Sinclair Broadcast Group Launches Compulse
Driven by the need for better technology to power omnichannel digital campaigns, Sinclair Broadcast Group’s Compulse today announced its evolution into a stand-alone marketing technology and managed services company, with an exclusive focus on making digital advertising efficient, cost-effective and more profitable for local media companies and agencies.
The company’s flagship marketing technology solution, Compulse 360, an all-in-one software-as-a-service (SaaS) platform for digital media planning, execution and analytics, combines planning, fulfillment and data into one digital platform that it says eliminates the need for multiple systems and streamlining workflows so clients can run more campaigns without adding staff, overhead, or complexity.
Compulse 360 includes more than 100 integrations with other leading marketing tech providers, making it a “flexible, all-in-one platform that can integrate seamlessly into any environment or completely replace existing tech stacks.”
In addition to simplifying operations from planning to delivery to reporting, Compulse 360 is designed to make it easy for local media companies and agencies to benefit from the reach, engagement and significantly higher returns that come from omnichannel campaigns without the exorbitant inventory costs, high ad ops overhead, and profit erosion that have become all too familiar to many agencies and enterprises delivering such campaigns.
The platform is the result of more than two years of development by Compulse, a brand created through the merger of Compulse Integrated Marketing, a full-service marketing agency; DataSphere Technologies, a programmatic adtech company; and ZypTV, a programmatic platform for local media buyers. By consolidating the resources of these three organizations into a powerful, unified offering, the company says it is well positioned to change the way digital media is bought and sold, enabling local media companies and agencies to fully benefit from the greater engagement, reach, and profitability of omnichannel marketing campaigns. In addition, Compulse brings decades of experience in marketing strategy and execution through best-in-class, consultative managed services.
Compulse Managing Director Martin Kristiseter says: “Compulse 360 is the result of our long-term plan to build a single, unified omnichannel platform for media companies and agencies. The time is right, and the resources are there to finally make omnichannel marketing live up to its potential,” says.
Omnichannel campaigns, which use all available digital tactics — such as linear, programmatic, social media, and search engine marketing — consistently outperform advertising campaigns that use only one or two channels. Research by the Aberdeen Strategy and Research Group found that companies using omnichannel campaigns retain 89% of their customers, versus 33% retention in companies that don’t.
However, omnichannel campaigns are often costly and difficult to execute — marketing tech that isn’t built for the job, lack of integration, inefficient workflows that force digital marketers to use multiple platforms, and costly arbitrage that generates excessive media fees. Compulse 360 will set agencies and media companies up for success with significant margin improvement, with Compulse’s economy of scale leveling the playing field for local media companies and agencies, giving them access to powerful capabilities that would otherwise be prohibitively expensive.
“We are in the business of making digital media transactions more meaningful, fair, and, most importantly, reflective of their true value,” Kristiseter says. “We pass along inventory costs without excessive markups, transaction fees, arbitrage, and the other things that erode the actual value of the impression you’re buying.”
Kristiseter continues: “Local media and agencies have long needed solutions that help them benefit from the increased exposure and revenue of omnichannel campaigns delivered locally. However, there has been a significant lack of the right tools, as well as prohibitive costs on inventory and technology that isn’t really built for omnichannel. We’ve not just raised the bar. We’ve removed the barriers completely, with the right technology and the right solution to make omnichannel really pay off.”