Belo Stations Expand Ad Reach With Yahoo

Belo Corp. announced an agreement today with Yahoo to deliver advertising across Yahoo sites in Belo’s 15 television markets. The deal, Belo said, “marries Belo’s seasoned local sales capabilities and leading television station websites with Yahoo!’s market leading reach and display advertising leadership.”

This new initiative comes in addition to an agreement completed several years ago by which Belo stations supply select video content across Yahoo sites.

“The agreement expands the audience reach that Belo stations can deliver to its advertisers and will leverage Yahoo’s industry leading advertising capabilities,” said Peter L. Diaz, Belo’s president/media operations. “In many of our markets, we will now be able to reach up to 95% of Internet viewers.”

“Our agreement with Belo meaningfully expands Yahoo’s local offering and enables advertisers access to the technology and scale they need to effectively reach online consumers,” said Lem Lloyd, vice president North America channel sales.

Belo will roll out the program over the summer beginning in Dallas-Fort Worth; Seattle-Tacoma, Wash.; Portland, Ore.; New Orleans; Spokane, Wash.; and Boise, Idaho. The remainder of its nine markets will implement it over the next 12 months.