August 30th, 2011
Drive-by ads give marketers local reach
Media Daily News
Given the number of eyeballs that view adverCars, vehicles that carry display ads in specific cities and locations, the cost is small. Advertisers can drive home their message for $280-$300 per car.
Brands such as Krispy Kreme and Sleepy’s have embraced the OOH medium.
After a test run, AllTran Media, a marketing-solutions company, will launch a campaign for Sleepy’s, the mattress company—traveling from Philadelphia to Norfolk, Va. and running the next two months. Some 40 towns and cities on the East Coast will see Sleepy’s auto suggestions.
Chris DeCicco, a media buyer for Sleepy’s, says the trick is to “get into smaller, localized markets that regular outdoor can’t do. ... and strategically target certain people or groups.”
Come October, AllTran kicks off a campaign for Louisiana State University.
The focus of each effort is to draw attention in often-saturated ad markets. For example, the New Orleans Hornets wanted to boost attendance for its basketball games. It had employed traditional marketing and social media, but decided it could gain greater traction on the road.
Matt Biggers, vice president, marketing for The New Orleans Hornets, worried that people tuned out TV and radio ads and didn’t notice billboards. “But by putting display ads on people’s cars, particularly in a town like New Orleans, where people spend hours each day in their cars, you can ensure a constant visual brand engagement with the people you’re trying to reach,” he stated.
The 4-year-old AllTran, based in New Orleans with an office in New York, gives advertisers the option of Zip codes, nearby point of purchase or specific neighborhoods in towns and cities.