Pepsi-Cola Co. last week launched an outdoor campaign through TDI Worldwide for its Pepsi World (http://www.pepsi.com) site.
Others including Joe Boxer, free e-mail service Juno and C/net: The Computer Network are all tapping into the $1.83 billion outdoor industry for brand campaigns and customer acquisition.
NEW GROWTH CATEGORY
With low pricing and coverage of up to 97% of a market, companies like TDI and Gannett Outdoor Group hope to grow their high-tech categories dramatically this year.
TDI sells bus-side ads for $20,000 to $100,000 per month, while Gannett's transportation shelter ads range from $2,000 to $20,000 per month.
C/net spent under $100,000 last fall for a one-month bus campaign in New York and San Francisco urging commuters to "Get On" its Web site (http://www.cnet.com).
"This will be a very effective medium, especially for telecom. Right now the battle is for local market business, and we offer a very effective means for touching that market," said Barbara Glustoff, Gannett VP-business development manager and head of the new high-tech account group.
Still, some marketers think outdoor is too broad-based for online sites.
`GETTING INTO A WRECK'
"We're really too targeted for that kind of advertising," said Jeff Lehman, VP-sales and market development, ZD Net.
Besides, he said, "Some of these addresses are getting so long, I wouldn't want to be responsible for someone getting into a wreck while trying to write down a URL."