Miller High Life won’t be doing another one-second commercial for this year’s Super Bowl. Instead, the brand will buy a 30-second spot — but position it as being “given” to small businesses as a platform for them to tell their stories.

Last year, the brand used pre-game teaser commercials starring its popular “deliveryman” (actor Windell Middlebrooks) to spread the word that it would be forgoing a standard-length commercial because spending $3 million was too much. (Due to the economy, 30-second rates are down to between $2.5 million and $2.8 million this year, according to TNS Media Intelligence.)

Miller and agency Saatchi & Saatchi New York also supported the “common sense” theme — and the core message that High Life is a good, honest beer at a reasonable price — with a Web site where viewers could watch the teaser spot and versions of the one-second ad that didn’t make it to the Super Bowl.

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Super Bowl XLIV, airing on CBS next month, is expected to bring the network an estimated $200 million in ad revenue. But it is also shaping up to serve as a much-needed shot in the arm on the station level. The network’s owned-and-operated stations, together with the affiliates, have been pitching local ad buys in the annual NFL championship to a much wider circle of advertisers than Super Bowl broadcasters have in the past, making the most of an opportunity that comes to CBS once every three years.

Stations are targeting marketers that are looking for Super Bowl exposure while avoiding the national commercial price tag, which runs between $2.5 and $2.8 million on CBS network for a 30-second spot. Marketers can work around the big-ticket national network buy by purchasing market to market. A company can become a Super Bowl advertiser for as little as $100,000 for a 30-second spot in the Atlanta market; on the high end, they can get a spot in a major market such as New York for close to $700,000, according to figures from both buy- and sell-side executives.

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Jean-Michel Portier, CEO of Kantar Media, stated: “This evolution to Kantar Media enables us to offer integrated media audience measurement, competitive intelligence and behavioral analytics at every step in the communications cycle, helping our clients to master momentum in a multimedia world.”

Kantar Media offers media insights and audience measurement services in 50 countries, tracking more than 3 million brands to more than 22,000 customers around the world.

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In October 2009, Univision and Time Warner Cable partnered to launch a new video-on-demand service for Spanish-language content, called Lo Mejor On Demand (”The Best On Demand”). Lo Mejor offers Time Warner Digital Cable customers a range of free programming drawn from Univision and its sister cable networks TeleFutura and Galavision.

In December, Univision upped its investment in original content with the launch of a new production company, Univision Studios, based in Miami. The new Univision Studios content augments the roughly 4,000 hours of original programming already produced by Univision, giving it a crucial leg up in its competition with American Spanish-language rivals like Telemundo and Azteca America.

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SAN FRANCISCO — Brands demand the promises and the guarantees of performance — the same performance and fundamental metrics they have come to know in traditional media, such as television and radio.

During his keynote at OMMA Performance Monday, Young-Bean Song, senior director at Microsoft Advertising Institute, told attendees the online industry needs to adopt traditional performance metrics into online to make brands that traditionally advertise on television and radio feel more comfortable about moving advertising on the Web.

Data needs to prove the outcome of a campaign. But that outcome has become complex. So, marketers continue to look for ways to take the data and prove the outcome. During the next few years, companies will bring traditional media metrics to online media plans. The industry will also design new standards for return on investments (ROI).

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The floating ad that sticks with you wherever you go on a Web page is coming to the mobile Internet. That’s likely to be welcome news to publishers and advertisers, but not so much to users who are already annoyed by banners crowding the small mobile screen.

Mobile ad company Crisp Wireless has introduced a fixed placement unit for smartphones that stays onscreen as a user scrolls up or down on a mobile Web page. The new “Adhesion” ads support rich media formats like expandable, tap-to-call and tap-to-video as well as the ability to share, close or save, or ad content via email or social networks.

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A Seattle-based startup aims to give comScore some competition in the mobile data market. Ground Truth emerged from stealth mode Monday after two years in development. That’s how long it took company executives to build a tracking metrics to monitor what happens on mobile phones.

Backed by Steamboat Ventures and Voyager Capital, the company has developed a “census-based” method that it says accurately measures the mobile Web.

Founded by Michael Libes, who co-founded startup Medio Systems, Ground Truth takes a different approach to monitoring mobile data. It collects data from wireless carriers and infrastructure partners, touting the ability to measure data on 2.5 million mobile users.

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Adap.tv, creators of OneSource, a platform to help publishers better monetize their online video content, on Tuesday is expected to name Toby Gabriner as its new president.

Gabriner comes from Tribal Fusion — Exponential Interactive’s online ad network and rep firm — where he served as president for just over a year.

Amir Ashkenazi, co-founder and CEO of Adap.tv, said Gabriner’s industry relationships were of key importance, adding: “Toby will be a key figure in guiding Adap.tv’s market positioning for our core offerings and expansion into new markets.”

At San Mateo, Calif.-based Atap.tv, Gabriner will be responsible for managing the company’s business development, sales, account management and marketing groups.

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Hallmark Channel has signed a multi-year strategic partnership with Martha Stewart Living Omnimedia to exclusively air original episodes of her daytime lifestyle series “The Martha Stewart Show” in September.

MSLO founder Martha Stewart called the alliance “a perfect fit.” Her company will also create a range of new and original series and prime-time specials for the Hallmark Channel. In 2010, Hallmark will produce 24 original movies.

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TVGuide.com has selected PubMatic to optimize its ad revenue, the companies are expected to announce on Monday.

“PubMatic has significantly decreased the operational burden of managing multiple ad networks and simultaneously helped us eliminate inefficiencies in our remnant advertising pricing,” said Ian Wallin, vice president of online ad sales at TVGuide.com.

TVGuide.com, which presently reaches 21 million unique users per month, has sought to differentiate itself from the competition by offering online video, news, community and TV listings in a single location.

The content hub also recently partnered with YoungHollywood.com, which is presently creating weekly video segments for TVGuide.com, providing an inside look at the lives of stars. In addition, all celebrity profiles featured on YoungHollywood.com now highlight program listings powered by TVGuide.com. TVGuide.com, meanwhile, is syndicating its original editorial content to YoungHollywood.com.

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