This might be a trend to closely watch. Coke Cola a "media owner and operator."
This signage doesn't come cheap as each electrong face has a price tag of $250,000. for a total $7 million. Each LED screen is 14 x 48 feet in size.
A drop in the outdoor advertising bucket as in the first 11 months of 2009 the beverage firm spent $31 million on billboard advertising.
They have rented structure space from such firms as Clear Channell and Boardworks and the terms were not disclosed.
The drink company owns and manages the digital content. Is Coke Cola now
an emerging media firm?
They have screen space to share with "retail and charity partners" and who knows what may come next?
Per the outdoor association, the OAAA, there are now 1,800 LED digital billboard in the US out of a total of 450,000 billboards nationwide. At $250,000 each the cost is prohibitive plus local, municipal and state permiting is becoming tougher and tougher.
Coke plans to add another 15 to 25.
In the morning the firm can advertise Minute Maid and then in the afternoon switch to Spint or Coke.
Great news for Coke Cola as now they have exclusive long term state-of-the-art presence in 27 diverse markets. Is Pepsi far behind? Or Miller beer?
What does this mean for property owners? For those 27 specific sites, if on leased land, walls or roofs, it looks like long term stability. Details were not disclosed. Much more to follow.
Bill McInerney
Outdoor Advertising Consultant.
617 816 3933
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