Advanced Ads: Execs Say Better Measurement Top Pick for Development

Panelists urge versatility during session at Advanced Advertising confab

By Dade Hayes -- Broadcasting & Cable, 2/27/2013 5:49:56 PM

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 panel Wednesday titled "Full-Contact Marketing -- Using Interactive, VOD and Addressable to Extend Linear Advertising." The session was part of the Advanced Advertising conference at New York's Roosevelt Hotel that was sponsored by Broadcasting & Cable and Multichannel News.

Moderator Todd Spangler, technology editor of Multichannel News, 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," said Damon Williams, VP of programming and content development for Music Choice. "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," said Jonathan Bokor, senior VP and director of advanced media for MediaVest. "That is what several programmers have been indicating."

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

Tara Maitra, senior VP and GM 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."