AP R I L 2 0 1 0 (Continued on Page 10) percent of all media spending was on branding, but online accounted for only five percent ($6 billion) of branding dollars. “The consumer is often motivated by emotion, causing a shift away from click rate metrics to a growing recognition of the impact of branding,” commented Fulgoni. Sir Robert Phillis 1945-2009 Bob Phillis, former deputy director-general of the BBC, passed away December 22, 2009 of bonemarrowcancer. The industry remembers him as the managing director of Central Television in the 1980s, one of the top executives at Carlton Communications (1987), CEO of news agency ITN (1991), deputy director-general of the BBC (1993) and head of BBC Enterprises (now BBC Worldwide). Bob’s background was in print. He was an apprentice printer during his school years and, before moving to Central Television in 1981, ran the Independent Television Publication company (publisher of TV Times). Phillis returned to print in 1997 as CEO of the Guardian Media Group. He was knighted in 2004, and resigned from GMG in 2006 when he was diagnosed with bone marrow cancer. No matter where he was in his career, Phillis never failed to meet with VideoAge’s journalists. He is fondly remembered as a fan of our publication, and as one of the few Brits who was truly a friend of America and of Italians. He was one of the sponsors of our editor, Dom Serafini, for the latter’s membership in the Royal Television Society, an organization that he chaired from 1989 to 1992. We first met Phillis, in 1985 when he was featured on the front cover of VideoAge’s April issue. Currently, spending by agencies on these exchanges is small, but the expectation is that within two years, a significant percentage of media budget — perhaps up to 30 percent or more — will move from network buys to exchanges. At JEGI’s conference, Gian Fulgoni, chairman of the Virginia-based comScore, raised the notion that online advertising is leaving branding dollars behind. comScore is a marketing research company that provides marketing data and services to Internet businesses. Branding is advertising with a strong emphasis on the company brand (logo and/or company name). Branding advertising campaigns are highly successful at inducing consumers to pay, for example, $70 for a T-shirt that costs less than $1 to make. According to Fulgoni, in 2008, 63 Ad Spend Shows Two Trends At JEGI’s sixth annual Media and Technology Conference, held in New York City in late January, two key advertising developments came to light. JEGI is a New York City-based investment bank for media. Agencies that buy secondary (nonpremium) ad inventory are being revolutionized by demand-side platforms and user-level targeting data providers, such as Washington State-based BlueKai and New Yorkbased eXelate. These data exchange companies separate data (which directly influences targeting capabilities) from media (where ads show up). when applied to the president’s speeches, which often last hours. Over the course of the protest, one student was killed and nine policemen were injured. Similar protests were held in Merida, Valencia, Ciudad Guayana and Maracaibo. The Chávez administration has lately faced criticismrelated to inflation, banking scandals and power outages. Local analysts are now even venturing that Chávez’s chances for reelection — if they were to be fair — are “shaky.” (Continued from Page 6) V I D E O • A G E 8 PREMIERING THIS JUNE ON 13 x 30 - HDready TWO MEN, TWO DIFFERENT MISSIONS, TWO VERY DIFFERENT MACHINES. BOTH MAKE SPLIT SECOND DECISIONS, AND ONE SMALL GLITCH CAN MEAN DISASTER. THE BEST OF BROADWAY...... LIVE BIGGER STARS, BETTER PERFORMANCES, HUGE NUMBERS... A FACT FOR 2009. A PROMISE FOR 2010. LIVE 3-HOUR EVENT— ONE FAST. ONE FAMOUS. CABLEready IS PROUD TO REPRESENT INTERSECTIONS & THE TONY AWARDS. AVAILABLE IMMEDIATELY IN TERRITORIES WORLDWIDE. SEE YOU AT MIPTV! (BOOTH R31.17) TWO NEW PROGRAMS HDready 98 East Avenue, Norwalk CT 06851 USA l tel.+1-203-855-7979 l info@cableready.net ©2010 CABLEready. All rights reserved. D E V E L O P M E N T • D I S T R I B U T I O N • R E P R E S E N T A T I O N www.cableready.net
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