Pitch deck: How billboard boat company Ballyhoo Media sells itself to brands
Since September, New York City’s waterways have been invaded by a single boat equipped with a 20 feet tall by 60 feet wide LED screen, broadcasting ads to passersby. The operation is courtesy of Ballyhoo Media, a company that launched an identical business in Miami 2016. The floating billboards immediately brought intrigue and some disdain from New Yorkers. (Disclosure: Digiday worked with Ballyhoo for an awards ceremony in November.)
But as of January, Ballyhoo is at war with NYC’s Law Department, and advertisers told Digiday they have mixed feelings about being associated.
“I find it over the line personally, and I’m not sure why, but yet I’m assaulted with banner ads all day and just accept it as a consumer,” said a media executive in out-of-home advertising, who requested anonymity since his clients have worked in this type of advertising.
Digiday received the pitch deck for Ballyhoo Media, which works with Pivot Media Ventures for its ad placements. A source told Digiday the ballpark pricing of a 30-second spot in a 2-minute loop on the boats is $55,000 in NYC and $35,000 in Miami for four weeks. A spokesperson for Pivot confirmed these numbers.
More in Marketing
Your favorite beauty brands are now also entertainment brands
Many of today’s beauty brands are asking if entertainment and advertising can be one and the same.
Synthetic data specialist Ideally wants research to be used at the start of the creative process
Ideally is looking to reinvent research when serving the creative side of the industry by integrating consumer insights earlier in the creative process.
By the numbers: How marketers are building the infrastructure for AI search
Marketers are carving out budgets for AI search, but research suggests execution, measurement and content strategies are still catching up.