No Opportunity Overlooked

[Larry Dighera]

No Opportunity Overlooked

The careless, intrusive and often inconsiderate audacity of marketeers
never ceases to disappoint:

GIANT ADS AIMED AT PASSENGERS ALOFT
(http://www.avweb.com/eletter/archives/avflash/976-full.html#196360)
If part of what you enjoy about flying is the view out the window,
prepare for that small pleasure to be infringed upon by the
marketing mavens. A company called Ad-Air (http://www.ad-air.com),
based in London, is creating what it calls the "first global
aerial advertising network," selling five-acre inflatable ads that
lie across the landscape like giant billboards, strategically
placed beneath flight paths into major airports. "What an
incredible marketing opportunity - all these passengers with
nothing else to do, staring down at the ground below," Paul
Jenkins, managing director of Ad-Air, told the International
Herald-Tribune
(http://www.iht.com/articles/2007/09/25/business/ad.php). Ad-Air
said it has official okays to set up the ads near more than a
dozen major airports in the U.K., France, Asia, and several in the
U.S., including Atlanta, Denver, and Los Angeles International.

We can only hope that the five acre billboards provide a more pleasant
view than the roof tops they will likely cover.

Don't miss this video example of what's in store for airline
travelers: http://www.ad-air.com/

[es330td]

On Oct 11, 9:15 am, Larry Dighera > wrote:
> No Opportunity Overlooked
>
> The careless, intrusive and often inconsiderate audacity of marketeers
> never ceases to disappoint:
>
> GIANT ADS AIMED AT PASSENGERS ALOFT
> (http://www.avweb.com/eletter/archives/avflash/976-full.html#196360)
> If part of what you enjoy about flying is the view out the window,
> prepare for that small pleasure to be infringed upon by the
> marketing mavens. A company called Ad-Air (http://www.ad-air.com),
> based in London, is creating what it calls the "first global
> aerial advertising network," selling five-acre inflatable ads that
> lie across the landscape like giant billboards, strategically
> placed beneath flight paths into major airports. "What an
> incredible marketing opportunity - all these passengers with
> nothing else to do, staring down at the ground below," Paul
> Jenkins, managing director of Ad-Air, told the International
> Herald-Tribune
> (http://www.iht.com/articles/2007/09/25/business/ad.php). Ad-Air
> said it has official okays to set up the ads near more than a
> dozen major airports in the U.K., France, Asia, and several in the
> U.S., including Atlanta, Denver, and Los Angeles International.
>
> We can only hope that the five acre billboards provide a more pleasant
> view than the roof tops they will likely cover.
>
> Don't miss this video example of what's in store for airline
> travelers:http://www.ad-air.com/

I don't know about y'all, but when I am aloft in a commercial carrier
I spend very little time looking at the ground unless I am out west
where I can look at the Grand Canyon or some other natural feature.
I'm sure it will raise a buzz when they first start appearing but this
is not going to be an effective advertising medium to target me.

[Larry Dighera]

On Thu, 11 Oct 2007 13:45:11 -0000, es330td > wrote
in . com>:

>I'm sure it will raise a buzz when they first start appearing ...

There's little doubt Ad-Air is counting on that, and there are plenty
of folks who will make an effort to see the ads initially, perhaps
long enough for Ad-Air to recoup their $10-million seed capital.


http://www.iht.com/articles/2007/09/25/business/ad.php
Ad-Air, which is privately held, said it had invested £5 million,
or about $10 million, buying or leasing land under flight paths,
aiming to create its advertising network of 30 airports worldwide.

Advertisers will pay £50,000 a month for one of the introductory
sites, Jenkins said, with prices at busy airports eventually
ranging up to £80,000 per month.

The ads, printed on a plastic mesh, will sit on metal frames, he
said. Some of the sites are as big as 20,000 square meters, or
215,000 square feet, giving ad agencies plenty of space to come up
with ad ideas.

But some media buyers said the approach, if it caught on, could
undermine the effectiveness of previous efforts to appeal to
airborne travelers by making such pitches ubiquitous.

"The danger is that further proliferation actually cannibalizes
these opportunities' key strength - P.R. being driven by the
unique and the rare," said Ailsa Lochrie, marketing director at
MindShare Worldwide.

[Paul kgyy]

This is silly.

Only the window seats have a readable view of the ground, and if you
eliminate overwing seats, sleepers, drunks, and people who hate to fly
with the window shades up, you're left with 10% of the passenger load.