IPG's Cadreon unit is expanding into advanced advertising on television, adding services to its digital expertise. A new Cadreon TV operation has a partnership with technology provider Visible World and together, they have launched a campaign for dealer associations affiliated with an unnamed automotive client.
Cadreon, which seeks to match brands with relevant audiences online, uses algorithms to identify the ideal targeting platform. It also offers campaign management and analytics and is aiming to bring the easier online targeting to TV.
Formed in 2009, Cadreon is a division within IPG's Mediabrands. With Cadreon TV, it will work with its media-buying agencies, such as Universal McCann in the group.
Visible World, among other initiatives, works with cable operators to serve as a conduit for addressable and interactive advertising. In the addressable space, it can help a brand run different spots in different ZIP codes at the same time.
While Cadreon offered no details about its efforts for the auto client, it is possible that a Chrysler dealer, for example, may want to simultaneously run a spot in one area for a Sebring Convertible and for a PT Cruiser in another.
"We are heavily focused on delivering television advertising against high-quality targeted audiences rather than focusing solely on CPMs," stated Cadreon CEO Brendan Moorcroft, noting that while digital is growing, television remains "the most significant medium for most national advertisers."