Hi guys, this one if for all marketing / advertising professionals: Government in my country plans to issue special cards for all drivers that will store all personal data and be used to pay fines / utilities etc. The size of a typical credit card, chip, stripe and all that.. They want to sell 4 small spaces on the card where a logo can be placed. As this is not a typical advertising medium, i do not know how to calculate reasonable price for that space. My idea was to draw a comparison to the outdoor media, i.e. what a client could get if he went for the cards instead of billboards. I do not have much time nor money to do an extensive research, and there are some other conditions for an advertiser: 1. Company can take no less than 100,000 and no more than 500,00 cards; 2. Total number of cards will be 3,000,000; 3. Space is rented out for the whole period only, which is 36 months. Many thanks guys!

Ha. This is really interesting. Frankly, i don't think that It makes much sense to compare it with billboards.You can achieve max price by offering big companies to bid for it. Billboards are used as complimentary medium to maintain product awareness while logo sponsorship, especially on this unique medium is to position the company as a good corporate citizen. Moreover, 36 months is quite of a long period. The way i see it, bidders can be telecoms companies, banks, electricity providers. If you want to go with fixed price, you can draw comparison with prices for ad besides the head line of a quotidian newspaper with similar reach and apply their discount rates for 3 years period. Good luck.

I have been in advertising for 35 years and placed ads of all kinds in every media known. Let's look at this logically, withou the benefit of knowing what your product or service is and how many people you can reach. This is a driver's license, about the size of a credit card or around 2 x 3.5 inches. If the space allowed is about half or 1 x 3.5, that would alow a space about 1inch square. What size logo could you in there that will get you business? Even if you are Coke, AT &T, or Microsoft, what will you gain by placing a tiny logo on the card? Will the average driver flip it over before making a purchase? Regardless of the price, which I imagine would be costly based on the distribution numbers, please look elsewhere for exposure. This is my opinion as an ad consultant that usually charges $200 an hour for such advice.