Backchannelmedia

iMedia Connection, November 1, 2006

WPP, IPG, CBS Signup For Spot Runner

Spot Runner announced that WPP, Interpublic Group, and CBS Corporation have made equity investments in the company.

Spot Runner is the web-based platform for creation, planning and purchasing of TV advertising. The company says that the investments will be used in "new initiatives to lead the development of more efficient processes across the full spectrum of both traditional and emerging advertising mediums such as online video, video on demand (VOD) and IPTV," according to a Spot Runner statement.

WPP says it plans to use Spot Runner's technology to help clients target ads more effectively at the local level and across all media channels.

"There is a powerful trend in the advertising arena in which agencies need to focus on creative, but also identify the best vehicles to distribute their creative and reach people wherever they live, work and play," says Sir Martin Sorrell, CEO of WPP. "Spot Runner's practical and cost-effective solutions are a great complement to our national capabilities and will help our clients market at the most local level."

The investments by Interpublic, CBS and WPP were part of Spot Runner's recent $40 million investment round.

"CBS, WPP and Interpublic are amongst the most forward-thinking leaders in the media and advertising industries. We look forward to creating more opportunities for media companies to increase the value of their ad inventory and for ad agencies to target more effectively by creating more efficiencies in the ad buying process," says Nick Grouf, president and CEO of Spot Runner.

As part of its strategy to bring accountability to television advertising, Backchannelmedia Inc., a provider of direct response TV (DRTV) and television advertising services, unveiled its redesigned web-based DRTV Research portal.

The portal is free to advertisers and online publishers.

Michael Kokernak, founder and co-CEO Backchannelmedia, says, "Now media planners and buyers have free access to one of the most powerful media buying search tools available. Using our web-based service, media buyers can research various markets to identify types of television programs and program schedules as well as demographic data down to the zip code level."

Earlier this year WPP announced a partnership with TiVo Inc. to sell ads through TiVo's digital video recorders. WPP also partnered with LiveWorld to provide online community and social networking services to WPP clients such as Ford Motor, Unilever and Proctor & Gamble.

Earlier this month IPG disbanded its Media unit while creating a Futures Marketing Group. In July IPG announced an advertising partnership with Facebook.