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• Undertone Brings Audience Guarantees To Online Video, Offers Cash-Back Unless Ads Are User-Initiated by Joe Mandese

  As the lines continue to blur between conventional TV and online video advertising, yet another TV ad convention is going online: upfront audience guarantees. In what is believed to be a first-of-its-kind offer, Undertone has quietly begun guaranteeing advertisers delivery of the most premium online advertising video formats: so-called "user-initiated" video ads. But unlike conventional TV audience guarantees, which normally provide advertisers "makegood" audience impressions, Undertone's new Video Guarantee will give cash-back to advertisers for campaigns that do not deliver the audiences they contracted for. ...Read the whole story

• Lights! Camera! Review: Lionsgate Puts Media Account In Play by Steve McClellan

  Movie and TV studio Lionsgate has put its media agency account into review. Annual ad spending on the account -- which includes Summit Entertainment, which Lionsgate acquired earlier this year -- is more than $400 million, according to Kantar Media. ...Read the whole story

• automotive Chevrolet, MTV Offer A World-Music Spark Tribute by Karl Greenberg

  To tout the worldly vehicle, which the GM division is pitching to the skateboarding, bike-messenger-chic crowd -- Williamsburg, you know who I'm talking about -- the company has partnered with MTV's Iggy global-artist site for a program called "Cover the World." ...Read the whole story

• Online Content Wars Sparked By Dueling Platforms, Partnerships, Innovation by Joe Mandese

  Call it the Online Content War, but in the past several days, the major online entertainment content platforms have unveiled a new spate of gadgets, partnerships, and deals that are creating turmoil in the content marketplace and on Wall Street. ...Read the whole story

• Report Underscores Netflix's Brand Loyalty Problem by Ross Fadner

  Despite enjoying impressive usage among its user base, streaming media provider Netflix has a serious brand loyalty problem, according to a new study. ...Read the whole story

Video Integration: What TV Networks Don't Realize They're Teaching Us by Eric Korsh

This summer, eMarketer published an interesting report on the integration of brand advertising across online video and television. They highlighted five factors that are impeding progress toward integration, which unsurprisingly, have come from TV's biggest players: cable companies, and broadcast and cable networks. Many of these companies have been using tactics such as data caps (to slow the growth of online video consumption) and authentication protocols (to stop cord-cutters from getting TV content online). Many do not sell TV and digital advertising as an integrated package. Because cable companies and TV networks believe that it's more profitable to maintain the ...More

• Unconventional: Did TV Coverage Turn Political Conventions From News to Scripted Series? by Karen Herman

  As the 2012 political conventions come to a close, we thought we'd look back 60 years, to the 1952 conventions -- the first time the conventions were telecast to a national audience. Television was in its infancy, the United States was in the midst of the Cold War era, McCarthyism and anti-Communism were on everyone's minds, and incumbent President Harry S. Truman had decided not to run. Absent in 1952 were the hundreds of consultants, lighting designers, focus groups, stylists, and other modern-day staples of the political process. Here are some of our Archive of American Television interviewees speaking about ...More