As cable, satellite and phone companies beef up their video services, TV advertising is in for a change, said industry execs at the Reuters TCS summit. Consumer adoption of VOD will be key in convincing advertisers to switch to ad formats like that of Comcast and its rivals.
“Media companies know that the linear programming model is going to change,” said Bill Smith, CTO at BellSouth. “I don’t even know what network most of the programs that I watch are on … I couldn’t tell you, is it on ABC, Fox or whatever.”
BellSouth may offer advertisers a sponsorship model for video features as it does on its Internet service or with toll-free phone calls, Smith said. For instance, film download service Movielink pays for a temporary Internet speed upgrade when a consumer selects one of its films on a BellSouth network.
Subscriber content
?
Subscriber content comes from Gigaom Research, bridging the gap between breaking news and long-tail research. Visit any of our reports to learn more and subscribe.
Advertisement
Advertisement
Advertisement
Comments have been disabled for this post