Signs of the Times - November 2017 - 43

Fliphound has access to nearly 600 billboards across the US.

Advertising Association of America
(OAAA), in reference to Blip and
Fliphound.
Robertson realizes his company
faces an uphill climb. "When you
look at the advertising spend in
digital/print/TV, 4% is spent on
out-of-home. We're battling that
already," Robertson said. "Ninety-six
percent of the people have never
tried out-of-home. What we're trying
to do and what Blip is trying to do is
really expand the advertising base."
Blip's research estimates that 98% of
companies can't justify the minimum
purchase requirements of a typical
OOH contract, which often require
six-month, 12-month and two-year
commitments.
There are a few roadblocks standing
in Blip's and Fliphound's way. First,
there just aren't that many digital
billboards to go around - OAAA leaders
estimate that out of 341,409 billboards
in the US, only 7,300 - or just over
2% - are digital. Second, Robertson
believes that a lack of price transparency on the part of billboard operators isn't helping matters. "We've

got to demystify the process," he said.
"First, you have to enable boards,
then we can have online buying. And
most are not online-enabled. Second,
we need to be comfortable sharing
pricing online, because people want
to do research online.
"What are you going to buy that
you haven't researched online? There's
a big reluctance from operators to
do that."
Per OAAA and Kantar Media (a
market research firm) data, the top
five OOH advertisers last year were
McDonald's, Apple, Geico, Chevrolet
and Verizon. Rather than targeting
these giants, Blip and Fliphound
hope to entice small businesses and
ad agencies that would typically
never dream of OOH advertising.
The new advertisers that signed on
with YESCO through Blip spent an
average of $19 per day and had not
previously engaged in billboard advertising due to budget constraints.
Similar deals can be found quite easily
on Fliphound's website as well.
Outdoor advertising behemoths
are building their own platforms, too.

Clear Channel Outdoor recently introduced RADAR, a digital-audience
measurement tool for ad campaign
planning that taps into mobile
location data, helping advertisers
understand customer exposure and
post-viewing engagement. "This allows brands to more accurately plan
and measure campaigns, whenever
the goal is to drive customers to a
physical location or point of sale,"
said Jason King, vice president of
corporate communications for Clear
Channel Outdoor.
Freitas noted that the industry is
still identifying the most effective
strategies to both represent inventory
in the marketplace and transact
between buyers and sellers. "There are
a lot of systems and software programs
out there that are being developed
that look at this question about transactions in different ways," he said.
Robertson is optimistic that more
digital billboards and advertisers are
coming to advance the online buying
of digital OOH advertising. "It's a long
process," he said. "Eventually, it'll
happen."
SIGNSOFTHETIMES.COM

43


http://www.SIGNSOFTHETIMES.COM

Table of Contents for the Digital Edition of Signs of the Times - November 2017

Signs of the Times - November 2017
Contents
From the Editor
St Update
At Large
Tech Review
Leds + Lighting
Vehicles + Vinyl
Shop Ops
Expand Your Shop
A Rising Tide
Strictly Wholesale: When in Rome
New Products
The Cutting Edge
A Known Quantity
Engraving New Products
Advertising Index
Last Look
Signs of the Times - November 2017 - Intro
Signs of the Times - November 2017 - BB1
Signs of the Times - November 2017 - BB2
Signs of the Times - November 2017 - Signs of the Times - November 2017
Signs of the Times - November 2017 - BD_L
Signs of the Times - November 2017 - BD
Signs of the Times - November 2017 - Cover2
Signs of the Times - November 2017 - 1
Signs of the Times - November 2017 - Contents
Signs of the Times - November 2017 - 3
Signs of the Times - November 2017 - 4
Signs of the Times - November 2017 - 5
Signs of the Times - November 2017 - 6
Signs of the Times - November 2017 - 7
Signs of the Times - November 2017 - From the Editor
Signs of the Times - November 2017 - 9
Signs of the Times - November 2017 - St Update
Signs of the Times - November 2017 - 11
Signs of the Times - November 2017 - 12
Signs of the Times - November 2017 - 13
Signs of the Times - November 2017 - 14
Signs of the Times - November 2017 - 15
Signs of the Times - November 2017 - 16
Signs of the Times - November 2017 - 17
Signs of the Times - November 2017 - At Large
Signs of the Times - November 2017 - 19
Signs of the Times - November 2017 - 20
Signs of the Times - November 2017 - 21
Signs of the Times - November 2017 - Tech Review
Signs of the Times - November 2017 - 23
Signs of the Times - November 2017 - Leds + Lighting
Signs of the Times - November 2017 - 25
Signs of the Times - November 2017 - Vehicles + Vinyl
Signs of the Times - November 2017 - 27
Signs of the Times - November 2017 - 28
Signs of the Times - November 2017 - 29
Signs of the Times - November 2017 - Shop Ops
Signs of the Times - November 2017 - 31
Signs of the Times - November 2017 - 32
Signs of the Times - November 2017 - 33
Signs of the Times - November 2017 - Expand Your Shop
Signs of the Times - November 2017 - 35
Signs of the Times - November 2017 - 36
Signs of the Times - November 2017 - 37
Signs of the Times - November 2017 - 38
Signs of the Times - November 2017 - 39
Signs of the Times - November 2017 - A Rising Tide
Signs of the Times - November 2017 - 41
Signs of the Times - November 2017 - 42
Signs of the Times - November 2017 - 43
Signs of the Times - November 2017 - Strictly Wholesale: When in Rome
Signs of the Times - November 2017 - 45
Signs of the Times - November 2017 - 46
Signs of the Times - November 2017 - 47
Signs of the Times - November 2017 - New Products
Signs of the Times - November 2017 - 49
Signs of the Times - November 2017 - 50
Signs of the Times - November 2017 - 51
Signs of the Times - November 2017 - 52
Signs of the Times - November 2017 - 53
Signs of the Times - November 2017 - 54
Signs of the Times - November 2017 - 55
Signs of the Times - November 2017 - 56
Signs of the Times - November 2017 - 57
Signs of the Times - November 2017 - The Cutting Edge
Signs of the Times - November 2017 - 59
Signs of the Times - November 2017 - 60
Signs of the Times - November 2017 - 61
Signs of the Times - November 2017 - 62
Signs of the Times - November 2017 - 63
Signs of the Times - November 2017 - 64
Signs of the Times - November 2017 - 65
Signs of the Times - November 2017 - A Known Quantity
Signs of the Times - November 2017 - 67
Signs of the Times - November 2017 - 68
Signs of the Times - November 2017 - 69
Signs of the Times - November 2017 - Engraving New Products
Signs of the Times - November 2017 - 71
Signs of the Times - November 2017 - 72
Signs of the Times - November 2017 - 73
Signs of the Times - November 2017 - 74
Signs of the Times - November 2017 - 75
Signs of the Times - November 2017 - 76
Signs of the Times - November 2017 - 77
Signs of the Times - November 2017 - 78
Signs of the Times - November 2017 - 79
Signs of the Times - November 2017 - 80
Signs of the Times - November 2017 - 81
Signs of the Times - November 2017 - 82
Signs of the Times - November 2017 - 83
Signs of the Times - November 2017 - 84
Signs of the Times - November 2017 - 85
Signs of the Times - November 2017 - 86
Signs of the Times - November 2017 - 87
Signs of the Times - November 2017 - 88
Signs of the Times - November 2017 - 89
Signs of the Times - November 2017 - 90
Signs of the Times - November 2017 - 91
Signs of the Times - November 2017 - 92
Signs of the Times - November 2017 - 93
Signs of the Times - November 2017 - 94
Signs of the Times - November 2017 - Advertising Index
Signs of the Times - November 2017 - Last Look
Signs of the Times - November 2017 - Cover3
Signs of the Times - November 2017 - Cover4
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