Just wanted to share something from the Singaporean advertiser's perspective. It may or may not be applicable to where you are.
Down here we have dozens of these so called 'peripheral' ad spaces, e.g. table tops, tissue packs, even straws.
The 2 biggest challenges in getting brands here to advertise would be 1) Ad size, i.e. you can't say very much on a coffee cup 2) Association with a medium like a coffee cup, not very sexy.
I suppose you guys have a very different ad environment / culture over there, but just thought it'd be interesting to compare.