Cincy Tennis is also the most recent client to take advantage of ad extensions.  As you can see in the picture, extensions enable advertisers to increase the size of their ads and potentially use the windows to get a little creative!  Regardless of why they are used, one thing is for sure, they are definitely going to grab your attention, may even start a conversation!!

We are seeing a few trends among businesses.  More are leveraging ad extensions and the creativity they allow.  Businesses of all sizes are putting their message on multiple out of home advertising media!  And mostly, advertisers are beginning to see just how easy it is to not only reach affluent consumers & business executives, but have a high frequency with them as well…

Regina Russo and the Cincinnati Art Museum's Full Bus Wrap

Traditionally, the funding for non-profits’ advertising efforts are very limited, yet they need to get their message out in a big way.  It was Regina Russo’s job to see to it that Greater Cincinnati was aware of their new exhibit, and do so in a cost-effective manner.  She leveraged previously established relationships in the media world to help spread the word about the Cincinnati Art Museum’s “Circus Posters” exhibit.  However, it is a new method that is taking her message to the streets!

Enter Advertising Vehicles.  Regina worked closely with Advertising Vehicles and Cincinnati Metro to create a mass reach campaign that would achieve the Cincinnati Art Museum’s desired goals while staying within her budget.  It was clear she didn’t want to take a traditional, cookie-cutter approach to this campaign; she wanted it to be big!  When the dust finally cleared, her transit advertising campaign consisted of a plethora of displays (sides and backs) and the Cincinnati Art Museum’s first Full Bus Wrap. 

One major piece of the campaign that wasn’t mentioned above were their two “Bus Blips.”  Advertising Vehicles worked out a deal with Cincinnati Metro to take the Cincinnati Art Museum’s full bus wrap off of the street and park it near US Bank Arena, which was hosting the Ringling Brothers Circus the past two weekends.  As you can see, the bus was strategically parked in front of the main parking garage, making it a sight to see as people patiently waited in line!  Talk about a powerful addition to a marketing campaign!!

In Cincinnati, and most major markets, not as many as you would think!  Does your market have transit advertising (advertising on buses/mobile billboards)?  The mobile component of transit advertising enables your ads to reach new people every day!  Could you combine the platforms to reap the benefits of each?

Recently, Walmart turned two of their Cincinnati stores into Walmart Supercenters and wanted to spread the word.  In an effort to reach consumers who live/work close to those locations, as well as create an increased awareness of Walmart Supercenters, Walmart put together an Outdoor Advertising mix!  Their mix consisted of strategically places billboards and a handful of full bus wraps.  The creative was consistent across both platforms, ensuring that consumers recognized the brand and the message, increasing the frequency of their campaign.  This 1^st Quarter campaign is still in full force, so look for Walmart’s stationary and moving “apple” on a street near you!

As the economy recovers and technology continues to offer consumers new ways to manage their on-the-go lifestyle, business owners and marketing directors are faced with the daily obstacle of trying to reach these exact consumers! So many vehicles, each with their own demo and factors to be considered. While your product/service may make some decisions a no-brainer, most don’t have that luxury!

While most mass media can still be used as such, the fact of the matter is that due to technology advances, the future effectiveness of each mass medium is now in flux. Not everyone can effectively predict the future, but having a sustainable mindset will have you ahead of the crowd! Where can you put your marketing efforts and know people will still see them?

For most consumer-driven companies, an effective marketing mix consists of a mass medium or two and some very targeted marketing efforts. My thought process is as follows. What is NOT going anywhere anytime soon? Better yet, what isn’t going to be invented to fragment the advertising industry any further! I can promise you a time machine or transportation portal certainly isn’t going to be invented anytime soon! Additionally, a new social media site may be unveiled, but the internet is here to stay! Therein lies two media that I personally feel are the most sustainable places to put your message. A solid presence on the internet (your website, new media, & Google Adwords) and on the streets that consumers of all demographics use to commute every day of their lives!!

Agree with me? Disagree with me? Where do you think is the most sustainable place to put your message in a world that is driven by the ability to cram as much into one day as possible?