Digital boards react in real-time as British Airways planes pass overhead

A major benefit to outdoor bulletins transitioning from vinyls to digital is the immediacy in which creative can be changed. MediaPost reported on a British Airways digital outdoor campaign that reacts to planes flying above the displays.

The outdoor company, Clear Channel, has a new “Storm” digital network in London. It launched in October and has been positioned along the busiest streets and highways in London.

British Airways’ campaign utilized the boards so that when a plane flies overhead, creative of a child pointing at the plane is displayed along with a detailed message with the flight number and destination. MediaPost gives the illustration of “Look, it’s flight BA430 Amsterdam.” Following this message are other creative displays that list facts or attractions of that certain destination. This campaign is possible by using surveillance technology and flight schedules to anticipate when a flight is above the outdoor board.

Being able to reach consumers in real-time can be a challenge for advertisers. By utilizing new technology and thinking outside-the-box, surprise your audience and give them something to talk about. 

Advertisers can now put an ad on toilet paper

I must admit, with writing a media blog for the last few years, I’ve gotten used to seeing new advertising opportunities in places where I didn’t expect to see them. It’s easy to get jaded. That being said, the company Star Toilet Paper surprised me. According to MediaPost, advertisements are now being sold on toilet paper.

College students created the business back in 2011. The premise is to provide free toilet paper to schools, businesses, and other venues that have public restrooms. Reportedly, there are currently eight venues that now supply patrons with Star Toilet Paper in the restroom facilities. In addition, about 70 advertisers have made the commitment to participate.

If you really think about it, it is a pretty smart way to get your message across to a consumer. Meaning, when a person is in a bathroom stall, you could theoretically have his or her complete attention for the duration of the stay. Also, with the introduction of smartphones, people have been known to bring it in the stall. Some of the ads have QR codes on them, which can encourage interactivity.

So, if you walk into a public bathroom, and you see ads on the toilet paper, you won’t be surprised. 

Can anyone advertise on an arena jumbo screen?

For years, sports stadiums have had sponsors and advertisements all over the venue. While LED boards and jumbo HD screens used to be exclusively for team sponsors that has recently changed.

InStadium is a sports venue network company that helps advertisers get messaging into stadiums without being an official sponsor. According to MediaPost, this change can be attributed to teams needing to create new revenue streams.

The media company has partnered with about 480 NBA, MLB, NFL and NCAA teams. Advertisers can expect a ten-second PA announcement to encourage fans to look at the jumbo screens, a 30-second video, and digital crowd rings. All three components are set up to complement each other.

How does this help advertisers? This will enable those who are not team sponsors reach a large and engaged crowd.

TV Network does an advanced screening with a green twist

The new fall television season is underway, and that leaves networks with the responsibility of launching the new hit shows of the season. NBC chose to do an advanced screening of the drama “Revolution” in New York City’s Hudson River Park Pier 57. What made it different than a normal screening? It was powered by cyclists.

According to MediaPost, NBC teamed up with the public advocacy group Transportation Alternatives to create this “Powered by the People” promotion in which 80 cyclists generated the necessary power. Guests were invited to try out the specially created bikes.

The alternative power source circles back to the underlying theme of the show in which people must acclimate to a green lifestyle when the world’s electricity goes off.

In order to keep the momentum going, NBC has created a Facebook contest. Users can vote on other cities to host an advanced screening of the show. By going viral, this promotion can help word of mouth of the show.  

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

MetroCard Gold will now be an ad vehicle in NYC

In an effort to bring in more revenue for the Metropolitan Transportation Authority (MTA) in New York City, it was just announced that MetroCard Gold will now have advertising on the front of the card.

According to both The New York Times and MediaPost, this is the first time that the front of the MetroCard Gold will have an ad placed on it since its introduction in 1997. However, the backs of subway cards have allowed advertisers since 1995.

It has been reported that the earliest the new cards could be put into circulation is October of this year.

The price tag for the front of the card has not yet been released; however, the pricing for the back of 50,000 cards is $25,500 and for 2.5 million is $450,000.

There have not been any reported advertisers moving forward with this concept yet, but representatives have mentioned that many are interested.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Watch a video ad in a public bathroom mirror?

In a world of reality TV shows, it seems as though the only private place left for people is the bathroom. While that is the case, people will now have a source of entertainment in public bathrooms in the form of advertisements running in the mirrors.

According to the LA Times, a company called Novo Ad has created the technology to run video advertisements in mirrors (LED screens with an internal hard disk). Here is how it works: a static ad will be posted over the whole mirror. As a person stands in front of it, a video ad will start to play, and after a moment the video will minimize and take up about one-fourth of the mirror’s surface area. Therefore, the patron can utilize the mirror and watch the remaining video content at the same time.

This latest advertising platform has been installed in Tel Aviv in May and is scheduled this month to be installed in a Carrefour mall in Barentin, France. The shopping center intends to run ads for stores within the mall and self-promoting ads. There is not a timeline for this technology to be installed in public restrooms in the United States of America.

While this technology is new, it’s important for advertisers to not jump on board with a platform if it doesn’t make sense for the campaign. A new platform needs to align with the client messaging.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

This advertiser wants to pay your mortgage.

There is a new twist to out-of-home advertising that is finding its niche in the troubled economy. Many people have felt the tragic effects of the housing bubble, but there may be an interesting option that hasn’t been considered. If you are willing to give up the exterior walls of your house, you may be able to keep it mortgage-free for up to a year, according to MediaPost.

A company called Brainiacs from Mars has promised to pay the monthly mortgage for a couple’s home. In return, the couple allows their house to be painted in bright, eye-catching colors and accented with large logos promoting the company’s name, social media, and digital pages.

Foreclosures have swallowed millions of homes since 2006. In 2010, foreclosure notices were sent to 2.9 million properties in the United States. Brainiacs is planning to find up to 1000 homes to use as commercial billboards all over the country. The company’s founder, Romeo Mendoza, not only wants to promote his company, but he wants to help reduce foreclosures.

When planning billboard projects, Mendoza assures that Brainiacs adheres to housing ordinances, neighborhood covenants and homeowners association rules.


Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

UK advertiser trying the sense of smell to attract consumers

AdvertisingAge reports that McCain Foods is promoting its new baked potatoes with an interesting approach. Smell advertising is utilized along with an enlarged 3-D baked potato to catch the attention of consumers.

The interactive ads are placed on bus shelters in several cities throughout the United Kingdom. Consumers can press a button on the poster, and the fiberglass model heats up while an aroma is released that fills the bus shelter with the scent of a fresh, baked potato.

This is expanding the ability of traditional advertising by reaching an audience through the two atypical senses of smell and touch. Experimenting with fresh, unique tactics can draw positive attention to your product as long as it is complementary to the overall campaign message.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Did I just see an ad on a mail truck?

Because the world appears to be trending towards wireless and paperless in many aspects of life, the institutions that are wire and paper must adapt. According to MediaPost, the United States Postal Service is attempting to enter into the advertising world in order to help its financial decline.

A pilot program recently launched in which the USPS is selling advertising on its freight trucks. At the moment, approximately 17,000 trucks in 11 states have advertisements on them.

Paired with an outside contractor Lighted Promotions, advertisements are being sold from $500 to $600 per month.

A noted concern is making sure that the ads are appropriate for the government trucks. So far, most vinyls have been in regards to road safety like drunk driving, seatbelt usage, highway safety in addition to topics like anti-drug and anti-alcohol. In fact, some advertisers have been turned away like political candidates and medical marijuana.

If this pilot program is successful and launched nationally, then it could be a new vehicle for advertisers. As long as its message falls in-line with a government owned platform.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Cable network and automotive combine forces

Traditional media is a key element in the majority of campaigns. Sometimes, utilizing traditional media in a different way can help an advertiser stand out. For example, the cable network FX and the automotive company Audi are teaming up to create a messaging campaign to specifically advertise the new 2012 Audi A6.

According to MediaPost, they are joining forces to create content that is made to look like full-length TV programming. These eight 2-minute episodes will star the Audi A6 and its features. The “Untitled Jersey City Project,” as it’s called, will premier on FX September 25^th during the Sunday prime-time movie, and it will run on the following four Sundays. Initial promotion was done through theater advertising and commercials running during the Emmy Awards telecast.

The plot of the series surrounds a group of architectural firm co-workers who are working together to hide an unsettling secret. Worked into the plot will be some of the A6’s technological enhancements.

Overall, with Audi aligning its brand with FX, it’s reaching a core target audience in an offbeat, original way. Even though product placement is not a new concept, if it’s done seamlessly and maintains entertainment value, it can really help advertisers solidify a branding message. Also, it’s important to make sure that advertisers choose product placements that make since for the product/service and the target demographic.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Gas Station TV expands its reach in Southern California

Advertisers always have the challenge of cutting through the clutter of the competition’s messages.

It has been around for a few years now, but Gas Station TV (GSTV) is widening its reach. The digital out-of-home video display network has added 19 new service locations in Southern California, namely Los Angeles and San Diego. According to MediaPost, these extra locations are estimated to add 4.5 million impressions per year.

Like other forms of advertising, GSTV is continuing to evolve its product to better serve advertisers. For example, content not only has news and entertainment segments, but it also has original content like “Your Neighborhood.” Recently, GSTV and ESPN teamed up to offer advertisers brand integration opportunities within the ESPN sports video content. Basically, the video will include calls to action for products available in the gas station convenience stores. Another development is “Echo Ads.” These are about :05 to :10 seconds in length, and they are shown a few minutes after the full :15 or :30 spot airs. This is to reinforce the product or service to the consumer.

Advertisers always have the challenge of cutting through the clutter of the competition’s messages. While GSTV is still growing, it is establishing a solid product for those who want to reach people in a more unique way than traditional advertising. It is the advertisers’ responsibility, however, to be aware of whom they want to target and if a new form of advertising is a good fit.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Cross-platform branding: Does it garner a new audience?

Cross-platform branding is a key component to thoroughly reaching a target audience.

Today, many forms of media are connected through cross-platform branding. The goal in doing so is to reach the target audience in as many avenues as possible to be effective. According to MediaPost, the TV program “Hot in Cleveland” and the print magazine Woman’s Day have just formed a unique branding initiative.

One of the characters “Melanie Moretti” from the TV Land comedy will have several episodes in which she will be a columnist for Woman’s Day. Valerie Bertinelli, who plays the character, will be writing actual articles in the July, August and September issues. Bertinelli will be writing as the character “Moretti.”

Both the show and the magazine will promote this on TV Land, in the magazine and online which will include a social media component. In theory, this promotion will help both products in establishing their brand and potentially widen their audience.

Cross-platform branding is a key component to thoroughly reaching a target audience. Some out-of-the-box thinking can help solidify the campaign with a fresh take to traditional advertising. The audience will be exposed to branding without it appearing like the traditional ad.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Out-of-home advertising finds new outlets for refreshed concepts

As digital out-of-home advertising expands to other platforms, it is important to keep updated with the advances and exposure it can procure.

With the 3-D craze being incorporated in multiple media platforms like theatre, television, and sometimes print, it is now entering the out-of-home platform. Public Media Works, EntertainmentXpress and Modular Conversions are three companies working together to bring 3D displays up to 7,000 convenience stores nationally.

MediaPost reports that these 3D displays, which do not require the use of 3D glasses, will enter the first phase on the West Coast. Approximately 1,500 retail and gas station locations will not only allow the kiosks but will also provide some of the necessary financing.

The gas station platform has been specifically targeted as a prime location for the new kiosk because it has grown in popularity with other digital out-of-home media. For example, Pumptop TV, Gas Station TV, and Outcast have all become fixtures on the convenience store network. It has been estimated that total ad spending on digital out-of-home networks will increase from $2.47 billion in 2009 to $3.8 billion in 2014.

As digital out-of-home advertising expands to other platforms, it is important to keep updated with the advances and exposure it can procure. Be aware of the product or service you are looking to advertise and make sure that using this platform makes sense. If using it just because it is ‘new’ is the reason, it may not be beneficial to the overall campaign.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

LA based companies have repurposed vinyl billboards for fashion

Being able to reuse and repurpose your existing creative ad can be effective in countless ways.

As more outdoor billboards are trending towards digital, some vinyl companies are vying for alternative methods of reusing the old creative to elongate exposure. In doing so, a green movement has emerged.

According to MediaPost, the Los Angeles based companies Midnight Oil and LA Graphico, which are marketing agencies that specialize in online and super graphic advertising, have created a partnership with Billboard2Swag. This partnership has resulted in Billboard2Swag taking the old vinyl building wraps and creating unique reusable shopping bags. The bags’ creative primarily are movie industry focused.

A high selling point to the fashion conscious is that each bag image is distinctive and one of a kind. The environmentally-minded consumer can also appreciate the bags because over 95% of each super graphic vinyl is used. Therefore, very little of the vinyl gets thrown into a landfill. The companies hope this fact will entice green companies to utilize out of home advertising.

Being able to reuse and repurpose a creative ad can be effective in countless ways. It can put your product/service in a positive light (being green), or it can even put your message in the hands of a new audience (reusable bags).

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Kraft to promote with a bang

Risk taking in advertising can make a campaign stand out from the rest.

MediaPost reports that Kraft plans on sponsoring the demolition of a well-known sports arena this spring. The Texas Stadium in Irving, Texas was the residence of the Dallas Cowboys football team for the past 37 years. The team has since moved to a new venue.

Kraft is utilizing the implosion of the old arena to promote the new version of its Mac & Cheese brand. While other companies have attributed their names to stadiums before, this appears to be the first sponsorship of its kind. To earn the naming rights of the destruction, Kraft will donate $75,000 to local charities and $75,000 worth of a variety of products to local nonprofits.

The “Cheddar Explosion,” which the company has branded the project, will have an essay contest to choose a youth to press the button to begin demolition. It is scheduled to be imploded on April 11, 2010 and will be broadcasted online.

Risk taking in advertising can make a campaign stand out from the rest. Alternative sponsorships can be an innovative way to bring awareness, help a community, and still get a brand message to the public.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Retailer created a live cinema ad for a new promotion

Incorporating outside-the-box ideas to traditional advertising venues can create a unique and memorable campaign.

AdvertisingAge reported back in late October that the department store Daffy’s attempted the first live cinema ad in New York City’s Ziegfeld Theatre.

Prior to the showing of “Amelia,” 10 dancers came out on stage and entertained the moviegoers for three and a half minutes. While the dancers performed, images flashed on the big screen to complement the overall presentation. Near the end of the dance, it was revealed that the whole production was an ad for Daffy’s. The ad campaign consisted of dancers performing the “Fitting Dance” in which they heaped on clothes to show that they had too many clothes because of the good deals at Daffy’s.

Part of the promotion included giving the moviegoers a 20% off coupon for the store.

ScreenVision was the advertising vendor for Ziegfeld Theatre’s and modified the pre-show program to fit in the ads. The ads only ran October 23rd and 24th with a few more performances in November. Daffy’s planned to utilize the footage from the live ads and create a traditional 30 second spot to run in select theatres starting around Thanksgiving.

When utilizing outside-the-box advertising, it is important to know where the primary audience resides like how Daffy only chose certain theatres to run the 30 second spot after the initial one theatre live ad. It avoids unwanted spill.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Mall ad awareness is on the rise for shoppers

Static mall advertisements are making room for HD Smart Screen displays which can be an effective platform for mass reach.

It has been reported that Nielsen Media Research has recently conducted a custom study for AdSpace to determine the effectiveness of mall advertising.

According to MediaPost, the new research shows that shoppers are increasingly conscious of mall advertising. AdSpace published the results of the study which noted a jump of awareness from 47% in 2007 to 65% this year. Specifically, Nielsen found that the number of visitors that noticed advertising from Sony Pictures and Este Lauder elevated 44% this year compared to 2007.

Currently, the company operates the Smart Screen displays in malls with about 100 million visitors per month. AdSpace considers more engaging content and the switch to HD to be firm reasons to explain the increase in awareness.

Other mall advertising companies like Akoo and EyeCorp have also invested in studies about advertising effectiveness. Arbitron, which was the company that conducted the studies, found similar results to Nielsen’s outcome.

Besides the rise of acknowledgement, other positive factors are emerging. Especially during the holidays, mall attendance is up. With the increased foot traffic, it can be derived that mall advertisements could make sense strategically and financially.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

NBC Universal and Gas Station TV announce new partnership

Some major corporations are working to produce cross-platform distribution, which could make a lot of sense for your campaign.

In a story provided by MediaPost, NBC Universal and Gas Station TV (GSTV) have recently announced a partnership by having NBC be the exclusive entertainment provider for the digital out-of-home video platform.

This partnership entails NBC serving as the local sales agent for GSTV. In doing so, advertisers will be able to utilize Nielsen-confirmed metrics, which measures the video content.

The content and advertising will run in four and a half minute cycles. A combination of local and national NBC Universal news, prime time, late night and cable will be the primary material running. MediaPost states that the content packages will include some sports news from ESPN and local weather from AccuWeather.

The GSTV partnership will allow NBC to reach “30 million viewers per month via displays in pumps at 1,000 gas stations. Overall, GSTV’s network covers more than 100 DMAs, including major markets New York, Los Angeles, Chicago and Philadelphia.”

It appears that TV at the gas pump is growing in popularity across the country. In fact, some companies compare the audience reach to a top-5 prime time TV show. As this new avenue of advertising emerges in the marketplace, it could become an aid in getting a campaign message out to a large and attentive audience.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

New time slot calls for an inventive promotion for Jay Leno

It is important to try to create new and creative ways to broadcast your message and that doesn’t mean to only pursue non-traditional media.

According to a MediaPost article, Katz Marketing Solutions, which is a division of Katz Media Group, a subsidiary of Clear Channel Communications, has embarked on promoting Jay Leno’s new show to a captive audience- people stuck in traffic.

Katz Marketing Solutions and Horizon Media, NBC’s media agency, have teamed together to create two campaigns using radio’s traffic instructions. On September 8th, the first campaign was implemented which entailed comedy bits that ran with traffic reports in NBC’s top 12 markets nationwide.

The second campaign started September 14th and that included additional comedy shorts introduced by local DJs. They ran in a fixed position at 10 minutes after the hour to promote the new 10 p.m. time slot for Jay’s show. NBC’s top 25 markets were chosen to run the second campaign. It was said that the intention for this was to align Leno and the comedy with the number 10 to reinforce his new time slot.

Utilizing traditional media like radio to implement a fresh twist to promote a product or service can be necessary in reinventing a campaign.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Domino's cleans up its advertising for a new promotion

Sometimes thinking outside of the box can really make your advertising campaign stand out from competitors.

Reported by AdWeek, Domino’s hired GreenGraffiti to help create a different and new promotion to engage its audience in early July. The pizza chain’s logo has been “cleaned” into dirty sidewalks in New York, Philadelphia, and Los Angeles to promote the American Legends pizza.

The advertisements were created by a high-pressure water hose and stencil. There were approximately 200 of the clean Domino’s ads left.

The promotion aspect of the ad campaign was that the first 250 people to find the sidewalk ads and email pictures of themselves with it to Domino’s received a $15 gift card.

Promotions like this can be less expensive than a traditional media buy and can generate great word of mouth advertising. And, it is considered an eco-friendly type of advertisement that can also promote good press.