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A New Era of Advertising?

By

Tuesday Jan 23, 2007

by Ann Sosnowski


Advertising is taking all kinds of interesting turns. It's no longer about Google Inc. (GOOG:NASDAQ) or Yahoo Inc. (YHOO:NASDAQ) advertising on every Web page they can find.

The game is now in advertising that strays from the norm.

Take, for example, airport security screening bins. The Transportation Security Administration (TSA) is now allowing companies to place ads in the bottom of the bins that for years have been used for countless hodgepodge as coins, shoes, and cell phones.

According to USA Today, airports and companies could make millions from ads glued in these little plastic bins. And the airports reap gains in other ways: Any company that sells ads in the bins is required to stock airport checkouts with new bins, carts and tables.

A private company named SecurityPoint Media already provides pre-ad sloganed trays to Los Angeles Airport (LAX).

Of course, there is a flaw with this kind of advertising. The security points are supposed to be efficient, so do the passengers passing through the metal detectors actually have enough time to pay attention to the ad on the bin?

On the other hand, ad revenue currently generates $1-3 million for airports. Finding new avenues for advertising in the airport could make this value jump to even $5 million or beyond, if companies believe it to be profitable enough to pay for it on the first hand.

Not only is advertising coming to a security bin near you, but companies are now partaking in what's being coined as “astrotising.”

GeoEye Inc. (GEOY:NASDAQ) is a global space imaging company. It operates a high-resolution satellite and a low-resolution satellite. Its low-resolution satellite primarily takes color surface pictures of the earth. The high-resolution satellite is used for mapping, charting, defense, intelligence… and now, advertising.

Yum Brands Inc.'s (YUM:NYSE) KFC Corp. paid GeoEye $2,000 to take a picture of an 87,500 square-foot picture of Colonel Sanders pieced together in the desert to advertise its rebranding effort. It took six days to put the tiles together, keeping it covered so no other satellites could view it until GeoEye's satellite floated by and took the photo.

Perhaps it's the novelty of Google Earth that has advertisers thinking that space is the “final frontier” for advertising.

But if you ask me, both of these plans (logo photos taken from space and advertising on security bins) are just fads, and aren't the next profitable avenues for the advertising dollar.

I mean, is nothing sacred and safe from advertising?