Buying and Selling Alternative Advertising Media in a Down Economy



Posted: Thursday, April 09, 2009

by Jeff R. Lamb
DoMedia

In today's tough economic landscape, it's becoming more vital than ever to develop creative advertising campaigns that stand out without emptying your pockets. Alternative and out-of-home advertising gives you this option by providing new and innovative ideas. Don't know where to look? Alternative advertising companies are there to lead you to the assets you're looking for-and those you don't even know exist!

It's a widespread belief that just because the economy is facing tough times, your advertising campaigns will be too. However, alternative advertising campaigns, including guerrilla marketing tactics, are extremely cost effective. Now is not the time for scaling back on quality; it's a time to introduce innovative creativity in a cost-effective way. Instead of the boring newspaper ad, alternative advertising agencies can help you reach your target audience in a way they won't forget, such as interactive billboards that talk to passers-by or huge clouds in the shape of the brand logo. Reach college students by advertising on pizza boxes or in the local bar using tabletops, napkins, and even bathroom stall doors! Or put your brand in front of frequent travelers using digital screens at the gas pumps, interactive gaming stations at the airport, or in-flight seatback tray tables on the plane!

By searching through alternative advertising assets, you can find the media to reach who you want, where you want, when you want! Have a certain area in mind? Most out of home advertising agencies have databases for you to browse that are categorized by asset and area. You can also browse various categories such as digital screen networks, aerial, or street furniture, for example. Filter your results even further by selecting venues such as airports, universities, or malls.

Most out home advertising companies also give you the option to save your search criteria for future campaigns. And because your out-of-home advertising options are constantly growing, most companies can also send you an alert anytime a new asset that matches your criteria is added to the site.

The out-of-home and alternative advertising possibilities are endless. And with the help of an accredited alternative advertising partner, they're all available at your fingertips.

Since the economy isn't as bad as it seems for buying alternative media assets, that means that now isn't a bad time to be selling media assets either!

Working with an alternative advertising partner make the process of buying and selling out-of-home and alternative advertising as simple and convenient as possible! But to make the planning process more efficient, buyers must be able to find all asset information relevant to their campaign-which, in turn, helps them find you! This most alternative advertising media management companies create profiles which allow sellers to provide more of the information buyers are looking for such as rate card pricing and art/production specs.

Some companies allow asset owners to enter both rate card pricing as well as the actual sales price, which helps potential buyers create their plans to meet budget requirements by showing the rate card price. This is also where you can provide your pricing structure such as daily, monthly, or per impression.

Art and production specs are incredibly important to include because they help potential clients determine execution and timing needs. Information such as media type, display size, lead times, and art requirements are all critical components for agencies and advertisers to consider when they are putting a plan together. Knowing the lead time and creative needs up front can save a lot of time and hassles down the road. Be as thorough as possible when you detail this information and your assets will find buyers, fast.

Jeff R. Lamb is the president of DOmedia. The DOmedia Community is the place for all members of the alternative advertising industry to come together, share ideas, ask questions, promote best practices and meet others who have the same passion for alternative media in all of its forms. Asset Owners. Advertisers. Agencies. Aficionados. Learn more at www.domedia.com

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