The Art of Media Buying

I never realized how much ad placement can really effect the message. In the Boston Globe's new campaign, site specific ads point arrows to neighborhoods and landmarks around Boston. Please note that this is a different campaign than the more generic thought bubbles discussing Boston issues. These are clever and eye catching ads (almost theratical installations) aimed at car driving commuters as opposed to the rest of the campaign that is targeted to users of public transportation.

The above ad reads "Transportation" (arrow points to the Ruggles T station) and "Education" (points to Northeastern University). Other examples include "Real Estate" pointing to the pricey South End and "Religion" pointing to the iconic Christian Science Center. It is rather fun to see them around town and proves that a good concept will beat a big budget every time.