• by David Goetzl  @dgoetzl, June 23, 2008

Invision, the 15-year-old provider of software helping TV programmers manage and process their inventory, is launching similar capabilities in the online arena.

The company's DealMaker system helps programmers from NBC Universal to the Tribune local stations group, and overall, the company says clients account for more than $10 billion in TV inventory. It also has applications for the radio business.

With the addition of online capabilities, Invision says it will offer the "first end-to-end, cross-platform sales management tool" in the industry, helping "customers increase the revenue yield on available advertising inventory on just the broadcast side, just the online side or the two in tandem."

"Our clients are operating in an increasingly dynamic business environment, and nowhere are the complexities more evident than when they attempt to bundle television and interactive ad inventory," said CEO Christine Watkins. She says advertisers and agency customers are demanding "simplifications to the cross-platform processes, such as a single media plan and a single invoice for each individual cross-media deal."

The company has brought on Michael Stoeckel to manage the new, expanded system as vice president, digital products. Stoeckel had been an executive at Fox Interactive Media.

Stoeckel said the aim is to provide "advertising sales solutions among Web sites, and to provide customers with single-screen executions for cross-platform ad deals combining elements of linear television with video-on-demand, Web site banners, broadband video and other interactive inventory."

NBC Universal recently extended its contract to employ DealMaker through 2010, and Univision did so through 2010. Azteca America and the Outdoor Channel recently launched the software.

In March, privately held Invision received a $30 million round of funding from private-equity investors.