Promo Partner Personals: ATM:ad offers a one-on-one outdoor pipeline to parents

When it comes to outdoor ad planning, a common knee-jerk reaction is to either buy up billboard space in heavily trafficked areas or plaster print posters on buses and subways. But that only leaves you seconds to make a brand impression. This summer, the marketing department at Five in the U.K. chose a different route to promote its kid-targeted Milkshake TV block, going with a strategy that not only guarantees a hefty number of impressions with moms and dads, but also leaves these gatekeepers with a take-home reminder to tune in.
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September 1, 2005

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