| News for the cable and broadband industry | October 21, 2009 |
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CTAM Summit 2009 Show Preview
Summit to open Cable Connection Fall |
The CTAM Summit 2009 is set for Oct. 25 to 27 in Denver at the Colorado Convention Center. The event will open Cable Connection Fall 2009. The Summit is designed to offer attendees "actionable take-aways" to make a positive impact on business strategies. Show organizers have put together an agenda with a who's who list of speakers, including Kathy Timko of Canoe Ventures, Joe Rooney of Cox Communications, Steve Burke of Comcast, Eric Kessler of HBO and Jason Kilar of Hulu, to name a few. The session tracks will zero in on six key areas concerning CTAM members: advanced advertising, video solutions, affiliate/consumer marketing, business services, MSO product development and MSO consumer marketing.
CableLabs will also have a presence at the Summit, producing two sessions: "Less Talk and More Interaction" will showcase a series of interactive applications and "3-D Television: Entering the Third Dimension, Ready or Not?," will examine how home entertainment has evolved.
TV-industry veteran Robert Miron, the chairman of Advance/Newhouse Communications, will be awarded the 2009 Grand TAM prize at the Summit. The award, the highest honor given by CTAM, goes to an executive in recognition of his or her long-term commitment to the industry through marketing, education and leadership. Advertising prowess will also be honored during the Mark Awards presentations on Oct. 26. This year's event will recognize more efforts than in years past with the addition of a Bronze metal level. The Bronze metal will join the already-established Gold and Silver honors.
In anticipation of the show, we are pleased to offer CTAM SmartBrief subscribers a glimpse into how the conference topics relate to the latest news in the cable and broadband industry.
If CTAM SmartBrief is not arriving in your inbox daily and you find our CTAM Summit preview useful, we urge you to sign up for our timely e-newsletter. CTAM SmartBrief delivers the stories making news in your profession directly to your inbox -- for FREE. |
| Advanced Advertising/ITV |  |  |
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- Study: Advanced advertising to generate $4B by 2014
By 2014, revenue generated by advanced addressable advertising will hit $4 billion, up from about $130 million in 2010, according to a new study by Parks Associates. One of the key factors that will drive that exponential growth, the report said, will be the growing deployment of advanced-advertising efforts by Canoe Ventures, the firm created by a consortium of cable companies. CEDMagazine.com
(10/14)
    
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What is the Real End Game for Advanced Advertising?: Examine the menu of advanced-advertising applications and find out when new applications will be deployed. Understand how they are being received by influential brand marketers, agency decision makers and, most important, viewers. You'll take away a more complete understanding of telescoping, addressability, real-time dynamic ad insertion and a few more applications that are vital for competing in the new media landscape. Find out more.
- Comcast: Programmers to control TV Everywhere ad model
The placement of advertising in TV Everywhere-style viewing models should be in the hands of programmers, said Matt Strauss, Comcast's senior vice president of new media. Strauss, who currently is working on the development of the cable provider's On Demand Online trial with 5,000 subscribers and 24 networks, said: "I don't know what the right model ultimately is going to be. Our job is to provide the infrastructure to allow the programmer to decide." Multichannel News
(10/13)
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We Have an App for That! Bringing New Applications to Traditional Devices: ITV will dramatically change the way consumers interact with the television, though the question remains how much interaction is enough or too much. Join ITV and application-development leaders to hear the different go-to-market dynamics and how some are successfully delivering interactivity today. Find out more.
| Business Services | | |
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- Using services to build customer relationships
It is easier for a company to build on existing customer relationships than to attract clients, argues Larry Crosby. Creating services tied to a product is a great way to expand a business relationship, he suggests. Crosby points to Xerox as a firm that used its product line to launch a service operation that helped revitalize the company. Knowledge@W.P. Carey
(9/30)
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B2B Marketing: Cutting Through the Clutter With Sharp Ideas: Business services continues to be a lucrative sector responsible for driving double-digit revenue growth for some cable companies. Experts from inside and outside the industry share cost-effective and impactful marketing strategies that cut through marketplace clutter in the battle for SMB phone, Internet and video spend. Lessons on successfully developing dynamite marketing, positioning and winning creative will inspire new thinking and ways to increase your B2B market share. Find out more.
| Audience Measurement | | |
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- Measuring video consumption in an evolving media world
TV viewers are watching more content than ever before, and they're watching all that content on more media platforms than ever before. But, according to Alan Wurtzel, president of research and media development at NBC Universal, the TV industry has not kept pace with these trends by offering dynamic new ways to measure audiences. Reuters
(10/1)
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Audience Measurement 4.0: The rapidly changing behavior of consumers is accelerating the debate on how media and specifically TV, broadband and cross-platform video needs to be measured today and in the near future. The debate is central to the hot topics of the day from TV Everywhere to Addressability. Find out more.
| Social Media | | |
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- Social media takes its place in the advertising world
Social media such as Facebook, Twitter and blogs increasingly are becoming viable complements to marketing campaigns that contain traditional elements such as TV, print and radio, according to Dan Martell, an innovator in the field of social networking. "We call it 'digital word of mouth' because with social media, if you have a compelling message, with the new tools it allows people to share and essentially create a 'word of quick marketing' using digital online as a platform," he said. The Epoch Times
(10/14)
, Web Merchant Resource Center
(10/3)
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Tweets, Diggs, Stumbles, Tags -- A Marketer's Playground of Social Networks: Social media's reach and influence are shifting marketing and communications strategies and business planning. Many business organizations are using it as a quick and inexpensive marketing resource, but with so many social-media channels out there, determining if your audience is on Facebook, Twitter, MySpace, Stumble or Digg is critical to having an effect. Find out more.
- Keep social media focused on community, not technology
Companies have been building community around their products for years, and businesses new to social media shouldn't get hung up on the technology aspect, says SAP executive Zia Yusuf. "It is a means to an end, allowing stakeholders to create value together." Companies should ask what work can be better accomplished through collaboration, he suggests, to find projects that can be crowd-sourced. Forbes
(10/13)
| Gearing up for Denver | | |
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| SmartStat | | |
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 | U.S. revenue from advanced advertising -- a broad term that includes many types of highly targeted, interactive marketing messages -- will increase from about $130 million in 2010 to $4 billion in 2014.
-- Parks Associates
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