In Depth
Mediabrands Commits $1 Mil to Advertise in Interactive TV
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.
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