Category: Advertising Technology

INDUSTRY ALERT: NIELSEN RELEASES DEFINITIVE POSTER ADVERTISING STUDY

poster advertising

The Advertising industry’s oldest and most trusted partner, Nielsen, just released the definitive study on outdoor poster advertising. You’ll want to take a look!

We thought we’d share some top line facts & figures:

AUDIENCE: Poster viewership is highest among young adults ages 25-34, with 71% of survey participants in that age group reporting having viewed a poster within the past month.

REACH: 94% of those who noticed a poster report that they look at the advertising messages either all, most, or some of the time.

ACTIVATION: Posters drive consumer action – both online and off. After viewing poster advertisements:

– 40% of those surveyed visited the business advertised

– 40% talked about what they saw with friends and/or family

– 30% searched online for more details about the message

– 24% made a purchase at the business advertised

– 18% attended the event advertised

Download the full study Nielsen OAAA Poster Advertising Study

OUTDOOR ADVERTISING WITH DIRECT R.O.I.

Targeted Outdoor Advertising

Over the years, we’ve come up with a few methods to demonstrate the real R.O.I. associated with WindowPoster™ displays – our favorite outdoor advertising media. Most recently, our Digital Integration capabilities have allowed us to collect data that underscores the impact our displays have on boosting ticket sales and raising awareness of events and institutions.This summer, we installed 350 WindowPoster™ displays in tandem with a digital campaign to promote Hansel & Gretel, an interactive exhibit at New York’s famed Park Avenue Armory. In addition to generating tens of thousands of dollars in direct Return On Ad Spend, the data from the digital campaign revealed just how effective our OOH efforts are:

Neighborhoods with WindowPoster™ displays composed 7 of the Top 10 performing neighborhoods in terms of conversion volume.

And those other 3 neighborhoods? They’re areas directly adjacent to neighborhoods where WindowPoster™ displays went up.

$31 BILLION ON THE TABLE

Updated September 27, 2017: To download your copy of “Digital Advertising: Turbo Charge Your Traditional Media Spend” fill out the form below.

$31 Billion.

That’s the estimated amount of effective consumer spend that the U.S. ad industry leaves on the table annually by opting out of integrated, multi-platform campaigns.

Studies continue to show that multi-platform advertising increases the reach, ROI, and overall efficacy of any campaign. But did you know that integrating just one other media form into an outdoor campaign can increase ROI and consumer engagement by 60%?

[Upcoming: PMD White Paper – Guide to Maximizing Your Multi-Platform Campaign]

     

Adding digital to a campaign based on a traditional media platform like OOH produces a significant kicker effect (that magical 60%) that blows away the amplification effects of combining two or three forms of traditional media.


Keep your eyes on your inbox for the release up our upcoming White Paper on maximizing your multi-platform campaign

10,000 STEPS FOR YOUR HEALTH & BRAND WEALTH

WindowPoster Storefront

As memories of June Gloom fade, replaced by the sizzle of sun-bleached sidewalks and sangria-soaked afternoons, we’re excited to slow down and enjoy American cities by foot.

We’ve been told over and over that walking 10,000 steps a day is the key to better physical and mental wellness – and, as an informal survey of the streets of downtown Manhattan indicates, we’re not alone in taking this advice.

Walking isn’t just good for our hearts and waistlines – it’s great for selling your brand.

As marketers, we can’t help but notice the recent uptick in pedestrian traffic. More people on the street means more opportunities to connect your brand and message with consumers.

If the key to a successful advertising campaign is capturing attention with multiple touch-points, the first step towards reaching your desired audience is getting your message SEEN in places where people live, work, and play … and what better way to do so than by placing your ads in storefront windows and on their mobile devices?

A VERY HAIRY 62ND ANNUAL DRAMA DESK AWARDS

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 1540% 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)

DIGITAL INTEGRATION CASE STUDY: HOW WE GENERATED AN 1870% ROAS

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.

targeted digital advertisingFor 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.  
targeted outdoor advertising

WHY WINDOWPOSTER™ DISPLAYS ARE A MARKETERS FAVORITE AD

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.

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