Your client at big-city newsstands
The latest ad trend is digital screens
October 9, 2012
Outdoor newsstands line the streets of many large cities, and for years they have been a good way for out-of-home advertisers to reach thousands of passersby using static signage.
But in recent years newsstands have been going digital and interactive, making for engaging ads that pedestrians spend more time with.
In addition to being more eye-catching than the typical static sign, digital interactive ads at newsstands also have the ability to track exactly how many people interact with them and at what time.
To find out how to get your client on newsstands, read on.
This is one in a Media Life series on buying out-of-home venues. They appear weekly.
Advertising on outdoor newsstands.
Three companies handle the majority of advertising on newsstands across the country, and another specializes in digital interactive ads.
How it works
Newsstands have started using digital video screens in recent years, running a short loop of content and video or animated advertising. The emerging trend adds an interactive element, which allows pedestrians to physically manipulate and interact with the ad.
First rolling out in Times Square, interactive newsstands use a 72-inch digital screen placed vertically on one side of the newsstand, with four smaller (46- to 55-inch) screens placed horizontally on the back, positioned to create one large screen.
The 72-inch screen is a fully interactive touch screen that includes a camera and is connected to social media, making for numerous advertising possibilities.
For example, a cell phone manufacturer might create a virtual version of its latest device for passersby to interact with and test new features right on the screen. Or a tourism board could use the camera to snap photos of pedestrians that place them in exotic locales Those photos can then be posted on social media such as Facebook or Twitter.
Also, because the ads are digital, advertisers can easily target their message to air by time of day or on certans days of the week, depending on the message.
While digital interactive ads are the new thing, the most common form of advertising remains standard static signage.
Signs on the sides of newsstands are roughly 70 inches high and 48 inches wide, with signs on the back of the newsstand 70 inches high and up to 120 inches wide.
These ads are used similarly to other outdoor options such as billboards or bus shelters and are sold in four-week increments.
Outdoor newsstands are most common in the top 15 media markets, such as New York, Los Angeles, Chicago and San Francisco.
The number of pedestrians who pass by a newsstand on a given day will vary by market. The busiest section of Times Square gets 170,000 pedestrians on a summer Saturday. For a winter Saturday that number decreases to about 120,000.
How it is measured
For static newsstand ads, street traffic data and pedestrian counts are used to estimate impressions. Interactive digital ads can track how many people interact with the ad over a given time, such as week, day or even minute.
What product categories work well
Recent or current newsstand advertisers include electronics, mobile phones, fast food, retail, tourism, entertainment and apparel.
Demographics vary depending on the market. In Times Square, 71 percent of people are age 44 or younger, according to the Times Square Alliance, and 51 percent have an annual income of $75,000 or above.
Making the buy
Lead time for static ads is typically four to six weeks. For digital ads more time is needed, usually six to eight weeks.
Pricing varies depending on the number of newsstands used, generally $1,000 to $3,000 per month, per sign. For digital interactive ads marketers can expect to pay an extra $45,000 to $95,000 in production costs.
Who's already been at newsstands
Current or recent brands that have advertised on newsstands include Apple, Ford, McDonald's, The Hub, Bebe, Jaguar, Disney, Yahoo, Mexico Tourism, AT&T and Puma.
What they're saying
"If you think about where newsstands are, they're in touch points for consumers to be buying a soda or whatever, and those are great places to put media." — Chris Beauchamp, chief executive officer at Monster Media
Web site info
Clear Channel Outdoor
Tags: ads, advertisers, advertising, chief executive officer, digital advertising, digital ooh advertising, media, Monster Media, newsstand advertising, newsstands, out of home, out of home advertising, outdoor advertising, people, time
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