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Out-of-Home advertising offers far more opportunities for direct response advertisers than meets the eye. This is not just your Father's billboard; today's out-of-home landscape includes pay phones, elevators, auto wraps, luggage carousels, gasoline pumps, ATM's and sides of buildings with new venues surfacing daily. CPO has been at the forefront of testing new out-of-home vehicles for years. We encourage new media vendors to test their wares via direct response and usually negotiate these buys on a revenue sharing basis. This allows our clients to gain access to new media ventures without financial risk. Over the years we've also learned that the key to success in non-traditional media venues is to make the offer as relevant as possible to the viewing conditions. Years ago, when cell phones were brand new, we tested small posters next to service station pay phones for a cellular phone company. Our message: "If you had a Cellular One phone you wouldn't be here now. For more information, call 1-800-----" |
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