Earlier this month, hundreds of drones lit up the New York City skyline to promote the “Candy Crush” video game, effectively creating an LED-powered billboard in the sky that delighted some New Yorkers and frustrated others. Americans elsewhere, beware: Drone-based advertising could soon come to a city near you.
As of Nov. 18, there are about 867,000 recreational and commercial drones registered in the United States, and federal authorities expect that number to reach 2.3 million by 2024. The Federal Aviation Administration, which regulates U.S. airspace, and other policy leaders are focused on other uses for drones, such as disaster response or the delivery of lifesaving medicine in rural areas.
But as drones become more enmeshed in everyday life, these large-scale advertising plays could also grow. That creates opportunities and challenges alike for cities trying to navigate the increasingly crowded American airspace, said Britney Kohler, the legislative director for transportation and infrastructure at the National League of Cities.
“We are always thinking about how we use new technology to innovate, but also, how do we understand what’s happening in our skies from other users who are participating?” Kohler said. “There’s a lot of opportunity for cities to jump into this in a clear way with their constituents.”
While the drone marketing sector is still relatively small, major cities will have to contend with it eventually. For instance, Capitol Outdoor, an advertising company that coordinated a drone light show for the National Basketball Association’s 2022 draft in New York City, recently launched its drone offerings. It’s initially targeting 10 cities for regular drone shows, including Atlanta, Chicago, Houston, Miami and San Francisco.
Drone advocates say these light shows could be an alternative to other disruptive displays.
“Small airplane aerial advertising and firework shows are increasingly criticized for their negative environmental impacts and loud noise, and entertainment venues and advertisers are turning to drones to fill this gap,” said Michael Robbins, executive vice president of government and public affairs at the nonprofit Association for Uncrewed Vehicle Systems International.
But in some cities, would-be drone marketers could face opposition due to local restrictions on billboards and other aerial advertising. Four states — Alaska, Hawaii, Maine and Vermont — have banned billboards altogether, while cities such as Houston; Los Angeles; St. Paul, Minnesota; and Kansas City, Missouri, have limited new billboard construction. Other cities, including San Francisco, Austin and Nashville, have considered bans on aerial advertising over the past decade but didn’t enact them.</…….