Heck … Let’s Put Ads Everywhere! (Ads on Conveyor Belts)
By Igor Mordkovich on Aug 17, 2006 in Business Wisdom, Marketing Strategy, General, Traditional Marketing
Today I received a story about ads being used on conveyor belts in all major supermarkets. Clever idea?
I am sure some will agree and some will disagree. That’s the beauty of it. Hey why don’t we put ads everywhere a human eye might look? How about having an “Advertising cloud ad in the sky” displayed for 24 hours and we’ll rotate the advertisers.
Look … I am a marketer and I am all for utilizing space that attracts a human eye and can be used for advertising, but there is a “BUT”.
The strategy with conveyor belts is new and it will definitely catch attention and thus work for the companies. Then in about a year, people will get used to it and won’t pay attention to it at all. We’ll maybe kids would, but most of them can’t see them due to the height.
As an advertisers I always suggest to jump on new things while they are new and are creating buzz. Then pull out. Consumers get used to things.
In 1995 website banners were working, now they are just wallpaper that most people don’t notice. (Unless you do a page hijack).
Do it while it’s hot, then pull out. …………….. I am talking about advertising.
Igor,
I agree with you - any new media of marketing has a lot of hype(and perhaps sometimes success too for the advertisers) in the short run but in the long run they die down. A great example is spam:) (Spammers who earlier sent 10,000 mails for a sale probably are sending 1,000,000 mails for a sale today)
Still I think the smart advertisers can use stuff like conveyor belts with success if used for BRANDING rather than slapstick BUY-THIS-NOW ad.
–Zaid
Zaid | Aug 18, 2006 | Reply
Zaid,
You’re right about branding … problem is … with time these ads will not have an impact as they might have now. And with more time most people will just ignore them.
Now … let’s not kill the idea completely. With great creativity some ads might really stand out. 3D ads? Action ads? but as I said … the time to jump on it is NOW, not 3 years from today.
Igor Mordkovich | Aug 18, 2006 | Reply