Cadreon – a new way to plan and buy digital media!
Interesting new “ad network”/planning/buying system released by IPG…
Press release:
“CADREON” BUYS AUDIENCES, NOT INVENTORY
Creates Unparalleled Combination of Intelligence, Data, Scale and Digital Velocity
New York, May 31st, 2009 – Nick Brien, President and CEO, Mediabrands, today announces the launch of Cadreon, a proprietary custom audience marketplace, which is a wholly new offering, allowing UM, Initiative, its Specialty Service Groups (and their respective clients) to connect with target audiences and maximize the effectiveness and efficiency of digital investments. A technology-driven and enabled business, Cadreon is a new generation of traders using sophisticated and predictive algorithms to buy audiences, not inventory. Cadreon creates a custom marketplace for each client that connects them with their customers in a single cohesive platform, creating efficiency and effectiveness by identifying the highest value audiences to deliver higher return on clients’ investments. Cadreon plans and invests across digital display, online video and mobile platforms and will expand to include all digitally available properties, particularly social, digital out-of-home and emerging digital-TV platforms.
Cadreon is reliant on rich sources of data. Combining Cadreon with MAGNA’s investment intelligence creates an unmatched competitive advantage of insight in the digital marketplace for clients. Cadreon’s platform integrates with other Mediabrands competencies such as (media barter) ORION Trading, (search and social marketing) Reprise Media, (mobile) Ansible and (direct response) ID Media and brings together best-of-breed external technology partners with unique competencies to deliver an unparalleled combination of intelligence, data, scale and digital velocity. Cadreon operated in beta for 9 months and is now fully active in the U.S. working with a range of clients and will roll-out in key markets in EMEA by the end of 2009.
“We are transcending media planning and buying to audience planning and buying across media channels. The notion of buying audiences and not inventory will fundamentally revitalize the way we operate as a business. The power of Cadreon is the fusion of our client’s data, the intelligence from across Mediabrands combined with data from our third party partners. The robust aggregation of data yields a wildly competitive advantage for our clients and brings ultimate effectiveness and efficiency to their digital media plans,” stated Quentin George, Chief Digital Officer, Mediabrands and also the interim CEO of Cadreon. “Cadreon is a proven solution. We have been in market since 2008 and have been completely methodical about our approach. The team has thoroughly reviewed market conditions, evaluated customer needs and has deployed a series of live tests to hone our strategy. We have more than 55 successful campaigns under our belt; therefore we are sufficiently able to scale Cadreon as a robust solution to meet the needs of our clients.”
“Given the magnitude of options in the marketplace, Microsoft is always interested in new ways to enhance our engagement with our customers and drive more performance in our marketing efforts,” stated Bill Capodanno, Director, Customer Experience Architecture, Microsoft. “Cadreon is a sophisticated aggregation of data and with its audience-based strategy, Microsoft can design a customized marketplace, deliver a deeper connection with our customers, and measure our performance in one centralized platform. The idea of buying audiences and not inventory is a new way of operating and has delivered us great results.”
Unlike traditional ad networks, Cadreon is comprised of five key differentiators:
1. Audience-Centric Delivery: Utilizes client-specific audience segmentation to define and profile high value audiences. Cadreon creates a custom marketplace for each client that connects them with their customers in a single cohesive platform.
2. Superior Planning and Inventory Liquidity: Aggregates immense amounts of hyper-fragmented inventory creating a robust single-stop centralized platform for effective planning and efficient buying management. Cadreon can access virtually any digital inventory pool, to maximize reach and efficiency as it relates to quality.
3. Intelligence and Data Integration, Profiling and Algorithms: Proprietary intelligence engine fuses critical client-based data, agency and third party data sources to enable sophisticated targeting algorithms, applied across the inventory universe.
4. Performance-Driven Investment Strategies and Dynamic Pricing: Evaluates inventory based on its predicted worth, in real time, based on market supply and demand to streamline the evaluation and selection. With an audience driven strategy, Cadreon turns low-value inventory into high-value inventory, offering clients the ability to outpace the existing available network options to successfully achieve their digital campaign objectives.
5. Secure, Quality and Transparent Service Environment: Implements strict data security, quality controls and guidelines for content, and ensures ultimate privacy to safeguard a client’s brand. Integrates agency systems and platforms to drive efficiencies and effectiveness in digital automation. Blends technology services (tagging setup, reporting setup, data application) and campaign services: (campaign strategy, optimization, reporting and analytics) functions, as well as the back-office operational components.
