Own The Intersection

(Click photo to enlarge)

The local law firm of Abrahamson, Uiterwyk & Barnes recently decided to shift some of their Yellow Page dollars to an outdoor advertising campaign. 27 billboards, emblazoned with the faces of Eric Abrahamson & Mary Jane "MJ" Arbutine, are now catching the attention of motorists across the Tampa Bay area.

As the attorneys were hand-selecting their billboard locations, they came across two 14' x 48' bulletins that are positioned across the street from each other on Ulmerton Road in Clearwater. When faced with the challenge of picking between the two, they simply said, "Why don't we just buy them both?"

The result is the towering presence of Abrahamson on the north side of the road, and Arbutine on the south side, making a bold statement about the strength and prestige of their firm. Instead of sharing a printed page with a handful of competitors, why not dominate your competition as the sole owner of a high-traffic billboard? And if possible, own the intersection!

Wi-Fi Enabled Bus Shelters in San Francisco

An interesting bit of news came out of our San Francisico division this week. Clear Channel Outdoor has built a network of 20 transit shelters, which double as Wi-Fi hotspots. In addition to displaying an advertising message on the shelter's static banners, sponsors will be positioned as the provider of free internet service, which will be accessible within 30 feet of the shelter.

The scenario would work something like this: as you approach the transit shelter which has been branded with the sponsor's logo, your cell phone or internet enabled device will pick up free service from the wireless box inside the shelter. When you open up your browser, you'll be directed to the sponsor's web page before continuing with your internet session.

I love the idea of positioning your brand as the "Free Wi-Fi Provider." It's a great way to pair your marketing with a service that's genuinely valuable to the consumer. Additionally, by combining the shelter ad with the redirect to your home page, it creates an immersive experience for the customer.

You can watch an awesome video demonstration of a client using this technology here.

Ocala Goes Digital

November 4th, 2006. I'll always remember it as the day we turned on the first digital billboard in Tampa Bay. It represented so much more than the installation of a 14' x 48' LED screen on a 50 foot monopole. That day marked the beginning of a new era in outdoor advertising in Tampa.

I work with several individuals who were a part of this business when every billboard was hand-painted or pasted up in sections, like wallpaper. Those individuals were here when we began to print our billboards on sheets of vinyl, which drastically improved our productivity and turnaround times. But even the transition to vinyl could not compare to the impact that digital has had on our business.

Since 2006, over 150 advertisers have used our digital billboard network to reach Tampa Bay consumers with a timely, dynamic message. And now we can offer the same exciting opportunities in the Ocala market. Clear Channel Outdoor's first back-to-back digital billboard was installed today on SW 17th Street, just west of US 441 in the heart of Ocala. The unique location has a long viewing distance and reaches commuters as they come to the crest of the overpass.

In addition to offering high-impact advertising to local and national businesses, Ocala is committed to using their digital billboards for community service messages, hurricane evacuation information and for helping the FBI to track down wanted criminals. I've spoken with Ocala's Digital Manager, Matt Adams, and he's got several more exciting tricks up his sleeve for the digital network. I'll be sure to post updates as they unveil more. For more info, email mattadams@clearchannel.com or follow him on Twitter: @mattadamscco.

Why Did I Go Into The Billboard Business?

Paul Flanigan, author of the Experiate blog, inspired me with his post about why he works in the digital signage business. People often ask me why, with all of the various forms of media today, did I choose outdoor advertising. It's true that my intentions after school were always to embark on a career in the advertising industry, but when I think about what made me choose billboards, I have to go back to my childhood.

I grew up in a little town about an hour north of Tampa, Florida. At the time, there was no mall, no department stores, no Target, not even a Walmart. The acquisition of any kind of name-brand merchandise required a trip to Tampa. When one of us needed new school clothes or a new pair of basketball shoes, my parents, my siblings and I would load up in the car and make a day out of it. We'd visit the mall, maybe the Museum of Science and Industry or Lowry Park Zoo, and catch a late afternoon movie.

Unable to read street signs, I had to gauge our proximity to the big city by the sudden appearance of landmarks that were foreign to our little town.... Billboards! As we got nearer to downtown, they welcomed us to the city with their colorful painted characters and slogans. Chick-Fil-A cows painted their pleas for us to "Eat Mor Chikin." Snoopy proclaimed, "Get Met, It Pays." And the Marlboro Man sat proudly on his horse as the sun set in the background. Our fascination with the roadside signs sprung from the same place that made us love dinosaurs, spaceships and monster trucks... They were HUGE!! And we were so small.

As I got older, the billboards looked a little smaller, and when I moved to Tampa for college, they became a common sight as I drove around town. But they always fascinated me. And I think the child in us makes each of us want to feel like we're a part of something much bigger than ourselves. Having worked with hundreds of clients with various marketing needs, I can personally attest to the power of such a dominant and penetrating medium, and each time I look up at a billboard that I was a part of, I still get that same sense of awe and achievement.

Now Playing: Ads That Reach A Captive Audience

Cinema advertising is flourishing despite the lagging economy. As people flock to theaters for a relatively inexpensive means of entertainment, advertisers are rushing to meet them.

Personally, I have seen four movies in as many weeks, and have been noticing the advertising more than ever. I started thinking about the benefits of movie screen advertising, and wondered if it's really that much different from advertising on billboards. National Cinemedia is a leader in the industry, and as I browsed their website I noticed some familiar phrases:

"Most media audiences are scattered. Some watch TV, others talk on the phone, podcast, play video games, or worse…they do all of the above simultaneously. Cinema advertising is completely different. It's no mystery that we deliver a full sight, sound and motion experience on a larger-than-life canvas. But that's not the only advantage cinema has over other media outlets. Our audience is engaged, and they're voluntary - perhaps that's why moviegoers remember ads in the cinema 1.5 to 4 times more than they remember the same ads on TV."

Hmm... Engaged audience. Larger-than-life canvas. Memorability. Sounds familiar.

It's true when you think about it; cinema advertising and billboard advertising have a lot in common. They both reach people who are on the way to where they're going, unlike television, print and radio, which try to sprinkle advertising throughout the main attraction, interrupting and annoying consumers.

Additionally, both mediums recognize the dangers of maintaining the status-quo. Developments in technology have allowed companies like National Cinemedia to offer customers flexible, dynamic ways to reach audiences with a message that's exciting. Digital billboard technology is revolutionizing the outdoor industry in a similar way, by letting advertisers present a changeable message on a dynamic, backlit screen.

When you compare the benefits and business models, it's no wonder that both mediums are projecting strong growth in the coming years.

Getting To Know Your Audience

The more relevant an advertising message is to a consumer, the more effective it will be. If you take the time to consider where your target audience will be and what they will be doing when your message is delivered, you can construct a more relevant, and therefore more effective message.

Radio commercials use the unnerving sounds of police sirens and squealing tires to grab your attention. Television commercials display slow-motion footage of mouthwatering food while you're sitting on the couch, wondering what's for dinner. Likewise, billboards messages can be constructed to cater to an audience on-the-go.

Start by creating a list of things you know, or can infer about people who see billboards.

• These people are usually in a car...
• They might be listening to their radio...
• They might be talking on a cell phone...
• The should be wearing a seat belt...
• Maybe they have a passenger or two...
• They might have a navigation system or GPS...
• They will eventually need gas...
• Are they hungry?...
• Are they tired?...
• Are they late for something?...
• Are they lost?...

Now think about your product and create a tagline or image that caters to one of these characteristics about your audience. This will give the ad the appearance of having been personalized for the audience.

Billboards reach people while they're active in the marketplace and prepared to buy. This gives the advertiser the 'last word' in the consumer's buying cycle. Even more timely are digital billboards, which can target people with specific messages for specific times of day, or days of the week. Click through the slides below to see some great examples of advertisers who have effectively capitalized on the unique timeliness of outdoor advertising.

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'Going Google' campaign is going with billboards

Google's decision to employ billboards as a key part of their marketing campaign for their "Google Apps" program, makes a strong case for the value of outdoor advertising. After all, when the most powerful brand in the world does something, people pay attention.

Some experts applaud Google's use of billboards as a strategic way to "get a bigger bang using fewer bucks." Others insist that Google should have employed digital billboards, since the signs will sport a new message each day. Personally, I'm just excited to learn that the search giant is taking advantage of one of the few remaining mass mediums. Billboards are too often unfairly dismissed as being antiquated relics of the past. The reality is that outdoor advertising is positioned nicely to benefit from the growing fragmentation of most other mediums.

I'm a huge advocate for digital signage. But, the power of outdoor advertising is in its ability to cut through the clutter and reach a captive audience. And regardless of whether it's displayed by an LED screen or on a printed vinyl, putting your message on a billboard offers a cost effective way to ensure that you stand out from the crowd.

The Importance of Adaptability

There is a BP gas station next door to our office. The convenience of it's proximity is great. Sometimes bringing a bag of M&Ms to a brainstorming session, or drinking a soda during an afternoon conference call can make the workday much more enjoyable. The owners know our staff and always greet us with a friendly smile.

Recently, the store had to replace their underground fuel tanks, which meant they couldn't sell any gasoline for almost 3 weeks. This had the potential to be a deadly blow to our friendly neighbors. A gas station without gas is a challenged business model, to say the least.

The construction began, and I started to notice some changes. A handmade sign went up near the street letting drivers know that the BP was still open for business. The owners began cooking homemade meals for breakfast and lunch, and they graciously asked us to post their "specials" in the break room at our office. Employees started heading to the BP for a new lunch destination, and people started talking in our hallways about how surprisingly good the food was. Though the gas pumps were dry, the store was bustling with customers and I started to think maybe the little store would make it after all.

This morning I stopped in for a snack and noticed that the construction was nearly complete. When I asked the cashier how much longer, he told me it would be finished this week. He was beaming with pride, relieved that his family had pulled together and weathered this tough time.

Most businesses have seen their share of tough times in the past year or so. Some sit on their hands and wait for the storm to blow over. Others embrace the new business climate, and adapt their business model accordingly. It's important to work hard, think smart and remain positive. But more than anything, it's important to be adaptable. How are you changing your approach to ensure your company's continued success?