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Roehm A group of top advertisers led by Wal-Mart’s Julie Roehm are looking to test a proposed online auction site to buy and sell TV ad time, AdAge reports. The group - including Hewlett-Packard, Masterfoods, Microsoft, Philips and Toyota - is asking for advertisers to contribute $50 million for the test.
The proposal is a version of a new approach to TV ad buying that Roehm has been pushing for the last two years, one which would replace the upfront market with an online trading system for ads.
In addition to $50 million to test the idea, the group is asking for the creation of a steering committee, working through the ANA, to choose what technology, auction forms and media types to use in the test. Ebay has presented an online trading platform that would allow an advertiser or agency to click on a network, age, gender and time, view the available inventory, and enter a bid.
By the end of 2008, revenue growth in the radio industry is expected to have fallen 7%, the second year of negative growth for the medium, according to estimates in a report from from BIA Advisory Services, writes MarketingCharts.
BIA estimates that…
Next in the long list of companies cutting jobs comes Tribune Co., which is slicing positions at The Chicago Tribune.
About 12 employees at the Trib were given the rest of the week to clean out their desks; more cuts…
Target is one of the first brands to create an iPhone application. The Target “gift globe” allows iPhone users to shake their phones to launch a snow-fall effect.
When the snow clears, a gift idea from Target is revealed. Users…
NBCU is launching its latest round of layoffs, with up to 500 jobs, or 3% of its work force, expected to be cut.
NBC News bureaus in Dallas and Los Angeles will be affected, writes TV Newser. L.A. correspondent John Larson,…
A Specific Media study finds the presence of display advertising significantly affects click-through and search style across both paid and organic searches.
In the “travel and tourism” category, display advertising engendered a 274% lift on both paid and organic search.…
Today’s Wall Street Journal is running a cover wrap for Dell. The ad covers a third of the front page and all of the back.
Though the New York Post and the Daily News commonly use cover wraps, the move…
