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Can You See It? Rooftop Advertising
CBRE recently put together a new rooftop advertising deal with CBS at an industrial building near the Los Angeles International Airport. CBRE’s Izzy Eichenstein represented Boyd Properties, the landlord at 9020 Bellanca, which operates as a State Van Rentals facility. The advertising will be displayed for a six-week period.
Connect Media asked Eichenstein how this new revenue opportunity came about, as well as others with Supergirl, Legends, Amazing Race, Mob City, Falling Skies and Bernie Sanders for President Campaign.
Q: When did rooftop signage become popular and why is it so effective?
A: Rooftop signage really gained traction during the recession that dimmed the lights on revenue that was derived strictly from tenants occupying space. It is a great opportunity for a building owner to generate extra revenue and an effective “out of the box” alternative to standard run-of-the-mill advertising. There is a freshness to an ad that is being seen when landing as all the computers and movie screens are off. It means you have a captive audience. Additionally, these images have also proven to be a big hit on social media.
Q; Aside from the obvious airport markets, where else can this work? Why should landlords consider this type of use of their space? Is it difficult to install a rooftop ad?
A: Helicopter tours in major cities have grown in popularity, and the rooftop skyline is another area where this type of advertising is a natural. Landlords are always looking for ways to maximize the value of their assets and create additional income. As to the method of installation – it’s simple. It’s basically a paint job that can easily be removed.
Q: How did you get into this real estate niche?
A: I used to own buildings on Bellanca Avenue, which is directly in the landing path to LAX. I just thought ‘wouldn’t it be a great idea to use the rooftops to advertise shows.’ So I presented the concept to CBS and to TNT Networks. They absolutely loved the idea, and it’s been a successful concept ever since. To quote one of the network executives ‘innovation is change that unlocks new value.”
For comments, questions or concerns, please contact Dennis Kaiser
