Don’t get us wrong, some of our closest friends occupy top positions at the biggest media agencies across the country. But last week, as we attended yet another meeting at one of the industry’s premier firms, we realized there’s a lot wrong with the big agency model.
It lead us to ask a very simple, but curious question: why do major clients – the Coca-Colas, Verizons, and Chase Banks of the world – keep bouncing from agency to agency?
The answer is simple but not so simple… these big agencies, in their relentless desire to maintain the status quo, lack the “secret sauce”, that special alchemy of risk and agility that can take an otherwise average campaign to the next level.
So how should they approach their media planning differently? Well, we’re glad you asked.
While the big guys are out buying billboard space, we’re on the street, looking for fresh ways to get our clients’ brands and messages directly in front of the customers they are looking to engage with. It’s so micro-targeted that we literally can’t miss.
Want to reach Spanish-speaking customers in NYC, LA, and Miami? We’ll post ads along the distribution routes of the top Spanish-language newspapers and get you front, center, and in their face.
Looking to get downloads for your fitness app? We’ll integrate digital contextual targeting to guarantee every cent of your outdoor media buy goes towards reaching the users that are 100% interested in fitness.
They go up as buildings go down. They line walkways and adorn construction sites. We know you’ve seen them – because they’re everywhere.
Wildposting – or “poster sniping” in Out-of-Home lingo, exists in almost every urban center. Wildposting is a part of a fly-by-night, grey economy that specializes in ephemeral advertising: hand bills and wheat-pasted one sheets that go up with the knowledge that the ads may very well come down just days – or hours – after they are posted.
The ubiquity of wildpostings has led many of our clients to ask us whether they’re worth it. We’re biased, of course, but at the end of the day, we’re poster people… so here’s our guide to evaluating whether wildpostings will work for you.
A few things to consider:
What kind of impact do you want to make?
The major benefit of classic, wheat-pasted wildpostings is repetition: the quintessential wildposting features a series of the same image (or a series of alternating, coordinated images) in a row, generally covering the walls of construction sites, abandoned buildings, or, unfortunately, in some cases, commissioned public art murals.
The reiteration of a series of images lends itself to emblazoning a particular image or message on the minds of passerby. But then to make an impact, your image or message has to particularly resonate. A major downside of repetitive wildpostings, especially in visually chaotic urban centers, is the tendency of these wheat-pasted displays to recede into the streetscape, becoming a backdrop to city life rather than a focal point.
Which brings us to quality.
How much do you care about it?
The practice of poster sniping is frequently associated with street artists and graffiti for a reason: what goes up usually comes down… or gets covered by something else.
Perhaps the biggest con of wildpostings is their short life span: wheat-pasted posters that are not removed by local authorities suffer from damage both from the elements and the whims of free-wheeling locals. If you live in New York City, we’re certain you’ve seen a, erm, phallic image scrawled across an otherwise PG-rated street-side wildposting at least once (if not a few times a day).
If you’re looking to max out an extremely tight budget, wildpostings seem like the obvious solution: as many highly profitable wildposting companies will tell you, low-quality paper and wheat-paste cost pennies on the dollar. For volunteer-run campaigns, DIY wildposting is the perfect option.
On the flip side – to mount a campaign with broad reach and sustained duration, wildposting services are not cheap – especially given the limited duration of sniping campaigns.
While these companies are paid to make sure a certain number of flyers or posters go up, they do not maintain or replace the inevitably lost or damaged papers – so a budget of thousands to cover posting only ensures a brief moment of visibility.
Finally: Are you willing to take a risk?
Because poster sniping companies typically do not possess their own inventory networks, clients may have limited ability to control where their message appears. Firms that specialize in poster sniping also generally do not compensate property owners for posting or for the damage these posts can cause (and, in some cases, these firms also neglect to compensate their contractors).
If you’re looking to mount a quick and dirty campaign, mix up some glue and get your staple gun ready: wildposting just might work for you! Otherwise, our recommendation is – as always – to diversify your media mix as much as budget allows. We’re biased, but these days, the integration of print and digital seems like a no-brainer for driving ROAS.
When The Park Avenue Armory decided to revive the classic Eugene O’Neill play The Hairy Ape with a fresh staging and all-star cast, they reached out to PMD Media to BE SEEN both online and outdoors throughout New York City.
In addition to installing over 350 WindowPoster™ Displays across Manhattan and Brooklyn, PMD also placed digital ads for The Hairy Ape on international websites including the New York Times, AOL, Spotify, and the Huffington Post in addition to theatre-focused sites like Broadway World, and Playbill.com.
Ultimately, the campaign’s initial spend generated a 1848% ROAS (Return On Ad Spend) … and between the WindowPoster™ displays and digital ads, we created over 4.7 million impressions.
Data collected throughout the campaign reflects the efficacy of PMD’s proprietary geofencing techniques: the digital campaign generated nearly 1,000 direct conversions, with the majority of those transactions coming from neighborhoods targeted with both Windowposter™ Displays as well as digital ads.
We’re ecstatic at the commercial success of The Hairy Ape WindowPoster™ digital integration campaign… but even more excited to congratulate the cast, crew, and staff at the Park Avenue Armory on their scintillating show!
In addition to receiving rave reviews from the New York Times and The Daily Beast, the show garnered an impressive eight Drama Desk Award nominations, including nods to lead Bobby Cannavale, director Richard Jones, and set designer Stewart Laing.
We’re looking forward to the 62nd Annual Drama Desk Awards this Sunday, June 4th, and expect our good friends at the Park Avenue Armory to steal the show!
(bottom image via Carpe Diem! New York)
We’ve made a name for our clients in some of the most ad-saturated markets in the world. So when people ask how we compete with the neon lights of Times Square and the billboards that line Sunset Boulevard, we like to tell them that the first step is good design.
In the past, we’ve spoken about what an effectively designed poster looks like. Today, we’re revisiting that concept to shine the spotlight two of our current campaigns. Check out the latest creatives from the Chicago White Sox and the Brooklyn Museum:
These ads meet all the criteria of our Effective Design Rating scale.
- They convey the message.
- They are visible from a distance.
- They succeed in attracting the intended audience.
The most striking characteristic of the Sox campaign is its simplicity – through the saturated colors and distinct graphic logo, the artwork speaks for itself.
On a street crowded with busy ads, the white lettering against the deep navy background pops; as viewers approach, evocative details – the fine stitching, the sturdy canvas of the baseball cap background – become apparent, conjuring, perhaps, memories of one’s own very first ball game, or a hat worn by a beloved relative.
Sometimes, too much information is worse than not enough. This ad is a perfect example of that truism… and it doesn’t hurt that the Sox complemented their WindowPoster™ campaign with a series of mini-pocket calendars that provide details on the season’s schedule.
We’re also advertising the phenomenal exhibit “Georgia O’Keeffe: Living Modern” running at the Brooklyn Museum. The above postcard designs maximize the medium’s limited space by mixing vibrant images with bold, minimal text, effectively communicating the most important information while retaining the impact of the artwork.
As you may know, at PMD Media our motto is BE SEEN – and while visibility counts, we know that where you’re seen and the message you broadcast matter, too. Whether it’s an album cover, a website layout, or a WindowPoster™ display, good design makes all the difference.
Please call or e-mail us today for a consultation on your campaign. We’re always excited to hear (and see!) what our friends are up to.
Don’t underestimate the impact a relatively small media buy can have.
Just as one key to a successful business in the “real” world is “location, location, location”, the same holds true in the digital sphere: where your ads are located make all the difference. Ads for women’s handbags may not perform well when hosted on a men’s body-building website… just as ads advertising an event in South Bend, Indiana probably won’t produce conversions if they appear on computer screens in Sulawesi, Indonesia. That’s where programmatic advertising comes into play: by targeting specific geographic and demographic contingents, programmatic advertising makes efficient use of your media budget.
For those new to the digital advertising sphere, this might all sound a little complicated – and expensive. The good news is that generating an impressive ROI doesn’t mean spending huge bucks. Plus, unlike other forms of advertising, digital advertising allows advertisers to immediately track engagement metrics, allowing you to observe direct results of your campaign – whether you’re looking to fulfill impressions, generate clicks, or create conversions.
We recently ran a campaign to promote ticket sales for the Chicago Open Air music festival… and the results were pretty spectacular.
To publicize the 2nd annual Chicago Open Air music festival, Live Nation and Danny Wimmer Presents enlisted PMD Media to BE SEEN in Chicago and the Chicagoland area.
In addition to a WindowPoster™ campaign targeting the north-western neighborhoods of Chicago, PMD launched a Digital Integration campaign to publicize the event.
With the client’s $3,900 budget, we purchased ads to serve a target audience based on both demographic and geographic characteristics. That initial investment ultimately led to over $72,000.00 in ticket sales.
By incorporating the hard data gleaned through pre-launch analysis with a series of monitored optimizations based on real-time audience engagement, PMD produced maximum results. In just a month, the digital campaign generated hundreds of ticket sales, ultimately producing an 1870% ROAS (Return on Ad Spend)… and, in tandem with the Windowposter™ flight, created over 4,400,000 unique impressions.
Looking for a way to make your campaign stand out? The first place to start is the ad itself. Effective outdoor advertisements feature bold graphics, creative artwork, and minimal text.
One of our favorite examples is the campaign we ran for the Golden State Warriors: the vibrant, saturated colors and striking image of NBA MVP Steph Curry make this a memorable, eye-catching ad.
For years, the Warriors were regarded as one of the league’s perpetually abysmal teams. In 2014, though, things heated up: the Warriors completed the season with a 67-15 record… and won the NBA Championship the next year. They’ve become one of the league’s most entertaining teams to watch, known for their players’ ability to sink three-point shots from virtually across the court.
To drive ticket sales and garner even more support from the Bay Area community, the Warriors launched a local, multi-channel media campaign promoting the coming season. PMD Media placed 500 WindowPoster™ displays strategically across the Bay Area to reach consumers at the shops and small businesses they frequent.
While the Golden State Warriors campaign succeeded in generating ticket sales and creating buzz for the upcoming season, it also inspired pride in the Bay Area and its surrounding communities. Our WindowPoster™ displays have been proven time and again to effectively generate revenue and increase brand awareness – but in this case, they also provided the unexpected benefit of mobilizing local passions… We’d like to think this enthusiasm helped to buoy the team into their Championship victory. Go Warriors!
Sometimes all it takes to convert a prospect into a customer is a striking, memorable impression. Whether you’re advertising an event, promoting a product, or just want to increase brand awareness, PMD’s street-visible WindowPoster™ Displays are a cost-effective solution of getting your message seen by your target audience. A brilliant or clever ad, strategically placed in a key location, is the best way to create brand awareness. PMD’s WindowPoster™ Displays create impressions that drive action.
Top Reasons Why Businesses Use a WindowPoster™:
1. Limitless Promotion
As a cost-effective and impactful ad, you can use your window displays to provide information on your special offers, seasonal events, new location openings, and product launches. You can focus your ad campaign inside neighborhoods within a single city or blanket entire markets all over the country. A storefront ad provides the perfect marketing channel to reach your customers.
2. Stand Out and BE SEEN.
If you’re in a competitive market, window displays offer noticeable designs with attractive content and imagery. This helps your business stand apart from its competitors. Unlike billboards and other expensive out-of-home options, WindowPoster™ Displays offer you the ability to target areas and customers otherwise ignored by mainstream advertisers. Because the PMD network consists of independent venues, our WindowPoster™ Displays reach people on their daily routes – allowing you to reach your target audience and maximize your ad spend.
3. Expanded Brand Awareness
One of the most fundamental features of branding involves recognition. This means that businesses should explore different ways of reaching out to customers to create meaningful and action-oriented ads. Window graphics help businesses achieve that. By adding logos, slogans, website and contact details, and striking content, you can create a permanent impression and build a brand name for your business.See how we’ve helped all types of businesses expand their reach and build brand awareness.
As a friend or client of PMD you may be familiar with our origins: way back in 1991, Dean Stallone started PMD Media from his NYU dorm room.
We’d like to take you back to the musty, carpeted halls of NYU’s Brittany dorm for a moment to introduce another character who’s been around since the beginning of PMD Media.
When Dean and George Eliou first met as freshmen in 1989 they were just young goofy kids. Twenty-eight years later, the two remain friends and colleagues.
Last night, George’s firm, Eliou & Scopelitis Steel Fabrication, in partnership with Bowery Presents, debuted their latest venture: Brooklyn Steel, a live music venue named for the red brick building’s original purpose as a steel works factory.
The East Williamsburg concert hall opened with a bang – LCD Soundsystem’s five night run sold out immediately – and promises a scintillating spring line-up, with future performances by indie rock superstars The Decemberists, Chairlift, Slow Dive, and lo-fi legends The Jesus and Mary Chain. We can’t wait to check out a show – and try one of the venue’s three (!) bars.
In celebration of the grand opening of Brooklyn Steel – and to thank George for his contributions to the New York performing arts scene – we’re sending our best wishes to Eliou & Scopelitis Steel Fabrication and Bowery Presents!
PMD is incredibly proud to be part of the advertising outreach for a provocative, fascinating new documentary about the most famous artist you’ve never heard of…
Every year at this time, I struggle to find the best words to write down, as the holidays approach, and the calendar draws to a close. So this year, I wanted to write the two most important words that I could possibly convey to you, our loyal clients, friends, venue partners and loved ones: Thank You! Happy Holidays – SEE you in the New Year!
PMD’s Digital Integration technology launched this past July, making Windowposter™ Display even more effective for our clients. So far, we have many instances of success with this new program.