Networks, Advertising Companies Plan New Metrics

Apr 26, 2007  •  Post A Comment

Television networks and advertising technology companies are preparing to introduce a range of new products, advertising deals and measurement options as the upfronts begin to unfold over the coming weeks, according to attendees at the Ad:Tech conference in San Francisco Wednesday.

The conference lured TV executives from media companies such as Scripps Networks, NBC Universal and Oxygen; technology gurus from Visible World and Sling Media; advertising executives from AT&T and Carat; and online experts from YouTube and MLB.com.

As the latest example of the morphing of TV and Internet, NBC is pitching marketers on a new metric that it refers to as “TAM” for total audience measurement, said Peter Naylor, senior VP of digital media sales at NBC Universal, during a session. TAM measures the aggregate viewing of a show across live, same-day and online viewing. For instance, a show like “Heroes” attracts about 16 million viewers on-air. When online viewership is factored in, that number rises to 18.5 million, he said. “We’re endeavoring to make it a standard for NBC,” he said.

Also in the next three to four weeks, technology provider Visible World plans to finalize deals with a handful of national networks to deliver customized ads by program and time of day, for instance, said Tara Walpert, executive VP and general manager of Visible World, which also inked a deal earlier this month to integrate its technology with ad traffic and billing provider Donovan Data Systems.

Finally, broadband video ad network YuMe Networks plans to announce a deal in the coming weeks with a mobile TV programmer to sell and deliver ads across mobile TV content, said Molly Gallatin, director of marketing for YuMe, from the show.

Expect a slew of new digital extensions in the next few months, said Mitch Oscar, executive VP of Carat Digital. “In this upfront we’ll see more extensions of content from linear networks. It won’t be incredibly imaginative, but it will give us practice.”

(Editor: Romanelli)