Indoor TV screen advertising?

[SourChocolate]

Hi,

I'm researching indoor TV screen advertising idea at the moment - these are 40-50" flatscreens mounted to a wall in various places, i.e. GP practices, swimming pools etc., generally places with high footfall which loop through ads pictures/clips.

This would be as a standalone offer but more likely as an add-on to another proposition.

Does anyone have any experience in this area, either as a provider or service user? What's the typical financial arrangement between screen provider and the venue operator? Presumably they take a cut, is it fixed, i.e. £xxx/month or %?
What are sample advertising rates for businesses? What to look at?

Also, is it easy to get venues on board? What if they already have a screen installed?

Any information would be helpful to asses viability of this idea.

 

[ThePublisher]

IMO nobody looks at this stuff. There's one in our local post office. Being a magazine publisher who sells advertising, I watch other customers when they are in the queue, nobody's interested in looking at the screen. There are very few adverts, mostly ones advertising how you can make loads of money selling screen advertising......

Tesco tried it 2 or 3 years ago. There were screens up on the walls behind the tills. I watched people there also and nobody looked at them either. They didn't last long, they've taken them down.

It's not like screens/tellys are a novelty item. If you'd been doing it in the 1950s I'm sure it would have been a success, but not these days.

A waste of your time, a very hard sell, and not very successful for the advertisers I suspect.

 

[David Griffiths]

I'd agree with ThePublisher.

We regularly get calls from people trying to sell us advertising in GP surgeries. As if somebody is sitting the waiting room, feeling like death warmed up, and thinks, "By Jove, I'd better change my accountant"

Never look at them myself, and doubt that many other people do either.

 

[stand4]

I think Lord Sugar is doing this and its called the Amscreen? Russian technology with face tracking to determine the sex and age and post appropriate adverts.

It's in one of his books.

Sounds like a headache to me!

 

[DomainsRegistrar]

I would seriously advise against this, unless you offer it for pence with a massive footfall or captive audience you will have no takers.

This is from experience where the same principal was on offer, with a very high footfall in a location where there was varying age groups and targets etc.

I was asked by a contact/client to test the market for this and I found that if you arranged a full multi-media campaign where screen advertising was just one of the components then the uptake was minimal.

I suggested a campaign approach in the local area of the clients so that it was part of the mix and not so much of a punt on its own something like this - Screen advertisement for 20 seconds every 3 minutes in 7 prime locations with the option to have a morning ad and an afternoon ad which were of course different, an advert in a local whats on guide, taxi vinyl in the area, bus stop posters in the area (25 of them) and 150 light boxes in the city.
All this for one month was the only way I found that could make it an enticing offer and one that sold.
Unfortunately the client who I did this on behalf of didn't want this so it died a death so in order to not damage relations that I established on his behalf I proceeded with the deals that I had made and then had a meeting with the council in the area and advised them of the project and results of the various approaches and suggested that they offer this to new businesses in the area for free for a few months and then take on a firm to sell this on their behalf as I generated very good figures with the package on offer.
Needless to say........no. The council wanted it but could not commit resources to it and so that was it but it shows that if you can offer a "no brainer" you can have success.

 

[alwaysinamess]

40" or 50" is too big, a small TV yes but not in your face, that's my view

 

[SourChocolate]

Hi,

thanks for your replies.

I personally look at these screens when I'm waiting for something, my behaviour is a bit skewed though. My general impression is that these ads are rather poor quality, screens far too busy, eye hurting colours etc..

Yes, I probably wouldn't consider changing my accountant while stuck @ GP but if there was a bit more relevant ad, i.e. "Not feeling great, don't want to cook? Why not try our X cousine - free delivery and we'll even give you 10% discount just to make you feel a bit better tonight" - I might think about it?

Also, I'm surprised that offering this as a component/additional benefit in a marketing campaign does not bring any sales? Well, it's probably the first item to drop while looking at the overall cost vs. benefit, also "people don't look" aspect can't be ignored.

Could anyone provide any £ numbers, i.e. sample cost of advertising etc.?

 

[K-rado]

Personally, I think you are all missing a trick here.
Yes, I agree that targeted tv marketing is old hat and probably had little or no impact on the supposed target audience.

You have to bring something new to the table, think out of the box ( in market speak ). Technology has moved on and there are new mediums for getting your message across and engaging with the target customer. Getting the premises owner to accept your free offering will be a different matter, but again, there are ways and means so long as there is a tangible benefit to the owner. I wouldn't rule out your indoor, or indeed outdoor advertising just yet OP. K

 

[Psl]

Google DOOH digital out of home and that will give you a better idea of the sector you are looking to enter.

I haven't come across a business model in this sector that make decent revenues. Amscreen has vast resources behind it, prime locations and a fully connected system. So find out what the rate card is like at Amscreen and use this as your baseline.

When I ran the kiosk company we looked at placing kiosks in surgeries, chemists, health clubs and other HFF areas, but the numbers didn't stack up.

People want their information and the option of receiving advertising, via their smart phone or tablet.One of the reasons I think bluetooth advertising is a much better proposition.

 

[PDC]

I'd agree with most of the above, about ten or fifteen years ago then maybe, as an alternative to a three year old magazine I could see some people looking at it but now people have phones and pdas you don't get people sat in waiting rooms staring into space.

Plus I would imagine proving success to advertisers and maintaining contracts would be difficult with no traceable success rates. (Probably hence the cheap screens and low end adverts you say you have seen.)

 

[mbd7]

there is always a price to reach eyes
whether the price your eyes would be worth is what a company would be willing to pay is another question and one noone can answer on the basis of the information you have provided.
doctors surgerys and those sort of things come and go in terms of companies out there, its small, bitty, labour intensive as well, amscreen are already in doctors surgerys I know ive used them amongst other things

you'll have to be a whole more creative with either location or technology if your trying to find a gap in the market here

hope that is helpful without wishing to be negative

 

[K-rado]

I'd agree with most of the above, about ten or fifteen years ago then maybe, as an alternative to a three year old magazine I could see some people looking at it but now people have phones and pdas you don't get people sat in waiting rooms staring into space.

Plus I would imagine proving success to advertisers and maintaining contracts would be difficult with no traceable success rates. (Probably hence the cheap screens and low end adverts you say you have seen.)

Yep. agreed.. I think its fair to say that this indeed is old hat.
However, technology has moved on significantly over the last 5 years and is been seriously underutilized in the sales and marketing department. The more I think about it, the more surprised I am.

For some reason, I gave this a lot of though last night and concocted a couple of new ways that would put a new twist on things using new technology. People like interaction, so long as its on their terms. The ability to freely choose wither or not to connect with a brand, product or a sales pitch is their choice and I think the general consumer is more aware of this particularly in tough economic times. In order to gain sales from targeted marketing, the company tries to force their products or services onto the customer by a series of image bombardments or repetitive sales banter or offers. I believe that there are better ways. Sure they may be new or gimmicky with a shelf life of a couple of years but he ho. It will be time to come up with something new in order to engage with the customer.

It must be said that I know SFA about sales and marketing or indeed engaging with customers ( well maybe a little) but I am a consumer and know when something is old hat or when I have had a belly full of BOGOF's

 

[jonathanclark]

I think you will find lots from the websites of alibaba and ebay regarding the indoor display for advertisements.If possible you can also check out the service of video billboards like wild on media in your area .So you don't think about maintaining it.

 

[mrbear]

is this still true that post office advertising doesnt bring many results?

 

[ThePublisher]

Well it doesn't in my local post office. I can see they had them in 2013 when I answered a previous posting, they don't now and haven't had them for years. They weren't there long.

Why are you asking?

 

[mrbear]

just as i have my own business, a travel agency specifically and am liasing with my local post offices to advertise on their digiital screens and i just wondered if it is worth it..

 

[ThePublisher]

Is it a main post office, does it have Forex? Perhaps it may have more chance of success somewhere large and when people are queuing for their cash, although they've probably already booked by then.

Do these post offices already have screens in them? Do some homework and visit the branches, look at whether customers are looking at them. I'd be surprised if many are.

 

[mrbear]

my local ones does but the point on if people look at them is a good one..roughly ive been quoted 300 quid a year to advertise at my local one..am trying to get my business more known you see..