Monday, May 15, 2006
CNN Betting the Bank on Online and Mobile Platforms
Source: ClickZ News CNN is changing its upfront strategy this year, emphasizing multi-platform opportunities beyond its television ad inventory in its presentations to media buyers this month.
The ad sales team has created presentations to showcase CNN's capabilities in online, wireless and mobile markets, both on their own and in combination with TV campaigns to reach a target it calls the "now" consumer, according to Greg D'Alba, COO of CNN ad sales and marketing.
"The 'now' consumer is accessing content at home, at work, at the mall, during their commute -- on every device imaginable," said Greg D'Alba, COO of CNN ad sales and marketing. "Advertising packages that succeed in combining those distribution outlets to maximize the client's exposure and reach the consumer on multiple touch points are the ones that will succeed."
CNN's digital inventory includes streaming video, wireless, podcasting, VOD, digital-only special features, and high-profile positions like CNN.com home page roadblocks. Each month, more than 24 million unique visitors to CNN.com access more than 32 million video streams and 3.2 million podcasts. More than 62 million monthly page views come via wireless or mobile devices.
"If you are a marketer, you need to be where the eyeballs are," D'Alba said. "News is the perfect 'take-it-with you' content. Consumers can access our programming wherever they are, whenever they want it." MORE
The ad sales team has created presentations to showcase CNN's capabilities in online, wireless and mobile markets, both on their own and in combination with TV campaigns to reach a target it calls the "now" consumer, according to Greg D'Alba, COO of CNN ad sales and marketing.
"The 'now' consumer is accessing content at home, at work, at the mall, during their commute -- on every device imaginable," said Greg D'Alba, COO of CNN ad sales and marketing. "Advertising packages that succeed in combining those distribution outlets to maximize the client's exposure and reach the consumer on multiple touch points are the ones that will succeed."
CNN's digital inventory includes streaming video, wireless, podcasting, VOD, digital-only special features, and high-profile positions like CNN.com home page roadblocks. Each month, more than 24 million unique visitors to CNN.com access more than 32 million video streams and 3.2 million podcasts. More than 62 million monthly page views come via wireless or mobile devices.
"If you are a marketer, you need to be where the eyeballs are," D'Alba said. "News is the perfect 'take-it-with you' content. Consumers can access our programming wherever they are, whenever they want it." MORE
# posted by ATN @ 6:27 PM 
