Video Highlights From NATPE 2008
From the Mandalay Bay Resort, Las Vegas
Published: February 01, 2008
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LAS VEGAS (AdAge.com) -- The Mandalay Bay Resort is packed with thousands of TV programming, distribution, marketing, advertising and agency executives for the annual conference of the National Association of Television Programming Executives. Here are some video highlights from the event.
Ad Age Videography by Steve Raddock
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New Study Segments African-American Viewers Into 12 Demographic Groups
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In a new study unveiled at the NATPE conference in Las Vegas, Starcom MediaVest has segmented the U.S. African-American population into 12 different demographic groups with names like "backboners" and "devouts."
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Ogilvy's Shelly Lazarus: Brands Are More Than Checkbooks
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Fund-seeking content producers and programmers got a big wake-up call on branded entertainment from Ogilvy & Mather CEO Shelly Lazarus at NATPE. The new reality, she said, is that brands are more than just checkbooks for content producers.
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NBC to Drastically Cut Production of TV Pilots
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NBC Universal CEO Jeff Zucker told NATPE that NBC is drastically reducing the number of pilots it commissions -- a move that will significantly affect the $500 million-a-year business of creating TV pilots
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A Problem of "Broadcast Dollars" vs. "Digital Pennies"
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"If you have traditional broadcaster/cable models, it's very hard to figure out how to make money in the digital space," Universal Television Group President Jeff Gaspin lamented to his NATPE panel. He characterized the dilemma as one that pits "broadcast dollars" against "digital pennies."
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NBC's Jeff Zucker to NATPE: Planned Upfront Change Changes Nothing
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Taken literally, the bottom line of NBC Universal President-CEO Jeff Zucker's keynote speech at NATPE seemed to be that everything and nothing at all will change as NBC eliminates its traditional upfront presentation show. At the same time, he said no final decision had been made, though he noted that his two top entertainment officers were already preparing an alternate form of upfront communications for major advertisers and their agencies.
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How the Writers Strike Has Changed the TV Business
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"Let's recognize how terrible it is without writers," PHD North America CEO Matt Seiler lamented to a NATPE panel on the future of TV. Also includes panelists Laura Caraccioli-Davis of Starcom USA, Mark Kaline of Ford Motor Co., Eric Plaskonos of Philips North America and Gayle Troberman of MSN.
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From NATPE: Good News for Mobile Advertising
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The "NATPE Mobile" sessions in Las Vegas brought some more good news for mobile marketing proponents. M:Metrics, which began the daily tracking and cataloging of ads across the mobile web in November, reports finding a more diverse and broader range of mobile phone advertising than previously indicated in press reports.
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Mobile Web Provides Enough Scale for Serious Use
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John Hadl, founder and CEO of Brand in Hand, said the mobile web now provides enough scale for serious use by advertisers. He said both the rates and ROI P&G is experiencing with mobile campaigns is better than other advertising channels. Also on the panel: Michael Cater of MyThum Interactive and Betsy Zikakis of Nellymoser.
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Humor From Sally Jessy Raphael and Tom Green
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Talk-show host Sally Jessy Raphael and Tom Green of "Tom Green's House Tonight" added some levity to the NATPE proceedings during the "How We Got Here: The Talk Show" panel.
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Google's Diana Pouliot: Mobile Still Lacks Tracking
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Google's Diana Pouliott told a panel session that mobile is getting good ROI results but is still lacking in comprehensive tracking capabilities. The killer app for the medium will be the ability to target mobile phone users according to their current geographic location.
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The Disconnect That Trips Up TV Digital Ad Sales
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At the same time TV stations are combining their traditional and digital advertising groups, they are still encountering "confusion on the buying and planning side," said CBS Stations Digital Media Group President Jonathan Leess.
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