In this panel discussion held at 2008 meeting of the American Bar Association’s Sports & Entertainment Forum, panelists Cydney Tune, Jonathan Kirsch, Emily Della Maggiora, Kim Niemi and Seth Steinberg discuss some of the legal and conceptual questions facing advertisers and marketers in the converging media marketplace – for example, how to advertise to consumers who prefer immersive video games to television or films, how to measure the effect of online ads, how to do viral marketing the right way, how to deal with unauthorized online use of your copyrighted works, and more.
In this panel discussion held at 2008 meeting of the American Bar Association’s Sports & Entertainment Forum, moderator Cydney Tune introduces the concepts that frame the day’s discussion of advertising and merchandising in a world where consumers want immersive and ubiquitous media consumption opportunities – from their mp3 players to massively multiplayer online games. The panelists then introduce some of the most compelling questions facing their particular business in this arena.
In this panel discussion held at 2008 meeting of the American Bar Association’s Sports & Entertainment Forum, the panelists discuss some new frontiers in online and interactive advertising, and the legal issues that these emerging methods pose.
In this panel discussion held at 2008 meeting of the American Bar Association’s Sports & Entertainment Forum, the panelists discuss some synergies between media events (such as an episode of television) and advertising and retail opportunities which might arise out of that event (such as producing a real version of a fictional product for sale via the television show’s website).
In this panel discussion held at 2008 meeting of the American Bar Association’s Sports & Entertainment Forum, the panelists discuss current efforts to track, measure and analyze the reach of online advertisements (e.g. how many people see the ad, and of them, how many go on to act on its appeal), as well as the reach and effect of unpaid ad-hoc advertising in the form of blog posts and similar online content.
In this panel discussion held at 2008 meeting of the American Bar Association’s Sports & Entertainment Forum, the panelists discuss the unpaid and unauthorized distribution of copyrighted online content, and what lawyers and copyright holders can do to combat or otherwise remediate these uses. They also discuss the difficulties of taking legal action against people who are most likely to be hardcore fans of the content in questions.
In this panel discussion held at 2008 meeting of the American Bar Association’s Sports & Entertainment Forum, the panelists discuss how companies are using viral advertising to reach customers, and what can happen when a company mis-engineers their viral campaign – from irritated consumers to cease-and-desist orders.
In this panel discussion held at 2008 meeting of the American Bar Association’s Sports & Entertainment Forum, the panelists discuss how major media companies are working to capture the attention of viewers, users and customers, and how they are attempting to cross-collateralize their properties so as to get the most marketing effect out of one viewer experience. They also question how to be sure that your marketing buys are effective when unlicensed copies of your content are so often available in the wild, and discuss new technologies in tracking consumer reactions to content.
