First published on http://www.medialifemagazine.com
Austin is the smallest market on this list, ranking as the No. 40 TV DMA, according to Nielsen, but its status as a trendy town and the “Live Music Capital of the World” make it a better OOH market than many larger cities.
“A small town like Austin probably gets a little bit more than their fair share [of OOH advertising dollars] in terms of their size,” says Jack Sullivan, senior vice president and director of the place [out of home] center of excellence at Starcom USA. “Outdoor loves hip, trendy, fashionable markets.”
Austin attracts large groups of people with a number of events, including the recent X Games and the annual South by Southwest and Austin City Limits festivals.
Such events offer a number of options to advertisers in addition to traditional signage, such as street teams, promotional events and branded pedicabs.