Social com­ments and ana­lyt­ics for this post…

This post was men­tioned on Twit­ter by dspark: New post on socialmedia.biz:“Outdoor: The only ad plat­form that sur­vives social media” http://bit.ly/5WDFwK...

[…] the orig­i­nal post: Out­door: The only ad plat­form that sur­vives social media … Tags: aol, cpu, custom-fan, heatsink-test, its-content, management-system, mon­day, nexus, pentium […]

8 Moeglichkeiten Twit­ter zu nutzen
Immer wieder werde ich gefragt, wozu man Twit­ter im Mar­ket­ing ver­wen­den soll. Der erste Blick auf Twit­ter ent­täuscht die meis­ten Besucher und bestätigt das Vorurteil, dass da bloss Unsinn ver­bre­itet wird. Twit­ter erschliesst sich dem Neul­ing nicht so leicht. Was kann man also mit Twit­ter tun:
– Ser­vices fol­gen, deren Updates wichtig bzw. inter­es­sant sind
– Updates für die Ziel­gruppe kom­mu­nizieren
– The­men­spez­i­fis­chen Con­tent ver­fol­gen
– Diskus­sio­nen in Fachkreisen führen
– Pro­mo­tions
– Suche
– Mon­i­tor­ing und MaFo
– Tratsch und Unsinn
Mehr dazu in meinem Blog:
http://bit.ly/51jCRr

[…] This post was men­tioned on Twit­ter by SEO in 1 Place, bVi­ral, Dave Ker­pen, David Spark, Social Net­work­ing and oth­ers. Social Net­work­ing said: Out­door: The only ad plat­form that sur­vives social media http://bit.ly/6eKYup […]

[…] one that wasn’t a gag from The Simp­sons. Signs are flat, life­less and dull. Yet David Spark argues they may some­day be the only offline ads we pay any atten­tion to — since they tend to appear […]

Good analy­sis David. Out­door ads are one ver­sion of inte­grated adver­tis­ing, just larger ver­sions of hood orna­ments and logo’d cloth­ing. In the vir­tual sapce, we already see lots of prod­uct place­ment, e.g. 007 dri­ves the BMW which sub­se­quently sells BMWs. Prob­a­bly the most effec­tive way to keep peo­ple from tun­ing out ads alto­gether will be to make them part of the story.

[…] Out­door: The only ad plat­form that sur­vives social media … […]

Inter­est­ing piece.
I have two com­ments to make:
1. It is only time before out­door becomes extremely inter­ac­tive. Like as you are pass­ing a board or star­ing at one, it prompts you to have your own fun, using some app on your iPhone that con­nects with it. Like a set of fast chang­ing words there, which you have to simul­ta­ne­ously find on your iPhone as well, etc. The day’s not far.. !

2. This is just a funny rejoin­der. I once blogged about an app that we had cre­ated for a client, which made social media look like a bill­board. So a dif­fer­ent kind of con­ver­gence hap­pened there. Check it out: http://blog.socialwavelength.com/2009/09/06/billb...

[…] Out­door: The only ad plat­form that sur­vives social media … […]

[…] the orig­i­nal here: Out­door: The only ad plat­form that sur­vives social media … Share and […]

[…] Out­door: The exclu­sive ad papers that sur­vives social media … […]

per­son­ally I think bill­boards are sign pol­lu­tion and while I may glance at them as I pass by, I most cer­tainly never remem­ber one or have had one leave an impres­sion on me. Unless, of course, it’s: Bill­boards are sigh pollution.

[…] Out­door: The only ad plat­form that sur­vives social media … […]

Nielsen: Social Media Usage has increased by 82% in 2009
http://wp.me/pIvrn-39

Just because you *think* you turn off media mes­sages you don´t like or via media chan­nels you *assume* are inef­fec­tive on you as a per­son does not nec­es­sar­ily mean they don´t affect you…

So many “social media is the only future” blog­gers sort of assume they are immune to tra­di­tional adver­tis­ing which they aren´t.

Good point and vir­tual prod­uct place­ment is actu­ally another “out­door” pos­si­biltiy for dig­i­tal media.

In-store mar­ket­ing and par­tic­u­larly prod­uct pack­ag­ing for all tra­di­tional, phys­i­cal prod­ucts you see is an exam­ple of another “ad plat­form” that you can­not avoid.

Mobile ad’s through appli­ca­tions are a fur­ther area.
How much time do I spend on the iphone, too much my girl­friend would argue!

This is where I also encounter ad’s which are nor­mally tar­geted at the demo­graphic of the user.

Inter­est­ing arti­cle, good thoughts!

David — Thanks for bring­ing to my con­scious­ness some­thing that until now I’d thought only sub­con­sciously: that I’ve been notic­ing bill­boards more. For me, at least, in large part that’s because of the tech­no­log­i­cal advances of the deliv­ery sys­tem; the human eye is trained to notice movement.

I must politely chal­lenge your con­clu­sion about radio not sur­viv­ing Social Media.

As another reader has pointed out, it is a mis­take to gen­er­al­ize to the rest of the world your own lack of inter­est in radio listening.

And I have to ask: You men­tion both in this post­ing and in your bio that you often appear on radio as a guest. I’m guess­ing you think those radio sta­tions have lis­ten­ers. Why else would you invest your time & energy there?

To everyone’s sur­prise, radio has proven to be the most effec­tive form of mass media to drive tar­geted traf­fic to a website.

In hind­sight, the rea­son is obvi­ous: While few peo­ple watch tele­vi­sion while work­ing at their com­put­ers and few peo­ple read the news­pa­per in front of their com­put­ers, many mil­lions of peo­ple lis­ten to radio while at the computer.

Any busi­ness web­site owner who has mas­tered radio adver­tis­ing will tell you that as soon as the first com­mer­cial airs, their Web traf­fic leaps. (Nat­u­rally, I’m refer­ring to well crafted cam­paigns. The typ­i­cal, “we don’t know any­thing about radio adver­tis­ing so let’s try to be funny and/or to say as many dif­fer­ent things as pos­si­ble” cam­paign will, of course, fail.)

At least one other party dis­agrees with your con­clu­sion about Social Media killing radio: Social Media. When Face­book decided to throw a big (real, not vir­tual) party in Hous­ton, how did they pro­mote it? With a big, effec­tive radio adver­tis­ing campaign.

[…] Out­door: The exclu­sive ad papers that sur­vives social media … […]

Ah, very good point. That is mar­ket­ing I can’t avoid. It could loosely be put in the same realm as out­door as you have to be phys­i­cally out of the house to see it, but actu­ally not. Have a tube of Crest tooth­paste at home keeps rein­forc­ing my deci­sion to pur­chase another tube when I go out to the drugstore.

Good point and it’s actu­ally why I lis­ten to pod­casts. I can lis­ten to them while I’m doing some­thing else. But again my premise was this wasn’t “all peo­ple” but rather peo­ple like me. And I know there are def­i­nitely audi­ences on radio and I also know there are peo­ple not like me in their media consumption.

Social media has one mas­sive fal­li­bil­ity and that’s the abil­ity to know­ingly pur­chase reach. You can do it with tra­di­tional media, but you can’t with social. So that’s why peo­ple PAY for media rather than EARN media through social. You pur­chase radio or any other media and you get access to those audi­ences. I’m not claim­ing there are no audi­ences. I’m claim­ing that audi­ences like me are shrink­ing. How can you reach me?

I would also say that con­tent tar­geted adver­tis­ing is on the rise, and you will con­tinue to see more adver­tis­ing that sits on top of tv pro­grams (no breaks, but full spon­sor­ships or par­tial spon­sor­ships) and adver­tis­ing on hulu.com, youtube.com and other social media out­lets where you are view­ing free con­tent and to watch it for free you need to watch adver­tis­ing from sin­gle or spon­sors. Same is true of online news out­let con­tent. It’s a win/win for the spon­sor and the audi­ence, but I think it needs to be done right and more dis­rup­tively than it has been in the past.

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[…] This post was men­tioned on Twit­ter by Imagery Mar­ket­ing , Imagery Mar­ket­ing . Imagery Mar­ket­ing said: #Out­door Adver­tis­ing : The only #adver­tis­ing plat­form that sur­vives #social­me­dia http://bit.ly/90Lovc […]

thanks Dan O’Day for your tremen­dous insight. Per­sonal opin­ion and per­sonal media con­sump­tion does not qual­ify as valid research. My hope is that Mr. Spark is not guid­ing too many adver­tis­ers with that type of sub­jec­tive focus. Results based media (direct-response), thrives in Radio, Broad­cast TV and Out­door too. This objec­tive fact says that we (as media con­sul­tants) can track results for every dol­lar that an adver­tiser spends within selected mass-mediums and prove it’s wor­thi­ness. We don’t guess Mr. Sparks. All media works, when you know how to work it.

Mar­garet is with Scenic Amer­ica — Scenic Texas and her agenda is to seek out any­one who puts any­thing pos­i­tive about out­door on the inter­net or oth­er­wise and try to blast it for her own gain. She’s an awful awful person.

Mar­garet, you may notice that yours was the only truly neg­a­tive com­ment about bill­boards. They are a part of our country’s growth & pros­per­ity and are far from being pol­lu­tion. Not only are they afford­able and effi­cient, they are some­times more than memorable–they’re iconic. They have even been repli­cated & used in print ads, tele­vi­sion, & movies to illus­trate our evolv­ing cul­ture. They con­tinue to be an inter­est­ing, cre­ative form of adver­tis­ing, even as tech­nol­ogy advances and our habits follow.

I agree with you for the most part, par­tic­u­larly regard­ing out­door adver­tis­ing as a means to pro­mote start-up social media com­pa­nies and for tra­di­tional adver­tis­ers to engage a social media audience.

That said, I do believe that the notion that the inter­net is an inef­fec­tive means of brand­ing is false. Observe the Face­book, Twit­ter and other but­tons located directly beneath this com­ment form. Those are there for a reason.

I have been active on a social media site called Mixx since shortly after its incep­tion. Mixx grew rapidly and quickly devel­oped part­ner­ships with large, main­stream media orga­ni­za­tions who placed the ‘Add to Mixx’ and ‘Mixx it’ but­tons on all their sto­ries. These include the NYT, CNN, LA Times and I believe USA Today and even a few oth­ers. Almost every time I have men­tioned Mixx in con­ver­sa­tion with peo­ple whom to the best of my knowl­edge had never heard of the site, those with whom I was con­vers­ing said that they had indeed seen heard of Mixx and could recall see­ing the logo on mul­ti­ple occasions.

There is def­i­nitely a sig­nif­i­cant ben­e­fit in terms of sheer cred­i­bil­ity on this already huge and ever-growing web asso­ci­ated with effec­tive online brand­ing campaigns.

It won’t be long before the Coca-Cola’s and the Home Depot’s start fig­ur­ing out that brand repi­ti­tion is brand rep­e­ti­tion regard­less of the media type on which it occurs. Online adver­tis­ing right now is a bar­gain for com­pa­nies with medium-large bud­gets seek­ing branding-based ad campaigns.

As a trav­el­ing bill­board owner oper­a­tor I must agree. Trav­el­ing bill­boards are big bold and hard to ignore. The beauty of trav­el­ing bill­boards is its abil­ity to reach your tar­geted audi­ence and then move to the next tar­geted area, thereby sav­ing the cost of mul­ti­ple buys and pro­duc­tion costs