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I never understood what the ROI is supposed to be on those ads.
Targeting the 1 in 100,000 people that see the poster and have some brand recognition when they're making budget decisions etc.
It doesn't really add up.
A surprisingly large part of marketing is about making people feel good about decisions they've already made.
The MAINSTREAM MEDIA tries to tell you what to think, The Flyover just delivers the facts.
Just humble under-paid metro riders helping make decisions about billions.
I think it is targeted at potential employees as well. I think it leaves anyone who might have to interact with, or consider, work by General Atomics with a good feeling about their work.
Mass transit is not popular at Wright-Patterson AFB so they have a large billboard on the roads as you get on base used by all the aerospace contractors.
Pentagon, Crystal City and Federal Triangle opened in 1977 but it was decades before we saw such ads. Such a failure of imagination by the advertising industry!
1. GAA could probably tell you the exact names and commute routes of those specific targets.
2. Please, please, please tell me that there aren’t national security and defense officers scanning random QR codes in public adds. I’m begging you. 
Yes it’s a pretty niche audience, though it does go a bit beyond a small handful of Air Force procurement officers: congressional appropriators and overseers, OMB, DoD civilian and military leadership, defense and acquisition policy communities.
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It's also a jobs advert. Lockheed, Northrup do it too. "Hey, young engineers in DC/NOVA, we have big gov contracts where we make cool stuff, come work for us."
for a year or so, my Twitter targeted ads were for F-22 procurement, a thing I, a 22 year old in California, had a lot of control over
Dayton Ohio Airport is probably the only other place you would see this.
It's very funny taking the yellow line to work
Very different ads at Pentagon vs Lenfant!
ELON GOES DARK MAGA!
This is the MOST POPULAR hat in the Trump Store, but they won’t be around forever.
Claim your hat now before they’re gone!
One of my kids commented just yesterday about seeing a Leidos ad on the side of a building and then hearing an ad for the same thing a few minutes later on WTOP. #OnlyInDC
Finnish Twitter was full of fighter jet ads when the HX Fighter procurement was still undecided:
I flew to Canberra a few years ago and there were ads for tanks at baggage claim. Capitol city transportation hubs unite!
Large procurements have a lot of eyes on them. I think this is more than just procurement officers who they are targeting. Hill staffers where oversight hearings are held are also targets along with OMB. Though still very much a DC thing.
Okay, but theses kinds of ads are really cool, and I mutch rather see them than some boring consumer product…
I did a brief survey on this phenomenon last year:
I used to work near the White House during the Trump years and would get geotargeted twitter ads for PMCs and all sorts of missiles
Yep! When I first visited Washington DC, I was shocked by the ads in the metro. Just Defense contracts and contractors.
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Yes, when I first visited DC in 2010, this was something that impressed me.
We called them “decision-maker” ads when I worked in an DC ad agency 20 years ago.
Always a treat to see what hyper-specific DoD ad the Pentagon Station has cooked up
Maryland’s U.S. Senate race is currently TIED. This race WILL decide Senate control in November, which means we’re running out of time to help Angela take the lead.
Will you chip in $10 to defeat Larry Hogan and defend our razor-thin Democratic majority?
You shall know a city by its billboards.
DC: "Check out this new weapons system"
New Orleans: "Debauchery this way!"
SF: "Our SaaS tool is just the best"
Miami: "Check out this new $100k watch!"
Same in Canberra, you get to the airport and all the ads in the baggage claim are for Lockheed Martin and Northrop Grumman.
Mitch McConnell and Larry Hogan see Maryland as their best chance to flip the Senate red. So they’re pouring $18 million into this race to buy this seat.
If we lose, Democrats lose the Senate. I’m 23.4% behind today’s goal—can you rush $10 now to help us defend the Senate?
I don’t want military or DOD civilians scanning QR codes from ads anywhere. Talk about a security risk
The US Air Force's budget for the Collaborative Combat Aircraft (CCA) program is as follows:
• FY 2024: $661 million
• FY 2025–2029: $8.9 billion
• FY 2025 RDT&E: $557.1 million
That's quite a niche audience! Here's to hoping those procurement officers are riding the metro today.
I once got advertisement for Naval defense system in some slavic language on here.
Those ads are for Congressional staffers... the real people controlling the purse strings.
I saw that ad yesterday. At least similar ads on BART are trying to get *private corporations* to spend millions of dollars on unproven technology for mission-critical systems.
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