IPG looks to streamline brand integrations in entertainment

UpstreamPop blends Mediabrands’ audience intelligence and R&CPMK’s entertainment industry expertise as brands seek out streaming viewers.

What happened

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Why it matters

IPG's UpstreamPop combines the audience intelligence of Mediabrands and the entertainment industry expertise of R&CPMK into a holistic solution for clients looking for brand integration opportunities. These opportunities are increasingly important as consumers continue to shift away from linear TV to streaming services that feature premium, ad-free subscriptions. Nearly 75% of viewers under 55 prefer to consume content on streaming platforms in place of linear TV, per data cited by R&CPMK CEO Mark Owens.

"UpstreamPop not only provides brands the most accurate tool in the market to find the best integration opportunities to reach their target audience, whether on linear or streaming, it also provides our clients the ability to secure their deals in real-time," Owens said in the press release.

Along with utilizing Mediabrands' and R&CPMK's capabilities, UpstreamPop taps into IPG's data library to make the offering data-driven and measurable. Brands can also use search and filtering tools to find the best opportunities to reach high-value audiences.

This news brief is based on reporting published by Marketing Dive on 2022-07-11. The original report is linked below.