Video providers should get serious about self-promotion, ad firms say

05/9/2013 | Wall Street Journal, The

Online video publishers are increasingly turning to glitzy Web series to win eyeballs and ad dollars -- but some industry professionals aren't impressed. A group of seven major ad firms, including Digitas and GroupM, has penned a scathing letter to all the companies that gave Digital Content NewFronts presentations, urging them to do more to promote and build audiences for their shows. "They don't market or advertise their shows aggressively," said Shelby Saville, executive vice president of digital at Spark, an ad-buying firm.

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