A Creative Review: Breaking Bad
Welcome back to A Creative Review with James Cooper. Today Coop lays down some sage advice for entertainment marketers.
Obviously everyone in the creative community is a complete Breaking Bad fanatic. Although, I was once in a meeting where one person said they didn’t like it, and then a few more people joined them, it was almost as if once someone had broken cover they felt free to admit this heresy.
The temptation for marketers for do something showy and complex when they have a hit show must be pretty strong. A lot of entertainment companies are guilty of overly elaborate stunts to promote movies that really didn’t need that much promotion. All those ARG games for the Batman movies left me very cold - everyone was already going to see your movie. Chill.
Photo credit: ADstruc
So, when I see a well timed and simple ad like this. I make a little mental note to say, ‘Good job, you managed not to screw it up.’ It’s amazing how you can already see billboards for movies that come out in January or bus shelters for Games of Thrones. No one else needs to see GoT. Save your money.
And you know what? Good job on also not making the ads more creative than the show. When you have a creative product as good as Breaking Bad you don’t need to dress it up - just a simple timely reminder should do the trick!
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That’s all folks! Want to get involved? Send us shots of the best [or worst] outdoor advertising you’ve seen, and we’ll choose one every week. Just email coop@adstruc.com.
ADstruc and Blue Bite Partner to Offer Interactive Out-of-Home Campaigns
Enhance OOH media by delivering relevant mobile content to consumers.
New York, NY, June 11, 2013 – ADstruc, the leading planning and buying platform for the outdoor advertising industry, and Blue Bite, the mobile standard in out-of-home™, have partnered to allow advertisers to utilize NFC, WiFi, Bluetooth, QR Code and Geofencing technology to launch interactive outdoor advertising campaigns.
The partnership provides the industry with the easiest way to incorporate mobile into out-of-home campaigns. Blue Bite’s services and technology provide clients with detailed metrics and an opportunity for advertisers to evaluate the true effectiveness of each and every ad campaign in real-time. This level of accountability is a brand new currency for OOH; complementing ADstruc’s suite of planning and buying tools.
“There’s an obvious synergy between ADstruc’s planning and buying tools with our location-based mobile marketing platform. Our shared belief in a personalized approach, with the ability to be agile and nimble, has proven to be a winning formula for our clients and partners, and we look to build upon that mutual success with this partnership,” said Blue Bite CEO, Mikhail Damiani.
John Laramie, CEO of ADstruc, said: “There are clear benefits to incorporating mobile into OOH campaigns. By working with Blue Bite, we ensure that our clients have the most seamless experience integrating mobile technology into OOH campaigns. This partnership helps us continue to provide value to our clients by simplifying yet another piece of the OOH planning and buying process.”
About ADstruc (www.ADstruc.com)
ADstruc is the leading planning and buying platform for the outdoor advertising industry, including both traditional and digital Out-of-Home media. With an emphasis on data-driven planning, ADstruc helps agencies, national brands, and local businesses discover and efficiently purchase Out-of-Home media campaigns that deliver tangible and measurable results. ADstruc’s cloud-based solution also allows outdoor advertising operators to easily manage their inventory online and interact with new and existing clients in real-time. Learn more at www.ADstruc.com
About Blue Bite (www.bluebite.com)
Blue Bite is a leading mobile-marketing solutions provider utilizing a targeted, location-based approach to reach captive audiences on their personal mobile devices. Blue Bite has partnered with many of the leading Out-of-Home Companies in the U.S. and prides itself on creating an interactive two-way engagement by enabling consumers to connect with digital and traditional media via their mobile phones. For more information, please visit www.bluebite.com and follow the latest updates and developments on Facebook and Twitter.
Export POIs & Autosave Proposals
At ADstruc, we believe that software should support you. That’s why we release new features and upgrades every two weeks. This week, we’re bringing operators improved targeting tools.
Demographic Geo-targeting
Use the new proximity filter to identify inventory near venues which are relevant to your client’s target demographic. Is your client targeting sports fans in New York? Select all of your units within 2 miles of at least 5 local sports bars.
Export Points of Interest
RFPs now include a link to download a list of advertiser specified POIs, including name, street address, radius, and lat/long. And since the link is also in the RFP email, you don’t even have to login!
Autosaving Proposals
Whether you build proposals using the MediaGrid or the Inventory Map, ADstruc autosaves your proposal so that you’ll never lose your work. Even if you click the back button or close a window, it’s all backed up!
Got 10 minutes to spend with us? We’d love to give you a demo of all our new features. Email us at support@adstruc.com or call your account manager at 347.881.3622 to schedule a one-on-one webinar.
Group Messaging, Improved Routing, and More Filtering Options
At ADstruc, we believe that software should support you. That’s why we release new features and upgrades every two weeks. This week, we’re bringing advertisers a slew of new communication and proposal tools.
Group Messaging
Broadcast an update to multiple operators in a snap. Select recipients based on the status of their proposals for easy followups and deadline reminders!
Improved RFP Routing
Tired of individually adding operators to your RFPs? Copy & paste a list of email addresses all at once. And now, see every contact you’ve ever sent an RFP to and include them.
Additional Filtering Options
Filter proposals by dimensions and illumination.
PowerPoint Exports
Working on a client presentation? Want to take your proposals offline? Email support@adstruc.com and we’ll export your proposals to PowerPoint.
Got 10 minutes to spend with us? We’d love to give you a demo of all our new features. Email us at support@adstruc.com or call your account manager at 347.881.3622 to schedule a one-on-one webinar.
A Creative Review: Wodka
Welcome back to A Creative Review with James Cooper. Today Coop gets zetetic about a recent ad for Wodka.
The job of any billboard - of any ad - is to get noticed. And these days, to get talked about.
This piece for Wodka, the Polish word for vodka, is doing a pretty good job on both accounts. It went up around the time we were all bricking it about Kim Jong whatshisname sending over a nuke. Nukes are pretty serious business. This client has their product looking like a nuke. That’s pretty out there.
Photo credit: ADstruc
When you also take the fact that they are using an actual picture of the Korean leader, I’m assuming his agent didn’t sign a release for that, you have something pretty remarkable. Throw in a cat and well, you’ve got your (nuclear) bases covered.
On the Wodka site you can create your own billboard. So if you think you could do better go for it. These guys certainly are!
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That’s all folks! Want to get involved? Send us shots of the best [or worst] outdoor advertising you’ve seen, and we’ll choose one every week. Just email coop@adstruc.com.
Mediaocean and ADstruc Announce Integrated OOH Platform
Mediaocean and ADstruc form partnership to provide the first fully integrated ad management solution for the outdoor advertising industry.
ADstruc, the leading planning and buying platform for the outdoor advertising industry, and Mediaocean, the largest independent advertising technology company, with annual billings over $130 billion, partnered to provide the first fully integrated OOH platform for advertising agencies.
By integrating ADstruc’s platform with Mediaocean’s ad management system, Prisma, agencies will now be able to simplify the media buying process by automating their OOH billing process as well as purchase and measure multiple advertising mediums in a single environment. The integration will also enable agencies to leverage their historical purchasing data in Prisma and ADstruc (e.g., price, location, audience, etc.) to make better planning and buying decisions for future campaigns. Agencies have shown particular interest in being able to utilize past campaign data to better evaluate against proposed inventory. The ability to effectively leverage this data is a critical step forward for the outdoor advertising industry.
Ray Rotolo, COO of Posterscope, noted: “ADstruc & Mediaocean’s integration is the first step toward automating transactional processes. It enables us to draw meaningful insights that help us provide value in terms most relevant to our clients. I’m most excited because this paves the way for us to leverage data as an organizational asset. By allowing us to deliver fully informed operational excellence and business intelligence, it complements our superior understanding of consumers and the OOH space.”
John Laramie, CEO of ADstruc, said of the partnership: “Our core focus is enabling agencies to buy smarter and more efficiently by having everything they need, from planning, to RFP management, to buying, to processing payments in one environment. This partnership provides the necessary architecture agencies and holding companies need to operate entirely in one system. We are proud to work with Mediaocean to provide the most efficient end-to-end solution for the outdoor advertising industry.”
Fraser Woollard, VP of Business Development, Mediaocean, added: “Mediaocean promotes integration with technology partners who share our vision of truly efficient, scalable media planning and buying. The integration of ADstruc with Mediaocean’s Prisma fits perfectly within that philosophy. Connecting our systems brings digital intelligence to every form of out-of-home media–that’s a huge step ahead for the industry, and a tremendous benefit to agencies looking to push the boundaries of what OOH agencies can achieve for brands.”
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About ADstruc
ADstruc is the leading planning and buying platform for the outdoor advertising industry, including both traditional and digital out-of-home media. With an emphasis on data-driven planning, ADstruc helps agencies, national brands, and local businesses discover and efficiently purchase Out-of-Home media campaigns that deliver tangible and measurable results. ADstruc’s cloud-based solution also allows outdoor advertising operators to easily manage their inventory online and interact with new and existing clients in real-time. Learn more at www.ADstruc.com
About Mediaocean
Mediaocean empowers businesses and professionals across the global marketing ecosystem with intelligent automation, flexibility, and open platforms—letting its partners define their business and future, no matter where the landscape turns. With over 80,000 users conducting 7 million transactions daily and managing $130 billion annually through our systems—across all media channels, in areas from workflow to real time bidding—Mediaocean drives the marketing universe ahead. Learn more at www.Mediaocean.com.
ADstruc & Telmar Integration
via PRNewswire-USNewswire
Telmar Information Services Corp., a world leading supplier of advertising media systems, announced the release and immediate availability of its TOPS(TM) out-of-home (OOH) planning software with direct seamless link to the ADstruc media buying platform, providing a complete end-to-end, planning to buying solution for advertising agencies and media sellers.
The TOPS OOH planning system is the leading multi-market, multi-media analysis system for OOH media ratings measured by the Traffic Audit Bureau for Media Inc. (TAB) for both detailed site level and market average media delivery evaluations.
ADstruc provides a fully integrated set of tools for connecting media planners with the most extensive network of out-of-home inventory. These tools streamline the RFP workflow and enable a more efficient purchase process across multiple operators. The ADstruc integration incorporates the TOPS media plan goals into an RFP, which is submitted directly to OOH operators without ever leaving TOPS System. As operators respond with proposals to the RFP, ADstruc’s technology automatically organizes the proposals and presents them to the buyer in an interactive and unified online proposal. Agencies can upload custom data sets and historical campaign data, along with ADstruc’s social, mobile and census data, to better analyze proposed inventory through the use of heat maps. These tools enable OOH campaigns to be planned and executed in the most data driven and effective way possible.
“ADstruc provides a very powerful suite of tools for media buyers and media sellers,” said Telmar President Corey Panno. “The integration of our OOH planning software with the ADstruc platform automates and eliminates the most cumbersome aspects of the traditional RFP process, creating greater efficiency for OOH buying specialists and allowing easy access to the OOH buying process for any media planner — especially those who are new to evaluating OOH as part of their strategic plans.”
“We are excited to be the first to release this critical workflow solution for the Out-of-Home industry,” said ADstruc CEO John Laramie. “As the industry continues to evolve and the demand for more targeted audience-based buying increases, the need for an integrated planning and buying system becomes more and more important.”
SOURCE Telmar Information Services Corp.Originally published 5/14 at WSJ.com
A Creative Review: Draw Something 2
Welcome back to A Creative Review with James Cooper. Today Coop’s all about Zynga’s wild posting campaign for Draw Something 2.
I’ve said before that I believe outdoor can be an interactive medium. People talk about digital being the way forward for everything, but what I think we really mean by this is interactive. Digital just makes it easier to interact. But if you are smart and have some balls, you can invite your audience to interact with you in a more public and permanent way.
When I worked with Sony Ericsson, I did a lot of photo upload sites. And our client would always ask us about the potential for user abuse. It was the first question: ‘What do we do about naked pictures’? Well, of course, it’s easy enough to employ moderators, and most folks will act like grown ups. But, there is still some primeval urge by men - I’m assuming it’s men! - to upload pictures of their naughty bits and draw pictures of them too.
Photo credit: ADstruc
The why of that I will leave for the more Freudian of you, but my reaction is the same now as it was back then in early Internet days: at least these people are interacting with your brand. They have at least read your message. That’s more valuable than a simple dismissal. And if you think about it, drawing genitalia on something makes it more likely that the next person who walks by will take notice.
So props to Draw Something 2 and Zynga - an Internet era company if ever there was one - for using outdoor as a medium, but staying true to the ideals of web company that values interaction over inaction.
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That’s all folks! Want to get involved? Send us shots of the best [or worst] outdoor advertising you’ve seen, and we’ll choose one every week. Just email coop@adstruc.com.
A Creative Review: The Original Hipster
Welcome back to A Creative Review with James Cooper. Today Coop is befuddled by a new campaign from the Catholic Diocese.
Sometimes you see something and you say to yourself ‘I don’t get that’. Other times you see something and you say, ‘I see what they were trying to do here, but it missed the mark by a little bit’ - that’s curse of being a Creative Director. You never switch off. And then there are times when you just completely have no idea what’s going on. Case in point - The Original Hipster.
A. What? B. Hold on, what? C. Oh, I think I get it…wait….no I don’t.
Photo credit: ADstruc
I literally have no idea what’s going on here. And that’s not because I’m English, and therefore am a heathen, or that I’m one of these people that is a hipster but furiously denies it. For the record, I think I’m a semi-hipster. ( I don’t have any tattoos, wear skinny jeans, or ride a fixie - but I do live in Brooklyn and do artsy fartsy stuff every now and then).
Of course, it could be that this poster is so random that it just makes you stop and think about its true meaning. The true meaning of the poster - and of life. And if that is the case, then it’s a work of divine inspiration.
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That’s all folks! Want to get involved? Send us shots of the best [or worst] outdoor advertising you’ve seen, and we’ll choose one every week. Just email coop@adstruc.com.
Bleacher Report used ADstruc to secure this huge 3-piece billboard promoting their coverage of this week’s NFL Draft at Radio City Music Hall.
