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Jan
3
In what is a relatively predictable move on NBC’s part after all of their “feather ruffling” this year in partnering, rep’ing or acquiring, they are using their considerable might to stage a Digital Signage upfront to about 200 media buyers in Studio 8H. Should be neat to see how it plays out.
There’s lots of background noise, chatter and rumors about what the rest of the OOH crew (CBS, Clearchannel, etc) are doing and the size and scope of their coming deployments over the next 3 years. While there is advertiser “interest” in the space, we have yet to see some solid #s on the ongoing “buy” front and the major media holding co’s haven’t delved very deep on the topic because they’ve got bigger fish to fry:
Mullen (An Interpublic Company focused on Broadcast) had this to say “Mullen has talked to NBC about its digital out-of-home assets, he said, and “there is some interest [from clients]. We need to do a deeper dive and see how it fits into the plan”
Anytime you hear “we’ll have to dive deeper to see how it fits”, you can usually assume that there isn’t much attention being spent (by that particular agency) and/or the agency doesn’t care enough about it to have already looked so they need another year to “look at it” and develop an appropriate response to their clients
In addition, from what I’ve heard from a number of networks, none of the big guys is doing a great job at selling their media right now although they’re probably getting more than they would have “sans” the big guys.
The amusing thing about this is that this apparently wasn’t seen as a big bump for Digital Signage by the Media Agencies. It was seen as the big guys scrambling to get into other areas as fast as they can before fragmentation, writers strikes and the possibility there will be no upfront this year (yeah right) becomes a reality to their bottom line TV ad revenues. Per the article:
It’s telling that NBC has chosen this year to roll out its first out-of-home upfront. As the writers strike drags on, it’s growing more likely that the big broadcast networks will pull back from their glitzy May presentations for their prime-time schedules. Should the strike, which began Nov. 5, continue past late January, it will eat into the networks’ development season, where they devise comedy and drama pilots to show to advertisers. It may be in many networks’ interest to highlight media properties other than traditional TV programs.
The full article is available on AdAge
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