MediaCommunications

MediaCom View: For the 2-3 minute "short-form" video content that YouTube generally displays, this marketing platform is the most suitable. The ad is non-intrusive, opted-in to view, and clickable. MediaCom has already tested this product with first-to-market provider VideoEgg (running across social networks such as Bebo - we can age, gender, location and content-genre target), and early results are encouraging. The principal concern lies with the video itself - will my ad appear over the top of inappropriate content? VideoEgg pre-checks every video that it serves. YouTube only reviews content that is flagged by its community - hence dodgy vids may slip through the net. We continue to test such products in what is a fast moving landscape - but quality control over content and advertiser relevancy are absolutely paramount.

MediaCom View: Ironically this news comes on the back of one of ITV's most successful months since the inception of the CRR. We welcome a strong ITV but are also conscious of the important role that the CRR has played in protecting our client’s interests over the last few years. It is inevitable that the CRR will eventually be replaced - what's vital is that the new system continues to protect advertisers and allows investment to follow changes in viewing patterns.

MediaCom View: Commercial radio has received a boost in advertising revenue for the second quarter of 2007. National ad revenue is up by 3.4% to total over £85 million for the quarter. Local ad revenue is also up by 1.2% although sponsorship and promotions revenue has fallen slightly over the same period. The growing revenue reflects the RadioCentre's optimism for the radio market, with Managing Director Simon Redican stating that radio is the 'multiplier of the digital age' which plays a key role in the current media mix. Commercial radio also received an increased share of listening in the latest RAJAR survey, with a 4% rise compared with the same period last year. This was good news for the commercial radio sector, who are making continuous efforts to gain audience share from the BBC.

MediaCom View: By migrating wholly to the internet Asian News has lost the advantage of reaching the local Asian community in Manchester via print media. Although, the Asian community are huge internet users, it will be difficult to engage with the first generation Asians who are more reliant on the print medium. Also, by going on-line they may seem to be serving not just the local Asian community. Migration to the internet could have been a cost cutting measure and to sustain competition from their rivals like Asian Leader, a fortnightly newspaper circulating in the North West.