Cable ad specialist Adlink will launch its new advertising campaign today, called "Placement Matters." The creative and copy, produced by DGWB of Santa Ana, CA, are geared to change the industry's
perception of spot cable advertising from an upfront afterthought to a strategic marketing tool. The campaign will include print advertisements in Adweek, Brandweek, Mediaweek, Media Magazine and
Advertising Age. The ads mock “inappropriate” placements of ads, making the point that spot cable buys are more effective. One ad shows two campers in a forest dumbfounded and staring at a billboard
that is peddling Green-Be-Gone foliage killer. The creative approach was fueled by a survey conducted by DGWB with a variety of advertising agencies and clients. They found that many industry
decision-makers had outdated perceptions of spot cable advertising and its effectiveness.
