As long as media has been around there has always been a discussion about reach, market penetration and effectiveness. Digital Out-of-Home / Place -Based Media is no different and with dozens of different venue types it’s sometimes difficult for media planners and investors to determine which venues make the most sense for reaching consumers and getting the most out of their investment. The goal of this blog entry is to provide some insight into why we at indoorDIRECT think that Quick-Service Restaurants (aka QSR or Fast Food) make a great venue for the development of a national place-based media network.
Before you examine the QSR venue model at a micro level it’s important to survey the main venue categories within Digital Out-of-Home (DOOH) and to take a macro look at the QSR environment. The main venue categories within the digital out-of-home are:
Airports
Bars / Restaurants
Convenience Stores
Doctor’s Offices
Elevators
Gas Stations
Grocery Stores
Health Clubs
Malls
Movie Theaters
Pharmacies
Quick Service Restaurants (QSR)
Retail
Roadside
Stadiums
Taxis
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Airports, Bars, Carl's Jr., Convenience Stores, Denny's, Digital Out-of-Home, Elevators, Hardee's, McDonald's, Movie Theaters, Pharmacies, Place-Based Media, QSR, QSR Demographics, Quick Service Restaurants, Restaurants, Roadside, Stadiums, Taco Bell, Taxis, Wendy's
Each month DSE’s prestigious Advisory Board, comprised of more than two dozen experts representing a wide array of viewpoints, provides valuable insight and actionable ideas via their answers to some of the digital out-of-home industry’s most compelling questions.
The following is indoorDIRECT’s response to the most recent question posed by Digital Signage Expo. You can see the answers from the other board members here..
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Brian Hasenbauer, digital signage, Digital Signage Expo, DOOH, DSE, DSE Question of the Month, Question of the Month
Digital Out-of-Home, Place-Based Media or whatever it’s being called today needs to have research available to agencies and clients to support the inclusion in media plans. We recently added a research section to our corporate website and this is an excerpt of some of the great information you can find there.
Here is a link to the PDF of this paper if you want to download.
theBITE vs. Traditional Advertising
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advertising, Arbitron, effectiveness, Nielsen, Research
One of the oldest saying in advertising, I think I actually heard it mentioned on Mad Men the other night, is that “if I knew which 50% of the advertising actually worked I would buy more of it.” This quote makes me think about the benefits that geo-targeting can deliver for advertisers looking to accomplish specific objectives that mass reach either can’t or over delivers on. Here is a nice summary of the quote I am trying to paraphrase from Design – Marketing Dictionary:
Reach vs Targeting
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African American, Geo-Targeting, hispanic, hyper-local, Media Waste, multi cultural, Trade Areas
