Real Media Launches Campaign to Promote Ad Network

Ad sales and marketing company Real Media Inc. launched an advertising campaign to promote Real Media’s network of more than 550 locally branded newspaper and other media Web sites.

Sites in the network can be aggregated on a regional, national or international level. “Our objective is to raise Real Media’s profile in the media buying and advertising community, building awareness and increasing recognition of our company and what it stands for–local online audiences on a national scale,” said Dave Morgan, Real Media’s president.

M&C Saatchi in New York, selected in September as Real Media’s first national agency of record, developed the campaign, which insertions in Advertising Age, AdWeek, BrandWeek and MediaWeek in November and December.

The campaign also includes 60 public phone kiosks in New York City strategically located adjacent to major agencies, clients and Real Media competitors; 15 platform panels on MetroNorth’s Westchester and Connecticut commuter rail lines and in San Francisco 50 bus taillight displays.

Double-decker buses (one each in New York and San Francisco) will be wrapped completely in the advertising message circulating during the month of December, when an online component also launches. Spending on the campaign was not disclosed.

The tagline for the campaign is: “Real Media–Delivering a local online audience on a national scale.”