NBC And Universal Announce Increased Online Ad Spending
Increased spending in online advertising is nothing new, but the numbers keep climbing and the evidence continues to pile up reinforcing that the marriages in media is only getting stronger.
NBC has reported that interactive spending for some of its properties in up 15% from last year, yielding 25-35% of the overall budget. This signifies an exciting shift in major property spending.
Networks are willing and eager to spend after getting results from richer content on their sites. NBC’s Heroes 360 microsite has peaked at 7 million unique visitors thus far. This number increases due to advertising done on social networks, by word of mouth and in an online game, generating higher conversion to the site.
The director of media planning at The NBC Agency, Chris Meador states the shift from “viewing digital targeting in terms of being a tool for mass reach, to a tool for building a core audience around properties that people really want to engage with.”
Scripps Networks’ home and garden lifestyle channel, HGTV has a digital spending average of 16%, up from 11% last year. It is said that the funds include a variety of search and display advertising. The online advertising campaign launched for the network’s show “Living With Ed” saved the show by the amount of interest generated which led the network to order a second season.
Universal Studios has upped the spending online 5% from 7% last year. The online buzz is palpable but, “film is still an industry that’s driven mainly by broadcast and in theaters,” according to Doug Neil, senior vice president of digital marketing at Universal Studios.
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