Comments on: Outdoor: The only ad platform that survives social media

By: Lenny Sobel

Lenny Sobel — Thu, 28 Jan 2010 13:46:31 +0000

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

By: Fat Lester

Fat Lester — Thu, 28 Jan 2010 10:37:41 +0000

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.

By: Teresa

Teresa — Thu, 28 Jan 2010 01:43:55 +0000

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.

By: BillboardsROCK

BillboardsROCK — Wed, 27 Jan 2010 22:37:14 +0000

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.

By: Philip Gabbard

Philip Gabbard — Wed, 27 Jan 2010 16:52:42 +0000

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.

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Wed, 27 Jan 2010 13:14:18 +0000

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Most Tweeted Articles by Advertising Experts: MrTweet — Wed, 27 Jan 2010 10:05:59 +0000

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By: Jen Travis

Jen Travis — Tue, 26 Jan 2010 22:46:08 +0000

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.

By: David Spark

David Spark — Tue, 26 Jan 2010 22:12:18 +0000

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?

By: David Spark

David Spark — Tue, 26 Jan 2010 21:58:02 +0000

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.