CableFAX Daily recently sat down with Time Warner Cable Media SVP, Operations Chris Faw to discuss developments with the company’s Enhanced iTV initiative. But the conversation didn’t end there. So we’ve assembled a few outtakes and extras for our CableFAX.com audience. Faw will also be inducted into our Sales Hall of Fame at CableFAX’s May 1 breakfast event in NYC. Join us!
What are some of the biggest challenges around cross-platform advertising?
I think from a technology standpoint we’ve got to be able to get the magic that exists in each one of those products, because they have their own unique selling proposition, and we still have to be able to bill it as part of a portfolio bill. Whether it’s an Internet ad, a VOD ad, an EBIF-enhanced iTV ad, I’m working very hard to say OK, how do I A) set up a campaign in a way that our clients and our account executives can understand, and then B) how do I present that bill back in a way that makes sense and they understand… and could look at it the same way they would their television bill. Even though it’s made up of multiple products using multiple technologies, how do you stitch it all back together. That’s the biggest challenge for me. And then not overwhelming the client or the account executive in the process—not making it so complex that they throw their hands up and say wow, ‘this is hard.’
Industry experts have talked about the need to break down departmental silos between people in TV, digital, etc. What’s your take on that challenge?
These things do have to work together in a cross-platform manner. If you build the branding on television, and then you start to build the engagement with iTV, and then you start to build the traffic with your Web campaign and direct folks, then all those things are clicking and working together. So yeah we absolutely have to have them work together… We have some people who are very gifted in digital and they really know and understand the digital space, and we have some folks who are very gifted in our legacy, linear business, and really get that space. We’re converging those, bringing those together, and trying to make them feel as one.
Do you think Nielsen’s recently announced cross-platform measurement campaign will help your iTV initiative?
Yeah, what we’re learning is folks are still watching a heck of a lot of TV, even the young folks. And if we’re able to put the measurement together, yeah. But I think what that’s pointing to is television is still king.