Scripps, Amazon Set OTT Ad Venture

Further accelerating its activity in the over-the-top space, E.W. Scripps is collaborating with Amazon Advertising to bring its OTT advertising offerings to local businesses.

As part of this new initiative, Scripps’ Octane OTT sales team and Amazon Advertising will work together to sell Amazon OTT inventory across IMDb TV, livestreaming service Twitch, top-tier network and broadcaster apps and Amazon’s News apps to local businesses. Amazon OTT and Twitch jointly reach an unduplicated monthly audience of 120 million viewers across the U.S.

Scripps launched Octane OTT in 2019 as a platform for local advertisers to reach cord-cutting audiences across a variety of premium OTT video brands and services.

“Scripps’ collaboration with Amazon Advertising underscores our commitment to help local advertisers engage hard-to-reach consumers and extend the value of their media investment,” said Missy Evenson, vice president of sales for Scripps’ Local Media. “As television advertisers look for ways to reach cord-cutter and cord-never audiences, incremental reach becomes key to any campaign’s success. This initiative is consistent with our commitment to deliver the highest quality brand-safe inventory to our customers while helping them engage these essential audiences.”

Scripps’ new sales initiative with Amazon Advertising is its latest move to serve local buyers in the OTT advertising space, following its recent roll out of Octane Verify, an integrated linear and OTT attribution solution that measures the effectiveness of Scripps Octane OTT and linear TV campaigns. Octane Verify captures metrics on website traffic, incremental reach and highest-driving dayparts in any market in the U.S.

Scripps Octane OTT’s recent partnerships to streamline buying integration and campaign performance also include Freewheel, Strata and Mediaocean Prisma.