Met up with David Poltrack to hear more about his C7 monetization strategy. While advertisers don't want to shift from C3 to C7, we now live in a VOD world. Networks pull ads after 3 days with VOD, and this causes advertisers to miss out on a large and upscale audience. With a C7 strategy, advertisers could be more dynamic. If they were to buy 7 days of advertising, they could use different executions on different days to keep from becoming stale - and potentially increase impact far beyond what is currently the case with the C3 structure.
ABOUT THE AUTHOR
Ben Proctor is Insights Strategist at Miner & Co. Studio, a New York-based consultancy