“If Thomas Edison had used a focus group he would have just invented a bigger candle.”

– The Brand Show episode ‘The Science of Branding’

Each weekday in May we’ll bring you a niche, alternative or emerging advertising option that perhaps won’t appear on your research and data reports but highlights opportunities that can add reach, impact and value to your marketing and advertising mix. Your emerging ad option for 31 May is:

Mining media

The fastest growing, most robust and often controversial sector of the Australian economy is mining. This growth is also reflected in the media industry with a range of magazines and websites launched to reach professionals within this influential and lucrative market. Shaft Magazine is a newly launched monthly title which is distributed within airports, newsagents and mining camps in key locations Australia-wide.

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“I fear three newspapers more than a hundred thousand bayonets.”

– Napoleon

Each weekday in May we’ll bring you a niche, alternative or emerging advertising option that perhaps won’t appear on your research and data reports but highlights opportunities that can add reach, impact and value to your marketing and advertising mix. Your emerging ad option for 30 May is:

Restroom advertising

Reach your market within various public locations – and of course by gender – through restroom advertising. Air View Media is one of a few vendors in the Australian market offering a range of advertising options within public restrooms. From digital screens with sound, poster and impactful ambient options this is an opportunity to reach a ‘captured’ audience.

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“It used to be that people needed products to survive.  Now products need people to survive.”

– Nicholas Johnson

Each weekday in May we’ll bring you a niche, alternative or emerging advertising option that perhaps won’t appear on your research and data reports but highlights opportunities that can add reach, impact and value to your marketing and advertising mix. Your emerging ad option for 29 May is:

Street and community press

Looking beyond mainstream suburban press, there is a huge range of independently published street-press which is distributed across a range of locations, demographics and interest groups.  Rave Magazine is one such example – established in 1991 as a free weekly title reaching a South East Queensland audience with an interest in music, entertainment and night life. These traditionally offline media brands are increasingly looking at digital platforms to reach their involved and often long term audiences.

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“News is something somebody doesn’t want printed; all else is advertising.”

– William Randolph Hearst

Each weekday in May we’ll bring you a niche, alternative or emerging advertising option that perhaps won’t appear on your research and data reports but highlights opportunities that can add reach, impact and value to your marketing and advertising mix. Your emerging ad option for 28 May is:

Escalator advertising

There are a range of options to generate impact directly to large audiences within multiple public locations such as airports, train stations, shopping centres, department stores and sporting venues. Escalated Advertising offers a unique opportunity to ‘grab’ consumers’ attention by placing brands on escalator handrails and can be an effective complement to broader campaigns.

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“ I have always believed that writing advertisements is the second most profitable form of writing. The first, of course, is ransom notes…”

– Philip Dusenberry

Each weekday in May we’ll bring you a niche, alternative or emerging advertising option that perhaps won’t appear on your research and data reports but highlights opportunities that can add reach, impact and value to your marketing and advertising mix. Your emerging ad option for 25 May is:

Streaming video advertising

The increasing shift to digital media as a ‘moving picture’ medium has lead to an explosion of video advertising networks entering or launching in the Australian market. Tube Mogul is one of an increasing group of vendors aggregating streaming video advertising across a growing network of web, newsletters and tablet platforms within this high growth and evolving sector.

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“The business that considers itself immune to the necessity for advertising sooner or later finds itself immune to business.”

– Derby Brown

Each weekday in May we’ll bring you a niche, alternative or emerging advertising option that perhaps won’t appear on your research and data reports but highlights opportunities that can add reach, impact and value to your marketing and advertising mix. Your niche ad option for 23 May is:

Moving/mobile advertising

There’s a large range of moving mobile and transit media options available to marketers – from advertising on public transport, trucks (and utes) to car wraps and moving billboards. Peda-Pod is an example of a mobile media vendor which offers eco-friendly bike-driven mobile billboards. These unique mobile billboards can appear across CBD and metropolitan areas.

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“We’re obviously going to spend a lot in marketing because we think the product sells itself.”

– Jim Alchin

Each weekday in May we’ll bring you a niche, alternative or emerging advertising option that perhaps won’t appear on your research and data reports but highlights opportunities that can add reach, impact and value to your marketing and advertising mix. Your niche ad option for 22 May is:

SoggyBones

You may think youth are not engaging with offline media, however here’s an example of an independently created quarterly magazine and website produced by two brothers out of Western Australia. It provides multi-platform reach, including social media, to a highly engaged national community of Aussie youth who are actively involved in a surf, snow and skate culture and lifestyle. The look and tone of this brand is spot on to resonate with a notoriously hard to reach market.

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“It’s getting easier and easier to start a magazine, but it’s harder and harder to keep it running.”

– Samir Husni

Each weekday in May we’ll bring you a niche, alternative or emerging advertising option that perhaps won’t appear on your research and data reports but highlights opportunities that can add reach, impact and value to your marketing and advertising mix. Your niche ad option for 21 May is:

Campus advertising

Get your brand in front of an often hard to reach tertiary student market across a broad variety of platforms including digital, magazines, outdoor, ambient and experiential.  Academic Media is one of an established group of providers offering opportunities within campuses across Australia and New Zealand through national and geographically targeted campaigns.

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“To steal ideas from one person is plagiarism; to steal from many is research.”

– Unknown

Each weekday in May we’ll bring you a niche, alternative or emerging advertising option that perhaps won’t appear on your research and data reports but highlights opportunities that can add reach, impact and value to your marketing and advertising mix. Your niche ad option for 18 May is:

Car park advertising

Advertising opportunities within shopping centre carpark environments reaches a variety of consumers directly prior to point of purchase and can influence buying behaviour. Advertising can be displayed through a range of executions and locations and be geographically targeted. Vuego is one media vendor offering unique and impactful advertising formats.

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“You can tell the ideals of a nation by its advertisements.”

– Norman Douglas

Each weekday in May we’ll bring you a niche, alternative or emerging advertising option that perhaps won’t appear on your research and data reports but highlights opportunities that can add reach, impact and value to your marketing and advertising mix. Your niche ad option for 17 May is:

Mobile and SMS advertising

Mobile and SMS marketing is recognised as a key growth sector. Advertisers have the opportunity to target specific audiences within geographic locations through an evolving range of dynamic and measureable executions. InMobi is the world’s largest independent mobile advertising network allowing marketers real-time campaign optimisation and reporting.

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