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DOOH Campaigns Mesh with Social Media, Email

Domino's Pizza is taking another leap of faith with a new advertising campaign: namely, it is posting a stream of online order comments about the company on a digital billboard in New York’s Times Square uncensored, except for a screening for obscenity. (via Detroit News).

Last year the company showed it was unafraid to deal with touchy - at least for the company - subjects via its advertising, such as the belief that its pizza tastes like cardboard. Its answer: a promise to do much, much better. It is a strategy that carries risks, Bill Benoit, a communications professor at Ohio University, told the Washington Post at the time. "Some people are going to hear only part of the message" — Domino's stinks — "and not hear the part about how they're going to get better.”

Apparently, though, that did not happen as Domino’s is now giving customers a whole new public venue to vent.

DOOH Growth Draws Advertisers

The campaign is also a testament to the growing important DOOH has for brands. Global DOOH advertising revenue, which climbed 16.3% from $5.56 billion in 2009 to $6.47 billion in 2010, is expected to climb another 16.9% to $7.56 billion in 2011, according to PQ Media.

At least some of this growth can be attributed to the growing integration between it and other marketing forms such as social media and email marketing. Groupon is another example: the company has taken to advertising its local offers on the New York Times' digital out-of-home screens in major cities, ClickZ reports. The offers are being targeted at the zip code level in such cities as New York, Los Angeles, Chicago, San Francisco, and Boston, the publication said.


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