I doubt many will believe the report issued this week by Harris Corporation and Digital Display Networks (DDN) detailing ‘7-Eleven TV Network’s Early Advertising Success‘
The announcement said that 7-Eleven TV significantly increased sales and revenue for advertisers across 4,344 stores in its first year of operation.
The company reported that:
- Well-known national carbonated beverage brand sales were 17-to-35 percent higher in stores using digital advertising versus non-digital tactics
- Targeted Hispanic language advertising resulted in a 21-percent sales increase for a leading national soft drink advertiser
The Nielsen Fourth Screen Report is designed to arm media buyers with valuable audience metrics but it simply doesn’t gel with the installations that ourselves and our readers have seen – poorly laid out screens, looking old already and with little advertising running on them.
In fact the report paints such a rosy picture that you could almost forget what network it is discussing. Selling advertising on convenience store networks is a difficult proposition at best. Without Harris’s initial funding this network would never have got off the ground. It’s doubtful if it will ever be profitable or successful.