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
On the whole, media agencies have welcomed the new plans, although some
have expressed concern regarding the cost per response payment
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
Craig Nayman, sales director at Granada Mediasales, said: ’Anything that
encourages a clearer relationship with advertisers has to be a good
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