media buyer chicago
media buyer chicago
Standing Out in a Fragmented World with Alternative Media
Media fragmentation is something we have all been hearing about for years. We know it’s a reality. With TiVo, satellite radio, channel and web surfing, consumers can selectively weed out advertising messages at will. On the other hand, we all know that out of home advertising techniques reach customers while they are active and mobile, and “choosing” to ignore is not as easy.
But let’s face it–media isn’t the only fragmented element we are dealing with.
What about consumer fragmentation?
Gone are the days when the working population jumped into the car and traveled into the city to work. You could put up a couple of bulletins on the major highways and a few posters on the surface streets, and depending on the way they were facing, you could target morning or afternoon commuters in the market. Now, with companies moving to the suburbs, people working from home and increasing public transportation use, it isn’t that easy.
Now, add in buyer fragmentation.
Where are the buyers? Gone are the large agencies and buying services you could call on in New York, Chicago and L.A., and be assured you would get your 25% of revenue in national business. Sure, they are still there, but with budgets decreasing, more advertisers pulling their buying in-house, smaller regional agencies who typically don’t buy a lot of outdoor or alternative media turning towards the medium, there are more places to target.
With all this fragmentation, how do you effectively and efficiently compete?
Be Involved in the Community – Using your medium to help out your community can go a long way if done right. Go to your local police department and help them catch a criminal. Some billboard companies have even donated billboard space to the FBI, leading to thousands of arrests after people called in to report someone they’d seen on a billboard. Go to the Chamber of Commerce and use your media product to tout a restoration project or something else worth attention in your community
Be Involved with Social Issues – Get in touch with your industry trade association and put up some of the great public service copy to reach out to the emotional side of media buyers in your community.
Be a Creative Consultant – Make sure the copy you put up is copy you are proud to put up. I know everyone already knows this–and we have gotten much better over the years–but there is still copy out there that could use a makeover.
Be Green – Get attention by using solar panels, environmentally friendly materials, or use natural elements as creative material–grow grass on a billboard or run motion sensors in a bus shelter using solar panels.
Be a Mixer – Do you have more than one product offering? Do you have one product offering, but have a great relationship with someone who offers similar products? Team up and provide a product mix to reach that fragmented consumer population. If you have sandwich wraps and the guy down the street has a video network in sandwich shops in the area, think about how you can reach your target in more than one way with the same message.
Be Visible Through Search and Campaign Tools – You never know where the buyers are tapping into resources to find companies and products. Being in search and campaign planning tools can extend your sales force. If you are operating in Santa Fe, maybe an agency in Louisville will find you.
With that said, one way of increasing your visibility is to work with an alternative media company. These businesses can help connect alternative media buyers with sellers. Many sites allow users to browse hundreds of thousands of out of home and outdoor advertising assets from major metropolitan areas around the globe.
About the Author
Jeff R. Lamb is the president of DOmedia: an alternative media company. DOmedia specializes in connecting asset owners with buyers for all forms of alternative advertising, including out of home advertising opportunities. Learn more at www.domedia.com
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