Via adland, this post about a brand new media agency that has popped up to better serve our obese ad budgets. They're called RooFShout and their mission in life is to help you rise above the clutter...at least until you hit the Penthouse.
"...I figure there's a lot of blank roofs and a lot of advertising that could go on the roofs," waxes RooFShout's man with a plan, Colin Fitz-Gerald.
Piers Fawkes and myself discussed this phenomenon at length on ATS #19. While I do think there are opportunities (some signficant) in the roofvertising space, they will be exceptions rather than the norm. Furthermore, from a scaleability perspective, gazing out your aircraft window isn't going to cut it...Google Maps/Earth is going to play an important role, but the million $$$ question will lie in how often (as in recency) these maps are updated.
In the case of the wonderful Fiat campaign for example, a bunch of Fiats and a Ferrari were buried underneath the snow in Torino. Only problem was that when I searched...the ground looked very green.