It seems that Media Bitch has been hanging around shopping centres, checking out EscaSite – the new outdoor advertising media which places brand messages on the riser of escalator steps.
She seems unduly concerned that such messages might be obscured by a forest of legs (Escalator ads – seen only when nobody’s there, page 62, 25 May).
This is despite the fact that most users stand single file or even walk up an escalator. All I can say is Media Bitch must have very fat ankles indeed.
If Media Bitch spent a bit more time swotting for her elementary Media Studies course and less time gossiping, she would be well aware of the general, accepted vagaries of out-of-home advertising, that do not diminish its overall effectiveness.
Cars pass billboards, park, and even break down in front of them. Billboards can also sometimes become damaged by wind and rain, obliterating the message. Even six-sheets in shopping malls get obstructed by people, and bus shelter advertising by bus queues. This does not deter advertisers from using this powerful media because research findings prove that it works.
Independent research show that consumers have a massive 38% product recall of a fictional brand advertised exclusively on an escalator step riser. Media Bitch might want to write that down – there may be a test later.
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