Advertising outside the box

Today the  NYC marathon took place right in front of my building again and ING spent a low 7 figure amount in order to be part of this amazing event. 

I guess 7 figures is a little bit too much for most of our advertising budgets. Here a video on how to target users with offline advertising. I am astonished how relatively cheap it is and I am really curious if it makes sense to allocate some of the overprized Adwords budget into some smart offline advertising:

[flash] http://www.youtube.com/watch?v=Za_ra3VBuE4 [/flash]