Digital Out-of-Home Advertising for a Shopping Mall Network

Digital out-of-home advertising (DOOH) has long since become a part of the urban infrastructure. Having gone a long way from their humble beginnings as lightboxes to today’s interactive media, DOOH screens are now superstable. The owner of a network of shopping malls in Croatia wanted to expand his offer and strengthen the power and value of its coverage. To that end, it was essential to set up high-quality and low-end outdoor displays with the options of purchase cost estimation, comprehensive remote health status supervision and tech support. On the initial stage it was crucial to establish a critical-mass network of 23 large-format all-weather outdoor digital screens. Most of the units are double-face totems, while the rest are wall-mounted 75” screens. All of units were placed at the most frequent passerby areas all across the country, covering all major Croatian city centers. This was important to access ATL (Above the line) advertising budgets and attract big brand advertisers. Three different types of units were chosen to cover all the districts and satisfy the local municipalities — primarily double-side screens with ultra-high-brightness 2,500-nit LCD panels. These unique HVAC driven units were expected to deliver many years of high-quality performance and minimal downtime…. Read more »

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AdoptoMedia besuchte Smau Milano

Im Oktober 2017 versammelten sich in Mailand über 250 Unternehmen aus verschiedenen Ländern, die im Bereich der Innovationen tätig sind. AdoptoMedia war auf der Smau Milano 2017 mit CEO Alexey Kuznetsov und Marketingleiterin Kristina Pustovit vertreten. Smau ist eine internationale Ausstellung für Informations- und Kommunikationstechnik, die 1964 ins Leben gerufen wurde. Ihr Ziel ist es, neueste digitale Lösungen der Öffentlichkeit zu präsentieren. Anlässlich der Smau erzählte Kristina Pustovit mehr über das Unternehmen AdoptoMedia, seinen Tätigkeitsbereich und seine Teilnahme an der Ausstellung.   Guten Tag, Kristina! Geben Sie uns doch bitte zunächst einen Einblick in das aktuelle Thema der Smau Milano und Ihr Produkt, welches Sie dort vorgestellt haben. Die aktuelle Smau Milano wurde der Digitalisierung des Marketings gewidmet. Das Hauptproblem bei der Arbeit mit Offline- und Online-Kanälen ist die Komplexität ihrer Messung. Wir wissen, wie man Online-Kanäle bewerten kann, es gibt dafür spezielle Metriken und Analysetools. Wenn es jedoch um Offline-Werbung geht, ist nicht immer klar, wie man solche Messungen durchführen und deren Wirksamkeit auswerten kann. Die technologische Lösung CheckMedia Solution, die von AdoptoMedia entwickelt wurde, ermöglicht es, Budgets zwischen Werbekanälen zu verteilen. Die Hauptaufgabe unseres Produkts ist die Vereinigung der Offline- und Online-Kanäle in einem einheitlichen Modell, deren Vergleich… Read more »

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Case Study: Automating the Work of an Ad Agency

Major ad agencies operate an extensive number of ad projects. A client's single ad campaign can include upwards of 10,000 ad media. Large-scale campaigns require smart planning with account for all the nuances pertaining to the purchase of ad inventory, and proper gathering of all reports and documents once the placements expire. Characteristics of a major ad agency How do major ad agencies operate, specifically? Many clients: the agency managers service over 100 clients; Ads are bought in more than 100,000 media units annually; The agency has about 70 employees; The agency works with more than 870 contractors; Ads are placed in more than 650 cities, while different employees handle the buying in different cities; The overall process of media planning, buying, placement and closing of an ad campaign involves employees from different departments: – client service managers handling client support; – buying managers handling the media buying; – the document control or accounting department responsible for the closing of deals. This results in the following difficulties: the approval process takes a long time, since all matters are discussed and handled via email, both internally and when operating with clients and contractors; the launch of an ad campaign consists of multiple… Read more »

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The Case of Universal Pictures

Advertising is what drives commerce, prompting even the widely established companies to think about how better to communicate their new products to the audience. Good advertising is not necessarily expensive — even the simplest media can often have a strong impact. One of such is the poster. Universal Studios, also known as Universal Pictures, is a film-producing subsidiary of the NBC Universal media group and one of the largest and oldest US film studios. In 2013 and 2015, Universal Pictures promoted numerous feature films through a variety of channels. In order to establish the impact media has on film audiences, the media agency Mindshare compiled a comprehensive econometric modeling. The goal was to evaluate the influence of different media formats (poster, TV, online, print, infoscreen + public video, radio, ambient) on the number of viewers of the advertised Universal feature films, establish the efficiency of these ad formats and determine the return on investment (ROI). Advertising posters and billboards were placed on public streets, main passenger stations, motorways, the subway and its vicinity. The analysis was based on the following modeling approach: 1. Elaborate models for each specific film: verification of the dependency between Google's search index of various UPI films and media use. 2. Visitor count:… Read more »

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Visiting SMAU Milano 2017

Smau is an International Exhibition of Information and Communication Technology that has been held since 1964. The idea behind it is to present cutting-edge solutions in digital technology to a wide audience. Smau Milano took place in October 2017. More than 250 innovative international companies presented their products in a space of 22,000 square feet. At Smau Milano 2017, AdoptoMedia was represented by CEO Alexey Kuznetcov and marketing director Kristina Pustovit. Kristina will now tell more about the company, its field and on taking part in the exhibition. Kristina, good afternoon! First off, could you please tell about the theme behind Smau Milano and the product you were presenting? Discussions at Smau Milano mainly had to do with marketing digitalization. The main issue with operating offline and online channels at the same time is how difficult it is to measure them both at once. Performing estimations for online advertising, on the one hand, is a rather streamlined process, since there are dedicated metrics and analysis tools. However, when working with offline ads, there is no one clear method for doing such measurements and estimating efficiency. CheckMedia Solution, developed by AdoptoMedia, enables you to allocate budgets among advertising channels. Consolidating offline and online… Read more »

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Effective Targeting for Fashion and Beauty Brands

Thanks to Out-of-Home advertising, fashion and beauty brands are able to plan their campaigns using increasingly smart methods for reaching target audiences. Below are the select few of such methods. 1. Use data In 2016, Timberland launched a data-based digital OOH campaign that was targeted across the entire United Kingdom. The digital campaign, which employed screens installed in public transportation and high-traffic retail outlets, displayed how dynamically renewable creatives deliver relevant targeted content. The campaign not only helped define the most suitable locations for advertisements, but also estimated the distance in steps and meters, the supposed travel time and even the number of burnt calories. Timberland used the data cleverly to communicate the OOH message to the consumers at the locations where the former can and will be reached.  2. Use dynamic targeting New technology and digitization of data in OOH bring forth plenty of opportunity for innovative campaigns. Last year the skin care manufacturer Elizabeth Arden held a campaign at Oxford Circus, a London tube station. A digital panel that was installed there, displayed real-time local air pollution data. This information, supported by the displayed evidence, motivated the pedestrians to use Elizabeth Arden products to "cheat the city". 3. Keep… Read more »

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The Ford Case: the Impact of Out-of-Home Advertising on Site Traffic

Nowadays, traditional advertising is being more and more often combined with online promotion, which is growing increasingly popular due to the mass use of the Internet. How are these two types of advertising related, and do they impact each other? Ford Motor Company is one of the world's largest automobile manufacturers. In Germany Ford enjoys substantial popularity: in 2015, 225 thousand new Ford cars were registered, placing the brand at place 6 in the top 10 best-selling cars in the country. In 2013-2014 Ford advertised its most successful Fiesta and Focus models using various ad media. Since a significant share of new car registrations was attributed to site traffic, this caused an interest in researching the impact of Out-of-Home advertising and other media channels on the number of hits at the two models' web sites. A media agency conducted an efficiency assessment of various media types, namely OOH, TV, radio, film and daily press. Regression analysis of the Jan 2012 – Oct 2015 visiting statistics at Ford.de was used to gather the necessary data. The researchers have concluded that in 2014, OOH advertising caused 52,553 visits at the Ford Focus web site. Meanwhile, the same resulted in 14,538 hits at the… Read more »

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StartUp Day

StartUp Day – крупнейшее бизнес-мероприятие в странах Балтии, объединяющее деловое сообщество и стартапы. Здесь эксперты из различных областей вместе с начинающими предпринимателями могут обсудить бизнес на разных его этапах. Посещение различных семинаров, выступлений, мастер-классов, входящих в основную программу мероприятия, позволит молодым бизнесменам черпать вдохновение и набираться опыта у сильнейших компаний. Инвестиции, умное производство, новейшие технологии – вот основные темы, обсуждаемые на StartUp Day. Компания AdoptoMedia не просто принимала участие в StartUp Day – она попала в десятку лучших проектов Балтийского региона. Генеральный директор Алексей Кузнецов в финале мероприятия рассказывал группе международных экспертов и инвесторов из Финляндии и Эстонии про основной продукт компании AdoptoMedia: технологическое решение CheckMedia Solution, позволяющее распределять бюджеты между различными рекламными каналами. CheckMedia Solution предусматривает расчет оптимального маркетингового бюджета в зависимости от целей или финансовых возможностей компании-заказчика, а также от текущей экономической ситуации на рынке. Кратко было рассказано об уже достигнутых результатах компании AdoptoMedia, имеющихся крупных клиентах, используемых технологиях и планах на будущее. «2017 год был посвящен подготовке к международной экспансии, решению вопросов по IP (интеллектуальной собственности), локализации продукта, а также установлению партнерства с представителями из Италии, Германии, Израиля. Выход на данные рынки позволит компании увеличить капитализацию в будущем году более чем в 10 раз». Другими интересными продуктами в сфере… Read more »

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Case Study: Automation of Media Planning in a Telecom Company

Most TIER-1 companies, whose ad inventory includes over 10 000 media units, face certain difficulties with media buying, ad planning, auditing and analyzing, as well as media biddings. In this case study we take a look at how AdoptoMedia’s CheckMedia Solution V1.0 helps a telecom company with media bidding and media planning automation. In order to cover all of the company’s marketing processes the solution was integrated with a Marketing Resource Management (MRM) system.   1. Planning and launching an ad campaign: the key elements In a telecom company, one of the CMO’s key goals is to manage regional marketing activities, which includes ad campaigns: production of creatives, media planning, media buying and ad placement monitoring. In our case, the telecom company uses the following media channels in ad campaigns: TV; Radio; OOH; Digital.   Here are the key elements of the company’s media buying process: campaigns  take place in over 500 cities, meanwhile media buying and placement are managed by all 59 regional offices and the central marketing department; the regional offices are responsible for local ad suppliers and provide daily support for the ad planning and buying processes. The central marketing department controls and coordinates all regional office activities,… Read more »

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Case Study: Modeling a Bank’s Media Mix with CheckMedia Solution V2.0

Most TIER-1 companies employing a full media mix to promote their services need to effectively allocate the media budget among their ad channels. Banks and other financial companies with a wide regional branch network are a typical example of this. Here we will delve into the specifics showcasing how CheckMedia Solution V2.0 by AdoptoMedia can lend a hand in navigating these investment strategies.   1. Customer profile The principal goal of any large bank's marketing department is to manage marketing activities, and this includes allocating the media budget among products, regions, media channels and ad media within each channel. The bank uses a full media mix to support its marketing activities: TV; radio; OOH advertising; Internet; printed press.  Below are the specifics of how the bank's marketing department operates: ad campaigns take place in over 70 cities, while media buying and placement are managed by all regional offices and the central marketing department; the regional offices handle the local ad suppliers, providing daily support for the ad planning and buying processes. The central marketing department controls and coordinates all regional office activity, as well as conducts planning and buying from federal ad suppliers; over 10,000 ad media are purchased annually for all media… Read more »

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