Paste versus Pixels. Game on

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Phantom Billstickers has added two new sites – both in classic print – in John St Whangarei, and Buller St Wellington. Posters have entered the digital age. LED billboards are popping up around the world and screens have become an increasingly important part of the street landscape. So, does this mean traditional paper-and-ink posters have had their day?

Phantom GM Jamey Holloway says static street posters have it all over their flickering digital equivalents in a couple of areas.

“When you book one of our sites, you’re getting 100% ownership of that piece of real estate, those eyeballs, for the duration of your campaign. You don’t rent it for six seconds, then see your poster replaced by another one, and then another, and so on.

“Some very sophisticated advertisers, such as Apple, only buy sites where they can dominate. They want their brand – and only their brand – to be seen by everyone who passes by. You can’t guarantee that when you’re part of a moving parade.”

Power is another factor. Digital sites need to be wired up to a reliable power supply and then maintained. This adds to their complexity and restricts digital screens to certain sites – unlike the ubiquitous Phantom Billstickers frames.

“We can offer more granular coverage because our 800+ sites really do cover the country,” Holloway says.

“That said, we’re not opposed to digital innovation. Far from it! Dynamic displays add variety to the media mix and brighten up the streetscape.

“And at the end of the day, it’s creativity that ensures visibility.”

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