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Lessons Learned from Digital Advertising Woes

No matter the scope of your outdoor advertising campaign, there can be lessons drawn from the successes–and failures–of modern digital advertising campaigns. One, many advertisers believed that online digital advertising offered complete transparency about effectiveness. However, state of the art out-of-home advertising challenges that belief. With new digital billboards which can gauge the passing speed of nearby cars, and therefore offer extensive data on possible consumer impressions, outdoor advertisers have more data available than ever before. However, this improved technology also means that companies need to bring a thoughtful approach to their advertising planning, with strategies adopted from online media campaigns. In fact, every outdoor advertiser should consider these three lessons:

 

1. Attention metrics count

 

With online advertising, it’s become clear that some firms offer online space–but few impressions or returns. With modern out-of-home advertising, companies need to put the emphasis on attention metrics, rather than simply buying space. While the importance of viewability can’t be underscored, retailers must know exactly how they’re leading their customers from ad viewing to product buying. The analytics platform known as Placed is leading the charge for more detailed and meaningful metrics for outdoor advertising.

 

2. Advertisers don’t work alone

 

In fact, it’s key for modern advertisers to view their relationships with platform owners as partnerships. Firms such as Impax Media can help advertisers maximize their ad budgets, for example by leasing advertising space in the check-out line to improve consumer mood and engagement.

 

Says Dominick Porco, Impax’s CEO: “Retailers have responded to our model with tremendous enthusiasm, because it addresses some real needs. For starters, it will cut down on theft by providing an elegant means to close a lane and prohibit someone from leaving the store with a shopping cart full of unpaid groceries. It will enhance the shopping experience by providing shoppers with relevant information while simultaneously reducing the perceived wait time; a significant deterrent to customer loyalty. And lastly, it provides the retailer with a 21st century communications platform to introduce and reinforce programs and incentives to their customer base.”

 

3. Context counts

 

Whether online or out of the home, advertising must be relevant to the consumer. Modern outdoor advertising is always location specific. Advertisers can maximize this feature of billboard or e-billboard advertising by offering ads that touch on local issues or venue-relevant activities.

Google Puts Outdoor Advertising Budget to Good Use with This Unbelievable Interactive Billboard

Times Square recently became the home of the largest billboard in history. This interactive billboard features a screen by Mitsubishi Electric that’s the size of a football field. The Diamond Vision AVL-ODT10, as it’s known, delivers a pixel density of 2,368 x 10,048, exceeding 4K display resolution by 15 million pixels.Google has become the first company renting this prime advertising space in a campaign that will last through January 31.

 

Not only do they get exclusive advertising rights to this space–through the prime holiday shopping season and Times Square’s New Year’s Eve celebrations–but the tech giant has unveiled new, state-of-the-art technological features, as well. One campaign, which ran for two days, offers consumers the opportunity to “Androidify” themselves on their own smartphone. By customizing OS android mascot, users can create an avatar that looks like themselves, their friends, or their family–and then project it on the largest billboard in the world through use of an exclusive Android app. They can also have their characters printed on t-shirts and postcards.

image source: BGR.com

 

Google’s plans for this expansive advertising space include other campaigns for their own products. But they also have their eye on charitable campaigns featuring the World Wildlife Fund, Charity Water, and more.

 

The billboard is located on 1535 Broadway, between 45th and 46th streets, about a mile and a half from Google’s New York headquarters and is owned by Clear Channel Spectacolor and Vornado Realty Trust. Of the space, a Clear Channel spokesperson told Mashable: This is the largest billboard on Broadway ever. [And] the largest digital billboard in North America.”

 

It’s unclear precisely how much Google paid for the space. However, reports to Ad Age state that ordinary outdoor billboard space in Times Square can run as high as $4 million a year. Dunkin’ Donuts, for example, pays $3.6 million a year for its One Times Square digital sign, and Brewer Anheuser-Busch InBev pays $3.4 million a year for neighboring space.

AB 1405 Will Take Away Control From Local Governments and Harm Local Business

Californians are accustomed to seeing changeable outdoor message signs run by Caltrans. They usually have public safety messages, Amber Alerts, and traffic directions. These Caltrans boards are an important service to the community and Californians have agreed this is the appropriate type of information that should be on our highway and freeway’s public spaces. Californians want to keep our public right-of-way space free from commercial advertising. AB1405

Instead of acknowledging the importance of the existing system, and the important relationship between advertisers and local government,  state Assembly member Kevin Mullin has authored a bill that would steamroll over this successful approach that has been working for many years. AB 1405 leaves our public roads open to total commercialization and blight. Not only that, this bill also wrestles away local government control and completely ignores the public’s wishes regarding outdoor signage. It shifts critical local revenue out of the hands of local government and sends it straight to Sacramento.

While Mullins claims this bill will generate millions in revenue each year for the state of California, what he fails to mention is the enormous impact this would have on existing municipal governments and residents.

AB 1405, would completely destroy long-term, productive public-private partnerships that many local governments in our state enter into with outdoor signage companies. The economic benefits of billboards would be ripped from local county and city governments, as well as local businesses, and handed over to Caltrans in this power grab. The profits are presently shared between neighborhoods, residents, and local businesses. Municipal governments often negotiate billboard agreements that provide ongoing revenue to support public safety and other initiatives in exchange for the use of public property. Currently, the billboard industry supports local business and local government initiatives. AB1405 will eviscerate that business, instead giving the revenue to Sacramento. To learn more about this power grab, read this article. Most importantly, get involved before the vote.

Protect your highways! Keep public thoroughfares in California free and fair to the public!

 

What Can You Do?

 

You can directly affect the outcome of this vote! Raise your voice to stop this harmful bill. The vote is set to take place Tuesday, 6/26/18. Pick up the phone and call your State Representatives! PLEASE Call/Email/Write/Post on their Social Media that you oppose AB 1405:

  • Senator Bob Wieckowski, California Senate District 10 – 916-651-4010 –phone is best!
  • Senator Ben Allen, California Senate District 26   – 916-651-4026 – phone is best!
  • Senator Ted Gaines, California Senate District 1 – 916-651-4001 – phone is best!
Expanding Your Marketing Budget

Billboard advertising is a big powerful and eye-catching way to broadcast your message. So everyone’s question is how can we become involved even if budget is an issue? How can you maximize your marketing budget while also maximizing ROI.

Many small businesses have now made use of what’s called shared spots. Through sharing billboard space, businesses can harness the power of outdoor advertising! For small and medium sized businesses, billboard sharing is a unique opportunity for the smaller guys to use advertising that is often commandeered by the national brands. This is an incredibly cost-effective solution to get your business’ advertisement in front of thousands and thousands of drivers and passengers. With a digital billboard, multiple companies can share a 6 second spot. By sharing with other companies to fill the spot, your company gains the advantage of the entire billboard at a fraction of the cost. As many as 5 companies can share a single spot and still be effective.

How does this work? Veale Outdoor Advertising has a state-of-the-art, proven effective digital billboard in the Sacramento/Dixon area. Thousands of commuters traveling through Fairfield, Vacaville, Davis, Sacramento, and Dixon see this billboard on a daily basis. On a weekend or during rush hour, people sit in traffic for extended periods of time, sometimes spending as long as 2-5 minutes in front of this billboard.

Because you are sharing the cost of the billboard spot, this is a way to access the advertising power of billboards and it stretches your budget further. For example, instead of running a full spot ad the two weeks before an event, sharing a spot allows you to run that ad for months leading up to the event. Showcasing your advertisement for a longer period – say over several months – is much more effective than showing it for only a week or two. Because it is less expensive on a per month breakdown and it spreads the time you can afford the ad, sharing a billboard spot gives you longer exposure and allows you to stretch your budget.

Case studies of our local customers in the Northern California show how much notoriety they get on the boards and how thrilled they are with the results. Sharing a spot might just be the ticket to wildly promote your business – contact us to learn more about billboard sharing and see what kind of companies we would connect you with!

Billboard Insider Releases 2017 Out of home website rankings – Veale received third place!

Today Billboard Insider released the 2017 Billboard Insider out of home website rankings. Insider reviewed 337 out of home company websites and computed a score for each company based on the website’s contact info, sign info, readability and social media impact. Veale ranked in third place! Read the entire article here: http://billboardinsider.com/billboard-insider-releases-2017-out-of-home-website-rankings/

Veale Outdoor Advertising Recognized with Billboard Insider’s Company of the Day Award

We couldn’t be more excited to have recently been honored by Billboard Insider as their Company of the Day. Billboard Insider, an industry news and analysis website, chooses to recognize standout companies on their site. Veale Outdoor Advertising has been singled out for this distinction, with Billboard Insider noting that we have served the North Bay for 30 years and Tom Jackson’s outstanding leadership and 25 years of experience in the industry. Billboard Insider also points out the fact that we are Sonoma County’s only locally owned, licensed, outdoor advertising business.

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For more information, see the original article here: http://billboardinsider.com/company-of-the-day-veale-outdoor/

Sonoma-USA & Veale Outdoor

Sonoma-USA

 

Sonoma-USA is a local company that recycles used vinyls/banners from local cities, businesses, individuals, billboard companies, and transforms them into stunning bags, purses, wallets, laptop cases, and more.

By helping the environment and recycling these materials that are typically never used again they can increase to knowledge of sustainability, recycling, and overall helping the local communities.

Sonoma-USA donates a percentage of their profits to charities in the local communities. One partner, Sonoma Raceway, asks to have the profits from their used banners to be donated to Speedway Children’s Foundation. We at Veale Outdoor will choose to have the percentage donated to the Salvation Army.

How It Works

-Pick up banners at facility
-Clean weigh, and catalog them
-Work on design/cutting/sewing magic, and turn them into unique products
-Sell products on website sonoma-usa.com
-Donate percentage of proceeds from products made from banners back to charity of choice from donor

Benefits for Donor

– Save money from hauling banners to landfill
– Take back valuable storage space
– New sustainable/green message to share with community
– Unique products to advertise/market to customers (via online shop)
– Kick back for charity from sales

Customer Benefits

– Receive unique product (“own a piece of history”)
– Support charitable causes with every purchase
– Support re-purposing/reusing/up-cycling – reducing what ends up in the landfill

Kickstarter Campaign for Sonoma-USA

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Sonoma-USA has a Kickstarter campaign running and are asking for a pledge of $30,000.

Go check out their page and watch their video showing their wonderful products.

The products are extremely sturdy and durable with a “feel good” aspect since you would be helping the environment and local charities as well. By pledging a certain amount of money you will receive a special product made just for you. No one product is the same, it is unique to you, and no one else.

 

We at Veale are proud to start working with Sonoma-USA and are looking forward to helping spread the word about sustainability and the local communities.

#vealecares #rethinkwaste

 

Bonterra: Organic Vineyards

Bonterra vineyards is nestled in the hills of the Mendocino County hills 1 hour north of Santa Rosa. It was one of the first California Certified Organic Farms in 1989 and continued to become pioneers in organic and sustainable grape growing. Under the Umbrella of Fetzer, one of the biggest advocates for sustainable and organic farming practices in the wine industry, Bonterra has reached enormous heights and popularity throughout the world. Bonterra can be seen on our Rohnert Park digital billboard off Hwy 101 and our static billboard in Windsor off Hwy 101 with their wine bottle and their favorite phrase “Organically Farmed” on display. Fetzer Vineyards wanted to target travelers driving towards Alexander Valley, Mendocino, and other Northern Ca areas to become aware of their Bonterra brand. With the help of Veale Outdoor Advertising Bonterra will reach 1.6 million drivers per month advertising on our digital and static billboards.

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Bonterra is not open to the public for tastings or tours, but you can find their wines online at Bonterra.com. They also grow lavender which you can watch a video of the lavender farm here.

 

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Check out their Organic Life TV page and watch videos and read blog posts on recipes, life at the farm, home and garden tips, pairing tips and tricks, and many more.

 

THE BONTERRA PHILOSOPHY
We honor the land by farming organically, creating rich soils that provide healthy vines the opportunity to deliver wonderfully flavorful fruit. With every sip of Bonterra wine, you can taste our natural commitment. There’s no other way to fully capture the expression of our Mendocino terroir.
-David Koball, Vineyard Manager

Why Out of Home Continues to Grow & Succeed

 

OOHA

Unbelievable Reach:

OOH advertising reaches on-the-go consumers that traditional advertisements ignore. Consumers are away from home 70% of the day. This brings more value to OOH and has a bigger impact on reaching a bigger target market.

Creativity:

OOH gives the advertiser creative freedom when it comes to use of photos, graphics, phrases, digital usage, static usage, small size, or large size. With so many options there are endless possibilities for you to convey your message.

Timing

OOH can reach direct targets based on any time frame you like: holidays, school breaks, seasons, or elections. By focusing on the right time of the year OOH can reach your target market with the most impact.

Savings

With a high number of impressions per billboard, bus shelter, wall, etc. , OOH offers BIG value and options to save money and efficient with your advertising dollars.

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Curious what DIGITAL OR STATIC BILLBOARDS can do for you?? CLICK HERE!!

 

 

Tomorrow’s Leaders Today

Social Advocates for Youth

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This Saturday March 19th at 5pm our General Manager Tom Jackson will be supporting the

LUCK o’ the IRISH GALA!!!

Presented by the Santa Rosa East Rotary Club and held at the Friedman Event Center in Santa Rosa.

Come decked out in your favorite Green Attire and say hi to Tom

This fundraiser is for Tomorrow’s Leaders Today, which is also a partner of the Social Advocates for Youth program.

What will you get?

Silent auction, delicious dinner, cool Irish Dancers, live auction, and a live band!

Need more info, want to sponsor, or donate? Click here.

 

TLT is a program designed to help the local community’s youth to develop leadership skills through community, civic, and business professionals. Students learn over the course of 9 months about local human services, agriculture, criminal justice, community service, health care, government, environmental/natural resources, and business and media.

If you would like to know more about the TLT program click here.

 

The SAY program for Sonoma County is an organization that was started in 1971 striving to help support the community’s children, youth, and families with housing, counseling, and job search/opportunities.

To learn more about the programs and the individuals they help click here.

 

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Clients of Veale Outdoor Advertising