MediaVest, Nets Take Fresh Approach

NEW YORK Publicis Groupe’s MediaVest has struck several unconventional upfront deals with broadcast and cable networks that reduce commercial loads and present branded content and traditional 30-second spots in new ways.

The agency and the networks will conduct research to gauge the effects of the deals on viewer engagement.

One of the agreements, with Time Warner’s TNT, would put MediaVest clients such as Coca-Cola, Procter & Gamble and Capital One in a handful of prime-time theatrical films that will run with roughly 50 percent fewer ads than usual.

Typically,

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