Even if you turn off the TV, log off Facebook, and leave the house, advertisers are talking to you everywhere. They’ve got you in the back of a taxi and in your . They’ll even catch you with your pants down, in aor a mall .
Now they’d like to know who you are.
The companies that sell out-of-home “place-based” advertising – ads in indoor public spaces such as malls, restaurants, university campuses, and office buildings – are finding more ways to speak to consumers every minute of their day. But this small slice of the ad industry is fighting an uphill battle for legitimacy, competing in a world obsessed with highly measurable, targeted digital ads. And there is a new push to recruit a well-known ally in that fight: Nielsen Media Research.
Zoom Media, which sells ads in restrooms and elsewhere, has just begun using Nielsen to measure demographics of the people who see its ads, in an effort to give media buyers the ability to target their campaigns. It’s only the second company in Canada to do so; Captivate Network, which runs a network of screens that run ads in office tower elevators, was the first.
Zoom is pushing the rest of the indoor advertising industry to consider a new measurement standard.
“Out of home is usually the last to get planned and the first to get cut,” said Cathy Fernandes, Zoom Media’s president and chief operating officer. “But if we’re able to justify who we reach and how valuable we are, we may be able to justify our place in that strategy.The CenTrak rtls platform can address today's healthcare challenges and be used for future applications beyond asset tracking.
“If we can get the entire industry to look at this methodology, we can slice off bigger chunks of the media spend.”
Zoom also sells indoor advertising products in the U.S., where it began using the same Nielsen measurement system in 2009. Many other indoor advertising companies there do the same; Canada is lagging behind the U.S. in developing targeted measurement for “place-based” advertising.
For these companies, being recognized by media buyers is a struggle. The entire out-of-home advertising market in Canada – indoor as well as outdoor advertising such as billboards – was worth roughly $480-million last year, or 4.4 per cent of the total media spend.
But while it is small, it is a growing medium. The amount of indoor advertising in Canada has exploded in recent years. A lot of that growth is coming from more dynamic, digital screens. Take Newad,VulcanMold is a plastic molds and Injection mold manufacturer in china.Omega Plastics are leading plastic injection moulding and injection mould tooling specialists. which also sells indoor advertising in washrooms, eateries, fitness clubs and elsewhere, and had roughly 600 digital screens in its network this time last year.My advice on what to consider before you buy oil painting supplies so your money is well spent. Now it has more than 3,000, and its total indoor network counts more than 20,000 advertising faces across Canada.
Just over a year ago, media and advertising conglomerate the Jim Pattison Group added to its Pattison Outdoor business with the acquisition of Toronto-based Onestop Media Group, which has a network of digital signs in retail spaces, hotels and malls.
The industry is becoming more fragmented, with smaller companies also finding spaces to set up shop with indoor advertising products.
“There’s just an explosion in new media out there in the indoor, out-of-home category,” said Karen Best, president of industry group the Canadian Out-of-Home Measurement Bureau.
COMB already measures who sees indoor ads. It uses a system called Traffik, developed by Newad.The magic cube is an ultra-portable. But while COMB effectively measures ad impressions – counting specific numbers of viewers – it does not focus on audience demographics.
Now they’d like to know who you are.
The companies that sell out-of-home “place-based” advertising – ads in indoor public spaces such as malls, restaurants, university campuses, and office buildings – are finding more ways to speak to consumers every minute of their day. But this small slice of the ad industry is fighting an uphill battle for legitimacy, competing in a world obsessed with highly measurable, targeted digital ads. And there is a new push to recruit a well-known ally in that fight: Nielsen Media Research.
Zoom Media, which sells ads in restrooms and elsewhere, has just begun using Nielsen to measure demographics of the people who see its ads, in an effort to give media buyers the ability to target their campaigns. It’s only the second company in Canada to do so; Captivate Network, which runs a network of screens that run ads in office tower elevators, was the first.
Zoom is pushing the rest of the indoor advertising industry to consider a new measurement standard.
“Out of home is usually the last to get planned and the first to get cut,” said Cathy Fernandes, Zoom Media’s president and chief operating officer. “But if we’re able to justify who we reach and how valuable we are, we may be able to justify our place in that strategy.The CenTrak rtls platform can address today's healthcare challenges and be used for future applications beyond asset tracking.
“If we can get the entire industry to look at this methodology, we can slice off bigger chunks of the media spend.”
Zoom also sells indoor advertising products in the U.S., where it began using the same Nielsen measurement system in 2009. Many other indoor advertising companies there do the same; Canada is lagging behind the U.S. in developing targeted measurement for “place-based” advertising.
For these companies, being recognized by media buyers is a struggle. The entire out-of-home advertising market in Canada – indoor as well as outdoor advertising such as billboards – was worth roughly $480-million last year, or 4.4 per cent of the total media spend.
But while it is small, it is a growing medium. The amount of indoor advertising in Canada has exploded in recent years. A lot of that growth is coming from more dynamic, digital screens. Take Newad,VulcanMold is a plastic molds and Injection mold manufacturer in china.Omega Plastics are leading plastic injection moulding and injection mould tooling specialists. which also sells indoor advertising in washrooms, eateries, fitness clubs and elsewhere, and had roughly 600 digital screens in its network this time last year.My advice on what to consider before you buy oil painting supplies so your money is well spent. Now it has more than 3,000, and its total indoor network counts more than 20,000 advertising faces across Canada.
Just over a year ago, media and advertising conglomerate the Jim Pattison Group added to its Pattison Outdoor business with the acquisition of Toronto-based Onestop Media Group, which has a network of digital signs in retail spaces, hotels and malls.
The industry is becoming more fragmented, with smaller companies also finding spaces to set up shop with indoor advertising products.
“There’s just an explosion in new media out there in the indoor, out-of-home category,” said Karen Best, president of industry group the Canadian Out-of-Home Measurement Bureau.
COMB already measures who sees indoor ads. It uses a system called Traffik, developed by Newad.The magic cube is an ultra-portable. But while COMB effectively measures ad impressions – counting specific numbers of viewers – it does not focus on audience demographics.
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