Archive for January 2008

Gerba on “measurement madness”

January 31, 2008

Fellow industry blogger Bill Gerba has a good explanatory piece in MediaPost about the considerable challenges of doing audience measurement in our space. You can find it here.

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EnQii looking for global gear guy

January 31, 2008

The place where I used to hang my hat is looking for a Global Procurement Director, working out of the New York offices, to take on the somewhat daunting task of supply chain. Curiously, the EnQii post is for Digital View Media and I swear they don’t want to be called that anymore.

Details here.

Montreal mixer draws another good crowd

January 31, 2008

The flash freeze that saw Montreal go from raining in the morning to nasty cold in short order kept a few people away, but the second JADN industry mixer went off well here last night.

The event, organized by Montreal content shop Arsenal Media, drew perhaps 75 people at the Montreal Science Centre. Guest speaker John Dawkins from IBM talked about the changing world of retail, and the impacts of technology.

The event varies greatly from the informal Toronto gatherings, with a formal program, sponsors, name tags, printed materials and a fee to get in, covering the venue, cocktails and good nibblies. Both approaches have merit, and the commonality is the way the events get the industry together.

The Canadian Out of Home Digital Association, which has foolishly approved my participation, is in the early stages of planning its own event series, and also starting to explore ways to make itself more of a national entity.

There’s a lot going on up in Montreal, and elsewhere, in Canada … and the more we all talk, the more we all benefit.

Arsenal will now turn its focus to a full-day event set for early April in Montreal.

The money is moving – $100M shifting from TV to movie pre-shows

January 28, 2008

Weakening ratings and that lingering writers strike is prompting a major media house to look at moving $100 million out the TV bucket and outting it into the digital out of home bucket – specifically cinema screen networks.

Reports Advertising Age:

Buying giant MediaVest is in talks with two cinema-advertising networks to move more than $100 million in prime-time broadcast TV ads to the big screen. A shift by the Publicis Groupe agency, which handles such influential clients as Wal-Mart, Wendy’s, Capital One, Kraft Foods and Procter & Gamble, could deal a significant blow to the already-hurting TV networks.

In fact, the move was prompted by some of the woes assailing broadcast TV in recent months, said Donna Speciale, president-investment and activation, MediaVest. “The bottom line is that the ratings erosion hasn’t stopped,” Ms. Speciale said. “We are really looking to take a proactive approach and say, ‘You know what? We can’t keep our money in TV.'”

Broadcast TV has long been touted as the most efficient way to reach millions of people in one fell swoop, a belief obviously still held by the marketers that committed $9.2 billion in the upfront-sales period last summer. Several chinks, however, have developed in the medium’s armor. Audiences continue to wander to emerging media; so-called scatter inventory is tight and pricey; and more consumers can zap past commercials with the use of DVRs. The writers strike, which commenced Nov. 5, has wiped out much of the original programming that draws viewers to the venue.

Research shows billboards tops among alternative media consumption

January 27, 2008

billboards_interest.jpg

Spotted on AdLab

Mediamark Research Inc. did a survey last spring of 26,000 people to determine whether they had noticed alternative types of media and their interest levels in those types of media.

Billboards get the most attention while things like ads in taxis and, surprisingly, in elevators are among those that get the least attention. From what I have seen of the dynamics in elevators with screens, once people know they are there they routinely look at them. And I know from paid research the aided and unaided ad recall rates were quite good.

The cell phone thing is a little surprising, though North America is a late adopter.

A report summary PDF you can get here says the data also show–across the board–that younger people are more likely to report interest in these non-traditional forms of advertising than are older consumers.

“It’s interesting that product placement on TV-which is a relatively non-intrusive form of advertising-has such a high ranking when compared with more ubiquitous and hard-to-miss forms of advertising,” said Anne Marie Kelly, Vice President of Marketing and Strategic Planning at MRI. “And while in-theatre ads have drawn their share of criticism over the years, these data show that almost 1/3 of movie-goers are interested in them.”

Big flat panels going on diets

January 26, 2008

Gizmodo has done up a chart looking at the current size of larger flat panels and where they are going over the next four top six quarters.

Why you should care:

  • easier to mount, possibly with a one-man crew instead of two
  • in theory, lower shipping costs
  • skinny enough to fit on walls, replacing backlit posters
  • light enough that some planned install locations ruled out by weight would, with these lighter ones, be OK

Norris leaving OVAB after nine-month stint

January 26, 2008

Seen in MediaPost:

AFTER ONLY NINE MONTHS ON the job, Kim Norris is stepping down as president/CEO of the Out-of-Home Video Advertising Bureau, a new trade association formed last year to help market the burgeoning market of place-based media networks to Madison Avenue.

Norris, a veteran cable advertising sales executive who modeled OVAB’s structure on the Cabletelevision Advertising Bureau’s, is leaving to become senior vice president-strategy and business development/digital marketing and commerce at Cablevision.

“Kim did an awesome job in establishing the industry group,” said Mike DiFranza, president-general manager of Gannett’s Captivate Network, and chairman of OVAB. DiFranza added that the bureau already has tapped a successor: Suzanne Alecia as president, advertising sales at The Hotel Networks — which, along with Captivate, is a founding member of OVAB.