Making a Medium of Phone Cards

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LOS ANGELES When a pair of marketing execs found themselves struggling to gather concrete ad-spend statistics, they turned to a new, trackable media outlet: pre-paid telephone cards.

Pocket Billboards, the duo’s resulting Studio City, Calif., company, was formed to “turn a network of phone cards into something that advertisers understand” said Steven Posen, president of the indie shop, which offers both media and creative services.

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