March 28th, 2011

Advertising company putting ads in county jail

The Buffalo News

The Erie County Holding Center, which has had its share of problems in recent years, soon will be on the cutting edge in this respect: It will allow bail bondsmen and defense lawyers to advertise on a high-definition television screen aimed at defendants minutes after their arrest.

The key to effective advertising is to reach consumers at the moment they make their purchasing decision, said Anthony N. Diina, the head of a company offering digital advertising services to Erie County government.

“What do people want when they are in the Holding Center?” Diina asked. “They want to get out. And they don’t want to get convicted. So they want bail. And an attorney.

“You want to advertise to someone exactly when they want to make their decision. That is the case here,” he said, adding later, “this is the ultimate captive audience.”

Diina’s Metrodata Services, through its unit called “Captive Ads,” will place one screen just outside the Holding Center booking area and another in a lobby used by friends and families waiting to visit inmates.

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