The headline of AdAge’s daily email blast demanded my attention within a crowded inbox this morning: “NBC to Host Its First Digital Out-of-Home.” While, sure, we all saw that coming from 658 miles back, it’s NBC’s timing that should have us paying extraclose attention to this particular media shift. As AdAge’s Brian Steinberg assesses:
It’s telling that NBC has chosen this year to roll out its first out-of-home upfront. As the writers strike drags on, it’s growing more likely that the big broadcast networks will pull back from their glitzy May presentations for their prime-time schedules. Should the strike, which began Nov. 5, continue past late January, it will eat into the networks’ development season, where they devise comedy and drama pilots to show to advertisers. It may be in many networks’ interest to highlight media properties other than traditional TV programs.
I’m not ready to commit to the stance that the writers strike will boost up the digital OOH market in any significant way, but it’s certainly a integral variable to track.
Exactly a year ago this week, Outdoor Advertising Association of America’s Stephen Freitas predicted that 2007 would be the “tipping point” for out-of-home digital signage…
Was he right?
If not, will the writers strike be the final “tippage-inducer”? (Wow, there’s gotta be a better word for that…)