As the leading outdoor advertising agency in New York for the past 13 years, Sherwood Outdoor needed a way to capture examples of their signage as it appeared on television and in print.
“Our signs appear in the background, but often aren’t mentioned in the text or dialogue,” said Jared Gramstrup, VP of Operations at Sherwood Outdoor. “These needs are very different than other media monitoring needs. Because they appear so frequently across all types of media, we were interested in a comprehensive solution which would capture the maximum amount of media exposure and show value to our customers.”
We were interested in a comprehensive solution which would capture the maximum amount of media exposure and show value to our customers.
Sherwood Outdoor had used a previous solution to monitor coverage, but the platform relied entirely on closed-caption data—leading only to the retrieval of clips when a location site was mentioned or written about. Gramstrup knew they were missing a majority of exposure and began looking at Cision’s Broadcast Monitoring tool to help show the impact of their advertising.
“We wanted a service that could find, capture and archive TV clips and newspaper/magazine articles that displayed our buildings and signage,” Gramstrup said. “Most importantly, we needed a media monitoring service that could depict these examples even when the signs themselves weren’t mentioned in the text or dialogue. Cision was that solution.”
Sherwood Outdoor is the leading outdoor advertising company in Times Square, owning the world’s most recognized and dominating sign locations.
Sherwood Outdoor needed to find a way to capture the incalculable amount of exposure that their advertisers received through TV, films, newspaper, and magazine articles where their signs were appearing.
Cision offered Sherwood Outdoor its Broadcast Monitoring tool, which makes it easy to organize broadcast coverage. The tool is fully integrated with the company’s other monitoring coverage, allowing users to edit preview videos to increase or reduce the segment length, save changes and share videos in emails or press reports—right alongside other media monitoring.
Cision’s willingness to work with us to find a creative solution made them an easy choice.
A solution discovered in Cision’s Broadcast Monitoring
Sherwood Outdoors had a unique set of provisions and required a platform that could cater to their specific advertising media types. They signed up for trials with several competitors and evaluated each to figure out the best provider for their needs.
“Cision offers us what no other company has before; a solution which combines automated searching with a team of people who will manually review the clips, allowing us to portray a higher percentage of our exposure and ensure that we are receiving high quality clips,” said Gramstrup. “Cision’s willingness to work with us to find a creative solution made them an easy choice. They were able to provide an alternative to an entirely automated way of searching.”
Results are in: double the clips for Sherwood Outdoors
After five years using Cision’s Broadcast Monitoring tool to understand the impact of their coverage, Sherwood Outdoor has seen a drastic increase in both the quality and amount of coverage they receive.
“We have seen double the amount of usable clips we would have seen before switching to Cision,” Gramstrup said. “We have also noticed a higher percentage of quality clips—which accomplishes the objectives we set since we started using Cision. In addition, we consistently receive outstanding customer service from our account representatives. We feel comfortable that whenever we need anything, we will get a fast response and a ready solution.”
We are saving time and money by letting Cision deliver exactly what we need…
Gramstrup said that by allowing Cision to manage the media retrieval process, they were able to focus more on the company’s core business.
“We are saving time and money by letting Cision deliver exactly what we need instead of us spending time collecting exposure manually,” said Gramstrup. “We would highly recommend Cision’s services to anyone. Their flexibility and superior customer service make it an easy choice.”