Friday, May 30, 2008

Networks still not paying attention to OOH and digital signage during upfronts

Now normally, that wouldn't be news, much less a surprise. But this time I'm not the one pointing it out, Mediaweek is, in this article. Not only did most of the networks ignore non-TV media in their upfront presentations, some went so far as to treat it like a joke -- again, not my words, Mediaweek's:

Not only did the other networks not address OOH, but Fox Broadcasting sales president Jon Nesvig—while touting Fox’s ratings win in the prime-time TV season among adults 18-49 and 18-34—even poked fun at his broadcast rival when he quipped that “we can’t help you with billboards in South America. You have to go back to CBS for that.”

Some agency executives expressed disappointment at the, er, radio silence about out-of-home. “I agree that quality of programming content is most important, but I do wish they would have talked about some of their other platforms and how content can move from one to the other,” says Matt Seiler, president and CEO of PHD North America.


Oddly, though CBS Outdoor has been making a lot of noise lately, and of course their purchase of SignStorey (now CBS Outernet) last year raised plenty of eyebrows, they've been oddly quiet about their plans for selling the digital space on all of their shiny new screens. MediaVest's Investment and Activation President Donna Speciale did praise NBC for showing some of its non-TV platforms during the presentation, noting that, "Prime-time television is not the only game in town any more." This move is in keeping with NBC's previous attempt to run an out-of-home media upfront, though the outcome (and thus the success) of that little experiment remains unknown to the rest of us for now.

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1 comment:

David Weinfeld said...

This article caught my eye as well. You would figure that featuring their out-of-home media properties in a forum like this would be a no brainer for major TV networks, but again they dropped the ball.

Leveraging out-of-home media networks, such as SignStorey (CBS) and Arena Media Networks (NBC), as cross-platform media buying opportunities would appear to be an intelligent approach. With less media dollars heading to TV, these networks should be utilizing every platform they have to feature unique advertising packages.

But, perhaps, their fear of clouding the media buying process -offering a pool of new media opportunities - and losing out on a slice of the TV pie, is what has caused them to veer away from featuring out-of-home media.

In my opinion, the reward is worth the risk.