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Advertising coalition AAMP adds ABC, CTAM, NBCU, Intel

Wed, 05/04/2011 - 8:10am
Mike Robuck

The Advanced Advertising Media Project (AAMP) has strengthened its membership with the recent additions of ABC, CTAM, NBCU and Intel.

BlackArrow and the 4A's formed the AAMP coalition back in March as a vehicle to monetize advanced advertising in free VOD offerings.

The four partners, representing a cross section of the broadcast, cable marketing and technical communities, enhance the areas of subject matter expertise available to the AAMP initiative.

With the new additions, a total of 14 companies have committed to the program, which has been designed to help the media industry shape dynamic advertising strategies and measurement that can accelerate the monetization of VOD content.

"Free video-on-demand is a key distribution channel for cable companies and programmers and is also right in step with the shift in consumers' viewing habits toward watching what they want, when they want," said Angie Britt, vice president of advanced products for CTAM. "By working together with the AAMP partners, we hope to provide our members with the data they need to unlock the potential of free VOD as a revenue source."

Aside from the 4A's and BlackArrow, previously announced participants in the AAMP program include A&E Television Networks, CBS, Comcast, Digitas, Discovery Communications, Horizon Media, NDS and Rainbow Media.

AAMP said it would announce results of the first of three phases of research next week.

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