"The 30-second TV spot is either dead, dying or has outlived itsefulness. Take your pick."

A single TV spot aired on CBS in the 1960's could once reach 60% of females in America. Today an advertiser would need to purchase airtime on nearly 900 channels to accomplish the same feat. Radio and newspaper advertising are facing similar challenges thanks to new technology and a shift in the way consumers watch media.

There are four ways in which media has been changed forever:

  1. Fragmentation - over 500+ channels, satellite radio, online news, entertainment, and blogging
  2. Competition - Networked Video Gaming, Video on demand, Search Engines, DVDs
  3. Saturation - The average American is exposed to 3500-5000 commercial messages each day
  4. Elimination - channel surfing, radio presets, TIVO technology, commercial-free channels

Today's consumer is a consumer on the move and is becoming increasingly more difficult to reach as people are spending more time out of the home.

Out of home advertising is a six billion dollar industry - its fastest growing segment being non-traditional media. With expectations to grow by ten times in the next five years, non-traditional media is eclipsing the growth rate of nearly all forms fo media.

Despite televisions diminished audiences, brands still need to deliver their messages to their target audiences. At present the only other medium that can deliver a video message on a nationwide scale is the movie screen network, where revenues have increased 50% year-on-year.

Corporate marketers are restructuring their media spending budgets but lack an alternative media which provides the scale of television. With 74% of [all] purchasing decisions being made in store. The strategically placed Destination Station combines interactivity, video, sound and the power of the Internet to create a perfect storm for marketers.

Continue to: Why In-Store Advertising just makes sense.

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