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Mini Billboards Reach Consumers in Unexpected Places

Billboard advertising doesn’t have to mean giant signs by the highway. Placing small billboards in unexpected locations is a growing way to reach consumers when their guard is down.

Zoom Media offers 19,000 such small billboards in 3,500 locations across the country, writes Inc.com. The company has exclusive relationships with venues such as Bally Total Fitness, Town Sports International (owner of Boston Sports Clubs), and dozens of independent gyms nationwide.

The creator of Boston Chicken, George Naddaff, has opened a new chain of restaurants and is using Zoom Media to target health-conscious consumers. When he launched Boston Chicken, he spent hundreds of thousands of dollars on TV, radio and newspaper ads, he says. This time around, he plans to target consumers more closely, and is displaying mini billboards in half a dozen gyms, for now, each within walking distance of one of the company’s six Boston-area KnowFat restaurants.

Naddaff pays Zoom Media about $2,000 per month for the KnowFat signs. Zoom’s rates begin at $400 per sign. Prices vary depending on number of ads that are run as well as the number of venues.