Digital Out-of-Home Advertising Executions

Maybe it’s the tall buildings as far as the eye can see, or the noise of traffic, sirens, horns, people talking and scampering about. Possibly it’s the smell of a gyro hot off the grill from a sidewalk vendor. Or maybe it’s the estimated 500,000 people walking through Times Square in NYC on any given day in December leading up to the holidays. Working in media at E.B. Lane, I’d say I’m well-versed in out-of-home media. I find myself constantly on the lookout for new and exciting advertising executions. It had been a few years since I was in New York City and this past December I braved the crowds in Times Square. I was awestruck with the out-of-home media surrounding me. I was a kid in a candy store. As a media planner/buyer, I live for this stuff. I tried to imagine how much money is tied up in advertising contracts. It’s hard to comprehend that some of the priciest out-of-home real estate in NYC’s Time Square goes for upwards of $4 million per year, with most having 10 year non-cancellable contracts. That equates to a whopping $40 million investment. As crazy as this is, it’s apparently paid off for advertisers like Coca-Cola, who has had the same spot for nearly 80 years and Samsung for over 20 years now. Walking through Times Square, as residents (my NYC friends refuse to go to Midtown) or as a visitor, can be quite intense as there’s an endless supply of brand-name stimuli coupled with always-crowded sidewalks. Advertisers are forced with the ever-evolving task of developing static and digital marketing campaigns that break through all of this clutter.

It’s exciting to see Legends Entertainment District out-of-home real estate popping up in downtown Phoenix near City Scape and the sports stadiums. While it’s not (nor will ever be in our lifetime) comparable to Times Square, it will definitely capture eyeballs and advertiser dollars. Here are a few notable out-of-home ads I discovered in Times Square.

: Forever 21 used a street facing camera to project viewers onto the digital screen (I am in there somewhere if you can find me).

: The use of outward 90 degree facing panels captured impressions on both sides of this street corner.

: This make-up advertiser dominates a street corner in Times Square with several multi-directional panels.

: Cutting edge digital Out-of-Home executions, such as the round Nasdaq tower (with the cellular ad) allow rotating advertisers to incorporate motion into their digital ad.