If you’ve been to the movies lately (and my family has been a bunch this summer ’cause there have been some great ones!) you notice there’s a trend going on that kind of seems to come and go. You’ll see ads and commercials for local organizations run before the previews of coming attractions start.
You’ll also notice that in addition to ads for local organizations, there are ads for the ads. That is, you’ll see a message of some sort that says you, too, can purchase advertising that runs before the previews of coming attractions.
What struck me the other day is their value proposition: Your message can run in a “distraction free environment.” And that’s pretty much true! No other messaging is competing for the audiences’ attention at that time. True, the ubituitous cell phone is a potential distraction, but my observations have been that most people are enjoying their $11 soft drink and $20 bucket of popcorn and are at least observing what’s going on before them on the screen. And if the message before them is compelling and is something for which they are a target customer, then using such a tactic might make good sense.
So good for them for making the most of that valuable digital real estate!
If you want to catch fish, fish where the fish are.” – Unknown