Billboards That Look Back

New York Times, May 31, 2008 — In advertising these days, the brass ring goes to those who can measure everything — how many people see a particular advertisement, when they see it, who they are. All of that is easy on the Internet, and getting easier in television and print. Billboards are a different story. For the most part, they are still a relic of old-world media, and the best guesses about viewership numbers come from foot traffic counts or highway reports, neither of which guarantees that the people passing by were really looking at the billboard, or that they were the ones sought out.

Spending on Alternative Media Jumps 22%†

Marketers Follow as Consumers' Broadband Use Surges

Advertising Age, March 26, 2008 — Spending on alternative media hit $73.43 billion in 2007, a 22% increase over the previous year, and will continue to grow, according to PQ Media's Alternative Media Forecast: 2008-2012, released today. The research firm tracked 18 digital and nontraditional segments, with a combined 16.1% of total advertising and marketing dollars in 2007, up from 7.9% in 2002, yielding a compound annual growth rate of 21.7%.

The forecast predicts a 20.2% increase over the next year, to a total of $88.24 billion, and a compounded annual growth rate of 17% for 2007-2012, reaching $160.82 billion. By then, alternative media will represent 26.6% of all advertising and marketing dollars.

Outdoor Advertising is “Hip” Again!

ANA Marketing Maestros, January 14, 2008 — Today, on average, we are exposed to approximately 5,000 ad messages per day. With numerous advertisements and increasing consumer control, advertisers continue to produce innovative ways to promote messages.

Outdoor Advertising: A New Look

You ain’t seen nuthin’ yet.

eMarketer, December 20, 2007 — Outdoor advertising has been around as long as advertising itself, but the old medium is showing new life. In fact, as digital, video and wireless technologies redefine the sector over the next few years, out-of-home will rank second only to Internet advertising in ad spending growth.

Sharks Roam Manhattan†

IDEA SPOTTING: Moving Fin Projected on Skyscrapers for Discovery's 'Shark Week'

Advertising Age, July 18, 2007 — Just when you thought it was safe to spend a summer evening in Manhattan, sharks are swimming along the buildings. No, global warming hasn't kicked into high gear and submerged Manhattan — yet. But Discovery Network's 20th annual Shark Week starts July 29, which means the media push beforehand has brought the chondrichthyes (that's "cartilaginous fishes" to all you non-marine biologists) to New York en masse.

Outdoor advertising gets freshened up

USA Today, June 20, 2007 — Even as the Web and handheld devices shake up where marketers spend ad dollars, one of the fastest-growing media is tried-and-true outdoor.

Alternative Out-Of-Home Media Spending Expanding Rapidly, Study Finds

MediaPost Publications, May 1, 2007 — LIFESTYLE TRENDS THAT HAMPER THE growth of traditional media are playing right into the hands of alternative out-of-home media, a new study shows, to create what is being dubbed "a perfect storm" for brand marketers who are looking for ways to engage consumers as they rush about in their daily lives. Alternative OOH media includes video advertising networks and screens; digital billboards and displays, and ambient or place-based advertising such as floor pads. It seeks to connect with more elusive consumers in captive environments such as retail, transit, cinema and office locations.

Test Ride†

Marketers are trying out new media with small but effective campaigns

Brandweek, April 2, 2007 — Even highly experienced marketers can be daunted by the current menu of new media options. The glossary of industry terms alone is a hefty course of alphabet soup. There are blogs, vlogs, podcasts, V-casts, WAP sites and RSS feeds. There is user-generated content, open-sourced branding, crowd-sourced branding, mobile marketing, social networking sites, virtual communities. Choosing a media plan and creating a strategy starts to feel like spinning a roulette wheel.

Marketers Try Hanging Out at Dry Cleaners†

Amid Media Clutter, A New Ad Wrinkle: Consumers' Closets

Wall Street Journal, March 12, 2007 — A little-known ad company is hanging marketers out to dry. Having found ways to plant ads in such places as table tops in food courts at shopping malls, luggage conveyor belts at airports and restaurant bathrooms, Madison Avenue is now moving into the clothes closet — with ads on cardboard shirt hangers.

Belgian Retailer's Unique Billboard Buy Promotes Father's Day Deal†

Buy-One-Get-One-Free Offer Uses Different-Size Outdoor Ads for Dads and Sons

Advertising Age, February 8, 2007 — C&A was running a Father's Day promotion to encourage sons to purchase something a bit different for dad. The offer was that anyone who bought a T-shirt, swimming shorts or pajamas for dad got their own item, identical in every way but size, for free.