Starcom Adds Online Media to Upfront
By Multi Channel News Staff -- Multichannel News, 5/5/2003 11:51:00 AM
Reacting to some major clients' declarations about the importance of digital marketing, Starcom MediaVest Group intends to expand its television upfront buying to encompass various broadband providers.
SMG CEO Jack Klues announced that intent during his Monday keynote speech at the iMedia summit in Scottsdale, Ariz.
SMG, through its Starcom and MediaVest media-buying entities, works with such big-spending accounts as The Coca-Cola Co., Kellogg Co., Kraft Foods Inc., McDonald's Corp. and Procter & Gamble Co.
Executives from at least two of those clients -- Coca-Cola and McDonald's -- have made it known that they look upon digital marketing as an increasingly important way to reach their younger target consumers.
"The upfront is considered an archaic process by many in our industry," Klues said in his prepared remarks, "but it still sees the greatest amount of media dollars invested. Expanding the process to include online networks brings smart opportunities for clients to distribute their television advertising over the Internet."
Klues pointed out that these providers should be "critical participants" in the upfront marketplace because consumers now spend "an average of 60 minutes online every day."
SMG is defining "broadband network" as one that offers "a mix of appropriate sites that provide video-streaming opportunities for 15- and 30-second commercials," he said.
Among such networks, he added, would be AtomShockwave Corp., Yahoo! Inc.'s Yahoo Platinum and ESPN.com (espn.go.com/main.html).
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