Same ads on TV and web?

Time Warner’s CEO called this week to have standard “units” of ads that could be run on cable TV and web video interchangeably. He sited the lack of standards in on-line video ads as the primary reason why marketers are not running more ads on the web. He sited Hulu’s limited interruption, reduced ad presence as an example of how the the advertising model on the web gets changed by nearly every portal. He is right.

However, producers continue to put large amounts of content on the web even without supporting advertising as a defense against unwanted re-distribution of their shows…. and the web audiences are growing. At some point economics may compel more standardized advertising on the web. However, never to the extent that Time Warner enjoyed in its heyday. Consumers are in control now, and advertising will have to reflect that.

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