NewswireToday - /newswire/ -
Roslyn, NY, United States, 2010/05/20 - Marketing and business development agency, handshake Marketing, introduced today the largest Digital-Out-of-Home option in the nation, also the first to leverage advanced behavioral and geo-targeting capabilities.
handshake officially introduced today its Targeted Media Solutions DOOH planning and buying service. The largest DOOH resource in the nation, this service is also the only one that enables brands to connect with their exact, behaviorally-targeted audience wherever they go out of home. handshake’s DOOH media planning and buying service, introduced at DOOHCentral.com, encompasses over 3 million digital out-of-home ad screens across the US, over 260 partner networks, and the ability to message to any mobile phone/anywhere. By comparison, the current largest DOOH aggregation option has only about 6% of handshake’s DOOH ad screen inventory.
handshake’s Targeted Media Solutions was developed by marketers, for marketers. In late 2009, handshake’s CEO, Tony Raymond, invested significant time with each of the company’s media partners to better understand each individual network and try to resolve all the barriers to purchase that surround DOOH (including high fragmentation and legal complexity issues).
“Our aim was to completely transform DOOH so it can be planned and purchased as a mass media,” said Tony Raymond. “We provide advertisers/marketers with the broadest DOOH media plans available today, a vastly simplified buying structure, and standardized agreements that protect all parties involved.” As an agency, rather than an aggregator, handshake charges a transparent fixed percentage of the ad buy and emphasizes strategic service to the client advertiser.
The new DOOH planning and buying service also extends the company’s 15-year history of providing clients with geo- and behaviorally-based solutions. handshake’s proprietary behavioral targeting process blends the client’s customer database with industry-standard secondary tools and all types of consumer/business resources into one scalable solution that helps marketers identify and reach their brand-prone targets more efficiently and effectively.
handshake’s DOOH media plans are all based on these actual brand-relevant behaviors (not demos or “lifestyle” models). Since other companies that plan and buy DOOH only have, at best, 6% of the ad screens in handshake’s inventory, this resource also offers clients greater coverage, reach, and frequency possible – at lower rates – than any other DOOH option.
The first/pilot campaign to launch with handshake’s Targeted Media Solutions was so successful it provided a 244% lift on traffic to the advertiser’s website and resulted in a significant commitment to DOOH/mobile advertising for 2010.
“Our campaigns are successful because they’re strategically based on the behaviors of the client’s targets – which types of venues they visit, the kinds of activities they engage in, and other specific characteristics that go way beyond just demographics.” said Raymond. “We’re a marketing agency with a media component that’s completely devoted to solely buying Digital Out-of-Home, in which we also include mobile. It’s a unique medium – and marketing tool – one that requires a unique approach.”
For more information on handshake’s Targeted Media Solutions, visit DOOHcentral.com/.