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SubMedia, the company that created a new out-of-home category when it introduced animated ads in subway tunnels in 2001, is going digital. Within weeks, the company will unveil its first digital market–Los Angeles–through a joint venture with Sidetrack. By the end of the year, the company plans to convert Washington, D.C., and Chicago to digital, followed by Boston, New York, Atlanta and San Francisco in 2009.
Considered a novelty at first, animated tunnel ads have now become an attractive format for a number of advertisers.
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