Coke is first big brand with its own digital billboards
Coca-Cola has become the first major marketer in the U.S. to operate its own digital billboards.
While other firms have signed exclusivity deals in particular markets before, the beverage giant is believed to be the first company to acquire its own network of digital out-of-home advertising sites, according to reports.
Coca-Cola controls 29 digital billboards in 20 cities, on sites which it is leasing from outdoor media owners such as Clear Channel Outdoor and Boardworks.
It is using them not only to promote its own brand messaging, but also to highlight partners – for example, supermarket Kroger – as well as charities that it supports and events that it sponsors.
The billboards operate 24 hours a day, with each period split into six four-hour day-parts. During each of those day-parts, four messages rotate, each occupying the billboard for about 15 seconds.
Coca-Cola spends around $30m a year on outdoor media, according to figures from Kantar Media, but it is not known whether this figure will now decrease. The billboards, costing an estimated $250,000 for each 14-by-48-foot unit, are reportedly being funded from marketing budgets.
The billboard network is run for Coca-Cola by Marsys, with creative by its brands’ existing agencies.
www.boardworks.com
www.clearchanneloutdoor.com
www.kantarmedia.com
www.marsys.com
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