Companies say their combined online network will reach over 13 million unique visitors across more than 1,200 local television, newspaper and radio sites.
MediaSpan, a provider of digital content management, online marketing and national advertising solutions for over 4,000 local media properties, and Broadcast Interactive Media, a provider of locally-focused Web solutions for over 110 local television and radio stations, announced today a partnership to create what they call “the largest online local multimedia ad sales network in the United States.”
Combining Broadcast Interactive Media’s 110 local TV and radio station partners with MediaSpan’s core network creates, the companies say, “an integrated sales entity representing over 1,200 local television, radio and newspaper websites that reach over 13 million unique visitors each month.” The partnership will deliver advertisers the online audiences of top local media properties, including television stations including KOMO Seattle, newspapers such as the Topeka Capital Journal and radio powerhouses such as WOR New York and Radio One.
“The partnership between MediaSpan and Broadcast Interactive offers advertisers unprecedented access to a highly sought, local online consumer. No other single entity can provide more points of access to more local consumers via more different types of delivery modes than the MediaSpan-Broadcast Interactive partnership,” says Mark Zagorski, MediaSpan chief marketing officer.
Broadcast Interactive Chief Executive Officer Timur Yarnall, adds: “Our goal is to provide our local media partners with access to new national ad dollars and advertisers with the ability for one-stop shopping, whether they want to reach one market or 100. This partnership will provide the easiest access to the best local online inventory on the Web, and create the highest value for affiliates and advertisers.”
The network partnership includes local properties in all top 10 U.S. markets, over 100 properties in the top 25 markets and 200 in the top 50. Advertisers can use the Network’s RealGeoTM targeting feature and custom Character ClustersTM to ensure that they not only get the right geography, but also reach the right local customer.
Robert Dunlop, senior vice president of developing media for Fisher Communications (owner of KOMO Seattle), stated: “By leveraging the power of the MediaSpan-Broadcast Interactive Media network partnership, we can complement our strong local online revenue with new national dollars while making it easy for national advertisers to reach a valuable local audience. It is a win-win for Fisher and our advertisers.”
“For the first time, advertisers can buy locally targeted video, audio and display ads through a single resource team, receive a single report and be assured of consistent reporting and delivery. Plus, since we are working with the best local brands in the business, advertisers have the comfort of complete transparency—this is no ÃƒÂ¢Ã¢â€šÂ¬Ã‹Å“black box’ network with questionable partners,” concludes Mr. Zagorski.
The partnership is based in New York, with ad sales offices in San Francisco, Madison, Wis. and New York City. Additional sales offices will be opened later in 2007.
The partnership will begin to market the national online footprint immediately, and will be promoting special sponsorship programs for Fan Frenzy College Basketball Tournament and Auto Racing for Q1.