Market Totalitarianism Primer: “Place-Based Media”

Quividi’s insertion of spy cameras on telescreens on behalf of marketers, which I briefed yesterday, is but one aspect of the ongoing explosion of what big business marketers call “place-based media.”

Today, The New York Times‘ Stuart Elliott files a report on this important aspect of market totalitarianism. Elliott reports:

The ardor to reach consumers outside the home — and outside the realm of traditional media like television — continues to grow among marketers.

Out-of-home media was once commonly known as outdoor media, reflecting its roots in billboards, posters and signs. The term has been changed to reflect the expansion into places like airports, offices, malls, schools and health clubs, where the ads are inside but not inside the home.

That has also inspired another advertising term, place-based media. The new places for ads — as well as the addition of digital and video capabilities to signs, bus shelters, phone kiosks and other sites — are among the reasons ad spending in the out-of-home category are second only to online advertising in growth.

The goal is to engage consumers “during the course of their daily lives in places they go on a frequent basis,” said Rick Sirvaitis, president at StoreBoard Media in New York, which puts ads on the security pedestals at the entrances and exits of retail outlets like drug stores.

“In 36 years in advertising, for the first time I can look people in the eye and guarantee every consumer will be exposed to the message,” Mr. Sirvaitis said, referring to a StoreBoard sign, “because you can’t miss it.”

“We’re always looking for places where ads are not expected,” said Greg Corradetti, director for account services at Serino Coyne in New York, an agency owned by the Omnicom Group.

In other words, as this doomed system continues its suicidal “development,” it becomes less and less tolerant of any and all still-uncommercialized off-the-job space, the existence of which stands as a threat to further profits for the overclass.

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