TOP STORY
- Hallmark Earns ‘A’ For Effort
Hallmark Channel recently completed its latest and biggest local ad sales promotion -- providing $8,000 grants to participating affiliates and their advertising partners -- with rave reviews. more » » »
GREAT IDEAS
- Aiming Outside the Box
As traditional advertising segments -- automotive and home furnishings -- have receded, local cable advertising executives have to look at new areas of opportunity to sell their inventory. more » » »
- TV, Web Work Together
Using TV and online advertising delivers up to 50% increase in positive brand perception, as well as a significant increase in the likelihood of a purchase, according to Thinkbox and the Internet Advertising Bureau. more » » »
Q&A
 Q&A: Tom Straszewski, Comcast Spotlight
Comcast Spotlight is pairing up with Mixpo, an online video advertising company that serves the small and medium-size business market, to turn clients’ existing on-air video advertising assets into online video advertising units. Tom Straszewski, Comcast Spotlight senior director of online sales, said the partnership will give local ad executives the ability to better bundle ad packages for clients. more » » »
BRIEFING ROOM
- Nielsen Problems Delay Ratings Release
A Nielsen snafu in measuring viewers for The Weather Channel and Fuse resulted in the delay of some cable ratings, including the scheduled release of third-quarter numbers set for Sept. 30. Nielsen apologized for “recent errors in our Cable Dailies processing.” more » » »
- McCain Pulls Advertising In Michigan
Sen. John McCain conceded he can’t win enough votes in Michigan to win in the state and Oct. 2 announced he was pulling ads, according to news reports. Politico’s Jonathan Martin reported that McCain’s campaign is suspending its ad campaign in the state, which will affect broadcasters, cable operators and local newspapers. Still, the Republican National Committee will continue to advertise in the state, according to CBS News. Seventeen electoral votes are up for grabs in the state. more » » »
- Comcast, Starcom Gear Up for Baltimore Addressability Test
Comcast Spotlight and media agency network Starcom Mediavest Group will launch the next stage of a trial to test addressable advertising in Baltimore later this year. The deal comes on the heels of an initial technical trial in Huntsville, Ala., begun in December 2006, that delivered thousands of ads across eight cable networks to different anonymous groups of households based on characteristics chosen by the advertisers. more » » »
- Nielsen: Ad Spend Down Slightly, TV Bright Spot
In the first half of the year, cable networks and syndicated TV advertising were the two media bright spots in a period that saw U.S. advertising sink 1.4% overall, according to Nielsen Monitor Plus. Cable witnessed a healthy 8.1% gain as the best-performing category, with syndicated TV right behind at 7.2%. Cable TV and syndicated TV may have had an extra boost during the first half of the year, as a writers' strike mostly affected broadcast network TV programming. more » » »
- TV Ads Grab Attention in Fast-Forward
A new neuromarketing study by Innerscope Research has found that DVR viewers are paying attention to ads even if they are fast-forwarding them. "Our conclusion was that people don't skip ads," said Carl Marci, cofounder and CEO of Innerscope Research. "They're just processing them differently." NBC Universal turned to Marci, a psychiatrist and neuroscientist by training who started Innerscope because he wanted to "study emotion on a large scale." more » » »
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AD BYTES
Spot Runner has teamed up with MultiVu, PR Newswire's multimedia and broadcast public relations company, to develop next generation advertising services. The launch of the MultiVu Spot Runner MNR should provide advertisers with an affordable, all-in-one solution for planning, producing and distributing videos via multimedia news releases (MNR) and direct online video postings, Spot Runner said.
“The MNR is our fastest growing service because more and more companies realize that multimedia content offers the ability to attract a wider and more diverse audience,” said Todd Grossman, vice president of sales for MultiVu, in a prepared statement. “In fact, our internal data shows that our MNRs with video receive over 35 percent more pickup than those without video.”
MultiVu multiplies the number of opportunities an organization has to communicate with specific audiences. A variety of current and developing platforms for tape and digital content make this possible, including traditional broadcast TV and radio, financial networks, company intranets, the Web and wireless devices.
MSNBC.com has teamed with AdReady, a Seattle-based advertising technology firm, to launch a self-service online display advertising product aimed at small to mid-sized businesses and local retailers across the country. AdReady is powering the platform that delivers a complete on-demand banner advertising solution that makes it easy for marketers to build and run customized online display ad campaigns on msnbc.com (msnbc.adready.com) in minutes, the companies said in a press release.
The alliance with AdReady gives marketers of all sizes access to msnbc.com's ad inventory on a geo-targeted basis. Local businesses can create customized ads from AdReady's library of creative templates and then measure the performance of their campaigns in order to spend their ad dollars efficiently. Advertisers also have access to tools that allow them to continuously test and optimize the performance of their ads.
PEOPLE
Ed Dandridge has joined The Nielsen Co. as New York-based senior vice president, chief communications officer. He had been vice president of network communications for the ABC Television Network. |
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