TV networks, which continue to lose viewers and are struggling to make a mark online, are busy looking for inroads (read: ways to make money) in the digital space. The latest salvo: digital units designed to facilitate the interactivity of both new and repurposed ads. In January, Turner Entertainment New Media will launch the Digital Promotions Group to help clients develop brand campaigns that can span Turner’s portfolio of online assets. In mid-November, ABC.com rolled out an online ad template that helps make 30-second TV spots interactive. In October, NBC.com introduced the “branded canvas,” a Flash-based application embedded in its Web video player that enables clients to add and refine components to creative executions. Out of the three, Turner and NBC also have the capability not only to facilitate the creative, but shape it. Turner’s Digital Promotions Group is being described by the network as a consultancy that helps clients develop a plan across the Turner portfolio of online brands. Assets include TBS.com, TNT.com, thesmokinggun.com, courttv.com, MLB.com and cartoonnetwork.com. “If that means us taking on a greater role in the creative function, we will have the capability to do that,” said Walker Jacobs, svp of Turner Entertainment New Media ad sales. “But, if the client’s in-house creative or their agency partner has the people and the tools to handle the work, we want to partner with them to help give them insights and help them in the ideation phase.”
http://www.mediaweek.com/mw/news/interactive/article_display.jsp?vnu_content_id=1003680303
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment