Will Chicken Flicks Be the New Hallmark Movies?
Chick-fil-A is looking into creating its own streaming media network.
Focusing on family-friendly programming, the MULO (multi-location) brand , Chick-fil-A , has been considering building its own proprietary network playlist. After all, that strategy worked for Hallmark, which is known as much for its romance, mystery, and family programming as it is for its greeting cards and retail stores.
But home screens are not the only ways brands are looking to scale and control consumer messaging.
Retailers and restaurant brands are getting more creative in developing new revenue streams. Retail Media Networks (RMNs) present in-store advertising opportunities for CPG companies and store brands.
RNMs (or retail media networks) are starting to proliferate across a wide range of MULO (multi-location) brand categories — from luxury department stores to convenience stores. A new report by Placer.ai details how stores can use these networks to personalize and message shoppers, driving a higher spend per visit.
Walmart, Target, and Kroger are among the brands that have in-store and digital networks.
Last, we have DOOH — digital out-of-home advertising, which is evolving to become even more personalized.
These three trends (branding streaming services, retail media networks, and DOOH) reinforce the “power of the screen” today in today’s advertising ecosystem. Whether the consumer is sitting on their couch at home, shopping the aisles of a store (or stopping for gas), or walking or driving down the street, they are being followed (not literally, we hope) and targeted with highly specific messages and recommended products/services.
We used to view screen-based advertising as mass marketing, but the availability of data and the technology that enables better personalization are turning these media into trackable and measurable marketing platforms.
From tiny phone screens, in-store displays, or a huge billboard on Times Square, marketers will find creative ways to use it to reach their target market.
Starbucks and Chuck E. Cheese are also considering ways to create content and sponsored game shows. Chick-Fil-A now has an app with proprietary streaming YouTube content.
But will we be tuning into the “chicken channel” on the big screen any day soon? Watch this space.
(Street Fight will probably never have its own romance tales or game show, but we WILL host Street Fight LIVE on September 18th in Los Angeles. Save the date!)
