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Advanced Advertising: Get Creative When Using All Tools in the Toolkit

Panelists Urge Versatility During Session at 'B&C'/'MCN' Confab 2/27/2013 12:33 PM Eastern

NEW YORK — Better creative materials, unified pricing, and a big second-screen push.

These are among the recommended keys to success in today's landscape woven through a Wednesday panel titled "Full-Contact Marketing -- Using Interactive, VOD and Addressable to Extend Linear Advertising." The session was part of the Advanced Advertising conference at the Roosevelt Hotel here, sponsored by Broadcasting & Cable and Multichannel News.

Moderator Todd Spangler, technology editor of MCN, asked the group what one development they looked forward to over the next year. Better measurement was a unanimous choice, but then individual answers emerged.

"Consistently good creative," Damon Williams, vice president of programming and content development for Music Choice, said. "If we're going to engage consumers across platforms, the creative really has to be good."

Later, talk turned to pricing. "My guess is you'll see single pricing for all screens," Jonathan Bokor, senior vice president and director of advanced media for MediaVest, said. "That is what several programmers have been indicating."

Of all platforms, mobile deserves attention for one quality in particular, Warren Lapa, group vice president of digital products and business development for Time Warner Cable Media, noted. "If you hold a second-screen ad in your hand, you can't skip that ad," he said.

Tara Maitra (pictured), senior vice president and general manager of content and media sales for TiVo, struck a highly optimistic note for all attendees, arguing the sky is the limit with connected viewers and consumers.

"If you erased all advertising from life, people would miss it," she said, citing her own fondness for shopping via tablet while watching TV content. "You want to be marketed to. And you want efficient marketing."

 

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April