The new marketplace provides stations, agencies and brands a simplified way to sell and buy local television station inventory at scale.
Videa Debuts Automated TV Ad Platform
Videa, a Cox Media Group company, debuted its supply-side programmatic platform at today’s TVB Forward conference in New York. Videa automates the buying and selling of full schedule, forward reserve, local broadcast television inventory and offers data and analytics to optimize results.
“We are pleased to create new advertising possibilities for advertisers as part of their local spot TV campaigns, while making it easier to purchase local audiences at scale,” said Shereta Williams, president of Videa. “Today’s launch marks a significant milestone, as it’s the first time TV stations can sell their inventory through an automated platform that was built by broadcasters for broadcasters.”
“Having the ability to easily reach targeted audiences at scale locally, while having transparency into the buying process, has been an incredible asset to our team, given the expectations of marketers today,” said Kevin Gallagher, EVP, local director, Starcom Mediavest Group. “We are looking forward to building on our relationship with Videa and to leveraging the insights provided to drive results for our client campaigns.”
Videa is integrating with TV stations and groups, demand-side platforms and data partners to “bring more advertising dollars to local TV and further the industry’s move toward programmatic buying and selling.”
Currently, Videa has more than 200 stations signed and will begin market cluster launches during the fourth quarter of this year. The company has relationships with leading broadcast station groups including Cox Media Group, Graham Media Group, Gray, Hearst Television, Raycom, E.W. Scripps Company, TEGNA, Media General, and more. Videa is also working with major buying agencies, including Carat and its business unit, Amplifi, Starcom, Empower MediaMarketing and U.S. International Media.
“Today, the ability to leverage data to make more efficient buys has become the norm across most media channels,” said Jennifer Hungerbuhler, EVP, Amplifi US. “Automating the transactional elements of the media buying processes coupled with data-enhanced buying solutions is valuable for local TV buyers as it brings more revenue to the local marketplace and enables them to compete in a more platform agnostic ecosystem. However, to be truly successful, there must be scalable inventory for purchase.”
As part of the launch, Videa’s broadcast inventory will also be available through Mediaocean’s Spectra and STRATA’s media buying platforms.
To mark the launch of Videa’s platform, the company has also created a video that can be seen here.
See all of TVNewsCheck’s TVB forward coverage here.