Pedestrians and smokers may have noticed a new advertising vehicle in Manhattan last week when they walked past signage displayed on tall freestanding ashtrays placed outside bars and restaurants.
   This latest piece of street furniture, of course, comes in response to the tough anti-smoking laws that have been passed around the country. Its creators plan to roll out these all-weather ashtrays in other non-smoking markets.
   To find out how to get your client’s message where smokers gather and pedestrians pass by, read on.
   This is one in a Media Life series on buying the new out-of-home venues. They appear weekly.

How it works
    Ads are placed on freestanding ashtrays placed on city sidewalks. Max Custom Media calls the program Max Posts.
   Each unit has three ad surfaces. One advertiser is featured on each unit, though different creative can be featured on each of the three posters, says marketing director Shelby Washington.
   Units are placed in front of public as well as private buildings. Venues include entries to office buildings, bars, restaurants and health clubs.
   They can also be placed at parties, movie launches and outside of special events. The signage targets pedestrians and people entering and exiting buildings as well as those congregating to actually use the ashtrays, Washington says.
  Advertisers generally buy one unit per location, though they can buy two for larger venues.
   Local advertisers are using the signage on a stand-alone basis while national advertisers are inclined to use it as part of larger media campaigns, including postcards and other out-of-home.
  Additionally, national advertisers use the signage for branding while locals are geared toward promotions.
 “For example, sporting games, store openings and festivals are promoting their events, something specific,” Washington says.
  Interest from national advertisers has been 80 percent, Washington says.
   “Locals, like some of the Broadway shows, want it for the passer-by traffic while categories like liquor are definitely looking at it for the locations outside of bars.”
   Markets can be cherry picked.
   “You can do a city buy, a DMA or a neighborhood like Chelsea, SoHo or Chinatown,” Washington says. “We’ll solicit a specific address if a client wants it.”
   Creative is provided by the advertiser.
   “The simple out-of-home formula should be followed,” Washington says. “Local advertisers could add a little more text or information to promote. National copy should be clean, two to three seconds to read.”
   Each of the three surfaces per receptacles is 13 inches by 17 inches. Sampling is an option. Brand exclusivity is built in.
   Advertisers may run seasonal campaigns tied into product promotions, but the medium is otherwise not tied into season-related factors like weather.

Markets
   The program launched in New York and is rolling out in San Francisco and Los Angeles, says Washington.
   “To be accepted it has to be a non-smoking market,” she says, meaning one of those markets with tough laws against lighting up in building interiors, whether office or restaurants.
   Available markets include Atlanta, Boston, Chicago, Dallas, Detroit, Los Angeles, New York, Philadelphia, San Francisco and Washington, D.C.
   Max Posts plans to be in the top 10 markets by the end of 2005, Washington says.

Numbers
   There are currently 500 units available in Manhattan with plans for a total of 1,000 by the end of the year, Washington says.
    “We’ve found that basically there is no limit on how many you can have up. The number of advertisers only limits it.

How measured?
   Measurement is provided in two ways, Washington says. “We use Department Of Transportation and other pedestrian counts, as well as looking at numbers for nearby phone kiosk ads.”
   Estimates include 4.5 million to 7 million pedestrians per month for 50 units placed in a neighborhood.

What product categories do well?
   Entertainment and liquor are top categories. Smoking cessation products as well as teeth whiteners and breath fresheners also do well.
   Local advertisers are often stores and other neighborhood businesses.

Demographics
   Demographics can be targeted by neighborhood, business, lifestyle or ethnicity, Washington says.
  “The demographic starts off very broad and then is definitely skewed by venue. For instance, bars often attract young, active patrons.”
   Passerby traffic generally covers a broad demographic.

Making the buy
   Lead-time is approximately five weeks, including production. Lead-time in new markets is six weeks. Monthly rates are $250 per unit for a minimum of 50. Neighborhood buys (Chelsea, Chinatown, etc.) are subject to a 10 percent premium. Select buys (Yoga centers, nightclubs, etc.) are subject to a 15 percent premium plus a $1,000 one-time set-up charge.
   The CPM is estimated at $1 to $3.
   A minimum commitment of three months is preferred, though some categories like entertainment can be bought on a monthly basis as needed.

Who’s already on Max Posts?
   “Kids Kick Butts,” a national children’s anti-smoking contest launched the program on April 24 on 100 units in New York. Signage also features the New York Department of Education.

Web site info
   Max Custom Media at www.maxcustom.com