Black Light Billboards: Revolutionizing Out-of-Home Advertising
The Project X Newsletter: Volume XL
Change can be scary sometimes, but in certain situations, it can result in a positive outcome. With the Olympics’ Opening Ceremony airing on NBC tonight, Tokyo producers have decided to go with a more deep and meaningful approach. Unfortunately, this means no flashing lights, dancers, or giant props. The parade will be much smaller, instead of having more than 10,000 athletes entering a stadium that is at max capacity.
How we choose to view this situation is up to us. We can view it as a negative, and be bummed out that the Olympics Opening Ceremony will not be “the same”, OR we can take this opportunity to accept the change and be hopeful for the future. It will be a ceremony to remember, as they all are, so let’s embrace this change together. For some more perspective on the Tokyo Olympics and the Opening Ceremony check out “An Olympic Opening Ceremony For An Olympics Like None Other” via NPR.
Tokyo knows a thing or two about Out of Home - Shibuya Crossing, Tokyo, Japan
Market Update: Summer Travel Update
We previously provided a travel update before Memorial Day weekend, when people were just starting to kick the tires on summer vacations. As we now approach the end of July, we’ve seen some interesting trends over the last 6+ weeks, including continued increase in air travel, as well as a return to mass transit in some of the largest DMA’s in the country.
After traveling from New York to Asheville, NC this past weekend, I witnessed the crowds first hand at LaGuardia, as the TSA is now averaging 2.1MM travelers through their checkpoints in the US each day. That number is only a fraction less compared to 2019, even with international travel still mostly restricted. This is important to note as the demand ramps up for airport ad placements, and pricing and availability begins to fluctuate, especially as we head into the fall/holiday planning season.
Bienvenida a Miami Roscato Wine
In addition to air travel, we’ve also started to see a positive trend in mass transit ridership. While vehicular traffic has been steady now for the past 12 months across the country, mass transit has still lagged behind with many continuing to work from home and avoiding condensed crowds. However, as companies continue to welcome employees back to the office, and roads become more congested, consumers have started to warm again to mass transit. In New York, the MTA reported that the average weekday subway travel for the week ending 7/16 was 45% of pre-covid numbers, back to 2.47MM average travelers per weekday. With Wed, Thurs, and Friday over 2.5MM. At the same time, LIRR and Metro North also both had their highest numbers yet that week, proving that positive trend we’ve all been waiting for. This is correlated to an increasing interest in transit advertising from advertisers & brands, looking for different ways to reach their audience, other than the over-saturated and generally sold-out large format, street-side placements.
To learn more about recent updates in consumer mobility and trends in the out-of-home landscape, reach out to hello@pjxmedia.com to speak with our team of strategists & planners.
Creating Nighttime Presence with Black Light Billboards
Black Light can be used to enhance your billboard creative at night. Fluorescent paint or phosphor-enriched paint along with black lights in place of typical billboard lighting are used to obtain this effect.
The full billboard area can be used in most markets.
Lead time is 8-12 weeks depending on complexity
Black Light executions work best in dark areas with very little surrounding light from streetlamps, building signage, etc. The less light surrounding your billboard, the better the Black Light effect will be.
Send us your ideas or we can recommend ways to use Black Light in your next billboard execution. Contact our team of strategists & planners at hello@pjxmedia.com.
Amazing nighttime effect!
Just wow! Great use of Black Light effects.
Campaign Freeze Frame
Roscato Wine on the streets of LA
Some solid OOH creative via Roscato Wine
Sacramento drivers learning how to chill with Roscato Wine
Just had to show all 3 versions of Roscato Wine's sweet creative :)
Del Real Foods bringing fresh & authentic Mexican meals to your home
News & Views
Out-of-Home Ad Costs are Back to Pre-Pandemic Levels (via Ad Age)
Looking for an out-of-home billboard for an upcoming campaign or event? Then act quickly and be prepared to pay a premium.
How ‘Freedom Day’ has impacted UK out-of-home ad sales – and can it last? (via The Drum)
Out-of-home advertisers were expecting a swell of activity (in England at least) on the subdued launch of so-called ‘Freedom Day’ – Monday 19 July – which walked back some of the Covid-19 restrictions the public has endured over the last year.
‘Sopranos’ star Steve Schirripa guards Midtown billboard from ravenous condiment fans (via amNY)
A popular condiment brand is bringing in reinforcements to protect their new Midtown billboard.
