TRANSIT COMMUTERS STEPPING ON YAHOO! ADVERTISING
By Adnews Staff
TDI Canada, Initiative Media and Yahoo! Canada, all of Toronto, are targeting consumers one step at a time with the launch of a new advertising product called stair risers. Making its debut on Tuesday, commuters through Toronto's Union and Eglinton subway stations were greeted with the Yahoo! ad message "Do You Yahoo!?" as they walk up the subway stairs. Each stair riser, which is the vertical part of the step, displays part of the ad's message. Each portion of the ad message builds the overall statement. Lesley Wheldrake, associate brand manager, Yahoo! Canada, said the advertising idea was part of Yahoo!'s effort to find a new way to reach consumers. The company brought the idea to Initiative, which handled media buying for Yahoo! who then talked with TDI. Out-of-home media company TDI, which is the TTC's exclusive transit advertising representative, said it has marketed the stair riser concept in other countries including the U.S. and is pleased its client is allowing the product to be tested here in Canada. Following its successful negotiations with the TTC to test the product in the two stations, Yahoo also launched stair risers in three Montreal metro stations. Advertising in scheduled to run for eight weeks in Toronto and ten weeks in Montreal.