Digital out-of-home advertising is finding its way into new venues such as doctors' offices and gas stations. At the same time, new industries - consumer goods for instance - are barely easing their way into this channel. In other words, even as DOOH expands its horizons, booking tends to be placed by such stalwart industries as automobile and financial services. "Food, beverage and candy categories are still kicking the tires," says Rob Gorrie, president and CEO and founder of Adcentricity. "I don't expect big spenders like Coca Cola and Procter & Gamble to come in until 2011." (via Media Week).
Doctors' Offices
Digital place-based media company Reach Media Group has just announced it is expanding its Point-of-Care network via an advertising sales partnership with TV network Everwell to reach consumers in the waiting rooms of physicians. Through the partnership, RMG says it is now the only place-based video network that gives advertisers the ability to reach customers in physician waiting areas and retail pharmacies. (via MediaBuyerPlanner).
Reaching 6 Million Viewers
Everwell is the brand of MediVista Media, which produces original video content which is distributed through the nationwide Everwell TV network in physicians' waiting areas and via the web and other platforms. With Everwell on board, RMG's Point-of-Care Network now has 1,700 screens and 6 million monthly viewers. RMG will be the exclusive national ad sales representative for Everwell.
Convenience Stores
Public Media Works and its subsidiary, EntertainmentXpress, is another example of a new DOOH venue. The duo plan to place up to 7,000 DVD movie and game kiosks in new convenience stores via an agreement with Modular Conversions. The kiosks will feature 3-D screens (no glasses required), and the partnership includes an out-of-home advertising model, inviting marketers to use the screens to reach consumers on-the-go.
Convenience store partners will share in ad revenue, as well as in DVD rental and sales revenue, according to the companies.
Financial Services Leads the Pack
Financial service companies place the most number of booking for DOOH, Adcentricity found in its latest survey of the industry, with 55% of bookings from this sector. So far, auto represents 30% of third-quarter order activity. But as the economy changes, and companies become more comfortable with the format, Adcentricity foresees new industries beginning to place bookings.
For example, intense competition in the telecomm sector means more campaigns will come in the second half of 2010. Also, home decor/renovation emerged as a contender in DOOH, with some seasonal investments indicating that the medium is being recognized as a potential promotional vehicle to drive in-store traffic. Pharma is a bright spot - especially as industry takes note of the thousands of doctor office environments that have DOOH.
Who Won't Be Placing DOOH Ads
Government spending has increased as upcoming regional political battles loom, Adcentricity notes. However, network reticence, operational restrictions and sometimes venue owner/network operator political biases are restricting full adoption of the medium. "It's a frustration," Gorrie said (via Media Week). "You could see a lot of spending come into the space."
