OC T O B E R 2 0 1 1 as these were the most compelling in terms of generating buyer enthusiasm and awareness for the fall broadcast line-up of new shows,” she answered. Has digital technology increased creativityandreducedcosts?“Absolutely,” said Pesci, “Digital technology improves immediacy, accessibility, trackability, and overall cost-effectiveness.” “Yes,” added Cadura, “[But] it has also worsened everybody’s lives as changes are possible up until the last second.” What is preferred, multi-product ads or single product ads? “Single,” said Universal’s Cadura, “Messages should be as simple as possible. Possibly, multi-messages for a single product.” Elumines’ Pesci concurred that she prefers, “Single product ads: A series of them has proven most effective.” “The challenge for me in contentstyle advertising,” added A+E’s Murphy, “is making creative choices focusing on one show and having the ad look great, or six shows and having the ad look bad. We try to maintain a really strong brand message, look and feel while promoting the depth and breadth of our content.” How can one determine the ROI of an ad? “This is very difficult in scientific terms on our scale,” reported Cadura. “Phone calls from clients, press articles and word of mouth are still our way of measuring the ads.” According to Murphy, “There’s no hard measure of ROI,” but A+E makes use of “a number of different ways: Feedback from clients, our sales team and from the trade magazine publishers. I remember two of the publications e-mailing us to say that they loved an ad campaign. I don’t necessarily believe that one ad makes the sales. Content sales is a much longer, drawn out process. However, if a client walks into a meeting and mentions an ad, we consider that a successful campaign.” When it comes to competitors’ ads, “I have always appreciated Warner Brothers’ integrated and forwardthinking approach toward advertising,” said Pesci. “I can’t think of anything specific,” commented Murphy, “but I always take a look and keep an eye out for what the competitors are doing. We do pick out little elements from other ads when we see a good idea and incorporate them into our own creative approach,” he said. “Thinking of specific trade ads, Turner does a very good job in Italy with their kids channels Boing and CN,” concluded Cadura. Over the years ads have changed. Explained Cadura: “We spent the first years focusing specially on branding consistency. Until awareness and positioning were fully achieved we preferred to keep very close to our institutional campaigns. Once we realized our brand was established, more flexibility and fun has been allowed.” “They’ve changed markedly”, commented Murphy. “We’re very much a company that builds brands. In years past we’ve had a lot more singleminded focus on our channel brand. Ads were presented through the filter of a channel. Now we’re very much interested in building Networks as a brand and on content. We’re focused on our catalogue and the stars we have in our programming. And that’s quite a change from where we were a few years ago. Program buyers are interested in programming. I wanted to have a more single-minded focus on the content and talent in particular.” VideoAge asked Pesci what she considered her best print trade ad. “When I was marketing chief for MGM Worldwide Television Group, I always favored our L.A. Screenings ads, T r a d e A d ( C o n t i n u e d ) (Continued from Page 22) V I D E O • A G E 24 Sample our programming at: www.tpiltd.com CART MAN’ S R T DVEN RE A G HD HD HD HD A drug lord and his hippos... unthinkable riches, corruption, and a life of crime... and that’s just the hippos! 1 x 75minutes 1 x 60 minutes or 1 x 80 minutes 1 x 52 minutes or 2 x 52 minutes 1 x 52minutes powerful stories from those who lived the revolution po erful stories fro those ho lived the revolution Imagine life without photos... no record that you even existed. VISITTPI AT MIPCOM STAND R36.04 The world at his feet . . . ONE agonizing ep at a me! C M Y CM MY CY CMY K Video Age junior ad.pdf 1 9/8/11 2:55 PM
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