NONE: ONLINE-ADS>>Web AND Mass Media Synergy
ONLINE-ADS>>Web AND Mass Media Synergy
John Mack (johnmack_at_virsci.com)
Sat, 04 Oct 1997 07:54:20 -0400
I've seen a lot of discussion about whether the web is or is not a mass
medium and relating ad buys to the answer. But, what about the linking of
TV and web content and advertising? This interests me lately because in my
business, which depends upon pharmaceutical sponsorship, recent FDA rulings
have increased the likelihood that pharmaceutical companies will link their
TV ads with more information on web sites. And I don't just mean that the
URL will appear at the bottom of the ad. The deal is this: Pharmcos can say
what their products are used for in a TV ad IF they also say that consumers
should go to the web (and other sources) for more information.
I see a similar synergy with the networks and their news programs -- we
know about MSNBC, but other networks are also building their web sites and
affiliates as well. These web sites will be looking for content and for
advertising. Does this portend a greater need for "beyond the banner"
content?
For example, XBC news is sponsored by an ad from pharmco X. In the ad it
can say go to XBNews.com for more information. XBNews.com contracts with
the advertiser to host that information and also to provide additional
related content in its health area. Pharmco X then sees more merit in
placing banners in the health areas of XBCNews.com and its affiliate web
sites, which also gets the health news feed.
Is there a logical extension of this scenario? What about WebTV? I'd like
to hear what other people envision as the possible ways in which big media
will link content and advertising this way. What will it mean for web
advertising in general? What will it mean for credibility when media news
gets into the publishing business, especially health publishing? Will there
be adequate separation of content from promotion? Will the viewer be able
to distinguish?
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John Mack johnmack_at_virsci.com
215-949-3805 or 215-504-4164 FAX: 215-949-2594
President, VirSci Corporation www.virsci.com
President, Internet Healthcare Coalition
Owner/Developer of PharmInfoNet (http://pharminfo.com/)
2761 Trenton Road, Levittown, PA 19056 USA
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