Interesting new use of outdoor technology.
Sony seems to be breaking new ground with an old idea with electronic billboards - which rotate 6 ads or so in most situations - that are Bond-only, with 6 rotating images, 4 or which are for advertisers who are co-branding with the movie.
This has become a norm for TV ads, with marketers jumping on the hot new movie for the cost of a major ad buy, cutting the number of ads the studio itself feels compelled to purchase for cash. But I have never seen this kind of use on a billboard.
Of course, these electronic billboards are relatively new, so of course, it is a new idea. And a very smart one.
My guess is that Sony is paying 50% or less of the cost of owning the entire video rotation billboard with the variety of ads, all of which focus on the film, a unique proposition that makes a strong impression.
This is especially interesting as outdoor is one of the areas where there is a lot of budget cutting in studio marketing plans.
I wonder how quickly Summit can organize a similar deal for outdoor on so-far-little-seen Twilight outdoor.
Read the complete post at http://www.mcnblogs.com/thehotblog/archives/2008/10/billboards_paid.html