• WSJ (paid subscription required), Wednesday, February 22, 2006 11 AM

Electrical outlets might not seem the ideal location for an out-of-home advertising campaign, but don't tell that to J.J. Morgan Chase. A commercial-banking unit of the financial services marketer has placed 90, two-foot-long stickers containing its name and various slogans on outlets at Indianapolis International Airport, hoping to catch the attention of business travelers plugging in their laptops while waiting for flights. The effort is yet another example of marketers trying to capture the attention of consumers in a fragmented media marketplace where traditional advertising methods are becoming outmoded. "We are trying to focus on alternative media to help us target business owners or business decision makers," says Amy Munson, senior marketing manager at Chase Commercial Banking. "Trying to get (business decision makers') attention is difficult. There is a lot of ad clutter." Until now, the company has largely relied on print advertising in local markets to woo potential clients. The Outdoor Advertising Association predicts that spending on nontraditional outdoor ads will rise 10 percent to $346.5 million this year, while spending on traditional outdoor outlets will increase 8 percent to nearly $6.5 billion.

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