A $10 billion investment in the rights to March Madness already has started to pay off “handsomely” for Turner Broadcasting just four months later, according to Joey Trotz, Turner’s senior director of strategic ad technology. Turner is pushing the envelope in that deal with both large-screen, righ-media ad units and streaming to the iPad. But bringing big brand dollars to digital media, in his view, and that of other Digital Publishing Summit panelists Mark Zagorski, CEO of eXelate, Celia Wu, senior director of sales development for MSNBC, Henk Van Niekerk, vp of business Development for adap.tv, and moderator Skip Brand, CEO of Martini Media, also will rely on giving video buyers the kind of metrics they’re used to seeing in the offline world.
More in Media
From brand deals to equity deals: creators want a stake, not just a fee
The creator economy is moving into a new phase: creators getting into companies at the ground floor through sweat equity or angel investing.
Media Briefing: Publishers question whether personalization actually pays off
Publishers are personalizing newsletters to get more value from readers, but questions remain over whether it’s a meaningful differentiator.
Publishers’ scorecard on Google’s ad tech remedies: they’re progress, but far from a clean win
After years of waiting for the DOJ to finally curb Google’s ad tech power, publishers are finding the devil in these new remedies.