Nate Riggs: Social Business Strategies; communication, social web strategies, & passion in Columbus, Ohio.

Out-of-home media buying can a tough, painstaking process.

For one, there are multiple types of assets to choose from, each with different benefits and reach.  Location is always a big issue, in that you need to make sure the assets that display your messages have the potential to hit the right audience and deliver enough impressions.  Then, throw into the mix that all of these assets, including billboards, wallscapes, bus stop benches and even human street teams, are brokered by a mix of different vendors.  Now, plan a national out-of-home media campaign for your client.  Okay?  Good luck…

Sound like fun?

At the very least, the complexity of this process is messy and it takes a good amount of time and human power to do it right and get it out the door.  That is, if you are doing things the traditional way.

Enter DOmedia, a comprehensive database and toolset for alternative, traditional and digital out-of-home media.  This company is yet another example of killer technology start-ups that are emerging from Columbus, Ohio.  These entrepreneurs and innovators are working to change the game for how out-of-home media is transacted today.  And, so far, they’re winning.

I had the chance to visit with DOmedia CEO Andy Mansinne, and get the scoop on how this new marketplace functions and where the company is heading in 2010.

If you have trouble viewing the video, you can watch it on YouTube.

Probably not the type of company that would expect to come out of Columbus, Ohio (or the even Midwest, for that matter).  The truth is, most people don’t think these types of start-ups exist here.  All people think we Ohioans are good for is OSU football, crappy winters and the occasional swing vote.

You and I are going to change that this year.  You and I are going to help make noise for companies like DOmedia and some promising others.  You and I, working together, are going to put Columbus high on the map of innovative cities in the U.S.

How?

In the case of DOmedia, one way to start would be to share this post with someone you know you who works in media buying for an agency or corporation.  Share the knowledge with them.  Help them see something new.  Be a trusted adviser by making the extra effort.  That’s how human business works.

Think of what that a little effort could do for a media buyer connection?  Could you make their job easier by pointing them to a new tool?  Would having this information help better position them in their company as someone who brings new ideas to the table?  Would sharing it help you build a deeper relationship with them?  What could that mean for your own karma?

Never forget that sharing good and helpful information with the people you know is absolutely an exchange of social capital.  As with any form of capital, you need to put it in the “bank” before you make a withdraw.

Does that make sense to you?

nateriggs

I advise mid-sized & large organizations on how to adopt and use social media to market through organizational culture and better serve their clients. I'm also a blended family dad who enjoys music, photography and distance racing. When I'm not writing here, you can find me writing over at the Content Marketing Institute. Like what you've read so far? Then why not subscribe HERE?

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