Holding companies beware ...

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ImageSpan Partners With Visible World For On-Demand Ad Customization Platform - 06/11/2007

    VISIBLE WORLD AND IMAGESPAN TODAY are announcing a new online dashboard that allows advertisers to tap into thousands of videographers and photographers to create rights-cleared creative. Iain Scholnick, chairman and CEO of Sausalito, Calif.-based ImageSpan, says the new platform promises nothing short of a revolution for the $8 billion rights management clearance process.

    "Advertisers are on the front lines of a complex new world of mashups and multi-copyright-holder content projects due to increased demands to scale campaigns and tailor them to local markets in real time," Schnolnick said.

    The new platform "provides a marketplace where advertisers can electronically secure rights-cleared images and video to create, customize, target, tailor, monitor and actively change ads on-the-fly to reflect changing market conditions."

    For example, Schnolnick said, an automaker could order local footage be shot by the more than 7,000 videographers and independent photographers available to shoot and upload raw content on demand through its new dashboard. This can then be woven into a national ad campaign making for a seamless and more consistent brand experience rather than the "cut to local" appearance most such ads get now.

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