Boom1

Abcon Media brings its Boom-Ad product to U.S.

Company founder Les Abro finally achieves the U.S. breakthrough he’s been seeking

Abcon Media is lowering the boom on the lucrative U.S. market. The Toronto-based out-of-home advertising company announced this week that it is bringing its Boom-Ad product to the United States, thanks to a partnership with ATMedia.

Atlanta-based ATMedia specializes in airport advertising, including shuttle wraps, interior static and digital shuttle ads, column and elevator wraps and floor graphics.

The Boom-Ad consists of a vinyl sleeve wrapped around parking gate arms at parking lot and garage exits. The ads are situated at eye-level, typically than 10-feet away from drivers, and remain in their line of sight for up to 30 seconds.

Introduced in 1996, the Canadian Boom-Ad network is comprised of approximately 800 units in major markets across the country. Abcon president and CEO Les Abro said the market is continuously expanding because of ongoing construction of new buildings and garages.

Boom2

The deal with ATMedia includes approximately 460 Boom-Ad placements at 77 executive airport parking facilities in more than 30 markets. The company says the units will garner an estimated 16.5 million impressions per month.

Delta Airlines, Johnson & Johnson, Ford, GM and Allstate are among the U.S. advertisers that have used the product.

The product is aimed at the “executive traveler” demographic, which pays a premium to park their vehicle at off-airport lots. The company defines the group as high-earning business executives, serious shoppers with significant spending power.

Abro told Marketing that he has been trying to break into the U.S. market “forever,” and has hit the “jackpot” with the ATMedia partnership. “We’re working with decent, honest, nice people and that’s a fit for us,” he said.

Abcon has been aggressively diversifying its product roster in the wake of Toronto’s 2010 sign bylaw, which had a significant impact on its core vinyl mural business “The sign bylaw almost destroyed us,” said Abro.

While large-format vinyl banners still comprise a “large portion” of the company’s overall business, new product lines include golf-cart media (digital ads on golf cart-mounted GPS systems) and a one-year-old hotel network that includes product sampling and pop-up vinyl signs.

The latter is featured in an estimated 230 hotels, although Abro declined to specify which ones for competitive reasons.

Media Articles

Cable companies down, but not out

Cutting the cord won't mean cutting out your cable provider

On the Move — Weekly Roundup

A recap of who’s headed where in Canadian marketing communications

Blue Ant hires Laura Pearce to focus on consumer outreach

Former AOL exec now VP of brand strategy and fan engagement

CBS launches digital streaming service

Service offers expansive lineup, but doesn't include live sporting events

Digital Day 2014: Mitch Joel and Scott Stratten talk real-time

The social media experts discuss social spontaneity and Carrot Top

HBO GO to launch as stand-alone streaming service in 2015

Network sets its sights on the 80 million homes in the U.S. that don't have HBO

Nearly half of Canadians now binge watch TV: Study

Reasons to binge watch: not tied to a schedule, ability to skip commercials