Exec: C7 ad format may not be "practical" for marketers

12/10/2012 | Advertising Age (tiered subscription model)

Although the C3 format has gained wide acceptance by marketers, the next step being advocated by networks -- C7 -- may not be "practical" for many sponsors with time-sensitive messages, according to Rino Scanzoni, chief investment officer for WPP's GroupM. "I do not see a situation where there's going to be a broad move from C3 to C7," Scanzoni said. "I could see a situation where there could be some deals done on C7, but in order for that to happen, you have to have an economic incentive, because there isn't one big client out there that is going to sit there and say, 'I'm going to pay you, basically, for what I'm getting for free now.' "

View Full Article in:

Advertising Age (tiered subscription model)

Published in Brief:

SmartBrief Job Listings for Media

Job Title Company Location
Sales Manager
mGage
Multiple Locations, SL_Multiple Locations
Product Marketing Manager-B2C
RetailMeNot
Austin, TX
Partner Manager
RetailMeNot
Austin, TX
Product Marketing Manager-B2B
RetailMeNot
Austin, TX
Account Director
RetailMeNot
Austin, TX