MediaVest Moves Millions from Broadcast to

NEW YORK: MediaVest, the ad agency that handles clients like Coca Cola, Kraft, CapitalOne, Wendy’s and Walmart is taking money out of broadcast and into the Internet. MediaVest said this week it cut its first large-scale, upfront deal based on targeted demographic mixes, moving “millions of broadcast dollars into the digital space.”

The deal involves moving several unnamed clients over to, the Web site that streams TV shows from ABC, NBC, Fox, PBS, as well as several cable networks and syndicators. Hulu is a joint venture of Disney, NBC Universal, News Corp. and Providence Equity Partners. was the fourth most visited site for online video during August, according to ComScore. The Web site had 488,255 video views during the month. Google, which owns YouTube, was No. 1 with more than 10 million.

The arrangement with Hulu allows MediaVest to get a better handle on the efficacy of Web advertising.

“The MediaVest deal is the first agency-wide Hulu upfront that relies solely on demographic targeting mixes and holds the promise to deliver more precise audiences of consumer targets,” the ad firm said in its announcement. “It also looks to provide improved accountability compared to traditional online video metrics and move the industry closer to cross-platform buying and delivery.”

MediaVest executive Amanda Richman said, “Smarter targeting, expanded metrics, and the opportunity to test new ad experiences and their effectiveness--these are all critical ingredients for unlocking the full potential of online video and key drivers of this partnership.”

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