Hearst Television Launches Hearst Anyscreen

Hearst Television has introduced Hearst Anyscreen, an over-the-top advertising platform that combines preferred access to Hearst-owned programming, with delivery partners such as Roku.

The company says, “Recognizing the demand in the OTT marketplace for consistently premium content and transparency, Hearst Anyscreen will enable brands to tap into the dramatic growth of connected TV viewing.”

“Hearst is particularly well positioned as a premium video publisher, both locally and nationally,” said Jordan Wertlieb, Hearst Television’s president.  “When we combine our content assets and partnerships with key distribution platforms, we have a very special value proposition for our clients.”

Hearst Anyscreen assembles connected TV advertising inventory and audience aggregation in one package: the premium local content of the Hearst Television stations, spanning 39 states; the premium national content of Hearst partners, including ESPN and the various program brands of A+E Networks; and inventory from premium content sources including AMC, The CW, Discovery, Food Network, HGTV and Travel Channel, as well as OTT-first content from networks such as FilmRise, Fubo TV, Pluto TV and Tubi TV.

Hearst Anyscreen lets marketers access this inventory with audience targeting across leading connected TV apps and platforms, including Roku, a strategic partner of Hearst, as well as Android TV, Apple TV, DirecTV Now, Google Chromecast, Sling TV, Sony’s Crackle and PlayStation Vue, XBox and several Smart TV operating systems.

“Advertisers are seeking high quality inventory, plus scale to target effectively at the local level,” added Jonathan Sumber, Hearst Television’s VP of digital sales. “Hearst Anyscreen was built upon those pillars.”

Hearst Television has partnered with dataxu, a provider of convergent TV advertising technology, to deliver measurement, rich audience insights and targeting capabilities for Hearst Anyscreen. Using dataxu’s TotalTV solution, Hearst Anyscreen can leverage more than 650 audience characteristics to provide insights and targeting capabilities based on demographics, household details, consumer behavior and other features in combination with the analytics resources of Hearst and first-party brand data.

“We’re thrilled to partner with a leading media brand like Hearst Television in defining the future of TV,” said Mike Baker, co-founder and CEO, dataxu. “Today’s advertisers want the quality and scale of TV with the 1:1 reach and analytics of digital media. That’s what we’ve collaborated to deliver through Hearst Anyscreen.”

“Together,” Sumber noted, “we are moving the OTT space into the future, adding increased transparency, accountability and delivery for brands and agencies — all in a single premium package.”