Have Ad, Will Travel
Thanks to a wave of on-the-move advertising, a traffic jam is now
a marketing opportunity
Advertisers who really want to drive their messages home have more ways
to do it than ever. In some cities, mobile advertisements, affixed to all
kinds of vehicles, are becoming as common as taxicabs.
Everyone has seen the big commuter buses covered top to bottom
including the windows with billboard-sized ads. But they're just the
beginning. Now night-prowling pick-up trucks are beaming 60-by-100-ft. color
images onto the sides of buildings, and vans with large scrolling displays
are entertaining travelers with series of constantly changing advertising
panels. The New York Timesreports the New York City Council is debating
whether to allow taxis to cover their hoods with commercial messages. Even
in-your-face bicycle messengers are towing advertising lines - on little
signs attached to the backs of their bikes.
Advertisers are flocking to this "ambient media," as it has
been dubbed, not only because it gets attention, but also because it lets
them target consumers geographically in the same way ZIP codes do. So if
you want to get your message out to your town's big spenders, gear up and
head for your town's silk-stocking district.
Copyright © 1998 by Bond Communications.