18 March 2008

CBS Exec Wants Combined TV, Internet Ratings.


From: publications.mediapost.com

"HOLLYWOOD, CALIF. -- BIG VIDEO content producers need to come up with aggregate ratings that combine television viewing with online video consumption, says Patrick Keane, vice president and chief marketing officer for CBS Interactive, speaking Monday at MediaPost's OMMA Global conference in Hollywood. The combined rating would provide media buyers with a cross-platform option that's simpler and more detailed in terms of data, because of online metrics.

Using CBS as an example, Keane said the online video audience for one episode of "Jericho" boosted the show's TV ratings by almost a full point: from 4.2 to 5.1. While Keane made no mention of it, this extra audience is especially valuable for a show like "Jericho," which has struggled to build a larger audience. The show's hardcore fans saved the show from cancellation once, but it's hanging by a thread--and another ratings point may help. "

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OMMA Global Hollywood Conference & Expo takes places march 17 & 18th at he Renaissance Hollywood Hotel in Hollywood, CA. (1)

The overview for the event is as follows:
" The Internet is reordering the way we live, love, work and communicate. And, it changes everything about the way media, marketing and advertising companies must serve their constituents. Some have read the changes and are out in front of the issues; others need to know how to make their moves into the new world. " (1)

Patrick Keane Executive Vice President, Chief Marketing Officer, CBS Interactive was a Key-Note Speaker at this event.

Patrick Keane was named Executive Vice President, Chief Marketing Officer at CBS Interactive, in February 2007. Patrick's responsibilities span across a number of core CBS business units with his primary focus being to help CBS monetize new inventory generated by next-generation platforms. Patrick oversees the implementation of systems to market and sell CBS content on a growing variety of emerging media platforms and expand the Company's roster of advertisers. In addition to working on sales strategy, he manages CBS Interactive's efforts in online research, reporting and analytics as well as competitive research, sales training and search engine optimization.

In his role, Patrick works closely with Jo Ann Ross, President, CBS Network Sales, as well as George Schweitzer, President, CBS Marketing Group and David F. Poltrack, Chief Research Officer for CBS and President, CBS VISION.

Prior to joining CBS, Patrick spent more than four years at Google. He served as Head of Advertising Sales Strategy at Google, overseeing the group responsible for developing and managing the strategic plans and relationships critical to growing Google's advertising customer base. Patrick also built and lead Google's North American Field Marketing team, an organization comprising industry marketing, sales analytics, sales marketing, and corporate events.

Prior to Google, Patrick was Vice President and Senior Analyst at Jupiter Research where he contributed to all facets of their Marketing and Media research, as well as the company's conference division and business development. As head of Jupiter's Online Advertising service, Patrick led research on the buying and selling of interactive media. He and several analysts delivered insight into and advice on strategies that helped online advertisers maximize return on investment, publishers generate ad revenues, and technology vendors and service providers position themselves to prospective clients.

Patrick is a member of the Interactive Advertising Bureau’s Board of Directors and was featured in AdAge’s “40 Under 40” section in 2007. (2)

Source: (1) MediaPost Communications
(2) http://www.mediapost.com/omma/index.cfm


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