'Roadblocking,' or why you'll see a lot of Temple ads on highways today - Technical.ly Philly

Creative

Mar. 25, 2019 7:56 am

‘Roadblocking,’ or why you’ll see a lot of Temple ads on highways today

Just a quick PSA, in case you're wondering why the rotating ad billboards only feature the Cherry and White for five minutes at a time.

Temple University is planning a digital ad blitz.

(Courtesy image)

Normally, digital ad billboards by the side of major highways cycle through different ads every few seconds. Often you won’t really notice them unless you’re stuck in traffic: perhaps a slip-and-fall law firm one moment, a call to avoid hell via religious repentance the next.

On Monday, Temple University will halt the cycle in five-minute blocks during rush hours across a half a dozen Philly highways (I-95, Route 30 and PA Turnpike, among others) to display its logo and succinct messaging as part of a new marketing campaign.

Emily Spitale, Temple’s associate VP of strategic marketing and communications, will cede that digital billboards themselves aren’t anything new, but they’re a flexible medium to shore up the school’s brand.

The strategy of taking up several simultaneous blocks of time on billboards (or other advertising mediums) is called roadblocking, and Spitale says it will help give exposure to Temple’s messaging.

“At certain times during the day we’ll be the only ad on there,” Spitale said. “It essentially creates a perimeter, so that people who driving around these roads are going to have our billboards.”

Aside from Temple imaging, the ads will have succinct, kinda cryptic messages like “Erase all doubt” and “Know no bounds.” [Editor’s note: These sound a little like the repentance signs, tbh.]

“For us, it’s about having a different way to get some exposure, prominence and highlight that we’re back in market,” Spitale said.

Companies: Temple University
-30-
JOIN THE COMMUNITY, BECOME A MEMBER
Already a member? Sign in here

Advertisement

Inside ROAR for Good’s pivot to B2B

In the wake of the Mueller Report, this Philly-based nonprofit had a busy day

Into AI, esports and failure lessons? We’re talking those and more in Introduced’s GROW room

SPONSORED

Philly

This startup is striving to deliver the future of freight

Philadelphia

Perpay

UX Designer

Apply Now
Philadelphia, PA - Center City

Odessa

Pre-Sales Business Analyst

Apply Now
Horsham, PA

Penn Mutual

Software Engineer

Apply Now

This Week in Jobs: Take your job hunt to the great outdoors

Become a more impactful teammate and community member at Introduced’s IMPACT room

Meet Philanimators, a group of creatives looking to grow the Philly animation scene

SPONSORED

Philly

Why Deacom’s team prioritizes collaboration and continuous improvement

Horsham, PA

Penn Mutual

Software Engineer-Java

Apply Now
Horsham, PA

Penn Mutual

Product Systems Trainer-LEAP

Apply Now
Horsham, PA

Penn Mutual

Communications Specialist

Apply Now

Sign-up for daily news updates from Technical.ly Philadelphia

Do NOT follow this link or you will be banned from the site!