MEDIACOM TESTS TRANSIT EXPOSURE WITH WHATIS7 CAMPAIGN
By Adnews Staff
Toronto-based Mediacom has been testing the effectiveness of its new offering, seven-day transit shelter advertising campaigns, with a campaign called "Whatis7". Images of psychedelic sevens appeared on 500 shelters around the Greater Toronto Area between July 10 and 17. To track awareness during the campaign, a Whatis7.com Web site was constructed and the URL displayed on the shelters. Over the course of the campaign the site received 16,000 hits, according to Mediacom. The seven-day campaigns are intended to deliver a mass audience to advertisers which want a quick turn-around and high impact over a short time frame. Transit shelter advertising is most often purchased for a 28-day period. The seven-day campaigns are initially being tested in the Toronto market. If demand is sufficient the concept may be rolled out to other markets this fall, said Brian McLean, president of Mediacom. "Our operations teams is well equipped to handle seven-day rotations, and our first '7' campaign proved to be a tremendous success," he said. One-day posting and take down periods are guaranteed for campaigns of up to 250 shelters, two-day postings and take down periods are guaranteed for campaigns of more than 250 shelters.