“Record” Spending in the Digital Signage & Out-of-home Media Ad Space: Schering-Plough “ploughs” money into the Out of home space!
January 26, 2009 at 8:38 pm 2 comments
The industry is starting on a Great note this week, and buzzing about the recent MEGA-Media buy involving Schering-Plough (SGP) and its agency MPG. Whether this is the industry record in terms of a media buy or not is yet to be confirmed, but from personal experience and knowledge; it’s up there. (Please let me know otherwise) So, how much you asks?
$10,000,000
You heard right; $10 Mil!! (I would LOVE to see the media plan for this campaign!) This is tremendous news for all parties involved in our industry. For agencies & networks, the bar has been raised in terms of the potential revenues that can be generated from a single brand. My personal record was strategizing and planning an annual $2.5 Mil Out-of-home campaign for a certain consumer product / diapers brand (not hard to guess…), and know how much work goes into not just strategizing & media planning; but also justifying such a buy. So a buy that is 4 times greater than that is just unbelievable. I also know networks that spent far less in setting up their entire network (in the IT sense), which also puts things into perspective a bit as well. For Digital Siganage Software & Screen providers, this is also great press, as it will certainly help to bring even more attention to our industry, which should also increase the demand on the software and screen supplier space; at least more than before.
Put this all together, then think about the economy we are in today; this news could be seen as one of the top highlights in Q1 of 2009; perhaps in the history of our industry, and is definitely worth the attention. So, THANK YOU Schering-Plough & MPG!! You have just done your part in justifying our media and industry in a BIG way!; MPG, time to spend some of that commission to revamp your logo and website!, but from an industry colleague; Great job!
Entry filed under: Brainstorms & Campaigns. Tags: $10 mil campaign, digital sigange, digital signage media buy, Media buy, MPG, out of home media buy, Schering Plough.
1.
Henk Berkheij | January 28, 2009 at 3:02 pm
Dear Sir,
Where could I place my Press release and thankk you for your great news letter.
Have a great day.
Henk Berkheij
National Sales Director.
henk@billboardplanet.com
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For additional information on bDigital, contact Henk Berkheij at henk@billboardplanet.com or visit http://www.BillboardPlanet.com/bDigital.
2.
justoutofhome | January 28, 2009 at 5:29 pm
Hello Henk!
Thanks for visiting and commenting. I sent you an email, which should answer your questions. Thanks for your interest, and keep visiting!