GETTING CREATIVE TO KEEP VIEWERS
Posted by iTVX Staff on 26th February 2007
GETTING CREATIVE TO KEEP VIEWERS
With commercial ratings looming as the new currency media agencies will use to buy television spots—perhaps as early as this May’s television upfront, on a limited basis—the broadcast and cable networks are under increasingly intense pressure to find creative ways to ensure viewers will watch those ads. “While it’s not a Chicken Little situation yet, if [the networks] are not concerned about this by now, if they are not testing ways to keep viewers from defecting during commercial breaks, it’s just foolhardy,” says Pam Zucker, senior vp of marketplace ignition at MediaVest.
And if the networks don’t take that advice to heart and move beyond the 30-second spot, others will move without them. “The days of the agencies waiting around passively for the networks to come to them with ideas and opportunities are over, and they should be over.
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