The increasing importance of in-store advertising is gaining momentum with every brand trying to win at the last mile. Mainstream news sources have been talking about how companies are running from traditional media such as network television, etc., and moving their spending to in-store activities. This is an understatement. The real problem is that there are not enough viable vehicles to absorb the movement of advertising dollars. I’m very bullish on this and I believe very strongly that in the next 2-3 years, we’re going to see the emergence of a number of new ”consumer-specific” advertising vehicles. I’m not sure exactly how these will appear or where, but I do know that there will be a lot of money spent developing new advertising mediums.
In the words of the vintage broadcast networks, “Stay tuned. We’ll be back shortly.”
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