There’s an alternative to “Your ad here” on an un-rented billboard, and Van Wagner has made it an art.
The outdoor advertising company is advertising its space with some clever imagery and copy. Un-rented billboards in New York and Los Angeles are using common phrases like “An apple a day,” “Peanut gallery,” “The big cheese” and “The cherry on top” but substituting the foods’ names with photos.
It’s different. It’s definitely not “Your ad here.”
An earlier round of ads took a visual approach to the terms “reach,” “buzz” and “splash” by featuring a giraffe, bee and whale, respectively.
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The New York Times
interviewed Van Wagner CEO Richard Schaps, who had this to say about his company’s clever approach:
“I insisted we should have something beautiful,” Mr. Schaps said, adding that he hoped not only to entertain New Yorkers and promote his company, but also to educate his customers about what made an effective billboard ad. (The food signs also grace billboards in Los Angeles and Boston.) “Ours catch your eye and make you look twice — I think we do a better job than some ads,” he said.
to view the billboard designs.