Using proprietary location-focused technology from its Yashi subsidiary, the new Digital Mirror programmatic product offers advertisers simultaneous delivery of television and digital pre-roll video ads. The launch is initially exclusive to Nexstar’s 103 stations reaching 18% of U.S. TV households with plans for broader commercial deployment.
Nexstar Broadcasting Group and its subsidiary Yashi Inc., a location-focused video advertising company, today introduced Digital Mirror, what they call “the industry’s first integrated linear television and digital programmatic video advertising technology.”
Powered by Yashi’s location-focused technology, Digital Mirror extends the reach, engagement and consumer influence of broadcast television advertising through the simultaneous delivery of highly targeted digital pre-roll video advertising online and via mobile devices.
The Digital Mirror product is available through any Nexstar owned or affiliated station. At the time a client’s broadcast advertising spot begins to air on live television, Digital Mirror sends a signal to Yashi’s Demand Side Platform (DSP), immediately triggering it to deliver client’s digital pre-roll video advertisements to the desktops and laptops, tablets and other mobile devices of people within the station’s particular designated market area (DMA).
In addition, following the simultaneous delivery of the television/digital ad campaign, Digital Mirror will continue distributing the ads on digital platforms for approximately three minutes to reach the largest possible audience and reinforce client’s messages.
The companies say Digital Mirror “proactively allows the marketer to know when and where their multi-screen efforts will occur. In addition, the technology also delivers analytics of advertisers’ digital campaign performance, providing metrics with 100% transparency.”
The initial launch of Digital Mirror will be exclusive to Nexstar’s portfolio of 103 television stations with the opportunity to scale the technology for use by other station operators over the near to mid-term. Digital Mirror is available in three Nexstar markets now and the company says it plans to complete the product rollout across its entire platform by the end of this year.
“Nexstar’s commitment to localism and industry-leading innovation remain key components of our operating and expansion strategies and have served as the foundation of our long-term growth and success,” said Perry Sook, president-CEO of Nexstar. “Traditional TV remains the dominant reach medium with the greatest share of video viewership and superior engagement and influence on consumers’ purchasing and voting decisions. As our business continues to evolve with the changing new media landscape, we are focused on developing new technologies, products and services that complement our broadcast and digital media platforms.
“Digital Mirror, Nexstar’s first product collaboration with Yashi, is a powerful multi-platform marketing solution that synchronizes advertiser’s on-air television and digital video spots in real-time,” he continued. “This proprietary technology suite, exclusive to Nexstar, maximizes the targeting and engagement capabilities of our local and national advertising clients while delivering high ROI on their television and digital media investments.”
Scott Hoffman, president of Yashi, added: “Nexstar and Yashi continuously adapt and innovate to meet the changing needs of consumers and advertisers. Advertisers are seeking technology solutions that allow them to seamlessly integrate their television and digital media campaigns to ensure optimal performance and enhanced distribution.
“By deploying Yashi’s location-focused technology, Digital Mirror makes it simple for local and national television marketers and brand managers to achieve coordinated delivery of their broadcast television and digital ad campaigns in real time with clear and measurable results. Digital Mirror is a breakthrough technology that delivers the results-oriented multiplatform marketing solutions our clients need to reach their customers and have an impact on their purchasing decisions.”
16 May 2024
23 May 2024
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