WideOrbit Launches ZingX, New Buy-Side AdTech Platform For TV

WideOrbit, a provider of broadcast TV and radio inventory and revenue workflow management, today launched ZingX, what it calls “the only buy-side platform offering direct access to inventory from thousands of broadcast TV stations using WideOrbit’s premium sell-side exchange, WO Marketplace.” ZingX provides a national footprint, “with 184 out of 210 markets providing 87% effective U.S. national reach, fulfilled with inventory from local television stations,” WideOrbit says.

ZingX provides media buyers direct access to broadcast TV ad inventory from thousands of local stations across the U.S. With technology that automates transaction and campaign optimization processes, ZingX lets media buyers, agencies and demand-side platforms (DSPs) to add local TV to their omnichannel campaigns, expanding reach and improving campaign performance. ZingX activates local TV station inventory from more than 180 designated market areas (DMA), including all the top 120 DMAs.

ZingX uses automation to simplify TV ad buying into an intuitive, three-step process.

• Build a campaign, defining budget, CPM goals, audience, target markets and dayparts.
• Preview allocated impressions and budgets and adjust if needed.
• Submit to stations and track delivery. Impressions are automatically reallocated as spots air to optimize CPM and budget goals.

ZingX, WideOrbit says, “offers a cloud-based, user-friendly interface for easy updates and accessibility, making it easy for buyers to create, manage, and measure their campaigns from anywhere, anytime. Broadcast TV is a trusted, premium complement to digital, CTV, and OTT omnichannel campaigns, helping amplify and extend advertisers’ messaging to increase brand awareness and boost conversions.”

Michelle Ricciuti, director, media strategy at Bliss Point Media, said: “Our two-year partnership with WideOrbit has made broadcast TV extraordinarily simple for our clients to buy, putting large audiences and scalability at their fingertips. The addition of broadcast TV complements our branded performance approach with patented tech to build brand value, acquire customers, and boost digital conversions.”

WideOrbit is the system of record for more than $37 billion in advertising spend annually, for over 6,000 radio and TV stations and networks, including 90% of local U.S. broadcast TV stations. WideOrbit says ZingX “is the only buy-side platform offering direct access to inventory from local TV stations that use WideOrbit’s sell-side exchange, WO Marketplace, leveraging automation to simplify transaction processes for impression-based local TV ad buys.”

ZingX is integrated with Comscore’s Local Market Television Measurement to provide the data advertisers need to reach impression targets based on market and/or daypart, rather than making specific program buys. “Broadcast TV remains the most effective way to reach large numbers of consumers,” said Carol Hinnant, Comscore chief revenue officer. “We are excited to expand our longstanding partnership with WideOrbit to help power automation that allows advertisers to easily reach audiences across local markets and demographics.”

Eric Mathewson, WideOrbit founder and CEO, said: “With over 20 years’ experience as the leader in premium broadcast technology and the largest sell-side processor of premium advertising, WideOrbit is excited to bring that expertise to the buy side with ZingX. Optimized for the buyer, ZingX leverages WO Marketplace, our sell-side platform broadcasters already use, making it easy for buyers to access the reach, effectiveness, and brand safety of premium local TV advertising.”