LA Out Of Home Ads Get a Facelift
The city is negotiating a contract with a company that was formed to install a variety of "street furniture" downtown, which will be financed by advertising. The company, Infinity Decaux, is a joint venture between Infinity Outdoor, a leading outdoor advertising company, and JCDecaux, which builds the furniture and will assist in selling advertising.
The public toilets that will be built have received much fanfare, but they are only one element of the project, which will also include new bus shelters, newsstands, interactive kiosks and emergency telephones. The shelters and newsstands will be the main vehicles for advertising. The toilets won't have any.
Tim Fox, director of transit for Infinity Outdoor, says 2500 new bus shelters, 100 newsstands and 20 interactive kiosks will be built.
The city council took bids on the job and is on the verge of awarding a contract to Infinity Decaux, Fox says. The company will pay for the construction and maintenance of the furniture and expects to earn $750 million from advertising over 20 years. It has promised to pay the city $150 million of the ad revenue during that time.
The city council is expected to approve the bid within 60 days, Fox says. Construction of the furniture would start soon after.
Infinity, a unit of Viacom Inc. is a leader in outdoor advertising. Fox says entertainment companies, fashion, autos and high tech are the leading outdoor advertisers now. They have replaced tobacco ads, which used to be the leader but no longer advertises outdoors after reaching an agreement with the federal government to stop.
"It's diversified and grown in the last ten years," Fox says. And it is bound to grow further with the installation of the new furniture, which in its attempt to upgrade the city of Los Angeles will upgrade opportunities for outdoor advertising there, too.
Recent Online Media Daily Articles
-
Showrooming Overhyped, Mobile Key To Shopping Purchases May 22, 8:53 a.m.
Given consumers' mobile in-store shopping trends, some consider the showrooming hoopla overblown. The research process still ... -
Shopping App Swirl Adds In-Store Capability May 22, 8:53 a.m.
Swirl entered the mobile shopping fray last year with an iPhone app allowing users to learn ... -
Tablets Gain Popularity With Shoppers May 22, 8:53 a.m.
Internet-connected devices are exploding in the United States. There are 31.8 million Internet-accessible tablets, according to ... -
More Consumers Turn To Mobile To Research, Book Travel May 22, 8:53 a.m.
More than half of consumers used a mobile device to book travel in the last 90 ... -
DataXu Opens Black Boxes, Launches Marketplace For Ad Algorithms May 22, 8:48 a.m.
In a push to demystify the black box world of programmatic trading, a major ad technology ... -
FTC's Ohlhausen Questions Privacy Recommendations May 21, 6:05 p.m.
The Federal Trade Commission's 2012 privacy recommendations could unintentionally disadvantage smaller online ad companies, Commissioner Maureen ... -
Subway's Comedy Promotes Brand, Content Strategy May 21, 2:43 p.m.
Setting a new bar for brands and their programming aspirations, Subway’s scripted comedy series, "The 4 ... -
Future of Social, Digital Shops In Doubt May 21, 1:48 p.m.
Companies talk a lot about fully integrated marketing strategies. One result may be the demise of ... -
Google+ Needs Android To Climb Out Of Experimental Phase May 20, 9:24 p.m.
Marketers continue to view Google+ as a fledgling network requiring experimentation, although the company released a ... -
AOL, Support.Com Settle Scareware Lawsuit For $8.5 Million May 20, 5:20 p.m.
Web company AOL and software vendor Support.com will pay $8.5 million to settle a lawsuit brought ...
Be the first to comment on "LA Out Of Home Ads Get a Facelift"
Leave a Comment