7-Eleven TV Network’s Early Advertising Success?
Adrian J Cotterill, Editor-in-Chief
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.
March 8th, 2012 at 17:42 @779
I have yet to see an ad on the screens, and I’m a frequent visitor. Plus as I’m in the industry I’m the only person in the store I ever see noticing them. Stuff like this is why Ad supported DOOH is destined for (or has it been) eclipse by more efficient vehicles.
And btw going there on these sorts of case studies is the road to nowhere especially in these types of venues where the in incremental increase in sales needs to be in triple digits to pay for the ad buy in penny profit. It always sounds really nice in a press release but when the advertiser runs their own numbers they rarely renew.
March 8th, 2012 at 21:03 @919
Amazing that a guy who writes an Industry newsletter allows himself to publish such irresponsible personal views. I can only assume that someone at Harris or Nielsen must have embarrassed this author in some fashion to allow such a sophomoric personal rant to be published. But, such is the definition of free speech.
Last I checked every network out there is backed by someone’s investment. The entire industry should be offended at this obvious personal attack. Unfortunately this is far from the first time this has happened.
I too am in the industry and have seen this network and wish them great success. A rising tide lifts all ships….
March 9th, 2012 at 03:11 @174
As a frequent 7-11 visitor (don’t judge), I am not a huge fan of the content that 7-11 has chosen (the news tickers are just pulling an RSS feed of headlines, some of them headlines such as “Top 10 Movies,” with no follow up…another time highlighting the headline of the woman who chopped off her husband’s…well…alongside a burrito commercial). Having said that, I did see a number of advertisements when the rollout first launched, but now it seems as though the advertisements have fallen off.
Methinks perchance that they got some early advertisers excited about the advertising network, but as Dubious stated, they found that they weren’t really getting the direct ROI that one would have hoped based upon the incremental increase in sales.
March 9th, 2012 at 15:14 @676
17% – 21% sales increase seems about right, I’m basing that on some digital networks we ran in the spirit and beverage industry, so it’s believable and can easily be verified if they wanted.
However can they sustain or even increase that digital lift, that’s the real question.
The 7-11 network is good for the industry and so I appreciate reading about good news.
I’m surprised at all the negative feedback, is the glass half full or half empty Ladies and Gentlemen?
March 9th, 2012 at 21:36 @941
My cup is half empty on this stuff because I’ve worked in ad supported dooh for too long I suppose. My confession. Trust me – I was here when the first 7-11 network rolled out from NGN. Large non-sustainable networks that eventually implode are not good for the “industry” – but certainly they are good for integrators and hardware salesmen.
March 9th, 2012 at 22:11 @966
At the end of the day the success or failure of any network resides with the quality of the content. Like the movie business, if it is a bad movie, no-one will want to see it if the word gets out, but if it is a barn burner – look out.
The convenience store signage is tricky – you have 4 minutes at best in most cases to get your message accross in a compelling way. Without a concerted effort to pay attention to this you are going to be challenged.
While I do not condone the opinion of the author, I think it is important to recognize that any DOOH network has its challenges. Just becuase you have the opportunity to put it in, doesnt assure success.
It would be good to look at what can be learned from each of these experiences and have some compassion for those that are trying – even if they are failing. With each failure or lack of success we get a little smarter and closer to success.
And as they say – it is always easy to be a critic – it is yet another thing to bring solutions.
March 9th, 2012 at 23:32 @022
is the glass half full or half empty Ladies and Gentlemen?
Well if you are an engineer; the glass is twice as big as it needs to be.