22squared Taps Videa For Programmatic Test

Videa, a Cox-backed automation and data-driven decision making platform for broadcast television, announced that 22squared, an independent full-service advertising agency, has conducted its first multipurpose television test buy, using the new Videa programmatic TV platform to drive awareness and traffic to the PGA Tour Superstore that opened in Birmingham, Alabama on June 6. The regional execution is the first for Videa’s recently launched supply-side platform.

“Extending programmatic ad buying to TV is an innovation we’re very excited to pilot at 22squared,” said Manny Rodriguez, VP and media buying director of 22squared. “We are thrilled to have executed our first regional automated buying test with Videa and we look forward to working with their team to help us effectively reach local audiences on TV, while meeting our client’s advertising needs with a more streamlined approach.”

The 22squared PGA Tour Superstore grand opening campaign ran from May 28 through June 21 on Raycom Fox affiliate WBRC Birmingham, Ala. The buy focuses on local news and sports, as well as premium programming, including the first Fox airing of the U.S. Open Golf, the FIFA Women’s World Cup, MLB games in primetime, the UEFA Champions League Final, and traditional dayparts.

“There is a tremendous opportunity for local, regional and national agencies alike to embrace programmatic, as it equips them with the data, audience targeting and access to premium television inventory critical to their advertising goals,” said Mary Barnas, VP of platform adoption at Videa. “By arming local stations with the same capabilities as large networks, the Videa platform drives more spot television advertising at scale and significantly changes the way broadcast television is bought and sold.”