Advertisers Move Away From The TV

With the TV writers’ strike looking like it won’t end any time soon, the big content networks are moving their focuses to “out of home media” as a separate market with an example being the “NBC Everywhere” division.

Their current focus is screens in supermarkets, retailers, and other point of purchase areas. Their thought is to lure shoppers with quality, known content - and then up-sell.

Many advertisers are hesitant on this - due to the lack of metrics (more another day on the obsession with metrics) and the fact that it isn’t a fit for every type of business.

But, of course, not every media has been a great fit for every advertiser. Even though things like TV ads are sexy, or doing a radio show on some station with a tiny market share (a trend that boggles my mind due to it’s limited reach and lack of time-shifting), these mainstream routes of delivery effectiveness is questionable for many applications.

It does amaze me - so many advertisers and agencies are hesitant on this POS marketing because of lack of metrics, yet, they’re hesitant on things like new media and the web, even though it has metrics upon metrics.

Methinks it goes back to the old saying - agencies in general do the dance Jim Cramer described on his “Mad Money” show… TV, Print, Radio, Billboards - and don’t innovate as much as they need to.

Hat tip to Marketplace on American Public Media for story inspiration.

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ad agency, Advertising, Smart marketing, NBC Everywhere, Out of Home Marketing, POS Marketing