Archive for March 8th, 2007

TDavis Freeberg submits: From the first moment it was introduced, TiVo (TIVO) has been feared by the ad guys. For consumers it dramatically improves the television experience, but for content owners TiVo and other DVRs have created new challenges for them to address. For decades, Hollywood has made a killing by selling 30 second spots, but as we move to an on-demand society, this new paradigm has shifted the balance of power to the consumer and has forced mainstream media to think ahead. Those who can make this adjustment will be met with success, but the advertisers and content owners who refuse to change will be left behind. Some content owners may view fast forwarding through programs as being equivalent to stealing from the content creators, but I don’t buy that line of rubbish at all. As much as they’d like to believe it, there is no social contract when it comes to television.

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NEW YORK (AdAge.com) — Tear down the silos if you want to create truly meaningful work in the digital space. That was the charge from a Unilever marketing ‘We can not have silos … digital is now just part of the fabric of who consumers are,’ said Unilever USA ’s director of media and entertainment, Babs Rangaiah. Videography: Steve Raddock executive who worked on the much-admired Dove brand. “Planners have got to have a better sense of the entire media landscape,” said Babs Rangaiah, director of media and entertainment at Unilever USA , who delivered the morning keynote address yesterday at Ad Age’s first Digital Marketing Conference.
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