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BizReport : Advertising archives : October 01, 2008

Is On Networks increased syndication deal good for marketers?

This week, On Networks announced that their digital AllScreen Syndication Networks is able to syndicate any television show and accompanying ad to viewers in the US and Europe. With more than 100 million viewers in their network it sounds like a good idea for marketers, right?

by Kristina Knight

onnetworks.pngIt very well could be. So far AllScreen's partners include Verizon, iTunes and TiVo; DirectTV, Buzzwire and TVU Networks are also part of their networks.

The network distributes sponsored programs in any format and from any content creator to viewers around the world; they guarantee the number of viewers to whom the content will be delivered. Sponsoring a program gives marketers the ability to target demographically, behaviorally, geographically or by content topic. Targeting can also include specific drivers or platforms.

Because marketers can use such a deep level of targeting and because AllScreen guarantees viewership, it makes sense to sponsor a program. However, marketers should do a little research before signing on. Find out which programs have the highest and lowest viewership numbers so that you ad reaches the maximum amount of viewers. Next, determine which show audience is most likely to want or need the product or service offered. Knowing this going into the program will further help marketers determine which shows are the best bet. Finally, test a couple of different types of ads to determine which ad will garner the highest response rate.

Tags: AllScreen, On Networks, online video, video advertising, viral marketing

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