In-Store TV Still Fighting for Respect -- and Marketing Dollars

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• Langue: English

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In-Store TV Still Fighting for Respect -- and Marketing

Dollars

Why a Little Something Called the 'Taint' Still Matters

By

Jack Neff

Published:

October 04, 2010

A correction has been made in this story.

See below for details.

BATAVIA, Ohio (AdAge.com) -- Bob Wolinsky calls it "the taint."

He means the residue of doubt spawned by decades of in-store TV ventures that never

delivered as planned, despite the seemingly unbeatable premise of putting TV ads in front

of shoppers just as they're deciding whether to buy.

Walmart built screens directly into end-cap displays and customized messages by section.

Mr. Wolinsky heads the latest foray into in-store TV, Automated Media Services, set to

launch a test of its 3GTV network in nine Bloom stores around Washington, D.C., later

this month. But, he acknowledges, "the taint is so devastating that it makes it very

difficult to engage someone in an open conversation" about in-store TV.

He believes he's solved problems that dogged prior in-store TV ventures. His solutions

include a yet-to-be-revealed content approach he likens to "short attention-span theater,"

cheaper technology for wiring stores and systems that ensure ads actually get delivered to

screens and monitor shopper flow through the store.

But "the taint" has caught up to bigger and better-funded players than Mr. Wolinsky.

While most in the industry blame poor execution, some are questioning the concept.