Major OOH Vendors Smartly Reject New System
There was a recent article on AdWeek’s website concerning out-of-home database planning and buying systems, specifically Starcom’s system created by DOmedia.
(Read the article here: Big OOH Players Reject Starcom’s DOmedia)
For those of you who may be unfamiliar with the article, it essentially brought to light the fact that major outdoor players are refusing to enter their inventory into this system due to a two to five percent transaction fee that will be placed on media purchased through this specific interface. Vendors aren’t in the business of using such a model to pay others to sell their inventory in their place. They have employees in each market for just that reason. Here at Matrix Media Services, we wholeheartedly agree with their opposition.
Outdoor Doesn’t Have To Be A Nightmare
This AdWeek article also touches upon the “nightmare” location specific outdoor can be to purchase and we’re glad you brought that up. Yes, navigating through the hundreds of vendors and thousands of locations can be a daunting and overwhelming task. This is the exact reason why media planning and buying companies are so important to the industry.
We specialize in the field, which enables us to filter through the static and provide clients with exactly what they need in plans that are cohesive and easy to understand. We have spent years focusing on out-of-home media alone. We know the intricacies of the industry and how details vary per market. Our job is to make the out of home media buying experience easier and more effective. We are the necessary human element to successful outdoor campaigns.
Out-of-Home Media Planner
As our clients can attest, we created from ground up, a system for our clients that has maximized the visualization and details of their out-of-home media campaigns. The Out-of-Home Media Planner (internally known as JIMMI) allows our clients to conceptualize their campaign plans prior to purchasing as well as after contracting.
Created for clients by media planners and buyers who specialize in out-of-home and non-traditional advertising, our system has been praised by those who have utilized its functions.
“I think this format is great. It includes all the variables that we need. Nice and smooth to export to Excel, too.”
“I absolutely love your proposal system. By FAR superior to any vendor we’re working with… direct or rep firm.”
-Current Clients
What started as an attempt to create customized mapping software, has morphed into a game changer for outdoor that continues to evolve.
The Out-of-Home Media Planner consolidates and highlights exact billboards, cinemas, transit shelters, gas stations, malls, etc. and the proximity each media is in relation to target areas, all in one multi layer proposal with several viewing options. The features of this software bring cohesiveness between varying media that has previously been missing from outdoor campaign planning. Clients are now able to take a hands-on approach to their out-of-home campaigns without foregoing the success the human element brings to the table.
Though contacted by a few major software players, we are not selling our model. We are not charging vendors or clients for our software now, nor will we in the future. We don’t believe Starcom, DOmedia, or any other entity has a right to either.
The Importance of OOH Relationships
The idea of the software DOmedia has helped create is good in theory, but the truth is not everyone can be an expert in out-of-home. There are details concerning zoning restrictions, posting and installation guidelines, line-of-sight issues, lighting problems, affidavit of performance, make-good space, city ordinances for mobiles, guerilla media restrictions, bonus opportunities, and an abundance of other potential issues only years of experience can teach buyers to navigate. It is not only important to deal with issues as they arise, but it’s also important to look out for possible issues before they become a problem. The only way to ensure this is through… the human element.
While users may be inclined to believe this automated software platform is helpful, in the end companies and clients will sacrifice campaign success, return on investment, and overall ease of contract execution. Removing the relationship in OOH campaigns is not only ill advised, but cause for concern.