Video Highlights: CTAM Summit
The Metrics Squeeze on Creatives, Cable's Quest to Be the Next Google and More
by Hoag Levins
Published: July 30, 2007
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WASHINGTON (AdAge.com) -- The likelihood of the cable industry becoming the next Google and the impact of the rapidly escalating science of audience metrics on ad creative procedures were two of the hot topics at last week's Cable & Telecommunications Association for Marketing Summit. Attendees and speakers also grappled with the issue of the industry's current lack of a standardized metrics system for interactive advertising. Below are some of the video highlights of the gathering.
Ad Age Videography by Steve Raddock
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WHEN AD CREATIVES FEEL THE METRICS SQUEEZE
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As metrics science continues to displace gut instinct in creating and judging the effectiveness of advertising art, increasing numbers of creative professionals will be forced to question their future prospects, according to Denuo's senior VP-new ventures and partnerships, Tim Hanlon.
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JEFF BEWKES: CABLE AS THE NEXT GOOGLE
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Jeff Bewkes, president-COO Time Warner, said cable systems not only have data about everything subscribers are doing in the search box (like Google), but they also have additonal kinds of personal data that give them the potential to be an interactive ad venue larger than the search giant.
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THEFT OF NETWORK CONTENT CAN'T BE STOPPED
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Focusing on the theft of TV network content that goes on YouTube, Alan Wurtzel, president of research and media development, NBC Universal said many have concluded that "since you can't stop them, you might as well let people do it and try to figure out a way to make them your friends and make money some other way because the reality is, with the technology the way it is, you simply can't stop it."
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LACK OF STANDARDIZED AD DATA HURTS CABLE
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Joan Gilman, VP-interactive TV and advanced advertising, Time Warner Cable: "We need an [industry-wide, standardized] format where data means the same thing regardless of what [cable] market it comes from." Panelists Brian Hunt of NBC Universal and Barry Frey of Cablevision also weigh in.
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WEATHER CHANNEL TO REVAMP MARKETING
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"We absolutely have to market to this next generation of users differently," said Weather Channel President-CEO Deborah Wilson. "Their value systems are different and the things that resonate with them are completely different." Also on the panel are HDNet's Mark Cuban, ESPN's George Bodenheimer and Time Warner Cable's Glenn Britt.
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