'ION Effects' Cross-Platform Campaign Preps For Upfront

Midsize broadcasting network ION Television started a business marketing campaign on Monday in preparation for the upfront TV market later this year.

The campaign, called “ION Effects,” will target advertising executives with content across platforms, including print, online and out-of-home advertising.

Chris Addeo, senior vice president of marketing and promotions for ION Media Networks, stated that one focus for the campaign is the network’s strength in live TV viewing.

“Real-time viewing has led to a sequence of positive effects, including increased viewership, enhanced engagement, strong brand recall and spending across major ad categories.”

ION says 95% of the network’s viewers watch live and are staying tuned twice as long as most cable viewers. The network says it has been a top 15 network among adults and women 25-54 viewers over the past five years.



ION will also have media in out-of-home placements -- billboards and subway, bus shelter and telephone kiosk posters in New York, Los Angeles, Chicago, Detroit and Atlanta. In addition, there will be a “pop-up print piece with video player integration” in those markets.

There is also a dedicated Web site -- ioneffects.com -- which will offer creative content, data points and a contest.

Anatomy Media, Inc., the New York-based agency, worked on the campaign for ION.

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