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Advertising: another datapoint

April 7th, 2009 (12:07 pm)
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I spotted another hunk of underused ad space this weekend my previous post on the subject. At the Burlington Mall, they have displays that cycle among multiple ads. In the past, there have generally been several different ads per display (say, around 5).

This weekend, while sitting at Johnny Rockets, one of these displays was in view the whole time...and it had only two ads. One was for a Lifetime movie that was already past (only by a week, though); the other was for Comcast.

Later, as I walked around the mall with the kids, I noticed that most displays had only two ads—though I did spot one with three. Every display, I think, had an ad for Comcast's HD programming—and Comcast is frankly desperate. They've sunk money into upgrading their network for HD, and now they need to get customers to pay for it—right at the time when customers are trying to save money, and have the option of switching to FiOS. (There's actually a FiOS kiosk in the mall, so Comcast needs to remind everybody who goes in that FiOS doesn't have the best HD options.)

Meanwhile, there's a discussion in our town about whether to raise money by selling billboard permits. I don't think it would raise that much at this point.

Comments

Posted by: metahacker (metahacker)
Posted at: April 8th, 2009 01:42 am (UTC)

Huh. I'm used to those displays only having 2 ads. The ones that zip up and down? Or are these different?

Posted by: Who, me? (metageek)
Posted at: April 8th, 2009 01:23 pm (UTC)
No, those are the ones

Those are the ones I'm talking about. I know I've seen them run with more than 2 ads in the past. When I worked in Bedford (2001-4), I used to go to that mall about once a week, often to eat at that same counter at Johnny Rockets; and it was always my impression that there were several ads per display—to the point where, until this weekend, I wasn't sure whether they changed direction or just went around in a loop.

I suppose they might be selling more ads on their overhead flatscreens now, though.

Posted by: Justin du Coeur (jducoeur)
Posted at: April 10th, 2009 07:48 pm (UTC)
Re: No, those are the ones

They've at least been principally two ads for years now -- I honestly hadn't realized the systems were capable of more...

Posted by: Who, me? (metageek)
Posted at: April 10th, 2009 07:50 pm (UTC)
Re: No, those are the ones

OK, then, I just didn't notice the change until now.

(I know they sometimes do at least 3, because I saw one with 3 this weekend.)

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