By Andrew Hampp for AdAge

LOS ANGELES (AdAge.com) — When Delta Airlines wanted to reach business travelers just in the New York area last spring, it decided to test the idea of microtargeting with place-based media. So it teamed up with out-of-home vertical SeeSaw Networks to create multiple 15-second spots customized to a wide array of venues across five different digital out-of-home vendors.

Cafes from Reach Media Group’s Danoo, ferry terminals from Affiniti Group Media, Pump Top TV’s gas stations in the New Jersey and Connecticut areas and health clubs on the Netpulse and When networks were all included in the plan, complementing similarly targeted ads in New York-based print and digital media.

Although business travelers in a single market like New York may ultimately amount to a relatively small audience, the campaign represented one of the biggest digital out-of-home outlays to date from a client at Digitas, Publicis’ digital media agency that recently branched out into the emerging outdoor medium.

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