one-on-one consumer experiences. When’s the last time you were able to walk passed a vehicle indoors and not look twice… we thought so.

Mall Banners & Exhibition Advertising