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with a touch of class
Rotating and back-lit, they go where others can't
By Kathy Prentice
Displaying ads on trash cans is not a new idea.
Placement—where the ad-covered receptacles are positioned—is what makes the venue appealing. They can be rolled into place in locations where other signage is prohibited.
What's a turnoff for advertisers traditionally is the venue itself. Who wants his or her product associated with trash?
A new player, AdBrite, thinks it has a solution: attractive receptacles that are artfully placed and maintained and look more like ad kiosks than places to toss old newspapers and food wrappings.
Ads are back-lit and the cans even rotate.
To find out more about getting your client’s message on these rotating receptacles, read on.
This is one in a Media Life series on buying the new out-of-home venues. They appear weekly.
Fast Facts
What
Ads placed on illuminated, rotating trash receptacles.
Who
AdBrite, headquartered in Brewster, N.Y.
How it works
AdBrite 360 is a stand-alone unit, placed in high-traffic pedestrian paths and high-density waiting and seating areas inside and outside of buildings used by the public.
Each unit has space for three ads.
“All three ads can be from the same client. You could almost tell a story. Or they could be from three different companies,” says Lynn Terlaga, vice president of sales and marketing for AdBrite.
Complementary products, like juice and cereal, can be mixed on the same container and in the same campaign.
Production, installation and maintenance are provided by AdBrite.
Creative that is simple is best, Terlaga says. An advertiser may tie creative into the trash receptacle theme.
“Some advertisers are very interested in the green element,” Terlaga says, to appeal to environmentally conscious consumers.
Creative can be provided by the advertiser or developed by AdBrite.
Containers are 42.5 inches high and 34.9 inches in diameter. They rotate at 1.5 RPM and are anchored to the floor. Each of the three ad panels measures 25 ½ inches by 26 ½ inches.
Illumination can be powered by traditional plug-ins, battery or fuel cell.
Maintenance is done by professional contractors who also maintain malls.
Advertisers are a mix of national companies focusing on convention centers, sports arenas and transportation terminals, as well as local and regional advertisers at malls, grocery stores and amusement parks.
Product-category exclusivity is provided.
Receptacles within an area or facility carry the same ads.
Within a large facility that can support several events simultaneously, different campaigns can take place within each area.
After a November test run, AdBrite will launch in January.
Markets
AdBrite is available in Los Angeles, New York, Chicago, Philadelphia, Washington, D.C., Detroit, Houston, Boston, Atlanta, Dallas, San Bernardino, Phoenix, San Diego, Minneapolis, Orange County, Nassau/Suffolk, St. Louis, Baltimore, Pittsburgh, Oakland, Seattle, Tampa, Cleveland, Miami, Denver, Newark, Portland, San Francisco, San José and Kansas City, Mo.
How measured?
Traditional out-of-home measurement tools are used, Terlaga says. Proof of performance will be posted and maintenance can be checked by clients online.
“It can depend on what the client wants and on the venue to some degree. A national advertiser may look for GRP while a convention center may not be interested in GRP. All they want is to create awareness in the center for a number of weeks,” Terlaga says.
“With college campuses and sporting events the facilities themselves are a good source of numbers, so we will work with them and use an independent auditing company as well.”
What product categories do well?
Product categories are tied into the venue, Terlaga says. For example, fashion, credit cards, electronics, financial and travel do well on college campuses. “The demographics of the venue will dictate the type of advertisers.”
Demographics
Venues can be targeted to match specific demographics.
College campuses, airports and other transit terminals, convention centers, sports arenas, malls, theaters and amusement parks are some of the targeted venues.
Making the buy
Units can be purchased by market, by demographic, by site or by venue. Campaigns can last a week, month, quarter or year.
Lead time can be as little as one week with materials in hand. Campaign length varies with venue.
“Right now in convention centers it’s show by show, with some lasting two days and others five to seven days,” Terlaga says. “In a sports arena it can be show to show or event to event.”
Campaigns in malls, airports and other transit terminals are four weeks. College campus campaigns can run four weeks or the length of a term or semester.
Factors that affect pricing include length of campaign, venues, population and overall number of units.
Rates start at $350 per panel and increase depending on the size of the market and venue, Terlaga says. A panel is defined as one of three ad spaces on a container.
An advertiser can cherry-pick venues within a market.
Online inventory browsing, security space, contract approval and payments will be available by the end of the first quarter in 2002, Terlaga says.
Sales offices are in New York and Los Angeles.
Who’s already on AdBrite?
A test run is scheduled for the Las Vegas Convention Center this month.
What they’re saying
“I think the greatest pull is going to be being able to go inside venues and areas where no other traditional forms of advertising exist and where everybody is going to be during the day, like the Las Vegas Convention Center.
“Also being able to be at events like a golf tournament without having to go in and do a full sponsorship. Being able to get into areas that are traditionally zoned out. That’s where I see the value.”–Jason Kiefer, media director for Outdoor Vision in New York City.
Web site info
AdBrite at www.adbrite.com
November 5, 2001 © 2001 Media Life
-Kathy Prentice writes about out-of-home advertising for Media Life, penning her stories from the resort town of Traverse City, in the upper reaches of Michigan.
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