Mediabrands Commits $1 Mil to Advertise in Interactive TV

By Daisy Whitney

Four media agencies are committing to buy at least $1 million in ad inventory in interactive television via a deal with technology provider Navic Networks, the companies announced today.

The deal calls for Mediabrands, a group that includes the agencies Initiative, Universal McCann, Magna and IPG’s Emerging Media Lab, to run at least $1 million in interactive ads on cable systems that use Microsoft-owned Navic’s technology to deliver targeted ads to viewers.

“We are seeking new technologies to deliver unparalleled accountability to clients, and aligning with Navic was a natural fit,” Nick Brien, CEO of Mediabrands, said in a statement.