eBay Testing Online Exchange for TV Ads
According to an Adweek report, eBay is powering an e-Media Exchange to supplement the annual upfront marketplace for TV advertisers. The online auction-style exchange allows users to buy and sell TV ads, though logistics and ground rules have yet to be refined.
The electronic platform, framework, and technology will be supplied and managed by eBay, while www.admarketpilot.com will allow marketers, media companies, and agencies to participate. Currently, a dozen marketers have signed onto the Exchange, including Lexus and Wal-Mart, while Brown-Forman, Home Depot, Intel, Hewlett-Packard, and Microsoft are also rumored to be participants.
According to Ann Bybee, corporate manager of advertising and product strategy at Lexus, a steering committee will be meeting in September at eBay’s headquarters to discuss to discuss the operational details, allowing the system to go live early next year.
“There is a lot of new technology that we should be looking at,” Bybee said. “We have had a process in place for many years, and we need to see if there is a better way to do it, to achieve better efficiencies.”
In the existing process, companies buy about 75% of their ads at the annual upfront market and spend the remaining 25% of their budgets on the scatter market, for which the e-Media Exchange provides an alternative.
The Association of National Advertisers and the American Association of Advertising Agencies have endorsed the project. Agency participants include Interpublic Group’s Magna Global, Omnicom Group’s PHD, Aegis Group’s Carat, and Publicis Groupe’s ZenithOptimedia.
Reader Comments.
- Pingback from News Blog » Blog Archive » People making news
- Pingback from News Blog » Blog Archive » TV ads caged. But tamed?
- Pingback from News Blog » Blog Archive » HUMMER TV Ads Aim To Unveil "Surprising Truths" About The Midsize …
Leave a Comment
Article Sponsor
More News
-
Loading ...
Latest News
- Mobclix Sweetens Mobile Ad Exchange With Nielsen Data February 8th 2010 ADOTAS – While mobile represents an exciting new field for [...] more »
- Mobile Users Get Deals Through Loopt February 8th 2010 ADOTAS – For retailers and restaurants, one of the greatest [...] more »
- Facebook Tells Microsoft It Can Do Display Ads Itself February 8th 2010 ADOTAS – Sigh, they grow up so fast. It seemed [...] more »
- Online Vids Gobbled Up in December February 8th 2010 ADOTAS – Brian Hjelm claimed that 2010 will be the [...] more »
- Adotas Is All Over Your iPhone Like Butter on Toast February 8th 2010 ADOTAS – You iPhone users think you have it all, [...] more »
- Real-Time Will Redefine Media-Buying Efficiency February 5th 2010 ADOTAS – Media buying is inefficient, says Forrester Consulting, and [...] more »
- Companies Boost Digital Marketing, Unsure of ROI February 5th 2010 ADOTAS – While companies continue to bump up their online [...] more »
Features
- Toys or Tools? February 8th 2010
- Social Media and e-Commerce Go Hand in Hand February 5th 2010
- Greetings, iPad! February 3rd 2010
- Here, There and Everywhere: Digital Video Trends in 2010 February 2nd 2010
- Enhanced Notice: Recruiting Advertisers Now February 1st 2010
Spotlight
AdBidCentral’s CEO, Vivek Veeraraghavan Talks Openly*What was the inspiration to start AdBidCentral? The conditions that inspired AdBidCentral came from a variety of factors in my personal [...] more...
Reader Favorites
Classifieds
- National Account Manager
- Online Media Buyer
- Media Buyers and Ad Operations
- Dir, Consumer PR/Corp Communic (Must be LA based)
- Online Marketing Account Manager
Recent Comments
- The Way of the Rich Hermit » Blog Archive » eVisibility Partners with Development Company ThinkBig Development Co.: [...] ADOTAS, NY - 3 hours ago AdECN has partnered up with 10 online, UK-based
- Scott Scanlon: That's a big jump for social media. Digital (social media) is starting to become slightly
- mark cuban: actually the premise of my comments was and has always been based on the newspapers
- Roy Moskowitz: The media moguls don't understand that you first need to know that their site has
