“What We Have Here is a Failure to Create Good Content and Placement” – Christian “F. Kennedy”
March 2, 2009 at 5:19 pm Leave a comment
So by today (3/2/09) most “industry insiders” know that Tesco TV, considered one of the ”OGs” of Digital Out of Home, is indeed and officially shutting down. This is actually not “new” news, as this was foreseen by a few folks with the insight and knowledge on the matter. Not going into the journalistic detail here, as there are far better articles on this subject. What I will state is that there were couple of different reasons / theories on why the demise of Tesco TV occurred, but I read something that aligns with what I also and truly believe to be the reason for the destruction of this European DOOH monster: quality of content and placement. Yes, I’m back here to do my part to shed light on the importance of these two IMPORTANT factors; especially with content quality… AGAIN! Did I mention that the blog sixteen-nine.net is one of the blogs I personify with the most? Well, I did, and I do. Mr. Dave Haynes’ “Tesco shuts down retail TV, confirms crappy concepts don’t work” pretty much states what I would have and saved me some typing strength, so you should read it, amongst the other more “formal” articles on this subject. It’s really BIG news.. What really hit home was the following:
Bagging these big. mass footprint stores for ad or promotion networks would seem like a really great opportunity, but if the screen placement and content plan is flawed, and the capital costs to roll the thing out very large, it’s a very risky venture.
Indeed… It seems that many are still having a difficult time “multi-tasking” on these two issues, but realize that BOTH are just as important as IT stability / flexibility, dwell time, and measurability. In fact, I’ll go further in saying all 5 factors need to be strategized, planned, and executed in sync with each other; otherwise, you simply don’t have an appealing Digital Out-of-Home Network (Ad ones, or otherwise). Media holders: stop pitching your networks and “wares” for a sec; time to go through massive reviews of your networks! If it doesn’t seem up to par; go to the people / companies who will get your networks up to par. There are tons of ‘em on Twitter to start with. If not, you will simply be the next ones on the firing line. Ultimately, if your network is not thought out fully, what you will have is a “failure to communicate..;” to your audience that is…
Entry filed under: Future of Out Of Home, Research & Metrics. Tags: Content Quality, Dave Haynes, Digital signage, Digital Signage placement, DOOH, sixteen:nine, Tesco, Tesco TV, Tesco TV failure.
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