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MediaBuyerPlanner: The luminescent strips that light emergency exits in planes and buildings have a new use, giving a bright new outlook to an old advertising medium.
The wireless technology, called electroluminescence, is now being used to illuminate advertising on everything from billboards to T-shirts, writes Media Life. Lighted ads can be placed on traditional signs and other media using the paper thin light panels which incorporate the technology.
"This can be used on any billboard where conventional power and light are not available," says Adam Hollander, creative producer of Brand Marketers, a company that offers the technology. He points out that advertisers can use the technology to provide a backlight, or to illuminate a specific area such as a box or a logo.
The durable and customizable material used for electroluminescent ads can be used for ads of any size, and can be used in clothing, as well. Luminescent T-shirts can be used by street teams, for example. Smaller luminescent ads could be self-adhesive stickers to be placed on promotional giveaways.
The technology is not to be confused with Magink, which uses a different technology to light up billboards, Hollander stresses.
Brand Marketers also offers what it calls T-Shirt TV: full-motion video, four-speaker surround sound, "fully brandable" T-Shirts.
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