Exclusive ads on TV to increase effectiveness.
NPR doesn't really advertise. They take in sponsors and spit out their message in a typical NPR tone. The print world has made a fortune off of magazine-specific advertising, most notably GQ's advetorials and The Fader's CPG ads. And even Wal-Mart and Target ask for customized POS. Why hasn't TV done the same?
What if NBC asked Audi to come up with an ad, but that ad could not be on any other channel? The incremental ad production may be cheap while media will be the same price.
I suspect viewership may boom on a network offering unique ad content. The ads will be paid attention to in a more active way by some viewers. The consumers won't feel as bombarded with crap they've seen before. Agencies and production companies will have more business.
And the network will begin to create more of a brand in all 24 hours.
Now I know it is not possible to mandate for all advertisers, and local affiliates and political ads will present some challenges. But if you received a discount for following the network's culture, that may incentivize enough. Who knows; maybe you can even get the network to produce network-specific ads for you.
About Me
- Shauner
- Shaun spent 4 years in advertising and sales promotions, employed as a strategic planner and cultural anthropologist for clients such as Coors Brewing, Quiznos Subs, Miller Brewing, Bacardi-Martini, Motorola, and many more. In 2005, he left advertising to join the family business - a mid-sized microelectronics manufacturing firm. He is also active in several non-profits serving at-risk inner-city youth. When not at work, Shaun reminisces fondly about his 6 years of international DJ experience, 3 years of international surfing instructor experience, 4 years as an account planner, and his 120+ job interviews in the advertising industry. He has been recognized as a valuable change-agent and a rebellious advertising professional. He works well on new business strategy teams and intimate brainstorms. He has made as many friends as enemies due to his tendency towards deconstruction and creativity. He’s been sighted pushing boundaries that most people don’t think need to be pushed.
1 comment:
Yeah, narrowcasting is about to hit in a big big way. We met with a company that was very very interesting...check out http://www.ycd.net/
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