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.' "

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