So recently I was walking around NYC observing advertising content and placement. The true problem with out of home advertising is it is impossible for one person or even a small group to physically choose where their signs and billboards they rent are in relation to reality. Though Google Street View can help. But just imagine trying to make an out of home buy in NYC. How many signs and locations there are, and coordinating the actual installation of the ads!
So even a massive media buyer has to rely on small fry to get all this work done at a reasonable cost and timing.
Anyone who reads this blog knows I am a cynic. I truly feel that certain locations are very effective to get your message out. But this one was the winner.
Dr. Scholl’s ad for the gel inserts. Placed outside a bus stop on 3rd Ave that is seen by anyone who just walked up the gradual hill heading south. Anyone who has spent time walking NYC know that your joints and feet ache after pounding the concrete…and that pain starts sooner and hurts more as you get older. So as I am returning from a long walk to a book store and having jogged central park in the AM….just as I am burnt and feeling the pain….there is the Dr. Scholl’s Ad!
Nearby there was an Ad for America’s Next Model which is great for their narrow demographic (wasted money to have me included in the CPM), the Dr. Scholls really reaches it full demographic which is anyone who has walked up the hill and feels their feet could use some loving!
That being said….I will guess the actual choosing of that window was probably random from a map of all available properties in the city at the time of the buy.