“We’ve got sight, sound and motion, all the traditional advantages of TV,” Quinn observed, “plus we’re at the point of purchase, with a captive audience, and we give advertisers the opportunity to associate themselves with hip retail brands” like Namco, a national chain of video arcades, and bars and restaurants in the Buzztime network, one of Channel M’s partners. Further, Quinn boasted that the audience is already segmented along behavioral lines through self-selection. Another key advantage, according to Quinn, is recency, referring to the length of time elapsed since a consumer was exposed to an advertisement.Digital Outsider » Blog Archive » Channel M’s Dennis Quinn: ‘We’re Better than TV’That’s another strike against traditional TV: “As a media planner, where’s the most logical place to start building your campaign? Are you going to build it forward from the living room, hoping your message somehow survives hours and days later, or do you start at the point of purchase, so your product is the last thing the person sees while shopping?”
Inspired by Blade Runner, I have believed for a long, long time that mass media are moving outdoors. Meanwhile, at-home media are becoming more and more personal.
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