»
During television network development meetings last week in Los Angeles, the networks that acknowledged the need to come up with new solutions that will help retain viewers during commercial breaks received praise from advertisers.
The CW talked about its successful content wraps, which it hopes to improve and to use more often next season, writes Mediaweek. “What I like about [content wraps] is that they bring more value from the viewers’ perspective to the commercial pod,” John Swift, managing director at PHD U.S. is quoted as saying.
NBC also got high marks, particularly for focusing on reaching and measuring consumers across all media and for treating advertisers as partners. “They’ve made tremendous inroads in terms of sitting down with advertisers and getting something done,” said Laura Caraccioli-Davis, executive vp of Starcom Entertainment.
But while ABC, with its plans to experiment with creating an environment where ads breaks and content are seamlessly integrated, scored an “E” for effort from media buyers, they believed that the integration still needs work.
For example, ABC showed 10 video samples of how integration might work, such as having a television screen within the content, with characters of According to Jim watching TV. The television shows an ad, which viewers can see as well. The ad then expands to fill the entire screen and the commercial break begins. “It seemed a little intrusive,” Caraccioli-Davis is quoted as saying, though she adds that she gives ABC credit for thinking how better to program commercial breaks.
Swift agreed that it was a clever first step, but would like to see the program content brought into the commercials.
Wendy’s is one advertiser that has worked to just that, by reflecting a show’s content within an ad. During certain NFL games on Fox, the content in the ads varied depending on what was happening during the game (whether there had just been a score or whether the score was nill, for example).
The Spanish Radio Association says Arbitron still has not addressed its concerns and research questions regarding the PPM and how “Hispanics are recruited and represented, and how the PPM panel is maintained.”
The SRA has been working with Arbitron in…
The Chicago Tribune’s new design will launch on Sept. 29, Tribune Co. chief operating officer Randy Michaels says. No details on the redesign have been released; the paper has already been decreasing its editorial pages to create a more even split…
Teens are not the best demo to target with cell phone advertising, according to a new study from comScore. Though they are cell phone-savvy, most of them - 70 percent - have their phones paid for by parents, which means…
CNN won its second night of coverage of the Democratic National Convention Tuesday. The network averaged 3.41 million viewers in the 8 p.m. to 11 p.m. time slot, despite the fact that Fox drew nearly even for the night.
Fox…
Generation Y is the most self-indulgent, Generation X is the most innovative, and Boomers are the most productive, while the “Silent Generation” and the “Greatest Generation” are the most admired, according to a recent survey by Harris Interactive, writes MarketingCharts.
Conducted for…
To encourage shoppers to buy more back-to-school items, retailers often implement “loss leader” strategies: that is, selling items at a loss or even giving them away in hopes that the reductions will attract shoppers who will then buy other, more…
