Tag Archives: outdoor advertising

Outdoor Advertising’s Not A Medium; It’s A Large

billboard-ads-oldtimerbsci46limaax6kjWith all the talk about how TV stations are using social media to attract viewers, don’t forget outdoor.

logo3More than $7.5 billion was spent on outdoor last year, according to Gordon Borrell Associates, a research and consulting firm that tracks and forecasts advertising.

Billboards accounted for $4.7 billion, transit at $1.3 billion, alternative (stadiums, malls, etc.) at $977 million and street furniture at $414 million.

“Local TV stations will spend about $94.7 million on outdoor advertising this year, which is about the same (+0.1% or one-tenth of a percent more) than last year,” said Corey Elliot of Borrell Associates.

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Outdoor Billboards That Respond To You

battersea-hed-2015Technology is turning billboards into another screen, capable of interacting to surroundings with high-resolution video.

In this campaign from London, dogs appear to follow shoppers around a mall in the hopes they’ll get adopted.

A chip secretly placed in leaflets handed out to shoppers triggers the canine’s jumping, enabling him to follow the shoppers from one digital board to the next.

This follows a campaign from a couple years ago where a little boy appears to react to planes as they pass overhead.

If you had the opportunity to use such a board, what would you do to promote your news?

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Video Billboards With Motion Slickness

billboardIf you think of billboards as static displays that just sit there and don’t move, you’re in for a surprise.

Beyond digital billboards are video billboards, signs with built-in motion sensors that respond to certain pre-programmed movements around them.
It turns static billboards into interactive messages that can captivate those around them.

It’s why they say outdoor advertising is more than a medium, it’s a large.

Here are some examples.

WPIX Takes Ratings Message To The Streets Of New York

head_on_When most television stations get a bump in their news ratings, they make an on-air spot to let everyone know. And maybe some print.

Not WPIX in New York, the CW affiliate owned by Tribune.

When WPIX News at 5 beat the competing newscasts on NBC-owned WNBC and Fox’s WNYW in the July sweeps, it plastered in-your-face messages on mobile billboards to deliver its message to the streets in New York.



“The visuals were originally used as site ads on TVNewsCheck,” said Jessica Bellucci, Tribune’s director of communications, “but we liked it so much we took it to the streets.”

“I’m proud of the entire WPIX11 News team and the momentum they are building,” said Rich Graziano, WPIX general manager.


Seinfeld Takes Over New York Train in Marketing Ploy


Some commuters in New York City are feeling as if they’ve stepped onto the set of a Seinfeld episode this month. That’s because all 11 cars on a subway train are fully wrapped inside and out, transforming it into Seinfeld’s Monk’s Café, complete with Jerry, Elaine, George and Kramer in their preferred hangout.

To promote Seinfeld’s return to an 11 p.m. time slot, WPIX, the CW affiliate in New York, along with Sony Pictures Television and CBS Outdoor, orchestrated the first-ever total train takeover in the history of the Metropolitan Transportation Authority (MTA).


The promotion coincides with the first Mets-Yankees Subway Series of the season, set for the week of May 12. Fans heading out on the Seinfeld train to the Mets’ home park, Citi Field, will be reminded that they can watch Seinfeld at 11 on WPIX11.

“Now, any time New Yorkers want to know where to find Seinfeld, they just have to think 11 on 11,” said Sheraton Kalouria, chief marketing officer for Sony Pictures Television.

“Nothing is more New York than Seinfeld, the subway, the Mets-Yankees rivalry and PIX11,” said Rich Graziano, WPIX president-GM. “Combining all of these is the perfect way to create an iconic New York experience for fans and viewers.”