Value is delivered from each of these areas, and the whole is greater than the sum of the parts. Integration into the total media mix ensures greater synergy and exponentially greater results.
The advertising industry has changed radically in recent years due to a number of factors such as the increased importance of corporate governance, the need for quantifiable measurement techniques, the fragmentation of media and the growth of the internet.
Independent research from various case studies showing how an airship program can influence sales and deliver a positive ROI is available on request.
Global brands are continually searching for new and innovative ways to get their message across other than through 30 second TV commercials, radio and print ads. While these traditional forms of advertising are still important, they are not as reliable as they used to be in terms of reaching the target audience. Increasing TV ad rates and decreasing audience ratings, new technologies such as TIVO and satellite radio, together with a dramatic increase in cable channels are forcing Marketing Managers to look at moving a portion of their media budgets into more non-traditional areas, and airship advertising is an attractive and cost effective option.
The beauty of airship advertising is that it is multi-faceted. It cannot be pigeon-holed into one area of advertising. Although the advertising industry will inevitably classify airship advertising as Out Of Home, it encompasses far more than that. An airship is a lot more than a simple aerial billboard. It is important to understand this in order to fully evaluate the costs involved, resulting in a positive return on investment.