Entering the online market


Invision Inc., a leading provider of ad sales solutions managing the annual sale of over $10 billion in TV inventory for broadcast networks, cable networks, ethnic market media and syndication television, announced it will build on its strength in ad inventory revenue optimization and enter the online marketplace.

Invision’s DealMaker, which delivers strategic ad sales capability, including deal management, inventory control, pricing optimization, compliance, operational CRM analytics, business intelligence reporting and real-time delivery monitoring, will be adapted to provide an end-to-end, cross-platform sales management tool. Just as the airline reservations systems pricing algorithms are critical for airline profitability by maximizing revenue from available seat inventory, Invision says it  will help 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," says Christine Watkins, CEO of INVISION.  “The advertiser and agency customers of our clients are demanding simplifications to the cross-platform processes such as a single media plan and a single invoice for each individual cross-media deal.  INVISION’s DealMaker will allow our customers to satisfy these demands and increase the revenue yield on their entire suite of inventory beyond just television.”

To run the online and cross-platform operations, Invision tapped Michael Stoeckel, a 12 year, cross-platform ad operations veteran, as its Vice President, Digital Products. Mr. Stoeckel had been Vice President, Advertising Innovations & Operations for News Corp’s Fox Interactive Media (FIM) since 2005.