Not surprisingly, the broadcast networks are looking for ways to max out online advertising revenue. There are plenty of online viewers, but the dollars have not followed the way the networks had hoped. This is really a microcosm for most online media. Existing brands have not struggled to make money online, but they have struggled to make as much money online.
Alright, back to the networks. They are in a tough position. They can't increase the amount of advertising substantially without upsetting online viewers (to some degree, at least). Plus, the networks don't want to cannibalize their TV business model. So, how can they improve the situation? The key is to create online ads that are not just repurposed content. They should be clickable and relevant to the viewer demos. Keep in mind that much more information is tracked online. Ford is a big advertiser, but the car company may not appeal to online viewers the way they appeal to a broad TV audience. When the networks can master this delicate balance, they will likely see the revenue growth they're after.
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