CARIA’s Link is now available to agencies

Clearcast and IMD have completed a six-month pilot scheme with Mediaocean to transfer TV campaign media data from CARIA to agency workflow systems.

During the pilot of CARIA Agency Link, participating agencies processed more than £240 million of TV ad budgets.

Alex While, broadcast manager at Universal McCann said: “The new Link delivers a much more efficient way of setting up and administering campaigns, saving us time in the process. Definite progress.”

Meanwhile, Peter King, TV research manager at OMD, added: “What used to take buyers a whole day now takes just 40 minutes.”

CARIA Agency Link, funded and overseen by Clearcast, eliminates much of the administration and risk of error for agency TV buyers maintaining data across the two systems, according to the company’s press release.