Residents of the Tampa Bay area who visit local news website TBO.com this week will see a brilliant red banner ad for an upcoming sale at Macy's. With premium placement on one of Tampa's most popular internet sites, the department store will effectively reach potential shoppers where they live and work. That pretty much covers the bases if you're an advertiser trying to deliver a message, right?
In the late eighties, sociologist Ray Oldenburg coined the term "The Third Place" to describe the spaces we occupy when we're not at home or work. The amount of time people spend away from home is steadily increasing, making it more important than ever to find a way to reach consumers while they're occupying these third spaces.
Before digital billboards, it was tough for advertisers like Macy's to use out-of-home advertising to promote sales and specials, because of the static nature of the medium. But now, through the use of digital billboards, outdoor campaigns can effectively mimic online banner ads. There are no production charges, so short term buys remain cost effective, and artwork can be changed in less than 24 hours.
But, you don't need to tell that to Macy's. In addition to their internet campaign, they are currently advertising their sale on Clear Channel Outdoor's digital billboards throughout the bay area.
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