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Jun

12

Porsche And It’s Jump to Narrowcasting…on TV

Filed Under Advertising, Digital Signage 

Just read an interesting article on Mediapost…

Mediapost

…about Porche USA and their move to advertise on a Narrowcast network. No….not Digital Signage, but Plum TV, a series of local Television channels in high net worth areas…

Porsche

…which exists in markets like Nantucket, Aspen, and the Hamptons and works off a content sponsorship + local content/news model.

What I really like about this is:

  1. The network knows its demographic profile
  2. The network itself is highly targeted on a niche audience and lifestyle grouping
  3. The network is targeted around zoned geographic areas
  4. They’ve built the network based on content that is relevant to its viewers
  5. They’ve integrated advertising into the BODY of the content as well as full ad spots

Sound anything like the capabilities of Digital Signage programs?

I was impressed with some of Porsche’s outlook on why they’ve turned to this media:

…a shift away from mainstream television advertising to “one-degree marketing–where the relevance of local people and places will allow Porsche to touch the hearts and minds of its target demographic.”

…

appealed to the premium performance-car maker because the network reaches a targeted high-income market. “The neat thing about them is that they can make the programming seem localized–you are getting local coverage with a desirable demo. It’s very targeted and in line with what we have been trying to do more and more in terms of making more contact directly with potential consumers.

…

“What we like about it is [that] it’s much more immersive in terms of content. Porsche is able to benefit from production that Plum does as well. Rather than just being a TV ad, we actually have entree–we are able to immerse the brand in the local community,”

If you get a take away from this, you’re looking at a high impact, high-profile brand who has taken a leadership position and is very intelligently selecting its media applications.

Lastly, there was a study done as part of this that is important, aside from the advertising references:

  • 70% of respondents say they tend to watch Plum because of local coverage.

This goes back to all my rants and raves about making your Network comparable to a magazine (See my rant here).  Make your network worth watching and the advertisers will come.

My advice would be, take what they’ve done and apply that mentality to each pitch you do if you’re trying to grab advertisers for your networks.

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