Projection Advertising Lights up Buildings in Most Major Markets

By Fred Kuhlman • februari 24th, 2009



A new form of alternative media is becoming popular as a way to catch the eye of consumers when they’re out on the town. In a recent campaign by AT&T, the company used a projector to shine its logo onto the side of the building. Movie studios have used projection advertising to run trailers on the sides of buildings, while Carnival Cruise Lines recently used the same approach in high-traffic areas of New Orleans to promote its cruises.

Projection advertising is typically used for the short-term, and is generally tied to events such as trade shows, according to Media Life. Vendors such as Alt Terrain, GoGorilla Media and Kinetic Lighting provide the service, which uses projectors to shine ad content onto the sides of buildings or ships, or any other structure that will take an image – at night.

The projected ads range in size from 10×15 to 200×300, and can be static or can include computerized graphics or full-motion video.

In many cities, permits are not required, and often the projection ads are done without the permission of the building’s owner. If complaints are made, the vendor simply runs the image on a different building. Such advertising is available in most large markets, and tends to run on Thursday, Friday and Saturday nights with the goal of reaching people when they’re out and about. “Imagine your ad – 100’ tall – scrolling across a building, gushes the Kinetic Lighting website. “Now picture this scene during evening rush hour. Tens of thousands of eyes looking at your glowing ad.”

Campaigns using projection advertising are relatively new, and not much data is available on recall and other metrics. Prices vary. Alt Terrain and Kinetic Lighting charge between $3,000 and $5,000 per night, while GoGorilla’s fees are between $2,500 and $4,200 per night.

Out-of-home ad revenue is expected to be up 3% this year, according to PQ Media.


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