×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

BtoB

Upfront for online? Winterberry exec says yes

Published on .

New York—Competition for prime positions online may create an online version of the popular advertising upfront market this year, according to Bruce Biegel, senior managing director at Winterberry Group, a direct marketing consultancy.

Biegel was the featured speaker Thursday at a Direct Marketing Club of New York luncheon.

“We’re kind of heading into an unofficial upfront market this year,” he said, adding that as more marketers move online, they will need to plan further ahead for advertising on major Web sites.

Biegel also said targeting would continue to improve in lockstep with advances in marketing technology. “The big theme for this year is better targeting,” he said. “CRM databases are getting better. They were a mess in 2003; they started getting better, and now the tools are there.”

—Carol Krol

Most Popular
In this article: