Webs’ branded promos the red-hot topic du jour

NEW ORLEANS – Broadcast promotion and marketing execs say that increased competition for viewers will lead them to step up brand-image advertising as a complement to ads for specific shows.

At a NATPE panel Wednesday co-sponsored by Promax, marketeers said niche cable networks have demonstrated the value of image ads.

“Before the advent of overnight ratings, and other things that drove the whole industry to look at topical promotion, we realized that image (ads) were a way to carve an identity for ourselves,” said Stefan Gerber, executive creative director at agency Air Creative Group. “We’re coming back to that because we’re losing sight of the emotional connection that draws viewers to stations.”

The goal, said Discovery Networks U.S. senior VP of marketing Chris Moseley, is “not just getting them (to tune in) there but making them feel like they have some kind of loyalty to your brand,” which broadcasters say could help stem erosion of viewing to webs such as Discovery.

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