As advertisers continue to exert greater influence in online programming content (and as we prepare for what will eventually be a digital version of the 1950’s Quiz show scandals), we are tracking this trend. Here is an excerpt from Screenplays magazine on a recent Internet “upfront” conference held by ad company Digitas: Across the board the message was that advertisers aren’t interested in backing web content without having access to precisely the right performance data…Measuring engagement…is a big component of tracking ROI…Carls Jr. recently rolled out an online video campaign with eight YouTube stars, said Alex Levy, director of Branded Entertainment at Google. “Brands increasingly have an appetite for web content and the DVR has made everything old new again. We have to keep figuring out how to integrate into the content itself, she said.
New York Web Confab Reveals Hurdles Agencies Have Set for Video Ad Metrics. Screenplays. June 9, 2009
