If Fox really wants to reduce ad loads to two minutes per hour in the next two years, as ad-sales chief Joe Marchese suggested at an industry summit recently convened by the network, it would have to make up the lost ad revenue somehow. It would have to pin its hopes on a dramatic and ambitious evolution in the TV ad model, replacing traditional spots with a robust package of new formats, targeting and brand integrations that often demand extra effort from advertisers.
Fox Networks Group’s ad sales chief, Joe Marchese, is setting a lofty goal for the broadcast network: reducing TV ad time to two minutes an hour by 2020. Marchese announced that target at a private industry event it hosted last week in Los Angeles, where advertisers, buyers and executives from rival media companies discussed TV advertising’s woes.
Focus at its upfront is on creating better viewer experiences, brand storytelling, impact and reach.
Fox Networks Group just handed the unit’s top ad sales job to Joe Marchese as it enters the frenzied upfront negotiating period. He’ll oversee linear and nonlinear sales, advertising research and advanced ad products for FNG’s portfolio of networks.
Fox Networks Group has named Joe Marchese president-advanced advertising products, a new position overseeing all non-linear TV advertising products and services inside Fox.