$10m campaign could set record for digital screens
U.S. healthcare manufacturer Schering-Plough is to invest an estimated $8-10m in what may be the single biggest spend yet on a digital out-of-home campaign.
The campaign, running for two to three months in the second quarter, will use screens in 17 different U.S. networks to advertise a number of the firm’s sun-care, foot-care and decongestant products.
The unnamed networks are located at health clubs, doctors’ offices, shopping centres, coffee shops, golf courses and airports, according to U.S. reports. It appears that Chrysalis, the unit of Havas group agency MPG formed last year to specialise in new channels, selected the locations to maximise coverage of its target consumer groups rather than focusing exclusively on sites where Schering-Plough’s products are on sale.
Chrysalis is also believed to have favoured networks belonging to the Out-of-Home Video Advertising Bureau (OVAB) for the campaign, which is expected to generate 1bn impressions. If that is indeed the case, it underlines the importance that agencies place on reliable and easily comparable metrics.
Schering-Plough, which spent about 84 percent of its media budget on TV last year, produces brands including Bain de Soleil, Coppertone and Dr. Scholl’s.
www.mpg.com
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Dig a bit deeper on this one...
Posted 30/01/09 16:10 by R. Reeves
My understanding is that the "value" of this campaign may be $10m, but that the DOOH networks included in the "buy" are offering their inventory pro bono. I'd be interested in hearing from someone closer to this "deal" about the details.