Alchemy Media, a well-respected household name in the Out Of Home industry, is launching their new digital urban panel network in partnership with grocery retailers across Manhattan. We sat down with Chief Revenue Officer Brad Tenem to discuss the company’s new venture.
- Who is Alchemy?
Alchemy Media is a street-level advertising company based out of Los Angeles and New York City. We are the original Wild posting company , so our roots run deep.. Our founders started back in 1969 promoting local music shows in LA, and, before they knew it, the business evolved and expanded, including national ad campaigns for films like the first Star Wars. We’ve continued to grow ever since, and we’re proud to say that we are the go-to wild posting company for some of your favorite food and beverage, entertainment, and fashion brands.
At Alchemy, we’re all about taking things to the next level. That’s why this year we’re going from paste to pixel and launching our first ever Digital Retail Network in Manhattan. We couldn’t be more excited about this new product.
- What is Alchemy’ s latest offer?
Alchemy’s Digital Network is comprised of digital Urban Panels across various retail establishments. These networks help brands reach their ideal consumers in places where they are already comfortable shopping. They also create a dependable and consistent atmosphere to serve ads, because you can rest assured that your brand will be seen by all who enter the stores.
These screens can be inside the stores just for customers to see, or they can be outward facing towards the street. Our screens are all outward facing units, which makes them even more impactful, because your ad is guaranteed to be seen by two important audiences: first, by customers at the point of purchase, and second, by passersby on the street who are simply walking by the store.
- What makes Alchemy’s Digital Urban Panel & Retail Network Different?
Our urban panels are street-facing and they are in retail establishments, which we believe is a great combination. We are partnered with two luxury grocers with locations across Manhattan: Gristedes and D’Agistinos. These stores dominate grocery retail in Manhattan, and having this partnership gives us access to premium locations where impressions from key audiences are given. The stores are excited about the offering as well, and will be utilizing it to their advantage as they will receive 12.5% of the yearly share of voice on the screens for their own advertisements.
This network will feature 25 street facing digital Urban Panels across Manhattan, hitting some of the city’s hottest neighborhoods, such as the Upper East Side, Upper West Side, Midtown, Murray hill, Chelsea, Flatiron, East Village, West Village, Washington Square Park and Tribeca. All digital screens are 75” and can take full motion advertisements.
The screens run a 64-second loop, where ads can be bought as a single 8 second spot or two 15 second spots. This network is a recipe for success: we’re mixing the advantages of having locations in affluent neighborhoods; with the benefits of street facing and point of purchase impressions; plus full motion advertisement capabilities. Your ads are guaranteed to capture attention!
- Can you target ads?
Honing in on your specific target is now easier than ever with our digital network. Through this offering, we’re bringing you the opportunity to target specific demographics, locations, and impression counts in two ways.
The first way to reach your target audience is through direct buys. This is the traditional route that we all know and love. You can either buy a single 8-second spot or two 15-second spots.
The second way to ensure your campaign reaches your preferred demographic is to utilize the programmatic world. Want to advertise a hot cup of coffee on a cold day? Or how about a cold, crisp seltzer on a hot day? Programmatic buys will allow you to have super targeted campaigns, something that direct buys lack. Buying through the programmatic portal allows you to utilize specific data points and goals to choose your inventory. This, in turn, leads to more successful campaigns in terms of specified KPIs.
We’ve already hosted several advertisers through programmatic buys, such as Amazon Prime’s Thursday Night Football, Starbucks’ new fall menu, Bank of America, New Balance new styles, voting initiatives, various entertainment clients, point of purchase advertisers and more.
- Why now?
At Alchemy, we pride ourselves on sticking to our roots while also being open to evolution. Wild Posting got us started, but we’re always looking for the next big thing that can keep us moving forward. We have pushed the envelope by moving into the digital space, and have given advertisers an array of opportunity.
The world is going digital, and so are we! We are excited to take our network to the next level in new venues. Stay tuned for updates as we have plans to expand very soon.
***