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		<title>Can out-of-home media play nice with traditional channels?</title>
		<description>Discuss Can out-of-home media play nice with traditional channels?</description>
		<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/650-can-out-of-home-media-play-nice-with-traditional-channels</link>
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			<title>Bill Gerba says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/650-can-out-of-home-media-play-nice-with-traditional-channels#comment-504</link>
			<description><![CDATA[Francois, I agree with your view that traditional continues to have benefits that new/alternative/different lack, and of course we all expect to have to share just a piece of the whole advertising pie. However, as long as these new media present challenges that make them less attractive to buyers/planners, we have to offer more than just an "alternative" to traditional buys.
That's why Lafley's suggestion that 1 1 can equal 3, and the new stuff can not only stand on its own but actually **improve** the traditional stuff, is so important.]]></description>
			<dc:creator>Bill Gerba</dc:creator>
			<pubDate>Fri, 29 Feb 2008 21:04:59 +0000</pubDate>
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			<title>Francois Reeves says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/650-can-out-of-home-media-play-nice-with-traditional-channels#comment-503</link>
			<description><![CDATA[It's all about targets isn't it? Demographics and reach. We also have to distinguish branding from promo. Once all this is clear, picking the right media is much easier. Not all products or companies lend themselves to a TV campaing. Not all alternative brands and products should remain in alternative media. Look at Red Bull go. Look at the innovation of Nike.
All the research seem to predict the fall of television as we know it. I feel it is just fragmenting itself and getting more accurate in its reach. I also feel it should put its best foot forward---"live programming". Since it is in direct competition with the Internet, we might as well call things the way they are. Imagine how much it would cost to broadcast the SuperBowl on the Internet? Now consider this on smaller scales and TV is still the best "live" media for years to come thanks to bandwidth limitations. 151 million Americans watched a billion videos in the month of December 2007 on the Internet. Are we close to saturation? Media compete and balancing the available moneys is what it's all about. Alternative media are definitely on the rise but the inherent qualities of traditional media will act as key differentiators in the long run.]]></description>
			<dc:creator>Francois Reeves</dc:creator>
			<pubDate>Wed, 27 Feb 2008 14:17:47 +0000</pubDate>
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