DVD Marketers Battle for Format Supremacy

How can you keep pace with an accelerating marketing ecosystem? Join us at Brandweek Sept. 12–16 in Miami alongside leading CMOs, founders and change makers from GatoradeMarriottAlo YogaCampbell'sUncommon James and more. Book now.

LOS ANGELES After the advent of high-definition plasma and LCD displays brought ads for televisions back to TV, a second front in the high-def wars has developed between HD-DVD and Blu-ray discs. The marketing battle is shifting business alliances and influencing the advertising of consumer electronics and the movie releases that drive their sales in both formats.

“It’s now a real format war,” said Steve Martin, president of WPP Group’s SicolaMartin, Austin, Texas, the agency that handled the Blu-ray Disc Association (BDA) trade group—backed by Hitachi, LG Electronics, Matsushita Electric (Panasonic), Pioneer, Philips, Samsung, Sharp, Sony and Thomson—until last summer...

AW+

INDEPENDENCE DAY SALE

Subscribe today!

APPLY PROMO CODE "JULY20" AT CHECK OUT FOR 20% OFF

View Subscription Options

Already a member? Sign in