Encompass Media Group, a 20-year-old New York-based advertising representation firm in the out-of- home and below-the-line advertising industry, has launched Encompass DigiMedia, a new, affiliated company dedicated to building as well as exclusively representing digital out-of-home networks.The Hertz Corporation – already a below-the-line client of Encompass Media Group – is the first client to use Encompass DigiMedia, using it to harness DOOH for Hertz’s NeverLost navigation system. Hertz NeverLost is available in more than 80,000 Hertz rental vehicles nationwide.
Advertising opportunities on Hertz NeverLost will include a fifteen second launch screen, capable of delivering two 7.5 second ad unit impressions to a captive audience of vehicle occupants each time the auto is started. With a high utilization rates of the NeverLost system by both business and leisure travelers, the program is expected to deliver more than 5 million monthly impressions on an exclusive basis for advertisers.
In addition, three buttons can be advertiser-sponsored, allowing the NeverLost user to access a specific company’s nearest location without going through a search process.
The Hertz Location Screen Network will also reach travelers through several hundred 52” LCD screens located at Hertz locations throughout the US, as well as screens located on Hertz airport shuttle buses. Launching in more than 30 markets in 2011, the network will be expanded to additional markets in 2012.
The network will offer advertisers the ability to deliver both 30-second video and digital billboard ads, reaching travellers on shuttle buses, at rental counters, and #1 Club Gold directory boards. High Visibility Club Gold Directory Boards are in multi-screen formats viewable to Hertz renters in high traffic in-airport locations.
Hertz renters spend an average of 12 minutes of dwell time in rental areas and on shuttle buses, so a 12-minute loop of travel trivia and local content, advertising, and Hertz information will keep renters engaged and entertained while waiting on line, on buses, and processing rental paperwork.
Hertz screens installation and software is from Com-Net Software, Miamisburg, Ohio.
On Encompass Media Group’s move into DOOH, Don Winter, co-founder and one of three owners (with Adam Pierce and Michael Travin), says, ”The digital out-of-home arena continues to grow in terms of reach as well as ad dollars being committed to the space. It became apparent as an out-of-home company that we needed to be in the space, and with Hertz, we have a highly recognizable and trusted partner through which we can help advertisers reach the coveted business traveler market.”
“Encompass has been a proven ad representation partner for our static advertising opportunities, including in-car hang tags, rental agreement ticket jackets, and sponsored maps,” says Paul Sheldon, vice-president operations for Hertz. “Moving into digital channels was a natural extension of our partnership.”
Pierce, who is also president of sales of Encompass Media Group, says that plans with Encompass DigiMedia are to start with networks reaching travellers, but rapidly expand to other networks to help all advertisers reach a diverse array of highly targeted and coveted audiences.
Keith Kane has joined the company as general manager and partner of Encompass DigiMedia. With more than 20 years experience in the advertising arena, he has held senior sales and executive roles at media companies in both the out-of-home and the digital media space, including Alloy, Channel One, College Television Networks (now MTVu) and Giant Realm, a videogame and entertainment online advertising network he co-founded. He also headed his own consultancy.
“We want to focus on niche networks with desirable audiences,” says Kane. “And advertisers can be both regional and national.” Custom opportunities and sponsored programming are also being offered.
“Keith has the unique skill set to understand both the sales and technology aspect of DOOH, and the proven ability to spearhead growth of Encompass DigiMedia,” says Travin.
Encompass DigiMedia will be based in the New York offices of Encompass Media Group.