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To: +art slott (1573 )
From: +TENNET Friday, Apr 9 1999 4:12AM ET
Reply # of 1592
Great article from November 1998 re: John Malone holding all day
summit on the future of interactive advertising(from Yahoo thread)
Ford Motor Co. was in attendance--
Source Media
by: up1999sir (47/M/Scranton, PA) 6581 of 6585
If your concerned about Source (paragraph 12):
TCI HOSTS INTERACTIVE 'BRAINSTORM' MALONE PRESENTS ARRAY OF POSSIBLE
TECHNOLOGIES TO ADVERTISER, AGENCY EXECS
November 16, 1998
Advertising Age via NewsEdge Corporation : Tele-Communications Inc. Chairman-CEO John Malone presided over an all-day summit last week for top marketing and ad agency executives on the future of interactive advertising.
In contrast to the high-profile summit on Internet advertising sponsored by Procter & Gamble Co. in August, the Nov. 4 meeting at TCI's National Digital Television Center in Denver was designed as an off-the-record, brainstorming session.
One attendee, Warren Siddell, director of advertising services for SmithKline Beecham, said Mr. Malone's presentation was impressive.
''TCI was willing to present a lot of potential and a lot of exciting technology that frankly isn't that far down the road,'' Mr. Siddell said. ''Furthermore, they seem patient and realistic enough to wait to see what pieces garner the most interest and excitement from the general consumer.''
GETTING ADVERTISER INPUT
The purpose of the meeting was to get advertisers' input on how they can benefit from the upcoming generation of advanced digital set-top boxes. Most commonly, these are the General Instrument 5000 boxes expected to debut late next year. The cable industry, led by TCI, has ordered about 15 million of the General Instrument 5000 boxes.
NEW REVENUE STREAM
One top agency executive who attended the summit said the part of the discussion that most interested him was TCI's plan to build a revenue stream in the commerce arena through interactive TV.
''It's interesting that all of this will likely happen from the cable headend, unless TCI makes a deal with the networks. So TCI will be controlling the interactive data element,'' the executive said.
TCI, for example, envisions running icons in the corner of the screen during commercials that consumers could click on via remote control for more information or to make a transaction. Car commercials, for example, can link to contact information for local dealerships.
Another interactive application is information on demand, allowing a viewer watching the ''Today'' show, for example, to click at any time for sponsored on- screen weather reports.
Some of the concerns presented by attendees included questions about research and creative executions for interactive ads.
A-B, FORD AMONG ATTENDEES
Besides SmithKline Beecham, marketer attendees included executives from Anheuser-Busch, Ford Motor Co., General Motors Corp., Nike, Pepsi-Cola Co., and P&G. Agency attendees included executives from DDB Needham Worldwide's Optimum Media, Grey Advertising's MediaCom, McCannErickson Worldwide, J. Walter Thompson Co. and TeleVest. In total, about 40 people attended the summit.
Malone is thinking ACTV-
"A source inside a Liberty affiliate company said the natural preference will be to work with Liberty Interactive, and not with an outside vendor, such as Wink Communications Inc. or ICTV.
"I wouldn't want to be a shareholder in any one of those companies," the source said. "Why would TCI, for example, work with them when they have Lee Masters building them something specific to their needs and working in concert with companies like us?"
Several weeks ago, in an apparent prelude to creating its interactive unit, Liberty acquired a 10 percent stake in interactive-program company ACTV Inc. for $5 million.
According to Liberty Media's VP David Jensen, "Clearly, there are other areas of programming that can be enhanced with the ACTV proprietary technology. We're interested in exploring all of those," he said, adding, "It's a great business [with] just sports."
Jensen said ACTV also has some potentially important patents, including ones covering the interface between streaming video
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Posted: 04/08/99, 10:47PM EDT as a reply to: Msg 6578 by rpezi
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