Are You Ready for the Onset of Data Privacy Protection Laws? GDPR’s affects on OOH Owners, Advertisers, and Marketers

Joshua Lawton Technology, Thoughts on the Future Leave a Comment

Unless you’ve been lost in the Amazon without cell phone signal for the past several months, you’ve probably heard and read about GDPR. By May 25, 2018, it will become the law of the land in Europe and is going to impact American businesses selling into Europe. Many OOH owners and media buyers in the United States that we have spoken to, while concerned about the impact of GDPR on their businesses, do not believe that there is going to be foreseeable impact on them in the near future. Depending on your where you stand on the privacy debate, fortunately …

Understanding Technology Options for OOH Owners and Advertisers

Joshua Lawton Technology Leave a Comment

OOH owners and advertisers are being swamped by technological advancements, all of which are promising insight that until this time has not been available in the Out of Home market. As a member of OAAA’s Innovations Committee and as the COO and Co-Founder of Abraxas Technology, I am often asked by those in the OOH industry about which technology is best for them to use to increase sales and show a return on investment for advertisers. You might find this hard to believe, but I do not always recommend our own technology. I know that we are the best at …

6 Points to Get OOH in the Restaurant Marketing Budget

Joshua Lawton Market Leave a Comment

“I don’t know anything about the restaurant business? Nothing! All I know is how to sit down and order a meal”   If you feel like Paulie from Goodfellas when selling into the restaurant industry, don’t worry, you’re not alone. While national food chains spend big on OOH media, OOH owners are missing significant restaurant opportunities in their own backyards, because 7 in 10 restaurants are single unit operations. These owners don’t own multiple stores, so they are often overlooked by OOH owners while at the same time single unit operations do not believe that they have the budget to do …

6 Steps to Improve Your Supply Chain and Deliver Value to OOH Owners

Joshua Lawton Uncategorized Leave a Comment

This isn’t just a countdown for when the Chicago Auto Show starts, it’s also a countdown for when Abraxas Technology will be tracking everybody who sees our partners’ advertisements and then went to their dealerships. It’s hard to believe that it’s only February 9th because we received the ask to get devices up to them on February 2nd, so that they could be set up today. This isn’t just a pat on the back for us type article, but rather it highlights one of the key parts of most companies’ businesses that are the last to be put on a …

Is OOH a Marketing Bandaid for the Healthcare Sector?

Joshua Lawton Uncategorized Leave a Comment

There are some industries that are a natural fit for out of home advertising and some that do not yet realize that they are a natural fit. More importantly, there are some industries with whom OOH owners are more comfortable selling to, which usually means that less well understood industries go untouched. Healthcare is one such industry. Even though as a whole it is an industry not spend a large percentage of its advertising budgets on out of home media, it does share commonalities with retail stores across America: people have to physically come in to a brick and mortar …

How to Convince Dealerships Not to Drive Off with their OOH Marketing Dollars

Joshua Lawton Market Leave a Comment

Let’s just put it out there, the vast majority of vehicle shoppers would prefer to buy their next automobile online. From cars to trucks, shoppers would love to be able to customize their options and hit a buy now button. But there’s one catch. While shoppers want to be able to buy their next vehicle online, a majority of shoppers wouldn’t buy their next automobile without test driving the model. In fact, shoppers love the test drive experience. What they hate is the buying experience. Who can blame them? There’re only so many free waters that a dealership can give …

Converting Non-Believers: 5 Points to Support Out of Home Advertising

Joshua Lawton Market Leave a Comment

“Advertising on billboards is a waste of money.”   You’ve probably heard this before if you’ve worked with an advertising agency or after someone asked you “What do you mean that you work in the Out of Home market?” The misconception that billboards are a waste of money is a dogmatic ideology based on counterfactual anecdotal information. (If you don’t know why this information is counterfactual head on over to this article that I previously wrote: “You Wont Believe Which Advertisements Drive the Most Online Activity”.) Beyond just understanding the data, what OOH owners and believers need is the ability …

Stop Sponsoring and Throwing Events Without Data

Joshua Lawton Market, Thoughts on the Future Leave a Comment

I don’t know about you, but we are tired of marketing dollars being wasted on anecdotal evidence and the “because everyone else does it” line. Too often, this is the mantra for how companies assign their marketing and advertising budget. When Justin was selling digital billboards here in the Austin area he had a client call 2 weeks before SXSW begging for advertisement because they realized their competitor was going to be advertising.   If you don’t know this already, SXSW is a marketing force for companies that want to show they have arrived as the “event of the year.” …

Was 2017 Marketing’s Waterloo?

Joshua Lawton Market, Thoughts on the Future Leave a Comment

The problem with crashes or major pull backs is that you normally do not foresee them or prepare for them adequately. Even after the event occurs, it’s only historical hindsight that puts them into perspective. Now unlike many other articles you might read, even some written by me, I’m not talking about cryptocurrencies. I am talking about marketing budgets. For the past three years marketing budgets as a proportion of company revenues have been increasing. Sometimes they increased slightly, other times they increased heavily. However, the one fact remained the same, they increased. “Only 14% of respondents surveyed in last …

You Wont Believe Which Advertising Medium is Cheaper Per Impression than Facebook Ads

Joshua Lawton Market Leave a Comment

If I were to ask you what is a cheaper advertising medium than Facebook, you might say Adwords. Maybe you’d say Twitter. But I guarantee you, that the vast majority of everybody reading this article would not say Out of Home, IE Billboards. Now I don’t expect you to believe me. Abraxas Technology is in the business of making billboards and digital signage more valuable for both business and OOH owners. However, that’s why I source all my material. According to Geopath, a non-profit leader in the Out of Home market the average cost for a 4 week advertisement on …