Schering sets biggest digital OOH buy via new MPG unit

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.

Over a period of eight to 12 weeks, Schering-Plough advertising for several sun care, footcare and upper respiratory brands will run on 17 digital networks in nine venue categories. To target consumers closer to the point of purchase, Schering-Plough chose networks that reach consumers in varied lifestyle locations from health clubs and physicians’ offices to malls, coffee houses, golf courses and airports.

http://www.mediaweek.com/mw/content_display/news/out-there/digital/e3i6e3ab16ed8b79d8b171ee48249a8ff85