billboards >> advertising

when I first saw this way of marketing I thought it was a joke , and thought it can't be real I know I live in the SW of the UK and we are regarded by the london area (& the SE) as being behind the times (something I don't agree with but still). but apparently they are a good way of advertising products read more perhaps more of a standard way of making promotional billboards are created my this french company that even work in the SW of the UK are jcdecaux.comthese promotional bikes are an interesting way of getting a marketing message across but does the fact that the bikes become more interesting than the advert make the standard age old billboard still the most cost effective way of getting a ad campaign to the public?