TV Execs Not Sure eBay Ad Auction Will Work
SEVERAL CABLE NETWORK EXECUTIVES ARE finding fault with a fledgling plan to sell ad time on television via an online auction. They say the proposed e-commerce-based system won’t be able to deliver the multifaceted marketing packages that advertisers demand.With the rise of DVRs and demand for engagement, marketers are seeking campaigns that go well beyond traditional spots to include product placement, mobile extensions, sponsorships, and branded vignettes. According to cable executives, it’s impossible to sell the holistic package the advertisers are pushing on the eBay-enabled auction.”It’s counterintuitive to what they’re asking for,” charges Chris Raleigh, senior vice president of ad sales at GSN. His network has been pitching marketers on multiscreen interactive campaigns involving TV, the Net, and mobile devices.”We tailor our offerings to our clients’ needs and take advantage of opportunities that you can’t purchase through an online option,” says Bill Abbott, senior vice president of ad sales for Hallmark Channel. He says it’s not a commodity “in which you can package everything together and put a price tag on it”–calling it a very “simplistic approach to the business.”
MediaPost Publications – TV Execs Bash eBay Ad Auction Plan – 08/07/2006
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