Approaches

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NBC Everywhere – Traditional Player in the Non-Traditional Ring

June 10, 2009

Posted by: Keith Betz in Non-Traditional

One of the most common concerns with new non-traditional advertising opportunities is that the vendor is often just as unproven as the tactic itself. Regardless of how exciting or innovative the approach is, a vendors’ lack of experience can make even the most adventurous marketer uneasy. Hoping to overcome this hurdle, 83-year industry veteran NBC has thrown their hat into the out-of-home ring with their “NBC Everywhere” platform.

The screens and monitors run two and a half minutes of content followed by a 30-second commercial avail and are located in a myriad of out-of-home settings including supermarkets, college campuses, fitness centers, hospitals, trains, taxi cabs, and gas pumps. Programming on the platform includes original news, sports and entertainment plus content from NBC’s TV shows.

Although out-of-home is the second fastest-growing category after online, there has been a definite lack of compelling content with other offerings thus far. NBC has an advantage thanks to their ability to provide widely recognized, desirable content such as SNL, 30 Rock, and Jay Leno. This content should provide a greater level of consumer engagement, something increasingly difficult to achieve in this age of media fragmentation. Just imagine how much more enjoyable the mundane task of pumping gas would be if you could watch SNL’s ‘Weekend Update’ while you fill up your tank.