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A new network offers ad space interspersed with content from The Wall Street Journal delivered simultaneously to consumers on screens in the lobbies and elevators of upscale office properties. To find out how to get your client’s message in front of a business audience while they catch the news, read on. This is one in a Media Life series on buying the new out-of-home venues. They appear weekly. Fast Facts What Ads displayed on corresponding screens in building lobbies and elevators. Who Office Media Network, headquartered in Chicago. How it works Ads are delivered via LCD flat screens in common areas and elevators of high-end office buildings. The ads are displayed on a loop with content from The Wall Street Journal at 15 second intervals. The program is called The Wall Street Journal Office Network. There are two platforms for advertisers. They can buy space that is integrated into the content pages, alongside the news. Allocated ad space is 30 percent of the screen. The second option is full screen ads that rotate in between news pages. Content is a mix of news and other Wall Street Journal stories from their Marketplace, Money & Investing and Personal Journal sections and includes scrolling headlines, weather and stock updates. In addition to ads and content, security announcements and other communications to tenants and visitors are broadcast. “The way the network is structured the loop goes through the four sections of the Journal for 15 seconds each, constantly updating those stories,” says Mark Mitchell, executive vice president marketing and sales. “After the rotation of the four sections, there’s 15 seconds for a message from the property owner and than a full screen ad for 15 seconds for a total of 90 seconds before it starts again. Nobody is going to see the same story over and over.” Advertisers can run different messages in different buildings and can also run ads by day parts to target different audiences. Creative is usually provided by the advertiser. Office Media can provide assistance as well. TV ad copy can be used, but advertisers are encouraged to develop messages that are focused on providing a visual impact because the screens are silent. Ads can be full motion, animation or still images. The lobby screens measure 37 to 47 inches and the elevator screens are 14 inch widescreen. Product exclusivity can be purchased. The Network's general hours of operation are Monday through Friday, 6 a.m. until 9 p.m., but can be extended, Mitchell says. Advertises can add on on-site events or sampling. Markets The program is available in New York, Chicago, Philadelphia, Boston, Washington, D.C., Atlanta, Dallas, Denver, Houston, Los Angeles, San Francisco and Seattle. Numbers There are 400 locations in the network. The reach is 500,000 people daily, Mitchell says. How it is measured “The Arbitron study provides the basis to determine the percentage of the building population watching the network,” Mitchell says. That formula is used with the daily audience determined by the size of the building to estimate the number of impressions. Research According to a June, 2007 study conducted for The Wall Street Journal Network by Arbitron: - A typical viewer is exposed to the network an average of five times daily, with a cumulative viewing time of 3.3 minutes. - Of those exposed to the network, 93 percent report that they recall seeing the screens. - More than 75 percent of those who noticed the network report that what they saw impacted some level of corporate spending in the last 12 months. What product categories do well Automobiles, financial services, jewelry, apparel and business to business services are top categories. Demographics Traffic in the buildings displaying the screens is affluent, with an average household income of $159,000, according to the recent Arbitron study. Additionally, 54 percent of those exposed to the network report that they work as executives, managers or professionals. Making the buy Lead time is 10 days. Advertisers can buy a DMA, but most buy the network, Mitchell says. Cost is driven by the number of impressions generated with a standard CPM of $15. Campaigns are currently averaging between one and three months. “The network is highly flexible,” Mitchell says. A campaign can start in the middle of the month and run for any number of weeks. Who’s already on screens in lobbies and elevators Recent lobby screen advertisers include General Motors and Verizon. The coordinated elevator screens are a new program. Web site info Office Media Network at http://www.officemedia.com/ Office Media Network is part of the recently formed Out-of- Home Video Advertising Bureau at http://www.ovab.org/.
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