AKA TV - Advertising Agencies Are Positive On SeeSawAds And Learning How To Use It
This article originally was posted on January 3, 2007 at aka.tv.
by Don Graves
SeeSawAds.com is gaining acceptance from advertising agencies, say SeeSaw Networks CEO Peter Bowen and marketing and network development VP Rocky Gunderson.
The service, which provides digital-signage content to agencies and network operators via an online system, has had positive responses from advertising agencies and media buyers which had the concept presented to them for analysis and feedback. Without a buy-in from those groups the undertaking would have been pointless, Bowen and Gunderson told aka.tv.
Shortly after SeeSawAds.com was launched, the company said that it had secured $10m Series A financing from Sutter Hill Ventures. But the investment dollars had actually been available for some time and have been used for research and development of the project, the executives said.
Some 12 man years have been invested in the project, said Bowen, and SeeSaw is now engaged in training agency personnel in how to use the service, which already has content in place.
Currently the measurement metrics are based on the CPM (cost per thousand) methodology, which Bowen and Gunderson believe is essential; there is no sense trying to create a measurement metric that is foreign or not yet acceptable to buyers, they said.
But both also believe there is room for – and a need to develop – a metric specific to digital within certain vertical markets. And in-store, the recent focus of most attention in the metrics debate, is not the only vertical where work is needed, they said.
