Online could deliver TV advertising: Starcom CEO Klues

SCOTSDALE, Arizona: The media-buying divisions of Publicis Groupe's Starcom MediaVest Worldwide wants online media to be included in upfront buys and its CEO Jack Klues has called for more use of digital ad strategies. Klues gave this clarion call while addressing an audience of 500 online media buyers and sellers at the iMedia Summit being held in Arizona.

Starcom associates is broadening their upfront services this year to enable marketers to repurpose their TV advertising on the Internet, according to Klues. The owner of the world's largest media-buying company mentioned that it was time to use online as a way to deliver television commercials for the clients.

Klues urged those who owned the most powerful pathway to consumers, that the industry has ever seen, to quantify it. He also urged online media owners to package their data and give media buyers a selling point they couldn't refuse.

Traditional media strategists must work collaboratively with their online counterparts or risk being left behind as changes in the media landscape accelerate around them, was the warning given by Klues. He, however, conceded that many traditional and interactive media players consider TV to be a dinosaur which eats into budgets available for other traditional and new media.

Starcom CEO also admitted that offline might get more eyeballs but online gets the right eyeballs plus more immediate and measurable results.

Backing up his comments, Klues mentioned that research conducted by Starcom showed that young people view online news with better credibility as compared to that from offline sources. Starcom handles clients Nintendo and the US Army which rely heavily on online marketing programmes.

Latest Reads
Zee Mundo hires Steinbranding

MUMBAI: Steinbranding, the international design agency with headquarters in Buenos Aires, responsible for the image of more than 50 channels worldwide, was chosen by the major Indian media group, Zee Entertainment Enterprises to create the brand, naming and on-air & off-air branding for Zee...

MAM Marketing Brands
Exquisite partners with Warner Bros. consumer products

Exquisite, an innovative and experienced player in the EMEA market, has teamed up with Warner Bros. Consumer Products EMEA (WBCP EMEA), on behalf of DC Entertainment, to create the first retail loyalty programmes featuring DC Super Heroes.

MAM Marketing Brands
Cadbury Bournvita Biscuits introduces new tiffin pack

Mondelez India Foods is set to launch a new tiffin pack of its highly successful Cadbury Bournvita Biscuits with an aim to encourage consumers to make it a habit in the morning to have the biscuit.

MAM Marketing Brands
FCB Ulka wins advertising duties for AVT Premium

MUMBAI: A.V. Thomas & Company has appointed FCB Ulka Bangalore to handle the advertising duties for their flagship brand, AVT Premium. The win adds to FCB Ulka Bangalore’s portfolio which includes marquee clients like ITC Biscuits & Confectionery and Wipro Consumer Care & Lighting. AVT...

MAM Media and Advertising Account
Wringley's Doublemint tells a 'fresh' new love story

MUMBAI: Released on Youtube on 21 October, the new TVC of Wringley's Doublemint conceptualised by BBDO Indua and directed by Shoojit Sircar has already garnered over two lac views.

MAM Media and Advertising Ad Campaigns
Flipkart announces integrated brand communication campaign

There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was...

MAM Media and Advertising Ad Campaigns
Colors campaign inspires men to take over Sunday chores

Colors has launched a new movement called #SundayIsHerHoliday. The campaign -- one Sunday at a time -- is inviting every man (and woman) to participate. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off.

MAM Media and Advertising Ad Campaigns
betterU launches Diwali campaign #FestivalOfLearning

India’s online learning marketplace, betterU, has launched a unique Diwali campaign #FestivalOfLearning across its digital platforms.The campaign aims at helping people think differently about their purchases, and highlights the importance of investing for the long term on the auspicious occasion...

MAM Media and Advertising Ad Campaigns
BBH India creates live radio spots for Abbott

BBH Mumbai has released a case study on the first ever live radio spots for Abbott's The Race of Possible’ campaign, which received overwhelming response in India.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories