The SCREENS.tv Blog

Schering-Plough: the money was real (3)

 

You might remember there was a lot of noise back at the beginning of this year about Schering-Plough in the U.S. spending $10m on this medium... as well as some speculation that the $10m figure was just ratecard value, and the real dollars involved were a lot less, even zero.

Well, the company’s agency has just spoken in detail for the first time about the lessons of that investment, and it’s worth reading what Schering-Plough’s Mad Man has to say. Among other things, there’s a suggestion that networks cut their ad rates by between ten and 40 percent – deep discounting to be sure, but still implying a hefty cash commitment.

Advertising Age has a good story, which also – not particularly relating to Schering-Plough – has the following harsh but difficult-to-contest summary of the state of DOOH:

Digital out-of-home – an industry that includes everything from taxi TVs and in-store retail networks to digital panels at malls – has long been touted for its promise as an ad medium but has shown little signs of earning a full-blown commitment from marketers. Aside from cinema, which has positioned itself as the most seamless way for marketers to shift their TV budgets into alternative venues with comparable scale, many networks are too fragmented to accommodate a TV-equivalent buy on their own.

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