Here come those broadband TV Ads

Here come those broadband TV Ads
Media agency Starcom Media­Vest Group (SMG) has launched phase one of upfront advertising buys on broadband video outlets such as Yahoo, MSN and Feedroom. The agency spent four months researching the concept and admits that there is much to learn about television advertising via the Internet. In an article in Television Week, Starcom CEO, Rishad Tobaccowala, admits that the effort — while similar in design to typical television upfronts — is a research project as well. “The idea,” says Mr. Tobaccowala, “is for all of us, our team, our clients and our partners, to learn what works and what does not work in a digital broadband advertising environment.” While it is a certainty that some people will sit through TV commercials while viewing online video, the whole concept of interrupted content flies in the face of the medium and the habits of its users. Therefore, I think these efforts might have some short term benefits, but I don’t believe this is the ultimate Internet advertising model, even in a video environment.

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