Aereo announced this morning that it has expanded service to 19 million residents in 29 counties in the New York City metro area, moving Aereo beyond the 5 boroughs. The move is part of Aereo's nationwide expansion to 22 additional markets throughout 2013.
In addition, Aereo took the wraps off its first consumer marketing initiative, with executions emphasizing its live, DVR and portability features. The ads will be placed on billboards, phone kiosks and main transit points in NYC. Importantly, they each carry the company's tagline: "Live TV. Online. No Cable Required." which pointedly positions the company as a cord-cutting option (see below for an example), as I explained recently would happen.
However, interestingly, two things that none of them do are note Aereo's low price points or that the service is mainly broadcast TV today. Obviously there are a limited number of messages it's possible to get across, but in my mind these seem like two of Aereo's most important value propositions. I have to believe we'll see more of these going forward.
With the campaigns, Aereo continues to cement itself as the potentially most disruptive force in the TV industry today. Flush with $63 million in financing, and with at least a temporary permission pass on the litigation front, Aereo is aggressively rolling out, looking to gain a foothold with consumers.
To learn more about Aereo, below is the VideoSchmooze interview with him from 2 months ago: