“That goose continues to lay golden eggs; they’re just smaller every year,” he continued, adding, “This is the same challenge<br />the record companies had: How fast do you shift to a new model at the risk of your existing, lucrative one?”<br />Turner Broadcasting, which owns channels like CNN, TBS and TNT, especially impressed advertisers with its presentation.<br />He said the company’s presentation, as well as some of the new advertising ideas discussed by Fox Networks Group and CBS, addressed the major concern<br />that he and other marketers shared: How do you compete for consumers’ attention, especially as they move to block ads and turn to platforms like Netflix, where running commercials is not an option?<br />America’s biggest television networks invited advertisers to New York institutions like Carnegie Hall<br />and Lincoln Center last week, giving them an early glimpse at their fall lineups and treating them to lavish parties and a parade of stars including Stephen Colbert, Kim Kardashian and Tony Romo, all with the aim of attracting billions of dollars in advertising by the end of the summer.<br />The Fox group also discussed a new system for measuring the effectiveness of ads on its online properties<br />to help marketers determine which versions to use just hours later on traditional TV.<br />And Les Moonves, the chief executive of CBS, cited Amazon, Apple<br />and Google as companies that, like the network, were “all about mass audience” while noting that all three also paid to advertise with CBS<br />And while the networks have spent the past few years trying to convince marketers of their digital prowess despite falling ratings<br />and new platforms for watching TV, Silicon Valley seemed to cast an especially long shadow this year.<br />“Most networks are starting to recognize that the standard model of 18 minutes of 30-second spots in a 60-minute show will never grow<br />and is probably not sustainable,” said Ben Winkler, the chief investment officer at the agency OMD.
