NBC Everywhere adds places
EmptyNEW YORK -- NBC rolled out its NBC Everywhere network of digital out-of-home platforms during a presentation Wednesday at Rockefeller Center, with content reaching gas stations, supermarkets, fitness centers, maternity wards and universities.
NBC has strategically been adding platforms to the network. The mix brings the total to nine nontraditional digital platforms that now carry NBC content and are available for advertiser commercials and messages.
Mark French, GM and senior vp at NBC Everywhere, said the goal is to offer advertisers the ability to reach viewers beyond traditional TV in public areas where there is a captive audience and where viewers can watch for longer than a minute at a time.
Most of the content is being created by the NBC Agency and is specifically targeted for the audience exposed to that particular platform.
French said the ability to measure the number of viewers who actually see advertiser messages via these platforms is something NBC is striving for and can achieve in several instances. And John Miller, chief marketing officer of NBC Television and president of the NBC Agency, said the content that is being created to air on the different digital platforms is not solely promotions for NBC shows but actual content from those shows.
"This is more of an entertainment play, not a promotional play," he said.
Announced at the presentation to more than 200 media agency and advertiser executives were deals with IdeaCast, in which NBC will partner in NBC@the Gym, and with the University Network, in which NBC will partner in NBC on Campus.
Visitors at 900 fitness centers nationwide that offer IdeaCast provided digital delivery of content and advertising will get to see programming from MSNBC and CNBC on large screens strategically located within the gyms' cardio areas. Advertisers will be able to run spots within the content or take part in sponsored vignettes, including workout tips, which will air during the program breaks. The ads will be sold jointly by IdeaCast and NBC.
The deal with University Network will allow NBC content to be shown on 181 campuses nationwide where University Network has screens set up in high-traffic locations. The NBC Agency will create specific content targeting the college demographic, and the segments will be hosted by young stars of NBC shows. Advertisers will be able to buy advertising that appears on a portion of the screen while the content is airing.
Another platform discussed at the presentation was the FuelCast Network powered by NBC. Now at 480 gas stations nationwide, the special gas pump is connected to a digital screen that is activated only when gas begins to be pumped. NBC content begins to be shown, and after every 30 seconds of content, a 15-second ad message is run. The screen shuts down when the gas pumping is finished.
Making it advertiser-friendly, the number of commercial views can be measured and the advertiser pays only for those number of views. The FuelCast Network is in Shells, Conoco and Phillips gas stations in Los Angeles, San Diego, San Francisco, Chicago, Washington and Miami. And advertisers can buy specific time periods in specific markets for specific products each day.
As with all of the platforms, advertisers will be able to make them as national buys across the entire nine-platform network; pick and choose among the nine platforms; or buy specific markets locally.
Other digital platforms are located at supermarket checkouts in such chains as Shop Rite, Albertson's and Pathmark; at arena and stadium concession stands; in taxi cabs in New York; on commuter trains between New York and New Jersey; in New York's Times Square on a jumbo screen; in Internet accessible video games; and in hospital maternity wards on the NBC-owned Newborn Channel.
French said 60%-80% of the viewers seeing the commercial messages via all the platforms are within the 18-49 demo.
John Consoli is senior editor of MediaWeek.