Prospects of an E-Media Exchange
Marketing is in a continuous state of reinvention so it makes sense that media would evolve as well. The ANA, along with the 4As, formed an industry task force comprised of leading marketers and media agencies to plot a pilot program to test an e-Media Exchange in early 2007. The pilot is a result of a grass roots initiative to explore ways to maximize new technology in order to enhance the current media buying system. It reflects an evolution of the industry and another potential way for buyers and sellers to efficiently facilitate media transactions.
Our CEO Bob Liodice says it best -“We must address the changing media landscape and determine the opportunities generated by the rapid advancements in technology. We are committed to engaging our senior marketers and discussing and testing an online exchange for the buying and selling of advertising.”
Lots of folks are talking about it. Below are a few media outlets and what they have to say:
I wanted to comment that the majority of the media exchanges don't allow the stations to maintain control over the bidding process, and it only sells unsold inventory.
However, there is a company called Spot Innovation that has a product called Ad-Bid that does more than Yahoo's or any other competitor's media exchange. It gives the station total control over the entire bidding process and incorporates the station's sales team, unlike other programs. Also, Spot Innovation doesn't force the station to give away their inventory.
Posted by: Louangvilay | February 07, 2007 at 06:43 PM