TV Execs: Online Vid Numbers Insignificant
Over on Micro Persuasion, Steve Rubel has an excellent recap and post about an AdAge panel he attended. The Upfront Conversation was moderated by Jonah Bloom and included a mix of execs from the TV networks, large advertisers and advertising agencies.
Quote:
It struck me during the panel discussion that the TV networks - despite their recent initiatives - still do not live in a long tail world. They're largely focused on reaching mass audiences. Shaw's comments indicates that the nets are not seeing an opportunity to augment their huge reach by using the Web to help marketers build a deeper level of engagement with select slices of micro audiences who tell the larger group what to watch.
The marketers, meanwhile, are far along in their "getting it." For example, Andy Jung, Senior Director of Advertising and Marketing for Kelloggs, and Tony Pace, SVP and CMO for Subway, both said that while the numbers of digital viewers are small compared with TV, they are hugely important and influential. Jung in fact said it's time to "throw the fifty yard pass" and get involved.
Thursday, April 20, 2006
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