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I co-founded Submedia, an outdoor advertising media company. The Company Submedia, LLC provides tunnel advertising services in major metropolitan subway systems. Primarily installed on the unused walls of subway tunnels, Submedia's patented displays show 15 to 30 second motion-picture advertisements to subway riders on passing trains. The motion of the viewer past a series of images contained within the displays creates the illusion of a video-quality commercial. Submedia sells display space to advertisers on a monthly basis and shares revenue with the host transit authority. The Market Tunnel advertising is a new segment of the US$18 billion global outdoor advertising industry (US$5 billion in the US; US$5.2 billion in Japan). Over 100 million people ride subways daily. Ridership increased over 20% in the last five years. The average ride is six stops. There are over 2,000 miles of unused tunnel wall space in the world's biggest cities. Current prices obtained for tunnel advertising, the total amount of wall space available, and comparable media prices project a potential market of over $500 million. The Product A Submedia display consists of a series of individual boxes on the subway tunnel walls at window height. A single box consists of several components precisely designed and assembled to project the animation to each rider. As the rider passes the display, the images appear as a one meter square silent motion picture advertisement. Typical displays show a 15 second commercial and require a display length of 200 to 300 meters, depending on the speed of a train. Submedia's displays deliver many of the attributes that draw advertisers to non-traditional and spectacular outdoor media, as well as the properties of traditional outdoor media:
Transit authorities typically grant multi-year exlusive rights to a specific kind of real estate for advertising, such as bus interiors and exteriors, subway stations, subway interiors, and street furniture. To date, Submedia has debuted in subways in three US cities: New York, Philadelphia, and Atlanta. Competition The in-tunnel motion-picture advertising segment has healthy competition. Several companies are marketing several technologies to reach similar markets. Of them, Sidetrack managed to secure contracts with transit authorities. Submedia's technology offers several unique advantages, including no moving parts or sensors, 15+ second durations, low speed operation, 1 meter x 1 meter images, no image drift, and several display-years' operation with no unscheduled maintenance. Customers Submedia's customers tend to be national, blue-chip advertisers. Buyers include Coca-Cola, Target Stores, Discovery Network, Calvin Klein Cosmetics, Cartoon Network, Infiniti, Snapple, and Cadillac. An independent survey of riders in Atlanta demonstrates Submedia displays' recall and impact on both attitudes and purchasing habits:
See it! Email me for more information or to set up an appointment for a personal viewing of the New York display.
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