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BizReport : Advertising archives : June 23, 2008

Invision adds online to their TV inventory mix

Leading television advertising optimization solution Invision is opening itself to online advertising avenues. Currently the company provides annual sales of more than $10 billion in television ad inventory. Now, they will begin optimizing the online ad space as well.

by Kristina Knight

This is a good way for marketers to ensure that all of their ads - from online to broadcast - are giving consumers the same message but that the messages are specifically targeted for each space.

Invision's DealMaker
platform offers deal management, inventory control and pricing optimization for advertisers in their network. At the same time, marketers will get plenty of "behind the scenes" information, including CRM analytics, ad delivery monitoring and a cross-platform sales management tool.

By maximizing the revenue throughout an advertising campaign, marketers have a better chance at seeing where their ads - television, online or a combination - are performing the best. When a marketer can see this information, it is easier to tweak the ads which aren't performing as well to increase that ROI.

"Our clients are operating in an increasingly dynamic business environment, and nowhere are the complexities more evident than when they attempt to bundle television and interactive ad inventory," says Christine Watkins, CEO of INVISION. “The advertiser and agency customers of our clients are demanding simplifications to the cross-platform processes such as a single media plan and a single invoice for each individual cross-media deal.”

Tags: online advertising, video advertising

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