NBC apparently thinks Wal-Mart, not mommy, knows best. In a multimillion dollar deal, Wal-Mart will create content and material to appear this week on the "Today" show and NBC's website iVillage. Content will focus on topics like childcare and cooking family meals, the New York Times reports. In exchange, Wal-Mart will air commercials following segments on "Today" and receive other advertising opportunities. The deal was arranged through NBC Universals Women@NBCU unit, which offers advertisers access to female-friendly assets, the Times reports. NBC Universal's president for the women and lifestyle entertainment, Lauren Zalaznick, told the Times, "We are going to get value from our great content through trying to find identifiable consumer targets" coveted by advertisers, the Times reports.
The deal with comes at a good time for Wal-Mart, as the retailer gears up to sell back-to-school and holiday merchandise. On Wal-Mart's end, The deal was made by the Wal-Mart media agency, MediaVest, part of the Starcom MediaVest Group division of the Publicis Groupe. Media Vest's senior vice president and group client director, Anne Elkins, told the Times: "We're trying to provide something to the audience of real value," which includes, "usable, tangible information that ties back to the advertiser in a way that doesn't hit you over the head." Another appealing aspect is that "the content is being built to be sustainable" over time, Elkins said, "and not be a one-off," the Times reports. As a result, the deal includes "options to renew all the way through 2009," she added.
The Times points out that the deal and the formation of Women@NBCU are part of a trend by marketers, agencies and media companies to reach women in general and mothers in particular.
Comments:
Friday, July 18, 2008 2:56:48 PM by billy
Finally, life has become one on-going commercial, seamless, subliminal and simple. Mommy-Mart!
BurrellesLuce's Johna Burke interviews Steve Mayerowitz, ABC Travel Producer, who discusses how social media has changed how broadcasters process inquiries and requests from PR people.
