Coda
by Staff -- Multichannel News, 11/30/2009 2:00:00 AM
Surf’s Up For 'Malibu’ Platform
Los Angeles — Spot Runner — a startup that has raised more than $120 million from investors including CBS, Interpublic Group, WPP Group and Grupo Televisa — is taking the wraps off its Malibu Web-based ad-buying platform, designed to streamline the process of buying and selling TV advertising. For now, however, it isn’t announcing any customers that are planning to use it.
Industry analysts note that a significant challenge for Spot Runner will be getting media buyers and content owners to participate in the system.
In addition, the startup will face competition from the likes of Google’s TV Ads and Microsoft in attempting to break into the nascent sector. This summer, NBC Universal said it will sell select national and local advertising inventory for its broadcast and cable networks through Microsoft’s Admira marketplace.
Nevertheless, Spot Runner will attempt to give it a go. The Malibu platform was developed over the last two years with feedback and input from media companies and ad agencies, according to Gus Warren, Spot Runner’s general manager of media platforms: “With their guidance we have created a platform that incorporates how the marketplace works today as well as where it is headed in the future.”
Malibu is designed to manage the entire transaction process for TV advertising, including planning, buying, creative, traffic, reporting and invoicing. The platform also is built to support multiple targeting and delivery methods, including set-top box addressability.
One of the key problems the system is aimed at solving is that the TV-advertising landscape has grown dramatically more complex in recent years. In 1980, according to Spot Runner, there were 11 national networks that ran 18 million ad spots — today, there are more than 125 national networks that run 12 billion TV spots annually.
— Todd Spangler
Wagner Latest To Exit Lifetime
Los Angeles — Meredith Wagner, longtime communications and public-affairs chief at Lifetime Networks, is the latest executive to leave after the network group was acquired by A&E Television Networks.
Wagner, Lifetime Networks’ executive vice president of communications, public affairs and advocacy, said she has opted to leave in December after 22 years at the programmer.
“This, as you can imagine, is one of the hardest decisions I have ever had to make and certainly puts all my angst-ing over the six-inch stilettos vs. the four-inch pumps at the Barney’s shoe sale way in perspective,” she said in an e-mail.
More than 100 out of the combined 1,100 people from the enlarged AETN have been expected to leave. Other Lifetime EVPs who also are leaving are Pat Langer, of business affairs, legal and human resources, and chief financial officer James Wesley.
Wagner moved to Los Angeles this year from New York in a Lifetime consolidation. She said she wasn’t sure what she would do next.
She pointed with pride to Lifetime’s public advocacy of women’s issues over the years.
“It is a rare organization indeed that encourages its ranks to truly make a difference in the lives of its customers. In leveraging Lifetime’s assets as a platform for change … I hope we have been able to do that,” she e-mailed.
— Kent Gibbons
Cox, NBCU Team On VOD Ad Test
Atlanta — Cox Communications and NBC Universal have launched a dynamic advertising trial in Phoenix to insert different ad spots and promos into the same video-on-demand programs.
In the trial, Cox is placing ads against two programs — NBC’s The Office and USA Network’s Monk — hosted on its MyPrimetime service, which provides on-demand access to network shows starting the day after they air. Fast-forwarding will be disabled for The Office, while the feature will be enabled for Monk episodes.
— Todd Spangler
BBCA’s Ancier To Step Down
New York — Garth Ancier is stepping down as president of BBC Worldwide America in March 2010 after three years at the helm of the company that includes BBC America.
He will become non-executive director, an adviser to the company, which plans to search for a replacement.
— Kent Gibbons
Cox Checks In HD for Hotels
Atlanta — Cox Communications is expanding its business video portfolio to include high-definition free-to-guest services for major national and regional chains across all its markets, after initially offering HD feeds to Las Vegas casinos for the last several years.
The operator’s standard offering includes 24 encrypted HD channels to hotel customers, including local broadcast channels and premium sports and movie channels, but can expand based on individual hotel needs.
— Todd Spangler
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