• by Fern Siegel , October 4, 2010

The out-of-home ad market is redefining the concept of lock-and-load -- at least when it comes to New York storefronts. Gatescapes Network, a division of Mediacy, is using locked security gates as illuminated billboards, giving companies an eye-popping, street-level branding opportunity.

To date, 500 painted gates are in the network; clients range from the "Bodies" Exhibition to Disney Studios' upcoming "Tron" movie to the Corcoran Group, a large real-estate company.

The standard runs are four-week flights, but Disney is extending its promotion to eight. There are also two-week targeted programs for special-events media, such as Fashion Week. Mediacy projects significant growth in 2011, noting that the new media form is gaining momentum with fashion and entertainment brands that utilize OOH space on traditional walls and billboards.

Price depends on several factors, including standard versus premium locations, overall size, visible daily hours on the gate, etc. A four-week flight ranges from $1,000-$1,800, plus associated production costs based on square footage.

The gates also supply links to social media, via barcoded technology placed aside the images.

Roy Guggenheim, director of sales and marketing for Mediacy, says the program appeals to "savvy marketers" that use their OOH campaigns as a means" to connect to any ongoing digital programs or Twitter/FB fan pages, thus streamlining ROI and reaching millions while establishing a cool social currency for the brand."

CEO Michael Gitter adds that the customized messages "push the envelope for what place-based marketing can accomplish."