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TV Ad Co. Invision Envisions Presence Online

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Jun 23, 2008 

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Kathleen  |

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TV Ad Co. Invision Envisions Presence Online

ADOTAS – A top TV advertiser is joining the (partial) exodus to the online advertising world. Invision, an ad sales and inventory management system for cable networks, has launched a cross-platform advertising management tool for television and internet advertising.

Invision manages sales of more than $10 billion in TV inventory for broadcast and cable networks, ethnic market media and syndication TV. The company’s DealMaker, which delivers ad sales capabilities including deal management, inventory control, pricing optimization, compliance, operational CRM analytics and real-time delivery monitoring, will be adjusted to provide what it said is the industry’s first end-to-end cross platform sales management tool.

The company will help customers increase the revenue yield on available advertising inventory on just the broadcast side, just the online side or the two in tandem, likening the system to airline reservation systems’ pricing algorithms which maximize revenue from available seat inventory.

“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.  Invision’s DealMaker will allow our customers to satisfy these demands and increase the revenue yield on their entire suite of inventory beyond just television.”

The company has brought Michael Stoeckel on board to run the system — as vice president of digital products. Most recently, he was VP, advertising innovations and operations for Fox Interactive Media.

Invision was founded in 1993; its clients include Bloomberg, CNBC, Bravo, National Geographic Channel and Warner Brothers.

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