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
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).