FIM Aims For Local Advertisers With Self-Serve Ad Offerings

This story was written by David Kaplan.
As it continues to refine and expand its range of ad offerings, Fox Interactive Media (NYSE: NWS) is turning to local TV stations in the Fox family to help it attract small business marketers with its new self-service ad program. The do-it-yourself program, which includes video and display ads, is called the FIM AdStore, ClickZ reported. FIM began testing a range of "self-serve" and full-service ad products on MySpace last month. Local advertisers will be able to connect with the FIM AdStore through local Fox TV stations' websites. Initially, marketers will bid on ads based on CPMs, with the sale of performance based ads possibly being added to the mix sometime down the road. TV ad sales are not specifically part of the AdStore, though Ron Berryman, SVP/GM of FIM's Stations Group, which is managing the program, told ClickZ that individual affiliates can tie up broadcast spots along with their web ad sales.

By David Kaplan


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