CNN to Bring Online, Mobile to Upfront Party

  |  May 12, 2006   |  Comments

The cable network will emphasize its online, wireless and mobile capabilities to TV buyers this month.

CNN is changing its upfront strategy this year, emphasizing multi-platform opportunities beyond its television ad inventory in its presentations to media buyers this month.

The ad sales team has created presentations to showcase CNN's capabilities in online, wireless and mobile markets, both on their own and in combination with TV campaigns to reach a target it calls the "now" consumer, according to Greg D'Alba, COO of CNN ad sales and marketing.

"The 'now' consumer is accessing content at home, at work, at the mall, during their commute -- on every device imaginable," said Greg D'Alba, COO of CNN ad sales and marketing. "Advertising packages that succeed in combining those distribution outlets to maximize the client's exposure and reach the consumer on multiple touch points are the ones that will succeed."

CNN is not alone in its emphasis on its digital offerings to TV media buyers. CBS said its newly launched "innertube" broadband video network would be part of its upfront presentations, as did ABC with its "My ABC."

CNN's digital inventory includes streaming video, wireless, podcasting, VOD, digital-only special features, and high-profile positions like CNN.com home page roadblocks. Each month, more than 24 million unique visitors to CNN.com access more than 32 million video streams and 3.2 million podcasts. More than 62 million monthly page views come via wireless or mobile devices.

"If you are a marketer, you need to be where the eyeballs are," D'Alba said. "News is the perfect 'take-it-with you' content. Consumers can access our programming wherever they are, whenever they want it."

Cross-platform efforts at CNN began three years ago, when D'Alba restructured the ad sales team to create the CNN Integration Group. Last year, the group absorbed the CNN Digital ad sales division

CNN launched its ad-supported online video news offering last year, along with a tighter relationship with corporate sibling AOL.com, which launched in June.

Broadcast TV networks and cable networks like NBC's SciFi channel, Disney, and Viacom's MTV and Comedy Central all have launched broadband video channels they plan to push during their presentations as well.

In addition, companies like Comcast, Scripps, Heavy.com, Klipmart held their own online video upfronts for media buyers

"Advertisers are seeing digital inventory now as a must-have," said Joe Dugan, SVP of CNN's digital ad sales group. "It is no longer being viewed as simply an added value asset. This year, many client meetings begin with digital conversations -- and that's a first."

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Kevin Newcomb

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Technical Business Analyst
      Technical Business Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Technical Business Analyst to our expanding team...