Interpublic Agencies Launch First Integrated, At-Scale, Targeted Television Advertising Solution

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Mediabrands’ Cadreon launch Cadreon TV to improve television campaign effectiveness through media and message optimization

We’re excited about being able to support this ground breaking, multi-year initiative with an agency of this caliber.

Cadreon, a division of Interpublic Group's Mediabrands, today announced their partnership with Visible World to launch Cadreon TV, a large-scale targeted advertising initiative. Cadreon TV is the first holding company example of a solution that brings together agencies’ expertise in web-based analytics with partner agencies’ strategic insights into media, a delivery network, and set of sophisticated campaign management system.

Already embraced in the marketplace, Cadreon TV has been rolled out in phases across clients, beginning with the automated production, targeting and optimization of tier two television ads for a major automotive client. This initiative marks the first time that Cadreon’s vast online experience in driving campaign effectiveness, through data, targeting, customization and measurement, will be brought to television advertising. UM has assumed additional creative production responsibilities for the automotive client to take full advantage of Cadreon TV to increase strategic influence on the media planning process with the goal of increasing dealer traffic and driving sales. This integrated approach represents a major shift in the holding company’s strategy to bring these advanced solutions to market for clients which will dramatically impact market adoption.

“We are heavily focused on delivering television advertising against high-quality targeted audiences rather than focusing solely on CPMs,” said Brendan Moorcroft, CEO of Cadreon. “We are excited to have the opportunity to extend our online success to the most significant medium for most national advertisers, television. We are looking forward to working in a more integrated fashion with our agency and client partners to significantly impact television campaign effectiveness.”

“Our objective is to enable advertisers to replicate online targeting capabilities and successes on the most powerful medium - television,” said Seth Haberman, CEO of Visible World. “We’re excited about being able to support this ground breaking, multi-year initiative with an agency of this caliber.”

Launched in 2009 as the first custom audience marketplace, Cadreon continues to break new ground by making all forms of digital marketing more effective and efficient. To achieve this, Cadreon aims to create an environment that delivers relevant brand experiences to consumers. A technology-driven and enabled business, Cadreon employs sophisticated and predictive algorithms to buy audiences, not inventory. Reliant on rich sources of data, Cadreon creates a custom marketplace for each client that connects them with their customers in a single cohesive platform, creating efficiency and effectiveness by identifying the highest value audiences to deliver higher return on clients’ investments.

Visible World is the leading provider of targeted television advertising solutions. The company’s suite of services enables advertisers, agencies, and media companies to deliver addressable, interactive, and measurable ads. Our addressable distribution platform, Visible World Connect, enables advertisers to increase consumer relevance and engagement by targeting messages to specific segments, from national programs, to local neighborhoods, and even down to specific household segments. Visible World also provides a web-based campaign management solution that enables sophisticated segmentation, allocation, and execution for targeted television campaigns. Today, Visible World empowers over 200 advertisers to deliver more effective and more accountable campaigns to consumers in approximately 100 million U.S. television households. To learn more please visit

Created by IPG to manage all of its global media-related assets, Mediabrands employs 6,500 communications specialists operating in 90 countries and manages $32B in global media billings. A proven entity in helping clients maximize the impact of their marketing investment to deliver explosive business results, Mediabrands enhances the communications offering and performance across its network of media agencies including Initiative, UM, MAGNA and a roster of Specialty Service Groups. Mediabrands is part of Interpublic Group (NYSE: IPG), one of the world's leading organizations of advertising agencies and marketing services companies. For more information, please visit


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Tania Zamorsky

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