Joe Abruzzese has been selling TV advertising for decades, but he’s not about to let old habits get in the way of potential new money.
This is how advertising on TV was once bought for nearly every marketer from General Motors to General Mills: You figured out how many viewer “eyeballs” you needed to get your ad in front of, you examined ratings projections, and you agreed to have the ads run a certain number of times on a specific network that would guarantee the number of impressions you sought. There was rarely a need to make significant changes later. “You bought Animal Planet, and you got it,” explains Abruzzese, the president of advertising sales for Discovery Communications.
In 2015, however, advertisers are demanding huge changes to the status quo — and Abruzzese knows he needs to pay attention. Marketers want the freedom to change the way they deploy their messages,...
This is how advertising on TV was once bought for nearly every marketer from General Motors to General Mills: You figured out how many viewer “eyeballs” you needed to get your ad in front of, you examined ratings projections, and you agreed to have the ads run a certain number of times on a specific network that would guarantee the number of impressions you sought. There was rarely a need to make significant changes later. “You bought Animal Planet, and you got it,” explains Abruzzese, the president of advertising sales for Discovery Communications.
In 2015, however, advertisers are demanding huge changes to the status quo — and Abruzzese knows he needs to pay attention. Marketers want the freedom to change the way they deploy their messages,...
- 5/5/2015
- by Brian Steinberg
- Variety - TV News
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