Break Media Forms Industry Group On Ad Effectiveness

Michael Learmonth | April 22, 2008 1:04 PM

beerbong.jpgBreak Media wants a bigger share of TV advertising, and is forming an industry group to help agitate for it. The company, which runs video site for dudes Break.com, is launching the Online Video Advertising ROI Council to crank out research on the emerging video category.

"There are brands out there whose audiences are very clearly spending a majority of their time online, while at same time a majority of ad dollars are still spent on traditional media," said Break Media CEO Keith Richman.

Joining Break is Ogilvy One, truTV (formerly Court TV), National Geographic Channel, AT&T (T), Horizon Media and Initiative Media, among others. The group gets its official launch Tuesday at a luncheon in New York.

The council cites data from Millward Brown claiming that 60% of consumers spend between one and four hours online each day, compared to 66% who watch TV for the same length of time.

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12 Comments

jenkins said:
Is break still in business?
geoff said:
yes. I got a pop-up from them on my computer today
Charlie said:
I thought companies advertised on TV so that they wouldn't have their brands next to beer bongs.
stone said:
This is precisely the kind of company I want to see get wiped out during the next downturn.
Jordan said:
Why the hating? Break is probably a great way for advertisers to reach the young male demo. There are probably a hundred companies that are racking their brains trying to figure out how to get the attention of those guys.

(Disclaimer: I have no professional affiliation with Break.com, just an interested observer)
ashkan karbasfrooshan (URL) said:
people enlighten me - is break.com the heavy.com 2.0?

p.s. sai - nice move on the captcha... i see i can drop out of my swahili class now
Dan Frommer said:
You can also register for a SAI account in the upper-right corner of your screen that will prevent you from needing the captcha ever again :-)
cynthia_78 said:
I just google'd "break.com pop up" and got here. How do I get these off my computer. Evertime I start my computer break.com pops up and I cant search.
Matthew Mamet (URL) said:
I work for PermissionTV.com, a company that is developing new online ad formats, so this is a biased opinion. With that said, we recognize that TV Advertising as well as "traditional" online video advertising is broken and needs to be fixed. As advertisers shift toward impact-based cost-per-action models, simply having eyeballs on a 30 second TV spot, or pre-roll advert is not enough. We're developing a Rich Interactive Video Advertisement (RIVA) format that will bring user interactivity into the traditional take-over pre-roll advertisement. It's my opinion that by forming standards and guidelines, we can avoid ad formats that run the spectrum from annoying to pure malware.
selfmademadman said:
Good luck with that one, M. Mamet. You just jargoned all over shirt. There isn't a brand advertiser this side of Mumbai who will undertand what you're talking about. Come to think of it, neither do you.
カモネギ said:
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