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Food for Thought

Using OOH to Increase Suicide Prevention Awareness

By | Campus Advertising, Engaging Millennials, Food for Thought, Generation Z, Media Planning & Media Buying | No Comments
Suicide is a leading cause of death, with nearly 800,000 deaths around the world ever year, according to the World Health Organization. In fact, the Centers for Disease Control and Prevention states that it is the tenth leading cause of death in the United States, claiming 47,000 lives in 2017 alone. While it isn’t an easy or comfortable topic to talk about, recent years have drawn a greater awareness to like issues. Suicide, anti-bullying and mental health overall are no longer off-limit topics of discussion and have been central to several awareness campaigns, as well as celebrity-endorsed social movements (check out Justin Bieber’s Instagram post here sharing his current struggle with mental illness). Such efforts and campaigns are executed with the help of advertising.

 

What is OOH Advertising?

There are several different types of advertising, though our focus will be Outdoor or Out-of-Home Advertising (OOH). As one might be able to decipher from the name, OOH is advertising that reaches the consumer while they are outside their homes. Such advertising includes billboards, bus shelter advertisements, newspaper kiosks and wall panels. It is a traditional form of advertising and can be wildly successful if executed correctly. We see numerous OOH advertisements every time we leave our homes, yet only a select few are memorable and leave lasting impressions.

OOH advertisements have played a significant role in starting and continuing the conversation around sensitive subjects, such as mental illness and suicide. It is not all that uncommon to see mental health, suicide awareness and prevention campaigns on these OOH platforms. Such campaigns are steps in the right direction for increased awareness and provide immediate calls-to-action, as they often include hotline phone numbers and additional resources for support.

An article in TIME Magazine states that the National Suicide Prevention Lifeline expected 1.1 to 1.2 million calls in 2013, the year that the article was written, and receives about 15 percent more calls year after year. The same article states that in the last 20 years, public policy and federal funding have shifted their efforts to a broader mental wellness movement aimed at individuals suffering from anxiety and depression, utilizing OOH advertisements to relay their campaign messaging. Individuals in the new target audience are often referred to as being “upstream”, meaning that they are not a current suicide risk. The thought behind this shift is to reach people before they are “downstream” and at risk for suicide. The National Suicide Prevention Lifeline is unique in that is has adopted the shift towards broader advertising while maintaining their position as an emergency resource for those at risk of suicide, as well. So, how is a safe and successful OOH awareness campaign created?

 

Tips on Making Your OOH Advertisement Successful

Out-of-Home advertisements are often seen in passing, while people are on the go, giving advertisers only seconds to capture people’s attention. How does one do this? I have complied a list of key points and strategies that appeared several times in my research. Read More

How Digital Advertising Can Reduce Food Waste

By | Buying Power of Millennials, Campus Advertising, Food for Thought, Media Planning & Media Buying, Mobile Advertising, Social Media Advertising | No Comments
Most people don’t realize how much food they throw away every day. Did you know approximately 1.3 billion tons of food is wasted every year? Food waste has become a controversial issue, so restaurants, grocery stores and the federal government are adopting strategies to reduce it in the United States (as well as internationally). Even digital marketing companies have explored unconventional ways to raise awareness among people on a national scale. For example, in the last couple of years, media and marketing companies have been trying to sensitize Americans to learn how to recycle properly. At MSSmedia, we partnered with the University of Southern California to run an ad campaign for the Environmental Student Assembly. This campaign helped generate and increase awareness among all students through the installments of out-of-home advertisements to promote recycling bins. From years of experience dealing with sustainability campaigns, we want to share some ideas that digital advertising companies, like us, have been using to get people closer to food and recycling topics.

Remember. Advertising is everywhere.

Regardless if on a mobile device or giant billboard, people typically don’t realize that advertisements are everywhere. However, to succeed, it is important to set up the right digital marketing strategy that can help your brand gain measurable and attainable results. Last year, we ran a sustainability campaign partnering with the University of Illinois at Chicago to encourage recycling. At the end of the campaign, we delivered an outstanding 255,000+ impressions campus wide. In the full scope of this effort, we also implemented an out-of-home and mobile advertising campaign at Boston College and Northeastern University for Peapod, a food delivery service that has been working on sustainable seafood support since 2008. The multi-tiered campaign increased brand engagement and visibility through a mobile campaign as well as out-of-home advertisements that delivered more than 100,000 impressions and generated 1,000 clicks. This is a prime example of how business practices in food production can work with sustainability messaging to deliver a successful long-term campaign. Read More

To Digital or Not to Digital: The Mobile Piece

By | Food for Thought, Mobile Advertising | No Comments
girl looking at digital advertising
Written by Barbara Gretsch & Hannah Wendell, April 26, 2019

Although some may question the importance of including digital advertising into their media mix, there should be no debate: Digital advertising is a necessity, and its importance will only continue to grow.

 

As research shows, US digital advertising spend in 2019 is said to topple $130 billion. Who will be the largest digital ad sellers for this? Well, Google and Facebook of course (Amazon climbing to a close third). By the way, $93.25 billion of this digital ad spend is earmarked for mobile advertising. That’s right, ads being shown on your mobile devices. Face it, society spends a lot of time on their phones. Therefore, why not spend media dollars on digital advertisements served to those devices? These digital advertising capabilities are giving marketers more power than ever to target with granular specificity while diminishing wasted ad spend. Ads are served to the intended audience, the intended demographic, and the intended location while in their audience member’s hands. Why wouldn’t you put money behind that?

 

Today, every generation is impacted by digital ads and the speed of technological change. In a time of “innovate or die”, all businesses need to evaluate current marketing strategies to ensure digital media is an active part of the mix.  Take advantage of what the digital marketing world has to offer. Explore all your options and market effectively.

Guidelines for Creating a Successful Outdoor Ad

By | Food for Thought | No Comments
 Charlotte Zoda, February 28, 2019.

For large format signage that can be seen 24/7, you definitely want to the take time to design a compelling outdoor ad. You may not think there are golden rules to creating and designing an outdoor ad, but there are certain guidelines to follow to ensure that your ad is seen (and remembered!)

  • Less is More: People are on the move and 6 seconds is all you have to make an impression. Make those 6 seconds count with a strong message, not multiple messages.
  • Copy: Avoid tracking your letters too closely, it’ll be hard to read from a distance. Don’t forget about front. Script, or very thin typefaces, may be difficult to read from far away.
  • Color Selection: There’s a psychology behind colors (Red= love, power, danger vs. Yellow = happiness, energy, joy). Be mindful of color contrast with the copy to improve readability.
  • Images: Use strong images against simple backgrounds to create a more high-impact visual and improve viewer recall.
  • Location Location Location: Keep in mind where the ad is going to be placed. Get creative with the local environment. Let college students know your shop is just up the street.

Rules are meant to be broken but following these simple guidelines will definitely help your ad stand out. Outdoor advertising is a great way to promote brand awareness, increase exposure, and works well with other marketing tactics. This is how a potential new customer will first discover your brand. Make it count.

Super Bowl Commercial Ads & Their Continuous Rise

By | Food for Thought | No Comments
by Carly Podolsky, Hannah Wendell January 17, 2017

Super Bowl Commercial Ads & Their Continuous Rise: The Super Bowl delivers a massive television audience each year, unlike any other American event. Viewers not only anticipate the outcome of the game, but also the alluring high-priced commercial spots that no one wants to miss.

AdAge reports that ads this year are going in the ballpark of $5 million for 30 second commercial slots. This is a hefty price in the DVR culture of 2018 where people often tune out or fast forward through TV ads.

Although advertising commercials are currently in a race with technology, the Super Bowl timed  TV commercials  are the only exception. Consider the following statistics:

  • The total ad spend throughout the first 52 years of the NBC Super Bowl is roughly $5.2 billion.
  • This year’s game will capture 2.5% of broadcast network advertising, which has doubled from 2010.

Overall, the relevance and value of Super Bowl ads will only continue to rise in our culture.  Of course, the Super Bowl creates history for the football hall of fame, but it is also symbolic of the importance of advertising in our society.

Colleges’ Newest Market: Generation Z

By | Food for Thought | One Comment
Generation Z. Hannah Wendell October 30, 2017

For us all, life moves on. Millennials are beginning to make their way in the real world, leaving college behind.  A younger crowd is taking the stage.  Generation Z has entered the college era.  These young people are the newest candidates for loans, credit cards, real estate leases, and more.  Their attention is not only captured by traditional advertisements, but they are completely at home with digital ones.  Generation Z is the most “tech-savvy” group of individuals that the world has seen.

 

In fact, the vast majority of these young adults have not experienced life without the use of technology.  A lifestyle where answers are not at one’s fingertips, or easily downloadable from a smartphone application, is foreign to Generation Z.  Advertising has changed forever— and it’s thanks to these younger, technology-driven generations.  The use of digital marketing is at the highest rate ever, and will only continue to sky rocket.  While businesses continue to enjoy success using traditional modes of advertising, they are wisely making use of the new digital methods as well.

 

Although it may seem like the earth revolves around technology, more is yet to come.  The group following behind Generation Z will be even more at home with mobile platforms.  People of all ages will soon be unable to imagine life before cell phones.  In order to capture the attention of these young individuals now and in the future, it is important to learn how to market on every platform— digital included.  Generation Z has moved the millennial generation out of the college market place, and the world of technology and digital marketing will only continue to grow.

CNN Has a New Millennial Targeted Video Site

By | Food for Thought | No Comments

Sites like Buzzfeed are a hit among millennials, and now big players like CNN are looking to captivate this target market with a new video platform called Great Big Story or GBS. There are many players vying for the attention of the millennial market, so GBs wants to set themselves apart by having a different voice and different point of view. However, they do not want to be considered a news network.

 They will release three to five non-fiction videos a day about topics ranging from new frontiers to tastes and flavors. We are in age where if you don’t know the answer to something, you Google it, and these are the people GBS wants to target. Target the consumers that questions everything and Google topics to learn more. GBS will not be waiting for this target to find them so they will have highly targeted ads on multiple platforms to make themselves known. A great place to promote is on college campuses where the heart of this target is on a daily basis. Coupled with targeted social media ads and TV placements, GBS is sure to make their presence known.

Jolly Rancher Candy Brings a Smile to Millennials

By | Food for Thought | No Comments

Sometimes we don’t wake up on the right side of the bed. We trip down the stairs, forget to study for an exam, get caught in the rain and more. Life isn’t always fair and just simply sucks at times. Targeted at millennials, Jolly Rancher wants this generation to suck on their candy in hopes that these unfortunate moments will suck a little less. The candy itself is hard and represents life’s hardships, but when sucked on, produces sweet sensations. Most other candy has to be chewed, so this presented an opportunity for Jolly Rancher to capitalize on their differentiating feature.
Taking a juvenile approach in a comical manner, the candy brand pinpointed frustrations that these young adults encounter and offered a simple break. For example, one of their tweets read, “Let’s all give it up for candy that lasts longer than some relationships!” Breakups can be rough, but Jolly Rancher doesn’t want people to dwell on it and tries to make it a lighthearted situation.
Although unfortunate things happen in life, we deal with it and move forward. Jolly Rancher used relatability with simple creative to make this point. In addition to social media, the brand utilized TV, OOH at colleges around the country and online methods. Reaching millennials where they would be most receptive, the messaging was received quite well, increasing brand awareness and favorability of the brand.

Effective Ways to Promote Advocacy Campaigns on Campus

By | Food for Thought | No Comments
 

Let’s take a trip down memory lane when we used to open the cereal box and find cool prizes inside as a kid. These were the simple, yet exciting joys we experienced as little ones.  An advocacy group in Canada took the entire opposite approach andgave people chills when they opened their cereal boxes.

Targeting college students to promote the dangers of drunk driving, the group gave out free boxes of cereal on campus. The catch is that instead of cute little prizes, students received wrecked cars seemingly from accident scenes.

It can take up to 12 hours after your last drink for your blood alcohol level to reach zero. Although some people think they’ve slept off the side effects, you can still wake up with alcohol in your system. That’s why the campaign was targeted to breakfast time. This leaves a lasting impression with the students and brings awareness to the cause as well as the cereal brand. Partnering with other brands is a great way to get a message to students. Coupling that with free giveaways is a great way to harness the attention of this group.

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