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Adding Out-Of-Home Digital Advertising Networks to the Marketing & Media Mix: Understanding And Realizing The Potential Of Emerging Out-Of-Home Digital Advertising Networks And Their Role In Your Marketing Plan
Out-of-home digital advertising networks - networks that can deliver advertising in stores, movies theatres, office buildings, doctors' offices and malls-are important marketing and communications channels that marketing executives should add to the marketing and media mix. Marketing executives who target professionals, young shoppers and mass affluent households or sell through retail channels should invest in these channels because they are viable and effective channels and a good investment. Marketers that rely heavily on national advertising will need to master how to market through a diverse set of alternative digital platforms like out-of-home digital ad networks to effectively reach national audiences and remain competitive. This analysis of consumer behavior, industry trends and marketing best practices found that:
- Marketers are investing $1.2 Billion of their national media budgets in out-of-home digital advertising networks - because they solve many of the problems plaguing traditional media and deliver five unique capabilities: measurable sales impact; point-of-purchase proximity; customer targeting; purchaser relevance; and local sales support.
- These networks are valuable marketing and communications channels - providing superior cost to sell, market coverage, marketing-resources control and alignment with customer behavior relative to other media. They are a high-return media investment, delivering greater relevance and more measurable sales impact closer to the purchase decision-making point to marketers that rely on retail channels or target high value clients.
- The most mature networks are ready to be added to the marketing and media mix now - a dozen professionally managed networks based in supermarkets, big-box retail, cinemas, office buildings and shopping-mall venues have "crossed the chasm" and already delivering national reach and measurable value to marketers, retailers and consumers.
- Out-of-home digital ad networks are accelerating several go-to-market trends - changing how marketers reach national audiences, how media resources are allocated and measured; and how agencies staff their client teams, plan media and create campaigns.
If you are a marketing or media executive, or are responsible for planning and executing national media campaigns at a major agency, this research report is the best single source of in-depth insight on how to plan, buy, measure and advertise on out-of-home digital advertising networks. This comprehensive analysis provides:
- The top business issues, opportunities and risks marketing and media executives face as they shift their media spend into alternative digital media platforms based in retail, office, medical, cinema, gas stations and cell phones;
- A ranking of a dozen national networks that have 'crossed the chasm" and deliver national reach and measurable value to marketers today;
- An analysis of customer behavior research to documents customer acceptance, viewership and response to these out-of-home advertisements;
- An outline of the top thirty organizations that can help you company take advantage of these valuable and effective media today;
- Best practices for valuing and measuring this new media to assess how and where to use them in your marketing and media allocation model;
- A forecast of how these networks will change how marketers allocate media resources, staff account teams, and conduct customer research.
This report is designed to help marketing and media executives understand the potential of out-of-home digital advertising networks, provide the basic knowledge to start deploying these channels in their upcoming plans, and identify the best sources of assistance so they can take action. It is based on original research by profitable channels, including:
- Primary interviews with 50 executives with direct experience with out-of-home digital advertising networks from marketing, agency and research companies, as well as executives from leading out-of-home networks.
- An analysis of the leading players in the out-of-home digital advertising marketplace.
Research on customer acceptance, behavior and response to out-of-home digital ad media, including focus groups, sales-impact analysis and customer surveys and traffic audits conducted by Arbitron, MASI International and Nielsen New Media Research.
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Questions? Want to order by phone? Contact Profitable Channels at (404)653-0356x31 or info@profitablechannels.com.