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Jul
23
NBC’s Feather Ruffling - Place-Based Media - Take 2
Filed Under Advertising, Digital Signage | 4 Comments
Excuse the cheesy subject line but I’ve been hearing so many Peacock jokes, it’s rubbing off on me.
This is why being a young’ish punk in this business has been so much fun for me. I get to learn how everything that we all think is brand new has been done so many times before.
Everyone has been getting all excited about NBC
starting to make deeper moves into the Digital Signage space on the ad front now with Fuelcast, PRN and one of the grocery networks on board.
It turns out, this is their second kick at the can. A post on MediaPost by one of their editors, Joe Mandese that just came out raised an eyebrow for me and brings to light a bunch of things I wasn’t aware of with regards to NBCs forays into the space and some past history…
Jul
13
The Empire Strikes Back: Digital Signage Ain’t the Only Targetable Medium
Filed Under Advertising, Digital Signage | Leave a Comment
Greg Pulier, CEO of Interactive Video Technologies wrote a great little post on Mediapost 
a couple of weeks ago that I thought was great for everyone to understand. It’s taken me a while to get back around to commenting on this - I read this back on July 3rd so it’s a little old hat.
The basic gist of the article is how TV operators, while quiet, aren’t sitting with their heads in their hands bemoaning the revenue bleed into online without doing something about it:
Some of the most well-known cable operators and telephone companies have been modifying their networks in ways that could give them the capability to deliver TV content, including advertising, to very small groups of users within a larger demographic region, or small groups of users with common interests within a market or system.
Did you really expect them to do nothing while some new kids on the block (Internet, Online Video Ads, etc) chipped away at their revenue base?
Jul
12
(Digital Signage) Media + Engagement = Greater Sales Revenue
Filed Under Advertising, Digital Signage, Mobile, metrics | Leave a Comment
Neat little article over at Ad Age
On how advertising engagement lifts sales.
Basically, the message in the article is that 1 “engaged” viewer is worth 8 non-engaged consumers.
the research indicates that not only does consumer engagement with media and advertising drive sales, but it also can drive sales more than media spending levels. That suggests even a relatively small media outlay could work wonders should the ads draw keen attention from consumers within media they also find engaging
It also says that:
- figuring Engagement as a quantifiable metric in measuring media effectiveness adds a 15-20% increase in ROI over models that only use GRP (Gross rating point).
- consumer engagement with media had three times the impact on sales media weight (GRPs) alone did
- consumer engagement with the ads had an eight-times larger impact on sales than GRPs
Jul
12
L.A. Bound
Filed Under Uncategorized | 3 Comments
Short post but maybe relevant to some of you.
I’m in L.A. right near LAX from Tuesday eve (July 17th) until Friday morning (July 20th). If you’re in the area, would love to meet up for a pint or two (I guess coffee works too)
You can hit me at 416.567.4715
Cheers
RG
Jul
10
Target Newspaper Budgets for Digital Signage Ad Revenue
Filed Under Advertising, Digital Signage | 4 Comments
Gosh…has it really been over 15 days since I last posted? Where does the time go? Lots of posts to make on catching up over the next couple of days.
There’s always been a contentious issue over not only where Digital Signage fits in the media buying side of things (is it out of home (OOH), a type of television buy, similar to Internet, in-store media budgets, etc) and it’s one of the things that sort of inhibits spend growth in the Digital Signage space.
Of the media agencies I deal with, most put it squarely in the OOH camp but then only have a couple of people who know a lot about strategically buying OOH. Knowledge of what type of Digital “OOH” to buy and what works and is efficient for different industries and Brands is fairly low as the experience just isn’t there…makes sense…it’s a new industry and things move slowly. E.g. Does advertising Ford on Digital Signage work better at Gas stations or in health clubs or in elevators? You’d be surprised at the results. Some of the other agencies I work with interestingly slot Digital Signage as a trailer to a TV buy. They use the mentality that “This isn’t selling paper (outdoor) and requires the input of someone who understands some form of “Broadcast” knowledge to make effective media buying decisions based on audience, reach, venue, etc.
