MTV Networks is running a holiday advertising campaign for Sears Holding Co. that allows its Kmart division to adjust its ad content at the last minute using technology from Visible World.
Visible World’s intelliSpot makes it more efficient to change ad content on the fly, so that the message fits with the content in which it appears. It also allows Kmart to respond to business conditions in its ad selection.
The ads are running on TV Land and Nick at Nite. The campaign was created by DraftFCB and placed by MPG.
“We are pleased to be one of the first national cable programmers to provide advertisers with the ability to dynamically optimize their creative messages in real time. We are committed to providing our advertisers with solutions to provide the most relevant and engaging messages to our audiences,” said Hank Close, president of U.S. ad sales for MTV Networks. “In this case, MTVN is able to deliver a timely and targeted holiday product message to help Kmart achieve their marketing objectives.
MTV Networks made a deal to use Visible World technology last summer.
(Editor: Baumann)