Toronto-based Boombox* Marketing is offering a new trademarked service called OptiAd. The digital multimedia projection billboard projects full-motion video advertisements on almost any surface. The displays can be full-motion, flash animations, video game systems or stills with average screen size in the 30- to 50 ft. range. Since the service operates from a vehicle (which can also be wrapped with the ad message), it can hit many locations in one evening. Boombox* VP marketing Michael Dellios says they have built relationships with many building owners to project there but sometimes they also use guerrilla tactics and just up at a location and project. The ‘screen’ can be supplemented by an on-site product sampling team.
The process is simple. A client e-mails their ad to Boombox* and it is ready to be projected within hours. Boombox* drives to the first desired site and is ready to project within five to 10 minutes. Dellios touts the system as a fully digital, environmentally friendly way of advertising. The company currently only has one car and works mostly in Toronto, although it has also had projects in Montreal and at Blue Mountain Resort. Another Montreal job is coming up in March as well as one in Vancouver. Xbox 360’s King Kong video game and Moosehead beer are among the clients that have used the system. The cost is based on the length of the evening and ranges between $500 and $1,000 per evening.
