Digital broadcasters plan specialist sales unit

UK digital broadcasters are on the verge of setting up a specialist sales house to accelerate the uptake of digital advertising.

UK digital broadcasters are on the verge of setting up a specialist

sales house to accelerate the uptake of digital advertising.



Once the initiative has been given the go-ahead, it will offer potential

advertisers cost-effective ad packages across all digital platforms.



The services will include reduced production costs, ideas for generating

maximum revenue, solid response mechanisms and in-depth research reports

on viewing across all platforms. Rather than create different versions

of the same ad for different digital platforms, the sales house will

help consolidate the advertising process.



Payment for the services is likely to be based on cost per response.



It is hoped the sales house will increase co-operation and encourage

easier trading partnerships between clients and media owners.



BSkyB, Flextech, Telewest and NTL have all expressed interest in the

venture.



On the whole, media agencies have welcomed the new plans, although some

have expressed concern regarding the cost per response payment

proposal.



David Cuff, broadcast director of Initiative Media, said: ’This example

of industry co-operation is excellent because it will ease the

transaction of interactive advertising. But I’m not convinced about cost

per response as a method of payment. It’s a bad base from which to plan

and buy. A fixed ratecard or more traditional method of payment would be

a better.’



Craig Nayman, sales director at Granada Mediasales, said: ’Anything that

encourages a clearer relationship with advertisers has to be a good

thing.



As long as the venture is not just driven by one person but evolves as a

collective of media owners, it will be a useful service to encourage

advertisers.’



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