Yes I agree with you, the NBC did a very good job at spreading thier videos in the new internet based platforms. I guess they just do really care to be as colose as possible to the new media channels.

Thank you for sharing this story with me !

Creative post, Tim. Sounds like this is a clear case of "interruption" marketing. While I understand the connection of marketing sodas and salty treats to a captive audience standing 20 ft. from a convenience store, they should allow you to turn off the ads. Might be better to broadcast news or traffic info. (they could still charge the broadcaster for that information).

As a parallel example, I was at an ATM the other day and while I was waiting for my money the kiosk started playing ads (showing me ways to spend my money before the machine even released it to me - ha!). The ads were annoying, but at least I was able to turn them off. And turn them off is exactly what I did :-).

Tim,

We're screwed! Life is over as we know it. Might as well surrender, go inside and buy that week-old mushy corndog. At least Masidaughter will be happy.

I don't have a problem with ads on video screens at the gas pump. If it's a way for the statoion owner to make a little more profit from his real estate, then I think that's fair. The ads are relatively non-intrusive and you can easily ignore them. It's not like you have to watch the ad before the gas begins pumping, the way it is when you view video content online at many newspaper sites. (Although if that's the price to pay -- no more thgan 30 seconds -- to get free content, then it's not so far removed from the traditional TV model.)

I object to advertising that intrudes. The most annoying is in-theater advertising. I stronglyt resent having to sit through ads, no matter how cleverly done, while waiting for a film I've just paid $10 or more to see. I don't mind an ad promoting the candy and food at the refreshment stand, or trailers for upcoming movies. Those are part of movie-going tradition. But I hate watching ad after ad in a darkened theater before we even get to the trailers.

I know the in-theater companies have vastly improved what they show, making the ads more like infotainment. But it's still an intrusion on my time and not by my choice, where I am captive in the theater.

So, givenm a choice, put an ad at the gas pump. Just leave me alone at the movies.

Hey Tim, not sure it's all bad. I was at a gas station in Northern California that showed ESPN sportscenter highlights. Between the fumes and the greasy pump, I actually gained a bit of value from the experience!

I'd feel a lot better about it if the cost of admission to the terminal resulted in a subsidization of the gasoline I was pumping.

Thanks all for the comments.

I guess part of what gets me about the thing is that you have no choice, if you are standing there and not sitting in your car. All of the pumps were blaring the noise, so you really couldn't get away from it. Maybe they just need to adjust the volume better to be less obnoxious.

The kicker, that I failed to mention in the original post was that Masidaughter turned to me when I got back in the car and said, "I was watching the commercials Daddy!" Argh... that hurt. See, we don't allow commercials at home- if you can believe that. If the TV is on, commercials get muted or the channel gets changed. How's that, coming from a marketer?

I had a similar experience Tim, and a similar reaction. It reminded me of the awful elevator ads -- as you say, it's the lack of choice that really annoys me.

Then again, I *hate* self-serve gas stations, as a rule....so it's simply another reason for me to avoid them.

Tim,

I was using satire in my earlier post, probably not very well.

Many of the gas stations I visit in New England run ads. They don't bother me because I am so good at blocking out noise. It's a gift from a Muse to us writers.

I do think they might be effective, however, and would not discourage businesses from running them, depending, of course, on ROI. I don't have any research one way or the other.

I'm waiting for the video monitor on my shopping cart blaring about what to buy. God help us. I love advertising but shoving it down people's ears IS gross.

thanks god ads in gas station are not yet arrived here. but i'm ready to accept it for a discount on gas: brand x offers you a 3% discount to look at his ad.

Tammy- You aren't far from it; I heard a report of a new cart that allows you to program your shopping list in it and then tells you which aisle to go to and then tells you when you are standing next to the items.

I don't know about you, but that scares me.

Lewis- For the first time I have to say that you're wrong. It's just wrong, wrong, wrong! (giggle)

Ann- You are too funny. We can hardly find a Full-Serve station in California. Besides we have the most expensive gas in the country already- I have to fill out loan applications each time I tank up!

I like the way you think G... then maybe I'd drink a Diet Mountain Dew... maybe.

More great ideas for Marketing to Captive Audiences via video ads. How about video ads running via monitors installed on...

* Baby strollers
* Wheelchairs/walkers
* School buses
* Playground swingsets

... I'm inspired! lol...

Ann Freakin Handley- WHAT are you thinking? ARE you thinking?

I was actually thinking public restrooms would be good too... no wait, they already do that. Umm, how about... no they do that too. Damn!

Mea Culpa, mea culpa. I am not worthy to kneel at your feet. Kill the marketing bastards! WAIT! I are one.

Wow - looks like this subject touched a nerve. If you missed this article in today's New York Times, it's right on point: http://www.nytimes.com/2007/01/15/business/media/15everywhere.html?ex=1326517200&en=a405e6d0cb65c00a&ei=5088&partner=rssnyt&emc=rss

Ann, I think you were kidding, but truth is stranger than fiction...

Thanks for the link, Pete.

And yes, all, I am kidding... Just pointing out the creepy outer limits of what CK termed "interuption" marketing.

Tim, you apparently hit a nerve here! As a non-marketing person, I have to agree they ARE intrusive - to me, at least. But the reason I HATE them so much (with a passion that rivals the flames of the sun) is that virtually every time I encounter it, the speaker is so bad, and so loud, I can't understand it - it's just screechy noise! If you (or should I say "they"?) are going to subject us to it, why make it an excruciatingly unpleasant experience? My reaction: if I can figure out what the product is, I'll run the other way!

Great example of marketing from the company's point of view, and not the customers'. Companies absolutely LOVE ideas like this, because they have 'captive audience'. While the customers such as yourself resent being marketed to while you are having to stand there gassing up.

But what if, instead of putting ads at every pump, the gas station had offered free hand sanitizer? Would you have appreciated their efforts to make sure you don't leave with 'gas smell' on your hands? Would you be more likely to frequent this station in the future simply because of this feature?

Free ads, or free hand sanitizer? Which would be more likely to win your future business?

Robert- THANK YOU! That's part of what I'm getting at; the entire experience is just so grating and icky.

I have that same white-hot hatred too... but I'm weird like that (and other ways).

Mack- I love you in that special way only man from Alabama could love another man from Alabama... with an awkward hand shake and pat on the back! Seriously though, yes, that sanitizer idea is perfect. I probably would remember that kind of thing and would be biased towards them for thinking of me and my needs, rather than theirs.

I hope the folks at Shell stumble across this thread.

While I was waiting in the orthodontist's office tonight for my kids, I read a Fortune Small Business article about Ryanair which reminded me of this post. The CEO has ripped out seat back pockets and plans to replace them with advertising. Like the hours you spend in coach aren't unpleasant ENOUGH....?

Here's what makes more sense to me in the context of flying: branded airport security bins, which I noted on my trip to LA last week. Not obnoxious, but I did notice the messages in between placing and retrieving my shoes, laptop, belt, jacket....

I'm pretty sure that the flights I had on Ryanair this summer already had that in place. The seat backs had no pockets and just had ads on them... ads for Ryanair. I guess now they will be selling them to other companies instead.

Tim- I was just about to post that NY Times article, too!

I friggin' hate that stupid, ridiculous 360 degree marketing crap. It's such old world thinking that you have to be everywhere if you want to be noticed.

No, YOU HAVE TO DO SOMETHING NOTICEABLE! Jeez... That drives me crazy.

And, just wait, that whole advertising at the pump thing is just now revving up. Just wait, my friend...

...click... "This is your captain speaking"... click... "our estimated arrival in Hell in this handbasket is approximately 10 minutes"... click... "thank you for flying Advertising Hell Airlines"... click... "we appreciate your business"... click...

ARGH!

This is really no big deal.
We get hammered by marketing all day long. I would think that most people have evolved to the point that they can "tune out" on a moment notice.
Think of it like sex...you only remember the very best, what stands out. The rest is just exercise.

Jon- I'd argue the sex thing...

But, you are right that it comes at us from all directions now. Learning to "tune it out" is a fine art that I just haven't perfected- especially since it is my job to create things that grab attention. I am keenly focused on the process all the time.

It's like music; I have perfect pitch hearing. I can pick out a wrong note in an orchestra performance. I don't know what the note is supposed to be, but I know the sound of the wrong ones. Marketing is the same way for my intellectual ears I guess.

I'm with you, Tim. I don't like the notion that my "mindspace" is up for grabs simply because I happen to be purchasing gas. What does this say about that company's actual concern for the customer? We'll shake you down any way we can so long as you're on our turf? So much for a "clientcentric" focus.

As to the notion of the customer's being responsible for "tuning things out": it's a crock. If people could tune things out, marketing would be a very different and perhaps nonexistent profession.

Manners exist in every culture on the planet because the concept of psychological space and where one can and can't intrude on it is an integral part of the basic social fabric.

If, while you were walking down the street, I were to jump up and down 6 inches from you, singing the Smurf song over and over in your ear, I would deservedly be hauled away.

The notion that other people's creations can do the equivalent and that it's perfectly fine is ridiculous.

No Amy, NOT a crock. I will avoid businesses if their message is offensive or just plain stupid. We do relate and seek out those products and vendors that reflect our values. Don't underestimate ALL of the market. Folks like me also choose where we spend our change. Very dangerous and short sighted to do so as a marketeer.

Remember, one's mind space exists only between the ears. I would argue that it is truly your values that are being compromised if the message is not harmonious with those values.

My supermarket has installed video screens overhead in every department that show cooking tips. As a marketer, I'm supposed to like that short of thing.

But. The supermarket lost its cooking credibility the day Trader Joe's opened in my area -- I only go to the supermarket for stuff TJ's doesn't carry (or only has in the organic version, like cleaning supplies).

So now we have giant televisions telling me how to make tasteless dips out of the premade tasteless stuff they sell -- not that I have time to watch, and if I did, I'd block the aisles, especially in produce.

I liked it better when shelf talkers didn't really talk.

Greg Verdino has a great riff at his blog about this topic, focusing on security bin ads:

Bin There, Done With That
http://gregverdino.typepad.com/greg_verdinos_blog/2007/01/bin_there_done_.html

Gave me a whole new take on it... especially given that the tag line for the company that sells the bin placements is "Unavoidable Media/Guaranteed Impressions."

Gotta love that one... It's funny. It's sad. God help us.