On-Demand Backers Have ID!A

Innovations in Digital Advertising, a cross-industry group that includes many major MSOs and cable programmers, updated reporters Tuesday on efforts to facilitate the growth of advertising on on-demand TV platforms.

Officials for the group are working in tandem with organizations such as the Cable & Telecommunications Association for Marketing’s On Demand Consortium, the Cabletelevision Advertising Bureau, the American Association of Advertising Agencies and the Association of National Advertisers on challenges such as defining ad units and crafting new measurement metrics for ads placed on offerings like video-on-demand.

ID!A, as the group is called, gives various industry trade groups a place “to port into,” according to Tim Hanlon, senior vice president of Starcom MediaVest Group.

Along with Hanlon, Warren Schlichting, Comcast Spotlight’s vice president of new business strategy; Dave Porter, Cox Media’s director of new media advertising development; Michael Stoeckel, vice president of emerging ad technologies, platform research and development for Turner Broadcasting; as well as representatives of Rentrak Corp., Atlas On Demand, ad agency Mediacom, SeaChange International, GoldPocket Interactive and MTV Networks were among those on-hand to discuss ID!A’s progress.

Several of the participants talked about on-demand TV’s vast potential as a medium for advertisers, once the issue of measuring the medium, and creating standard definitions and business practices for it, are addressed to all parties’ satisfaction.

During this year’s upfront market, advertisers expressed interest in using on-demand platforms, according to several ID!A members. “There was a more active set of conversations about it,” Hanlon said. “I’m not at liberty to sort of share how the dollars played out.”