The digital arm of the business, which reaches 8 million monthly, leverages SpotX’s platform to centralize the sale of nationwide video inventory under a small, Kansas-based team.
Meredith Local Media Group’s Director of Programmatic Partnerships, Caley Lewis, credits SpotX’s programmatic infrastructure and modern ad server for enabling the business to maximize inventory yield while streamlining operations into a lean, centralized team.
“We’re able to manage all of our sites, across all of our screens from a single platform,” Lewis said. “Since we started using SpotX’s ad server to analyze data on bids, opt-outs, fill rates and viewability, we’ve seen increases in yield and CPMs across multiple properties.
“We can now compare our internal analytics to SpotX’s insights allowing us to holistically understand how and where advertisers are buying our inventory most successfully.”
Meredith Local Media Group’s 17 TV stations produce approximately 660 hours of local news and entertainment content each week across the country. The broadcaster’s digital solutions consolidate this content into 13 digital properties, such as Fox 5 Las Vegas, CBS 46 Atlanta and 3TV in Phoenix websites.
SpotX’s VP of Strategic Accounts, Ben Abbatiello, pinpointed Meredith Local Media Group’s adoption of flexible buying styles for advertisers as key to their effective use of programmatic across a broad portfolio.
“Meredith Local Media Group has been proactive in setting up private marketplaces for premium advertiser partnerships, ‘always-on’ deals for pre-negotiated, guaranteed buys, categorized deals for advertisers with audience-specific targets, and the open marketplace to maximize reach and fill,” Abbatiello said.
“As video continues to grow, we want to make sure we stay ahead of the trends and offer a variety of solutions advertisers are looking for,” Lewis added.
“One of our strategies is to make sure we’re at the forefront of video innovation and taking advantage of it growth.”
SpotX is a video inventory management platform for premium publishers and broadcasters, helping them manage all of their demand sources from one place, and monetize content across all screens. The SpotX platform offers publishers unprecedented transparency and insight, creating a safe, controlled environment that allows them to connect with advertisers, and achieve the highest revenue possible. Premium publishers and mobile app developers trust SpotX as the independent solution that helps them better understand the buying behavior of today’s leading brands and maximize inventory yield across private marketplace, programmatic direct and open marketplace deals. SpotX’s ad serving, leading programmatic technology, and open and extensible architecture help simplify the complex digital video ecosystem for global publishers. Headquartered in Denver, Colorado, SpotX also has offices in New York, San Francisco, London, Sydney, Amsterdam, Hamburg, Belfast and Singapore. In July 2014, leading European entertainment network RTL Group acquired a 65% stake in SpotX, which was founded by CEO Mike Shehan and CFO and COO, Steven Swoboda, in 2007. For updates, please follow @SpotX on Twitter or visit www.spotxchange.com.
About Meredith Local Media Group
Meredith’s Local Media Group includes 17 owned or operated television stations reaching 11 percent of U.S. households. Meredith’s portfolio is concentrated in large, fast-growing markets, with seven stations in the nation’s Top 25 – including Atlanta, Phoenix, St. Louis and Portland – and 13 in Top 50 markets. Meredith’s stations produce approximately 650 hours of local news and entertainment content each week, and operate leading local digital destinations.
Tammy Blythe Goodman