New York -- Advertisers and media buyers should keep a
close eye on changes in new media technology and adjust their ad spending accordingly,
panelists at a National Association of Television Program Executives conference warned
Susan Bratton, director of advertising for Excite@Home
Inc., advised media buyers to "dabble everywhere" when advertising in new media.
"Make sure you have your finger in everything,"
she said. Because many new media companies are still in the experimental phase,
"they're willing to work with you for very little money," she added.
Advertising opportunities exist everywhere, from broadband
Internet services like Excite@Home to electronic programming guides on digital-cable boxes
or interstitials on new personal digital recorders from TiVo Inc. and Replay TV Network,
Advertisers must learn how to create advertising content
that carries across multiple technology platforms, Bratton said. She advised designers to
choose such software tools as Java, which can be scaled to fit different types of
She also urged advertisers to build back-end support
systems that can measure the performance of ads in various environments. Once a lead is
captured from a Web site, for example, it can be used to create a customer loyalty
Media buyers and sellers must make sure they're not just
buying ratings any more, SportsLine USA president of sales and marketing Mark Mariani
said. Advertisers get more for their money when they partner with networks that also offer
an electronic commerce component, he suggested.
"If you're not trying to sell your clients' products,
you're doing them -- and yourself -- a disservice," Mariani said.
Women.com Networks executive vice president Gina Garrubbo
said the Internet is designed to fulfill any number of marketing objectives for
advertisers, whether in sales or branding.
Mariani admitted that not all television viewers want an
interactive experience and digital televisions will come with an A/B switch that allows
viewers to return to full-screen TV and turn off on-screen data windows. But he urged
media buyers not to become complacent.
"This medium is changing on a daily basis,"