Category: Dean’s Blog

Digital Integration:The Best of Digital & Outdoor

For over 25 years, PMD Media has worked tirelessly to achieve the highest ROI for our clients. Nothing has allowed us to achieve this goal more than Digital Integration: the trade term we use to describe the coupling of our national outdoor advertising network, and digital programmatic media.

In today’s fractured advertising climate, multiple touch-points are a must. It’s simply an imperative to have more than one advertising medium selling your message.

This summer, our WindowPoster™Displays were seen along with a digital campaign to promote an event in New York City. In addition to generating tens of thousands of dollars in direct Return On Ad Spend (ROAS) from mobile, the data from the digital campaign revealed just how effective our OOH efforts were.

Neighborhoods with WindowPoster™ displays composed 7 of the Top 10 performing neighborhoods in terms of digital conversions. These 7 neighborhoods accounted for 81.2% of ticket sales of the entire campaign.

Along with a 381% ROAS, the data from the digital portion of the campaign proved just how effective our efforts were. Multi-channel ad campaigns, executed in the same geographic areas at the same time, means effective advertising dollars spent.

Get in touch today for a custom campaign plan, see how well our Digital Integration campaigns can work to sell your product.

Go For a Walk on the Longest Day of the Year

Summer is finally here! With it comes longer days, louder nights, and people flocking outside to enjoy the warm weather.

​Ask any New York straphanger​, Chicago L rider, or Boston T straddler, they’ll take walking over being stuck on an overcrowded train​​ any day.

Urban dwellers aren’t alone in their love for this low intensity method to get from here to there. All across the country, people want to stretch their legs and be outside. The more people are filing into the streets, the more opportunity there is, not only for wellness, but to get your message out about your brand.

If the key to a successful advertising campaign is capturing attention, then the first step towards reaching your desired audience is getting your message SEEN in places where people live, work, and play.

In every season, but especially the summertime, that means advertising outside.

Outdoor advertising targets people out of their homes, on the streets, in the storefronts. Couple outdoor with the small screen of mobile, and multiple touch point campaigns are affordable, effective, and within reach for any marketer.

What better way to target your consumer than placing your messaging in storefront windows and on their mobile devices?

Feel free to email me back to discuss ways PMD can help. In the meantime, take a break, walk outside, enjoy the fresh air, I’ll be here when you get back to your desk 😉

Dean Stallone
Chief Executive Officer | PMD Media
19 W 21st St Suite 901
New York, NY 10010
P: 212.979.0007
pmd.media

What Good Is Facebook?

I’ll admit it; I’m uneasy with sharing too much.

I have my own personal issues with social media, always have. I try to be as funny, outgoing, and transparent as I possibly can, on all channels; Instagram, Twitter, Linkedin, Tumblr. But it’s hard coming from an inherently private person like me.

The recent news has not helped me or millions of other Americans move towards sharing more. Everyone’s favorite social-punching-bag-du-jour, Facebook, has taken a lot of hits lately; Russian fake news, pyschographic ad targeting with stolen data, Mark Zuckerburg dragged before Congress and the EU – it all seems bleak for the world’s largest social media platform, and sharing as a whole.

So it may come as a surprise that there are actually positive things coming out of Menlo Park lately.

In the last few months, Facebook has created and produced events for a new initiative focusing on small businesses called Facebook Community Boost. Set to visit 30 cities in 2018, Facebook Community Boost is on a mission with a few goals in mind; 1. work with local organizations to provide digital skills and training for people in need of work; 2. advise entrepreneurs how to get started; 3. help existing local businesses and nonprofits get the most out of the internet.Since 2011, Facebook has invested more than $1 billion to support small businesses. Research results by Morning Consult, showed 56% of U.S. small and medium-sized businesses on Facebook said they have increased sales because of the platform. Additionally, 42 percent said they have hired more people due to the growth they’ve experienced since joining Facebook.

So what’s Community Boost all about?

  • If you’re looking for a job, Facebook will provide training to help improve your digital and social media skills.
  • If you’re an entrepreneur, Facebook will have training programs on how to use technology to turn an idea into a business, they will also show you ways to create a free online presence using Facebook.
  • If you’re a business owner, Facebook is going to offer ways your business can expand its digital footprint and find new customers around the corner and around the globe.
  • If you’re getting online for the first time or you want to support your community, they will provide training on digital literacy and online safety. They will also be helping community members use technology to bring people together, with features like Events and Groups

In addition to small businesses, Facebook Community Boost is also hoping to continue to help minority-owned businesses.

So … why am I writing about this? What better way to target small businesses and community members across the U.S. than with an outdoor advertising platform that consists of more than 50,000 small businesses?

PMD has partnered with Facebook in cities across the U.S. to raise awareness of this new initiative. Targeting areas near the event locations, in cities such as Houston, Des Moines and Denver, PMD has helped get Facebook SEEN outside of the computer or phone screen in a way that is beneficial to both company and community.

Deadpool 2: Popping Up in LA … and a Theater Near You

Avengers: Infinity War … PASS! Solo… NO Thanks. Jurassic World ... YAWN!

DEADPOOL 2 – Absolutely.

Summer 2018 is packed with BIG action movies. Dinosaurs, a superhero war, an origin story, but is that all there is? What about that wisecracking man in the red suit? You know, the one who KNOWS that he’s not a real person? The one who will often break character so we know he’s in on the joke?

Deadpool 2, opening May 18th, is the return of our mutant hero. Well aware that he is a fictional comic book character, Ryan Reynolds is back as Wade Wilson, Deadpool. Forming the “X-Force” a team of mutants, set to protect a young mutant from the time-traveling soldier, Cable. (Josh Brolin).

Much like the first film, Deadpool 2, is promised to be full of non-stop action and R-rated humor that breaks the fourth wall, something done by few other characters in the Marvel universe.

To promote the film’s May 18th opening, a 21 and over Deadpool 2 Pop Up Bar is heading to Downtown LA. After a run at Brooklyn’s Alligator Lounge in late April, the pop up will open in LA from May 10th through the 12th at Slipper Clutch from 7 – 11:30 pm each night. Better known as “Sister Margaret’s School for Wayward Girls” by Deadpool fans, these bars will transform, for a short time, into the manipulative mutants favorite dive bar and break the fourth wall better than Deadpool himself.

Attending will get you free chimichangas (a Deadpool favorite), and proceeds will benefit the Downtown Film Festival LA, who are cohosting the event. Both New York and LA events are being sponsored by Fox and Mike’s Hard. Attendees will be served Deadpool inspired Harder cans with limited edition flavors like black cherry and blood orange. Mike’s Hard will also be hosting contests where fans can win an all expenses trip for two to the Deadpool 2 premiere and red carpet event AND a trip to San Diego’s Comic Con this July.

For all the wisecracking, wall-breaking-dark-humor-loving fans, Deadpool 2 opens May 18th everywhere.

David Bowie is… Alive and Well in Brooklyn.

DAVID BOWIE IS …  alive and well.

The international touring exhibit that showcases Mr. Bowie’s transformation throughout the years, with hundreds of artifacts that he himself collected, is being seen at its final venue, the Brooklyn Museum. A fitting end to the 5 year tour that brings him back home.

Traveling the world since 2013, DAVID BOWIE IS … the first retrospective on the life and career of the music legend. It’s truly an iconic show – like the man. The idea for the project first took life when Bowie gave permission to Geoffrey Marsh and Victoria Broackes, curators from London’s Victoria and Albert Museum, to explore his personal artifacts, stored in a secret location in New York City.

This exhibit features more than 400 pieces pulled from the artist’s personal archives, including handwritten lyrics, over 60 stage costumes, album artwork, diary entries, and photography. There’s also footage from select films, performances, and music videos, such as The Man Who Fell to Earth and Bowie’s 1979 Saturday Night Live appearance.

For this final Brooklyn stop, 80 new pieces have been added to the show, focusing on Bowie’s years in New York City, including the backdrop from the Broadway production of “The Elephant Man,” which starred Bowie in the ’80s, and large-scale film projections from his 1990 “Sound+Vision Tour.”

Most important, from my perspective, is the music. Visitors are provided custom headsets, to wander among the displays, listening to interviews, and Bowie’s music. I often found myself stopping in the middle of one room or another, closing my eyes, and enjoying the soundscape.

Room after room is packed to the gills with memorabilia. Everyone has their favorite David Bowie moment: The Thin White Duke. Ziggy Stardust. The Goblin King. The “Life on Mars” ice-blue suit. The Aladdin Sane knit jumpsuit with one shoulder. The Ashes to Ashes clown suit.  They are all represented in this exhibit.

Since Bowie’s career has such longevity, there is always more to discover. Because of the headsets, each visitor experiences their own individual journey, finding new versions of Bowie to love.

DAVID BOWIE IS … currently on view and running until July 15th. Tickets start at $25.

Brooklyn Museum is a long time friend and partner of PMD Media. While this exhibit is a special one, we would be remiss not to mention the other exhibits on view, including the upcoming Radical Women: Latin American Art exhibit, and the amazing Visible Storage in the Luce Center for American Art.

The RISE of NBC, With a Little Help From PMD Media

Do you remember high school? Do you remember that teacher who changed your life, who helped you become the person who you are today?

RISE, the newest prestige drama from NBC, is the story of this kind of teacher, and the students who take the journey with him to places they will remember for the rest of their lives.

Josh Radnor stars as Lou Mazzuchelli, a dedicated educator who has to look beyond his personal issues to transform a high school theater department. Mazzuchelli pushes students to explore self-expression and to unleash their creativity. Students discover talents and desires they didn’t know they had, and while not everyone is happy about this, RISE explores notions of individual and community identity through the lens of a small, blue collar town.

RISE is scheduled to premiere tonight (March 13), following the season finale of NBC’s blockbuster hit This Is Us. After the first airing, RISE will take over the time slot – so it has big shoes to fill.

Bold, brash, and unafraid to address social issues and hot topics of the day, RISE is exactly the type of show that we love being a part of.

How PMD Media is Helping Get RISE Be Seen

When PMD first approached NBC Entertainment about their advertising, we had a unique angle to help sell their prime time lineup. We were thrilled when the marketing executives at NBC’s Universal City pointed to the look and feel of our local, independent storefront billboard network with clients such asBAMSt Ann’s Warehouse, UCLA Center for the Performing Arts, The Kennedy Center, American Repertory Theater, to name just a few. This was exactly what RISE was striving for.

For over 25 years, we’ve focused on local, outdoor advertising, and more recently, programmatic digital advertising, in major American metropolitan cities – and one of our specialties has always been the performing arts.

Using our experience in the world of television, performing arts, and Broadway, we developed a customized campaign for RISE, displaying our WindowPoster™ advertisements in every corner of Brooklyn & Manhattan, in more than 35 specific neighborhoods.

By placing our advertisements in independent cafes, storefronts, and other heavily-trafficked areas, we’ve been able to build interest in an organic and thought-provoking way.

How can we help you with your projects? Feel free to shoot me a note and start a conversation.

RISE premieres tonight at 10 p.m. (9 p.m. central) on NBC. Don’t miss out on the first season premiere – we know the entire team at PMD Media will be tuning in!

DEAN’S NOTES: DO YOU FEEL YOUR ADVERTISING?

advertising

From the beginning of my career, I’ve been giving – and getting – advice on what kinds of ad campaigns work and why. What’s the point? Why spend the money?

Why not?

Keeping your eye on your ad campaign’s goal (whether it’s ticket sales, awareness, branding, or all three) is vital. Only through this awareness can one effectively create an advertising campaign worthy of the dollars it commands.

This being said, there is another way to gauge success: after all is spent and done, will you have made a palpable difference? Will you “feel” your campaign? Will your target consumer “feel” it?

In other words, does it make an impact? 

This is where I can make a case for mass media on a massive scale, in the sense that blasting a market or an entire metropolitan area with a message will get the job done. But that’s not the point.

Ad dollars are too precious to waste on carpet bombing a DMA. But the media you choose can create a sense of really “feeling” a campaign without an indiscriminate amount of cash.

Does digital, broadcast, print, or outdoor media get you to this point? Will your marketplace be touched enough times on their mobile devices to pull the trigger on your product? Will your call to action in that newspaper ad or 15 second radio spot make the difference?

After all, at the end of the day, if a tree falls in a forest, and no one is there to see or hear it, does it hit the ground?

I would love to continue the conversation with you. Shoot me an email or give me a call anytime 🙂

 

Dean Stallone

CEO | PMD Media

ds@pmd.media

DO BIG AGENCIES HAVE AN IMAGINATION?

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.

It’s methods like these that help us achieve ROI that often breaks the scale for clients. So, let us take a look at your plan, and take you from the status quo to a status of your own.

HAPPY HOLIDAYS FROM PMD!

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!

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