The virtual hammer
Oliver Classen on the "Ebayization" of advertising marketing
Oliver Classen on the "Ebayization" of advertising marketingEven if no exorbitant bids are received: It is certainly an ingenious PR coup that the small Munich-based digital TV station Hollywood Cinema is selling its advertising time to the highest bidders. It uses the world's most iconic and efficient marketplace as its channel: the online auction empire known as Ebay.
In this way, the German star TV equivalent not only bypasses the notoriously commission-hungry professional marketers; the supposed amateur also saves himself all official customer meetings and any
unofficial discount poker. Instead, the cheeky newcomer, which has also been available via satellite since mid-January, cleverly practices and propagates full price transparency.
But that's not all: Hollywood Cinema also uses the monopoly medium of the new popular sport for the ultimate market-oriented pricing of its spot packages and placements.
Of course: (budget) necessity is the mother of invention, even in advertising marketing. In the print country of Switzerland, however, the auction process has been around for a good three years. However, only in an institutionalized form - i.e. with
limited access - and only for the press and internet sectors. And since publishers are (still) exercising noble restraint, the auction service of Publimedia's "Admarketplace" has so far remained ineffective and meaningless.
Whether Ebay or Hollywood Cinema will be more successful
remains to be seen, of course. Nevertheless, local radio and TV marketers seem well advised to prophylactically implement appropriate
design their own platforms. Otherwise they could end up in the same position tomorrow as publishers are in today with classified ads. After all, the migration to the Internet knows no media boundaries. In this respect, the Munich auction campaign could even have a double signal effect
for potential imitators and victims.
> Oliver Classen, Editor
In this way, the German star TV equivalent not only bypasses the notoriously commission-hungry professional marketers; the supposed amateur also saves himself all official customer meetings and any
unofficial discount poker. Instead, the cheeky newcomer, which has also been available via satellite since mid-January, cleverly practices and propagates full price transparency.
But that's not all: Hollywood Cinema also uses the monopoly medium of the new popular sport for the ultimate market-oriented pricing of its spot packages and placements.
Of course: (budget) necessity is the mother of invention, even in advertising marketing. In the print country of Switzerland, however, the auction process has been around for a good three years. However, only in an institutionalized form - i.e. with
limited access - and only for the press and internet sectors. And since publishers are (still) exercising noble restraint, the auction service of Publimedia's "Admarketplace" has so far remained ineffective and meaningless.
Whether Ebay or Hollywood Cinema will be more successful
remains to be seen, of course. Nevertheless, local radio and TV marketers seem well advised to prophylactically implement appropriate
design their own platforms. Otherwise they could end up in the same position tomorrow as publishers are in today with classified ads. After all, the migration to the Internet knows no media boundaries. In this respect, the Munich auction campaign could even have a double signal effect
for potential imitators and victims.
> Oliver Classen, Editor
