TV Advertising Auction Has Lots Of Interested Bidders, But Still No Sellers
from the slight-problem dept
There's obviously quite a bit of frustration on the part of advertisers about the way the TV ad market is run, as advertisers hesitate to commit much money to them without a better system of pricing and tracking. Now a group of advertisers (including Microsoft, Toyota and Wal-Mart) is teaming up to test an auction-based system for buying airtime, with eBay set to manage the auctions. There's just one problem: though the group is looking to launch in January, it hasn't identified a willing network to sell its ads this way. There may be a lot of interest in a better way to price airtime, but ultimately, it's up to the networks to decide when to price like this, and who they want to manage their auctions -- decisions they'll resist making for as long as possible if they see this leading to cheaper advertising. And while eBay may seem like a logical company to do this, Google wants to get in on it as well. Of course, the problem with TV advertising stems from the decline of its traditional model, so a better pricing system will only help so much.Thank you for reading this Techdirt post. With so many things competing for everyone’s attention these days, we really appreciate you giving us your time. We work hard every day to put quality content out there for our community.
Techdirt is one of the few remaining truly independent media outlets. We do not have a giant corporation behind us, and we rely heavily on our community to support us, in an age when advertisers are increasingly uninterested in sponsoring small, independent sites — especially a site like ours that is unwilling to pull punches in its reporting and analysis.
While other websites have resorted to paywalls, registration requirements, and increasingly annoying/intrusive advertising, we have always kept Techdirt open and available to anyone. But in order to continue doing so, we need your support. We offer a variety of ways for our readers to support us, from direct donations to special subscriptions and cool merchandise — and every little bit helps. Thank you.
–The Techdirt Team
Reader Comments
Subscribe: RSS
View by: Time | Thread
Fave Term of the Week
Excellent!
MjM
[ link to this | view in chronology ]
Re: Fave Term of the Week
But back to topic, all the seller has to do is place large, out-of-touch-with-reality reserves on their air time and the whole thing will collapse, as Eddie Izzard puts it, like a flan in a cupboard.
[ link to this | view in chronology ]
Lame
[ link to this | view in chronology ]
[ link to this | view in chronology ]
here's a thought
[ link to this | view in chronology ]
Why don't they....
[ link to this | view in chronology ]
TV Ad Auction
[ link to this | view in chronology ]