In October, NBC.com introduced the “branded canvas,” a Flash-based application embedded in its Web video player that enables clients to add and refine components to creative executions. In mid-November, ABC.com rolled out an online ad template that helps make 30-second TV spots interactive. It seems that TV networks are beginning to function as a consultant providing advice to clients on which elements work, and don’t work, creatively online. As Nick Johnson, VP of NBC digital media stated to MediaWeek, “We need to support our advertisers better so that they come into the relationship with some best practices and some examples of things that worked really well online - and maybe examples of things that could use some improvement.”

While some may consider this an offering competitive specialized Interactive Marketing firms, we see this as a growing opportunity to partner further with media networks as a thought-leader or subject matter expert.  The reality is that TV networks are experts in just that…TELEVISION.  We regularly are invited to assist traditional marketing firms and media networks with their strategies to support client marketing objectives online. As the web expands its reach to embrace audiences into the interactive world, we anticipate that advertisers of all kinds (B to B to C) will move more ad dollars online in order to capitalize on the performance measurability of Key Performance Indicators (KPIs). 

For more information on how TV Networks are growing their capabilities to assist advertisers online – visit MediaWeek’s recent article by clicking on the link below.