Posts Tagged ‘media buying’

Internet TV: All You Want – For a Price

Wednesday, July 8th, 2009

koeppelpeter031Time Warner is planning to end access to free content online by making consumers of Internet TV prove they’ve already paid for it.

As the largest owner of cable networks, which include TNT, Cartoon Network, CNN and HBO, Time Warner has been closely watching broadcasters ABC, CBS, NBC and FOX work through the process of distributing TV online. Bewkes, Time Warner CEO, is planning to provide cable programming on the web in places like Hulu, MySpace, Yahoo TV and even YouTube.

The catch: To view the content for free, you have to be able to prove that you subscribe to pay TV through cable, satellite or Telco.

Free access for those already paying for service. Beweks told Advertising Age, “If you want to watch your favorite TV network or shows through broadband on any device – PCs or mobile – you can do it as long you subscribe to any multi-channel provider.” He goes on to say, “It’s a natural extension of the existing model.”

What’s the benefit? Some media experts are skeptical of Beweks’ plans, but there are also many who feel like a change is in order. After all, a year ago most doubted Hulu would be found appealing to online users. Some fear online programming distribution could soon replace cable TV and destroy the industry.

Time Warner’s cable CEO Glen Britt sees the phenomenon of viewers dropping cable for free content online as a significant growing problem.

What do you think?

Peter Koeppel is a Wharton MBA and president of Koeppel Direct, a full-service media buying agency based in Dallas.

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Posted in Advertising, Marketer, Mobile, Online, Research, Social Networks, Video, Web Analytics, e-commerce, technology | No Comments »

Mobile TV: The Newest Frontier

Tuesday, April 21st, 2009

koeppelpeter03Media buyers and marketers are looking at mobile TV to increase sales for clients.

Mobile TV is being viewed as a way of expanding brand and presents a unique opportunity when it comes to direct-response sales lead generation.

Traditional direct-mail marketers reveal that their response with print mailing has dropped to less than 0.1 percent. That means 99.9 percent of your client audience is not responding to the direct-mail piece you spent money on.

What makes mobile TV so attractive to advertisers? The emergence of mobile TV as a mobile medium also comes with some impressive applications. For instance, if you are seeing a Lexus commercial on your mobile iPhone while watching a local news program, you could potentially touch a Lexus icon on your phone screen to be connected to a live Lexus sales representative.

The real-time factor. Mobile TV provides the unique value of real-time marketing to consumers. Studies show they spend more when transactions are completed quickly before they have a chance to rationalize a purchase.

Even with all of these big changes underway, television is still a big layer in the media game. TV ads will continue to have loyal buyers.

Do you agree?

Peter Koeppel is a Wharton MBA and president of Koeppel Direct, a full-service media buying agency based in Dallas.

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Posted in Advertising, Branding, Direct Response, Marketer, Mobile, Online, Research, Retailer, Support Services, drtv, e-commerce, technology | 3 Comments »

NCC: A Cable Success Story

Thursday, January 15th, 2009

koeppelpeter03.JPG Even with the political spend that came in this year to boost cable ad sales, the third quarter of 2008 felt the backlash from the troubled automotive and financial service industries.

But even in the midst of these unexpected obstacles, the spot cable firm, NCC, has managed to reach $1 billion in sales for the very first time.

The benefits of cable ad placement
NCC allows its clients to purchase local cable spots and utilize any of 209 individual markets and thousands of targeted geographic zones. NCC gives marketers exposure to 99 percent of all wired cable homes.

The firm’s eBusiness suite is what really drives its hyper-targeted ad placement. “Every spot we sell is a web-based transaction, so not only does it streamline the process, it also helps save paper,” explains Andrew Capone, senior vice president of marketing and business development at NCC.

Streamlining the process, lowering overhead, saving paper—nothing wrong with this picture for advertisers and media buyers alike.

Political ad spots save the day
Capone realizes that political dollars are what kept NCC from falling victim to an unpredictable year. Political dollars brought in around $2.16 billion with local cable only accounting for 15 percent or $32 million of the total.

Connecting with clients
NCC’s business platform strives to create an open-ended dialogue between firm representatives and media buyers.

Industry insiders agree that NCC’s approach—one of “getting it done” in a way that takes everything—not just sales—into account is one that is working. Now more than ever, making the most of advertising money and looking to make every buy a “meaningful buy” is good business…very good business.

Peter Koeppel is president of Koeppel Direct Inc.

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Posted in Advertising, Direct Response, Infomercials, Marketer | 2 Comments »