R&CPMK and Mediabrands Launch "UpstreamPOP," the Most Powerful End-to-End Technology Platform for Brand Integration and Partnerships in Entertainment

UpstreamPOP will utilize Mediabrands' industry-leading audience intelligence, paired with R&CPMK's unmatched expertise and relationships with studios, networks, producers, directors, and showrunners throughout the entertainment industry. The innovative technology will unify brands and content producers on one platform, identify integration opportunities, and create connections to reach High Value Audiences. Harnessing Mediabrands' deep understanding of unique motivations, behaviors, and touchpoints of audiences, UpstreamPOP will deliver industry-leading reach and relevance to brand integration partnerships at scale.

"As the entertainment industry continues to rapidly evolve, and increasingly more content is created in non-ad supported platforms, the necessity for brands to figure their way into that story telling is more important than ever," said Mark Owens, CEO, R&CPMK. "Consumers have significantly shifted their habits, with nearly 75% of viewers under 55 now preferring to consume content on streaming platforms in place of linear TV. 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."

"We are in the business of providing the most advanced solutions to our clients' problems. The launch of UpstreamPOP further expands our capabilities by providing clients with a data-driven and measurable way to reach the audiences they desire most, through entertainment where advertising space can't be bought," said Brendan Gaul, Global Chief Content Officer, Mediabrands.

Designed to give IPG clients a competitive edge, UpstreamPOP will use proprietary measurement tools and IPG's comprehensive data library to provide brands with customizable search and filtering of integration and promotional opportunities that best reach their key audiences. At launch, UpstreamPOP will feature more than 2000 brand integration opportunities across non-ad-supported original content including film, television, music videos and more. UpstreamPOP will be exclusive to IPG clients and will not be available for external subscriptions. For more information on UpstreamPOP, click here. R&CPMK is part of the Octagon Sports and Entertainment Network.

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