Media stream hits resistance; Buyers are intrigued but wary to plunge into a fragmented field.(Ogilvy and Mather Worldwide Inc. does test run with American Express and Sears)(Brief Article)

Advertising Age, February, 2001 by Beardi, Cara

Streaming media-live audio and video content transmitted over the Web-could become one of the next big Internet advertising opportunities, yet media buyers and planners are cautious about making the next move.

``I really do think it's the future,'' says Reyn Leutz, senior partner and associate director of national broadcasting at MindShare USA, Chicago, the combined media unit of WPP Group's J. Walter Thompson Co. and Ogilvy & Mather World-wide.

But ``the streaming audience at the moment is small and fragmented,'' so currently streaming media makes more sense for advertisers such as Web-based or direct response clients rather than broad consumer-products marketers, Mr. Leutz says.

SEARS TEST

Ogilvy currently is testing streaming...

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