'Plough'-ing New Terrain

Paving the way for new respectability in the digital out-of-home space, health-care and packaged goods advertiser Schering-Plough plans to place the industry’s largest paid buy, estimated to be close to $10 million. The campaign, set for second quarter for a number of its brands, is not only gutsy, it could also be the kind of buy that will help move the medium into the media mainstream.

Digital out-of-home is still one of those tempting, emerging media that is so new and so fragmented, it generally falls into the experimental column of the budget, (if the advertiser is lucky enough to have one of those these days).

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