Katz Online Display uses the Rubicon Project’s infrastructure to customize content and audience selections for any of its advertisers across 40 billion monthly impressions representing 500 million unique Internet users and 20,000 premium publisher Web sites.
Katz 360 Sales, the digital sales arm of the Katz Media Group, is introducing a way for national and local advertisers to reach audiences across premium Web sites. By using the Rubicon Project’s Internet advertising infrastructure, Katz 360 is now able to sell premium display ad inventory and deliver targeted audiences to advertisers across the Web’s largest sites.
This new, media-centric Katz Online Display offering is designed for advertisers looking to geo-target campaigns.
The Rubicon Project’s technology, through the Rubicon onDemand platform, enables the Katz 360 team to customize content and audience selections for any of its advertisers across 40 billion monthly impressions representing 500 million unique Internet users and 20,000 premium publisher Web sites.
“Agencies are increasingly focused on creating strategic, geo-targeted ad campaigns that can be customized to any advertiser’s needs,” said Brian Benedik, president of Katz 360 Sales, “and the ability to segment specific audiences for these advertisers using the Rubicon Project’s technology is an essential value proposition for today’s sales agents. At Katz 360, our audience buying, or audience representation business, lives through multiple digital platforms and our new Katz Online Display product provides national brands and local businesses with behavioral and contextual solutions across a host of premium Web publishers.”
A new sales structure is being created to support the audience representation business, focused on selling a new class of inventory — called secondary premium display advertising — which is made up of premium inventory sold by third-parties rather than publishers’ own sales teams.
A dedicated group of Katz 360 Digital salespeople, along with more than 350 account executives within Katz Media will collaborate and sell through the Katz Audience Representation program effective immediately.
Katz says this new secondary premium market “has the potential to reach $15 billion in sales and prove to be the highest-growth category in online media on a percentage basis, according to research firm ThinkEquity.”
Frank Addante, CEO and founder of the Rubicon Project, said: “Sales teams who are able to coordinate creative across channels for their advertisers see a recall increase of 60 percent. Katz has developed one of the greatest ad sales forces in traditional media. To continue to be one of the largest partners for advertisers in the world, they needed a way to sell audience online that complemented their existing sales offerings. That’s where we come in. We are enabling Katz to digitize content and allow for their sales reps to sell through the Rubicon Project platform — ultimately providing local and national advertisers with premium online inventory and the ability to reach the specific audiences they’re targeting across the most trusted brand-name sites on the Internet.”
Katz 360 Sales was launched in 2008. The unit works with national brands through multiple digital sales platforms including Internet radio, mobile and database segmentation offerings.