MediaPost: SMG Breaks Broadband Upfront, Places Millions on Yahoo, MSN, Feedroom, With More To Come
Always quick to create new terms, Starcom has coined a new one called "broadband embrace," which, when translated to English, really means broadband upfront. The media buying firm has placed about $5 million with Yahoo, MSN and Feedroom for video buys following Jack Klues comments four months ago that they agency would "re-purpose" television spots for the Internet.
In a statement, SMG IP President Rishad Tobaccowala said, "We have laid down a base, and additional moves are coming." The agency is taking advantage of premium, first right of refusal content and technology buys for its clients.
Calling broadband "just another form of video on demand," Mr. Tobaccowala said the agency will work with third party video serving companies to establish ad impressions and content appropriateness.
