Per-transaction fees and resistance by walled gardens are hampering the development of tools to streamline the complicated world of buying and selling spot TV advertising.
A user’s guide to automation development at Hudson MX, ProvantageX, Videa and WideOrbit.
The two will automate CRM data flow for media companies with new API integrations.
Developers of the software or platforms that make automated spot sales possible will be demanding a small percentage of the business they handle, possibly up to 1.5%. With broadcasters’ ringing up several billion in national spot sales each year, the automation fees could quickly run into tens of millions of dollars.
The companies are integrating Mediaocean’s Spectra platform and WideOrbit’s WO Programmatic Sales Console to simplify broadcast spot ordering, avail proposal and response processes to save ad buyers and sellers time and money.
The automation logjam is breaking up with companies like Hudson MX, Videa, WideOrbit and ProVantageX in play. The business has reached a critical mass, according to some observers. But with so many competitors, there’s the likelihood that there will be a winnowing down of platforms with time. And frictions remain to be ironed out — most notably handling makegoods automatically.
WideOrbit is collaborating with broadcast industry leadership says it is “taking strong steps to comply with the TV Interface Practices (TIP) Initiative.” The parent company of WO Traffic, broadcasting industry advertising business management software, is testing a new API with members of the TIP consortium and has made several key hires in support of accelerating advanced advertising transactions […]
The complications of dynamic ad insertion is one factor keeping local broadcasters from making a bigger run at OTT. But with the promise of higher CPMs from ad targeting as motivation, broadcasters and vendors say solutions are on the horizon.
The new team is being created to assure data portability and ease customer adoption of industry standards.
The company says this is evidence of the growing popularity and wide acceptance of programmatic TV advertising.
Through the deal, Fox Television Stations will offer programmatic advertising via an open marketplace for Fox-controlled inventory, as well as collaborate with agencies in a direct sales model.
Many of the new WO Programmatic ad capabilities introduced today were developed following test buys performed earlier this year in partnership with Amplifi US, the media investment platform of Dentsu Aegis Network.
Inventory from stations participating in WideOrbit’s programmatic TV marketplace will now be available through CoreDirect.
Entertainment Studios Inc. (ES) said that all seven of its cable networks and 40 syndicated series are now live on WO Network, WideOrbit’s traffic and ad sales platform for syndicated television shows and cable networks. Entertainment Studios Networks’ deployment of WO Network comes as it realigns its advertising sales business to pursue and fulfill opportunities from large advertising agencies […]
A new study by WideOrbit finds that 73% of media buyers expect to spend up to half of their TV advertising budgets on programmatic TV in 2017. The study also found the percentage of ad buyers who plan to spend more than 5% of their TV budgets on programmatic will jump from 22% this year, to 64% in 2017.
Vendors of programmatic supply-side platforms and technology are sensitive to broadcasters’ concerns about commoditizing valuable ad inventory, cannibalizing spot revenue and integration with sales and traffic software. This is Part II of a special report on TV sales. Part I, on the changing nature of TV selling, ran yesterday. See also an Open Mike on compensating new sales hires.
Ad management software firm WideOrbit, which has been making a name for itself as a programmatic TV tech provider of late, on Monday announced the launch of WO Programmatic TV, a marketplace where buyers and sellers can trade local broadcast TV inventory programmatically. The announcement comes just days after Videa launched its own platform for programmatic TV and clypd, another SSP in the space, raised nearly $20 million.
WideOrbit’s previews its latest business analytics solution release at the NAB Show that offers new core dashboards containing more than 35 major reports, new standard data sources for ad-hoc data exploration and numerous features specifically built for station management.
WideOrbit Inc., a provider of advertising management software for media companies, today is bringing 65 radio and television stations live on WO Traffic, the company’s ad revenue management software. This marks a record number of stations that it will bring live on WO Traffic in a single month. In February 2001, WENY, an ABC-affiliated television […]
WideOrbit Inc., a provider of advertising management software for media companies, today appointed Jean Callahan as product development manager for digital. An industry veteran with more than 14 years of experience in digital advertising operations, Callahan is responsible for driving the strategy and development of WideOrbit’s digital solutions. Prior to joining WideOrbit, Callahan was VP […]
WideOrbit products running on its cloud hosting service replace the legacy traffic system at Gray’s 86 stations in 30 U.S. markets.
WideOrbit Inc. a provider of advertising management software for media companies, today announced it has appointed Ashley Barretto general manager of WO Network. Barretto will be responsible for driving the company’s growth and adoption among cable networks of its advertising sales, traffic, billing and program management offerings. Barretto, an industry veteran with more than 25 […]
WideOrbit Inc., a provider of advertising management software for media companies, today announced the integration of WO Central, a single-source solution for media buyers to purchase TV advertising directly from WideOrbit clients, with InfoTech’s Media Management System (MMS). This integration delivers a streamlined, automated buying process for long-form direct response media and is designed to […]
Full integration between WO Central and Catalyst Air Date Management System is designed to simplify the media buying process and improve profitability.
The growth of customer relationship management solutions and data analytics means stations have a number of options to help them collect and manage information about their customers. Among those in the sales software hunt are Harris, WideOrbit, Decentrix, Matrix Solutions and SalesForce.
Over the past decade, the T&B sector has consolidated dramatically. Where once there were 15-20 players, there are now just a handful, fiercely competing to meet clients’ demands for trimming costs and managing ads on the proliferating platforms, including the Web, digital subchannels and various mobile offerings. WideOrbit and Harris OSi are the dominant companies in the U.S. commercial TV station sector, but a number of others, including Myers, BroadView, Pilat and Sintec, want a piece of the pie.
Schurz Television’s CBS affiliate WDBJ Roanoke, Va. (DMA 66), has installed a new full-featured, real-time BXF interface between Crispin master control automation and WideOrbit traffic systems. The BXF interface provides an automated and dynamic information exchange between WideOrbit traffic and Crispin automation that replaces the manual exchange of files with a real-time data interface. In […]
WideOrbit Inc., a provider of advertising management software for media companies, today announced the appointment of Vijay Kumar as vice president of engineering. Kumar will lead WideOrbit’s San Francisco-based engineering teams and focus on business analytics and yield optimization. Kumar will join the executive management team at WideOrbit and will report directly to Will Offeman […]
Among the myriad of broadcasting gear on display at next week’s NAB Show in Las Vegas are automation, traffic and billing equipment and software. There’s growing interest in these products since TV broadcasters need to be able to oversee a growing number of channels with a shrinking number of staff.
The advertising software provider now serves clients in 97 of the top 100 DMAs with its range of products for TV stations, radio stations, cable networks and websites.
WideOrbit Inc., a provider of business management software for media companies, today announced that Adelante Media Group selected WO Traffic for its 21 radio stations and three TV stations in nine markets nationwide. WO Traffic’s traffic, revenue management and billing software lets companies manage multiple stations, channels and networks, as well as multiple mediums, including […]
The software firm’s purchase of VCI Solutions this week will give it about 70% of U.S. traffic and billing market share. Founder Eric Mathewson (right) says one result of the deal will be more participation in TVB’s ePort electronic ad transaction system. “WideOrbit supports ePort and VCI did not,” Mathewson says. “This deal is a boost for the industry because we will support ePort going forward. We think its a win-win for us and for the industry.”