DroneCast, a Philadelphia-based company established by 19-year-old Drexel University student GauravJit Singh, officially launched in its home city this month. Mr. Singh has created two other start-up companies in the past, but his current venture into drone advertising, or “dronevertising,” is drawing the most attention by far.

(Video Credit: DroneCast)

According to Singh, the logistics of the drone are quite simple. In the test run, he created a banner for his company and attached it to a drone that sailed about twenty-five feet high in the Philadelphia skyline. The drone, equipped with GPS, then followed the route Singh generated with an iPad app he and his team created.

Many local restaurants and companies have contacted DroneCast with interest in buying drone ad space. Singh has declined their offers, however, expressing that the company has not yet figured out all of the logistics of commercial drone use. Singh is taking great precautions regarding the legality of dronevertising to avoid penalties from the Federal Aviation Administration (FAA). The FAA has stated that so far, Singh is still abiding by the law, but as his company expands he may face trouble. Depending on the number of drones circulating in one area and how high they fly, DroneCast could see some backlash. The Administration rules that any commercial use of U.S. airspace must use a licensed pilot and a certified aircraft, a requirement that FAA spokesman Les Dorr says “does not sound like [DroneCast] would meet.”

Despite these potential roadblocks, the ability to advertise via drone is exciting to many. Yet, read the comments below any dronevertising- related article and you’ll find the misgivings and criticism bound to challenge DroneCast’s success and reception by the general public. The positives and negatives:

The Good 

• Drone advertising can reach target markets by flying over specific locations (i.e. playgrounds, outdoor concerts, particular neighborhoods etc.) with timely, hyper local messaging.
• A new cutting edge medium is a great way to capture consumers’ attention, and that of potential advertisers.
• The functionality of the drone is simple, relying on GPS coordinates and even pre-set routes, with DroneCast employees handling every stage from launch to landing.

The Not So Good

• A drone is a rather invasive device, and many city officials are worried that the drone ads may be distracting to drivers and could increase car accidents.
• The FAA has its concerns, even though this past March the ruling was in favor of commercial drone use.
• If the drones are not insured, there could be a problem if they cause any property damage.

Singh is considering selling ad space for $100 a day, hoping that people will find drone ads appealing and cost effective in major cities like New York, L.A., and London. The idea is extremely innovative, and the opportunity to disseminate captivating messages in a small space like an outdoor stadium, or in a normally unreachable location like a skyscraper window, will serve DroneCast well. Whether the public accepts “dronevertising” as a new advertising medium is yet to be seen. What do you think?