Today, IPG Mediabrands announced another major step toward an automated future. Six months ago, Mediabrands put a stake in the ground to deliver at least 50% of their clients’ buys through automation by 2016. After months of critical conversations with the industry’s most important players, a consortium of like-minded companies has been formed. A+E Networks , AOL , Cablevision , Clear Channel Media and Entertainment and Tribune share in the determination to bring the industry forward in the service of both clients and their audiences, and will work together with MAGNA GLOBAL to establish an industry-leading end-to-end, integrated programmatic-buying business model to drive critical automation advances across all media transactions.
The MAGNA Consortium will work to substantially improve the media planning and buying process, leading the way to a scalable, omni-channel marketplace. Together, the Consortium will work to deliver:
- Innovative ways to drive more precise targeting and greater performance through the use of data
- Exploration of opportunities to modernize and streamline media negotiations through expanded use of data and technology- based buying platforms
- Application of technological solutions to automate legacy buying systems and processes across traditional and digital media.
Through this alignment, IPG Mediabrands will have access to Consortium members’ select media and data through MAGNA GLOBAL. Available inventory will include Display, Video, Mobile, Digital Out-of-Home, Radio and TV, and will include assets not previously available through automated buying systems.
“ We believe that data and technology are irrevocably changing the way inventory will be bought and sold – and that we have an opportunity to drive this change. The commitments we have made alongside our partners allow us to focus on consumers’ conversations themselves, rather than solely where their conversations take place. While we believe that the entire industry, traditional and digital included, can benefit through increased leverage of data and technology, it is really about making much greater impact for clients and brands,” said Matt Seiler, Global CEO, IPG Mediabrands.“ We estimate that about half of the annual media investments will be delivered via more automated channels by 2016. The good news is that our charter members were quick to sign on to develop a plan forward. Our goal is to ignite real change in the way media is transacted for the industry. I look forward to other industry leaders joining this consortium to help move the industry forward,” added Tim Spengler, Worldwide CEO, MAGNA GLOBAL. For clients, this means greater precision and efficiency in reaching their target audiences with relevant content across all forms of media. “ With the recently launched Mediabrands Publishing unit alongside the wider automation platform, we become even better at delivering the stories that matter most to the people to whom they matter,” added Seiler. " We are proud to be part of IPG’s consortium and applaud their leadership in driving data innovation and automated media buying. We firmly believe that this approach will explode creativity in the marketplace and enable agencies, advertisers and publishers to focus on driving unprecedented client value and the most engaging user experiences," said Bob Lord, CEO of AOL Networks. " Cablevision is committed to pursuing any opportunity that results in an improved television experience for consumers and advertisers. Our work with IPG Mediabrands and the Consortium will accelerate the pace of innovation in TV advertising by using technology to drive meaningful advancements for the entire industry,” said Tad Smith, Cablevision's president of Local Media. " We are excited to be a charter member of MAGNA Consortium. Clear Channel Media and Entertainment's focus on innovation across our broadcast and digital platforms aligns perfectly with the mission of the consortium, "said Tim Castelli, President of National Sales, Marketing and Partnerships for Clear Channel Media and Entertainment. " Our current technology infrastructure will not only help automate the traditional media buying process, but will also allow partners like IPG to better leverage our national scale and local activation capabilities for their clients." About IPG Mediabrands We were founded by Interpublic Group (NYSE: IPG) in 2007 to manage all of its global media related assets. Today that means we manage and invest $36 billion in global media on the behalf of our clients, employ over 7,500 diverse and daring marketing communication specialists worldwide and operate our company businesses in more than 127 countries. A proven entity in helping clients maximize business results through integrated, intelligence-driven marketing strategies, we are a global holding company that enhances offering and performance across its network of media agencies including UM, Initiative, BPN, ORION Holdings, ID Media and its roster of specialty service agencies including MAGNA GLOBAL, Mediabrands Audience Platform (Cadreon, Reprise Media, Ansible, Spring Creek Group), Mediabrands Publishing, the IPG Media Lab, Ensemble, and Identity. For more information, please visit www.ipgmediabrands.com and follow us on Twitter @IPGMediabrands or Facebook. About MAGNA GLOBAL MAGNA GLOBAL is the strategic global media unit of Interpublic Group, driving forecasts, insights and negotiation strategy across all media channels. The MAGNA GLOBAL Intelligence Unit delivers the industry’s most accurate and authoritative forecast of media value. The MAGNA GLOBAL Investment Unit harnesses $36 billion of IPG Mediabrands global media billings. Follow us on Twitter for updates @MAGNAGLOBAL. About AOL AOL Inc. (NYSE: AOL) is a brand company, committed to continuously innovating, growing, and investing in brands and experiences that inform, entertain, and connect the world. The home of a world-class collection of premium brands, AOL creates original content that engages audiences on a local and global scale. We help marketers connect with these audiences through effective and engaging digital advertising solutions.
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