An Open Letter From abc media (2008)
Adrian J Cotterill, Editor-in-Chief
We have never received one these before in the office so were very excited when we all gathered round to read this ‘Open Letter from abc media’ – especially as we’re in the process ourselves of writing to the CEOs of various Screen Network companies across Europe.
It’s published, un-edited below and we would like to thank abc media for their kind words…
2nd January 2008
Following on from recent comments within your daily blog, (which we believe has and continues to be instrumental in giving this industry the credibility that it now has amongst the media-buying circles), you suggested that there was still a lack of effective communication from the industry back to yourself.
We’d like to give you an update on our past 12 months trading position; which we hope you and your readers will find encouraging. During December, (traditionally a quieter time of year), we actually achieved over £600,000 in media sales on behalf of our networks.
Whilst consolidation continues amongst network operators, we witnessed our most successful year to date, (both in terms of revenue and also the numbers of campaigns being booked across our portfolio).
We’ve recently been very encouraged by the successful launch of the Wine Cellar screen network, (180+ outlets with 2 screens per store); with launch advertisers including, Smirnoff, JP Chenet, Russian Standard Vodka and Glenfiddich).
Meanwhile, national networks with scale such as Martin McColls and Co-operative Screens gather momentum. In the past few weeks alone, we secured advertising from multiple brand owners, such as: Alliance & Leicester, EDF Energy, First Drinks, General Mills, Heinz, Masterfoods, McCains, Orange, Pepsico and Singapore Tourism – indicating broad appeal to advertisers’.
Perhaps most encouraging of all, some of these campaigns are pencilled in to commence as far ahead as September 2008 – which demonstrates that the tipping point for the industry is rapidly approaching, whereby brand owners are now genuinely placing Digital Retail Media on their annual schedules.
Before Christmas you touched upon the 9th Anniversary of WHScreen, which continues to yield some great campaigns and equally exciting prospects for its future.
We were lucky enough to have been invited to speak at The Screen’s recent Digital Audio conference, (as in-store radio continues to provide support to other media channels as a highly effective way of communicating messaging). We’ve been working alongside Spar for the past 4 months in preparation of launching their official customer affinity scheme in January 2008, known as Spar Offers – (using Immedia Broadcasting’s managed network as the primary platform for acquiring customers in over 1,500 stores).
As a business, we’d certainly be delighted to feedback on any of the networks we represent and would encourage others to do the same, in an attempt to underpin the confidence that media planners and buyers have been bold enough to demonstrate throughout 2007.
We are looking forward to 2008 with bullish anticipation of another record year!
Wishing you a prosperous New Year to you and the industry.