Internet Broadcasting VP John Sailer says that Woldnow CEO Gary Gannaway twisted the truth about IB in his Executive Session interview with TVNewsCheck earlier this week. Contrary to Gannaway's assertions, IB did not outsource its CMS, it has a fully integrated video player and draws far more than 5% of its traffic from national content. Also, he says, Gannaways estimate of IB's ad impressions is "entirely incorrect."
IB: Gannaway’s IB ‘Facts’ Mostly Fiction
We found [TVNewsCheck‘s] Gary Gannaway interview [on March 24] entertaining but highly inaccurate. While we aren’t overly concerned about what our competition says about Internet Broadcasting (IB), we felt it appropriate to correct Gary on several of the “facts” that he mentioned.
First, he said IB “went through two separate CMS builds and then outsourced their CMS to a European company who didn’t work with any TV news organizations. They weren’t a multi-tenant or SAAS provider, which makes it so challenging to scale any technology advancement.”
IB did not “outsource” our CMS (IB Publish) but rather chose to license a base CMS built on modern technology. This technology is designed to ensure clients’ flexibility to adapt as the digital ecosystem continues to evolve at an intense pace. We went through an extensive process to determine the best approach to offer a next-generation platform.
In today’s world, a basic CMS is readily available and inexpensive (Drupal, WordPress and others). Building your own distracts from development of innovative new products and the core mission of solving client problems.
After an extensive search, IB licensed a technology, giving us and our clients the flexibility and adaptability to support future requirements dictated by the changing industry. By building a community of a few key strategic technology partners including Akamai, Kaltura, CoreMedia and Google, IB has taken what each of those partners brings to bear, assembled them together and added a lot of unique features, capabilities, workflows and integrations to build a best-in-class SaaS-based platform focused on the unique needs of local broadcasters. The best part is that this community is not sitting still but rather innovating together, leveraging technology that will be relevant for many years to come.
Second, Gary claims IB never developed a video or mobile Web platform.
In fact, IB has a fully integrated video CMS, including in-CMS video and image editing, syndication and players, with a wide range of advanced video ad serving capabilities.
IB deployed fully-integrated mobile capabilities in 2012. Today, all of IB’s platform clients use our responsive mobile websites, and most are on IB’s mobile app platform. More than half of the audience on IB-supported digital platforms is going to our mobile websites and apps.
Third, he claims that, “At the end of the day, less than 5% of their stations’ traffic comes from their wonderful national content they created.”
This number is wildly inaccurate. The true numbers are several times higher than what Gary states. While they are proprietary by station group, our clients clearly understand the volume of traffic and the value of this content.
Lastly, he states: “To the best of my knowledge, Perry’s ad impressions went from less than 10% of Worldnow to now 20%.”
Again, this number is entirely incorrect. IB traffics and serves well over 2.5 billion ad impressions per month, without taking into account any of the Nexstar-generated impressions.
Gary’s comment, however, does highlight one of the fundamental differences between IB and Worldnow. Worldnow continues to promote its ad network, in which it takes a substantial portion of its clients’ inventory and sells through its own network for its own profit. Years ago, IB decided against running an ad network. Our digital agency strategy is very simple. We put great digital products in the hands of our clients’ sellers and provide ad-operations capabilities as needed, so that the sellers can sell and stations can maximize their own digital revenue. IB is on track to execute 30,000 digital ad campaigns this year.
It’s worth noting that, over the last year, we renewed our client agreements with Hearst Television, Post-Newsweek Stations, Morgan Murphy Media and Bonten Media Group. We continued to grow our base by adding clients including Schurz Communications Inc., Hubbard Broadcasting, Journal Broadcast and Sinclair Broadcast Group. We are excited about the future as part of Nexstar. We are looking forward to a strong NAB Show in two weeks and in continuing to deliver value and innovation to our media clients.
John Sailer, vice president, sales and marketing, Internet Broadcasting