Another eBay Flop in the Making? Cable Executives Slam eBay Ad Auction Plans

[mandy]

SEVERAL CABLE NETWORK EXECUTIVES ARE finding fault with a fledgling plan to sell ad time on television via an online auction. They say the proposed e-commerce-based system won't be able to deliver the multifaceted marketing packages that advertisers demand.

With the rise of DVRs and demand for engagement, marketers are seeking campaigns that go well beyond traditional spots to include product placement, mobile extensions, sponsorships, and branded vignettes. According to cable executives, it's impossible to sell the holistic package the advertisers are pushing on the eBay-enabled auction...

Concerns from sales executives at mid- and lower-tier cable channels could be considered a bad sign for the task force behind the initiative, since smaller cable networks (and some syndicators) are believed to be more likely to get involved on the sell side. Top executives at ABC and NBC have stated they have no intention of participating. If no sellers sign up, the initiative could be DOA....

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