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New MPG Unit Sets Huge Out-of-Home Buy

Digital out-of-home media may move into mainstream marketing yet, thanks to a new record-setting buy by health-care and packaged-goods advertiser Schering-Plough. The buy, estimated at nearly $10 million, is slated for the second quarter.

Developed by MPG's newly formed Chrysalis unit, Schering-Plough's plan will deliver more than 1 billion impressions over 8 to 12 weeks. The company will promote several of its health-related brands on 17 digital networks in health clubs, physicians' offices, malls, coffee houses, golf courses and airports.

It's a change in direction for the company, which previously relied on traditional media. "Consumer mindsets are very different today and we think it is important to explore a variety of ways to reach our target," says Chris Meringolo, Schering-Plough executive. "Digital out of home offers many new touch points that are closer to purchase opportunities."

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