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Voices for Screens
Written by Stephen Ghigliotty   
Tuesday, 13 February 2007

GM Cuts $600 Million Off Ad Spend -- Yes, Really

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DETROIT (AdAge.com) -- GM slashed ad spending by more than $600 million last year, a drop so stunning it should convince even the staunchest doubters that the age of mass-media marketing is going the way of the horse and buggy.

GM's ad spend numbers would suggest a cut so enormous that the falloff is greater than the total spending of, say, Nike or Volkswagen.

Sure GM is a struggling company lately, but for them to chop out $600 million from mass marketing budgets last year is quite startling. Will digital signage and screen networks in dealerships benefit from this reallocation of brand media monies?

Of course! With six hundred channels to chose from standard TV media buy is a losing bet, yet the power of a good car spot can work even better in a long walkway at JFK, or between venues in Las Vegas. What about the elevator in the hotel next to the annual car show in Toronto? Or on the screen in the cab you take to the show?

Brands are starting to understand the power, immediacy and intimacy of connecting to consumers wherever they might be via screen networks... just follow the money.
 
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