NAIROBI: In-your-face marketing is the new way to grab eyeballs in the outdoor. Nairobi-based Motion Pictures has done this with great gusto. The firm has created digital displays on vehicles that will ply routes chosen by clients. Francis Gachagua, managing director, Motion Pictures, was quoted saying the firm was seeking to drive sales through "in-your-face marketing" in urban areas that boasts many consumer bases. He said businesses can easily reach consumers as they go about their daily activities because the vehicles ply particular routes and stop at designated areas.

"Unlike billboards that come into view for a few seconds before one drives by, the displays are visible for a longer time to travelers behind or alongside the vehicles," he said.

"We are able to offer more value added services like distribution of fliers and other marketing materials to the areas lying on the routes," he said, adding the pricing will evolve as the market reacts to the new advertising model. Advertising on one vehicle for a week with a 10-second ad running about 5,000 times will cost Sh35,000. "One can decide to appear on the front, rear, side or on all panels. The ads are electronic displays coordinated from a computer. There is a possibility of adding sound to the images," Gachagua said.

He said for an extra fee, employees of Motion Pictures can carry out consumer activations and engage the public in brand talk.

The firm plans to expand to Eldoret, Kisumu, Nakuru and Mombasa by the end of the year. The entry of Motion Pictures comes at a time when advertising spend is rebounding around the world after companies slashed their marketing spend at the height of the recent recession. Outdoor advertising is estimated at Sh4 billion annually or a share of 16 per cent of total advertising spend in Kenya.

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