While some operators of local TV stations worry about the impact of the Web on their bottom line and relationship with the networks, others see new media as a way to expand broadcasting's reach. "It's silly to focus on which formats or mediums are better," said
Diane Sutter, CEO of MyTv, Boston, at NAB2007. "We should be focusing on enhancing viewer experience using broadcast, Internet, podcasts and whatever else we can."
Seeking to boost its ability to market to social-networking sites, WPP Group has acquired a $3.5 million stake in VideoEgg, which specializes in embedding ads in Net video. The firm's technology is used on some 60 social-networking sites, including Bebo and Dogster, according to VideoEgg.
Google is dismissing talk by rivals that its planned $3.1 billion acquisition of DoubleClick violates antitrust rules, saying publishers retain the ability to sell their own ads at any rate they choose. David Hallerman, a senior analyst at eMarketer, agrees. "Advertisers aren't going to Google because someone is twisting their arm," Hallerman said. "Similarly, the advertisers and publishers won't stay with DoubleClick unless they find it beneficial."
Increasingly, ad agencies are choosing to sever relationships with marketers, rather than waiting to be ousted or participating in expensive reviews. Butler Shine Stern & Partners recently took a walk from the Converse athletic shoe account, Crispin Porter + Bogusky called it a day with Miller Lite and Cramer-Krasselt resigned the CareerBuilder.com business, rather than defend the account in a review.