Speaking of TV, the websites of many broadcast outlets have shown themselves to be very effective for certain kinds of campaigns. These sites are generally built around video (or, to a lesser extent, audio) content from their offline broadcast properties, and they typically offer preroll, postroll and sometimes midroll advertising slots.

At this point, all the major print and broadcast properties have ventured online, as part of their strategy of encouraging people to consume their content through a range of different media. Experience shows this category of sites to be perfect partners within cross-platform campaigns, where advertisers are trying to distribute coordinated creative materials across print, broadcast, online and possibly other media, as a way of hitting extra hard on a particular message.