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ADT Hits Back Against DIY Security With New Ad Campaign

Mike Wolf ADT Security

So did you really think ADT was going to take all this DIY security action sitting down? 
The country’s biggest residential security services company is fighting back, and that includes a new national TV ad campaign which asks the question, “What good is a smart home, if it’s not a safe home?"
The campaign, which features Pulp Fiction tough guy actor Ving Rhames, highlights the smart home features available from ADT such as touch screen control, but it packs the biggest punch around its messaging around security features. Essentially the company is suggesting that while smart home features may be nice, safety starts with monitored security. 
The ads are running on AMC and TNT and are intended to show the difference between monitored security like that from ADT and those solutions that are more DIY. As ADT spokesperson Jason Shockley told Marketing Daily, “We recognized a problem brewing in the Internet of Things and the category in which consumers are mistaking their smart home for a safe home. With our new campaign, we address this issue and highlight that anything less than monitored security is a false sense of security.”
The Takeaway
First off, there’s no doubt ADT recognizes the threat DIY and new lower priced security solutions represent to their business, and this campaign is a clear indication of that. Secondly, the message could actually be a fairly effective one, pointing out that there are clear differences between lower cost solutions that purport to be security and those that include call center-based monitoring and professional installation. 
At some level however, it might not mean much. The reason is I think there will always be a market for monitored security and the biggest threat to ADT and other traditional monitored security service providers’ core business isn’t retail based DIY solutions, but instead lower-priced monitored security from broadband service providers like Comcast, Time Warner and AT&T. 

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