Cable TV owner Rainbow Media is planning the launch of a new cross-media ad sales team that focuses on "activation," the latest buzz-word in the ad industry, according to MediaPost.
The new unit will combine the networks Rainbow owns - AMC, WE and fuse - and allow for advertising buys across TV, online, mobile and other media. The cross-media unit will facilitate easier buying by advertisers and allow Rainbow to offer integrated solutions that span consumer touch-points.

Activation refers to not only making sure that advertising is seen by the consumer population but also making sure that that population is spurred to action by the ad.

Advertisers and media companies hope that by going across several platforms, such ubiquity influences consumer behavior, with outdoor ads potentially influencing online behavior… and so on.