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At the ANA TV forum yesterday, Starcom CEO John Muszynski pointedly declared that the eBay Media Marketplace, the proposed online forum for the buying and selling of TV time, will commoditize TV and is a waste of time.
Taking TV time back to a pure commodity makes no sense, is Muszynski’s attitude. His agency has fought hard to develop partnerships with the sales side and the eBay system could slow that momentum, he is quoted as saying in MediaPost.
Others have said that the marketplace facilitates run-of-the-mill buying, not the complex, multi-platform deals that take time and face-to-face contact.
The committee backing the system has offered a pilot to cable networks to test the program, hoping they will sign on. The Turner group, with its TNT and TBS outlets., is considering the proposed system, but ad sales president David Levy believes that the forum “is not the answer.”
Comcast is hoping to enlighten media buyers on the ways of young men ages 18-34 with its new “field guide,” titled Hunting with Lightsabers, that has been in the works for a year and is now available.
The guide provides…
The Atlantic magazine is launching a campaign with ads in unexpected places - on muffin displays in corner stores, on restaurant menu boards and on the shampoo shelves at drugstores - in an effort to reach media buyers in New…
Kraft and General Mills have launched word-of-mouth networks in the hopes of harnessing the positive force of chatter during a time when food prices are soaring and consumers are tightening their hold on purse strings.
General Mills has launched an…
The New York Attorney General said on Friday that he would file suit against Arbitron to halt the commercialization of its new measurement system; Arbitron was given five days to respond.
Arbitron’s response came almost immediately: the company moved its…
Companies are struggling with how to adapt to serve a new wave of consumers from the Millennial Generation (or Gen Y) - born between 1982 and 2001 - according to a global survey by the Economist Intelligence Unit and Alcatel-Lucent company Genesys, reports Retailer…
More than one in three holiday shoppers - or 62.3 million adult consumers - report they begin holiday shopping before Thanksgiving, according to (pdf) new data from Mediamark Research & Intelligence (MRI), reports Retailer Daily.
Just under 36 percent of holiday shoppers say…
