“When digital came in, people said, ‘No one is going to watch TV,’ ” said Gloria Rosenberg, president at Market Fusion Analytics in New York, a consult firm that helps advertisers develop growth strategies.
But as it turns out, “there’s a synergy and not a cannibalization,” she added, which is leading marketers to “create integrated communications programs” involving multiple media.
SHOOT: The integration journey is ongoing...
IT was not that long ago when Madison Avenue believed that Web video — also known as webisodes, online video and Web series — would replace television, or at least put a big dent into the ability of TV to reach consumers.
Now, however, as more marketers turn to Web video, many are increasingly doing so along with — rather than in place of — television.
Take, for instance, “The Next Round Served Up by Jim Beam,” a Web series for Jim Beam bourbon that ESPN plans to introduce on April 4. Although the webisodes will be on ESPN.com, excerpts will appear during the first commercial breaks on 11 p.m. episodes of “SportsCenter” on the ESPN cable channel.
“We feel very strongly that video is video,” said Ed Erhardt, president for the ESPN customer marketing and sales unit of ESPN in New York, part of the Walt Disney Company.
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