An interesting article today in Advertising Age, discussing the lack of progress of promotion via "in-store TV".
See here: http://adage.com/article?article_id=146257
Of particular interest to me was the tortoise-like rollout of the Walmart TV Network, which when it was launched 2 years ago, gave every impression of being a killer application of in-store advertising. Several potential reasons were given for the tardiness, but to my mind, and beyond the Walmart situation, the 2 key elements to overcome are:
- the high cost of wiring a store
- the messages need to do the job in 3 to 7 seconds
... one factor boosts the costs, the other affects results/revenue
Clearly this new medium has bigger challenges than originally forecast, and even in a captive "network" like Walmart, it's no lay down.
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