As advertising worldwide is becoming ubiquitous, to the point where you just cannot escape it, at the same time its overall effectiveness is going down. News here in the US today that NBC Universal has steadily been expanding into the out-of-home market, partnering with a number of providers to sell ads and/or provide content on various non-traditional networks, makes me wonder just who the hell is going to buy into this?
Most recently, NBC has reached an agreement with an In-Store video operation in which NBC will sell package deals, bundling time on its network with space on Supermarket Checkout TV. All I know is that my local supermarket has these screens all over the the bloody place, plugging everything from dog food to nappies. And in all the years I've been going there, I've never seen anyone in the store take a blind bit of notice. Supermarket Checkout TV has a presence in more than 1,000 stores, including two of the biggest chains in America, Shop Rite and Albertson's, and NBC is saying the deal will yield 45 million impressions a year. Which we all know is a pile of crap. 'Cos impressions mean nothing.
That's just shoppers walking by. What I want to know is how many are actually persuaded to buy something by the cheesy videos they studiously avoid? That, I am guessing would be a very hard number to prove to a prospective media buyer. But what the hell do I know, I'm just a writer... I think!
George Parker
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Member since: 03 Jun 2008
Last login: 17 Nov 2009
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