Local TV Will Go Impression-Based: WideOrbit’s Mathewson

Local US TV has come a long way – but now it needs to go through another revolution, to change the way it sells its advertising. “Stations historically have been more difficult to buy than they needed to be,” says Eric Mathewson, CEO of WideOrbit, a software company aiming to help them do that. “Agencies […]

 

How Impressions Will Boost Local TV: WideOrbit’s Offeman

Local TV broadcasters are eyeing replacing the method through which they have made money for decades – but they have so much to gain, says an executive urging them to do just that. Many broadcasters are contemplating a shift, from the historic method of measuring and selling TV eyeballs using rough “gross rating points” (GRPs) […]

 

On TV, D2Cs Can Scale With Balance: NBCU’s Norris & WideOrbit’s Lee

Direct-to-consumer brands are growing, and they want more ad exposure. So how should TV platforms best exploit that opportunity? In January, eMarketer counted more than 400 D2C brands operating in the US. IAB analyzed 250 of them. Commonly described as including Casper, Dollar Shave Club and Chubbies, they typically got their early lift by leveraging targeting online ads, […]

 

Overcoming Local TV Inefficiencies: WideOrbit’s Zinsmeister

Local TV could be surprisingly effective for marketers – if only they had an effective way to buy the right commercial spots quickly, easily and with control. That is the view of a company that has long offered the infrastructure for local TV networks’ ad management around the US. But now WideOrbit wants to service […]

 

Digital Brands Need Eyes Open When Embracing TV: WideOrbit’s Fred Lee

Digital-native brands are embracing buying ads on good ‘ol television, thanks to an upgraded range of targeting capabilities. But they should nevertheless be realistic about the kinds of super-powers they can find on the screen, says an executive whose company manages the movement of TV ad inventory across the country. “We’re seeing the shift from […]

 

WideOrbit’s Zinsmeister Greets ‘Nervous’ Industry With Buy-Side Automation

It is the company that has long offered the infrastructure for local TV networks’ ad management around the US. Now WideOrbit wants to service ad buyers, too. The San Francisco-based company offers a software platform that handles scheduling, billing, content management and invoicing for mostly local TV ads. “It really is the infrastructure of the […]

 

WideOrbit’s ‘Four Flavors’ Of Programmatic

SAN JUAN, Puerto Rico—As it continues to build out its programmatic solution, WideOrbit is finding that not enough advertisers are willing to pay extra for addressable and targeted television inventory. “We need to see more and more advertisers willing to pay premium for those CPM’s. We’re still not seeing that,” says VP of Business Development […]

 

Digital-TV Convergence Realigns Sales Teams, Complicates Execution: WideOrbit’s Hedrick

The biggest pain point for media companies with regard to cross-media campaigns remains execution. “The execution systems for every single media type may be different,” says WideOrbit’s Susie Hedrick. “You have a different ad server for digital versus streaming versus TV. The more that fragments, the more work there is to do on the back […]

 

Fox’s Callahan Discusses The Challenges Of Ad Loads, Choices Across Platforms

While the “pendulum swing has happened” regarding the continued shift to connected-TV devices, it’s trickier to adjust ad loads than on traditional linear programming. “Where does it work and where can you deploy it I think is still a bit of a challenge,” says Fox Networks Group’s Dan Callahan. For advanced targeting of TV audiences, […]

 

WideOrbit Integrates With OpenAP, Seeks Cross-Platform Impression ‘Fluidity’

Having helped its clients leverage the Viacom Vantage advanced targeting product, WideOrbit has expanded the concept to the OpenAP consortium, of which Viacom is a founding member. “What we’re doing with OpenAP is integrating it into our products so you can actually build a rate card against an OpenAP target,” says Ashley Barretto, GM, WO […]

 

Automation, Standardization Are Technology Drivers At AMC Networks

Television programmers are not only in a race for consumer attention amid a glut of content. They’re also trying to automate their systems to keep pace with the demands of buyers seeking digital and linear convergence. “We’re actually going through a huge change right now on the technology side,” says Robyn Goldman, Relationship Manager, AMC […]

 

WideOrbit’s 2019 Focus: Open Systems, Digital-Linear Convergence And Data Science

In order for digital and linear media to converge, so too must technology. This is why WideOrbit Chief Product Officer Will Offeman has been busily melding the company’s various acquisitions in the digital space and “marrying it up with the linear side.” Approaching 2019, WideOrbit is working on three initiatives, Offeman explains in this interview […]

 

Local TV Has Power, Relevance In Linear And Digital: WideOrbit’s Offeman

SAN FRANCISCO – When WideOrbit was founded 18 years ago, the television universe was a whole lot simpler yet it was still too complicated at the local level. “There needed to be a solid foundation and system of record across the industry” that WideOrbit set out to create, says the company’s EVP of Engineering, Will […]

 

WideOrbit ‘Backbone’ Spans National Cable, Local Radio And TV

SAN FRANCISCO – Over the past two decades, there’s been a lot of progress made in removing friction from the local television and radio buying process. But it typically doesn’t pay for agencies to buy local media, so even more automation is on the way, according to WideOrbit’s Eric Matthewson. WideOrbit was founded 18 years […]

 

WideOrbit’s Ferreira: DoubleClick Integration Is Nexus Of Online And Local TV Buying

LAS VEGAS — It’s not Google TV’s second coming, but the tech giant’s new integration with WideOrbit will make it easier for marketers to buy inventory from more than 600 local television stations. The deal means Google joins 14 other demand-side platforms to essentially “connect $7 billion of programmatic digital video spend back into linear […]

 

WideOrbit By The (Big) Numbers, And Outing ‘Fauxgrammatic’

MIAMI — It’s the behemoth media platform that has a hand in perhaps around 40% of US TV ad spending, if numbers are to be believed. So why do so few people talk about WideOrbit? The San Francisco-based company offers a software platform that handles scheduling, billing, content management and invoicing for mostly local TV ads around the US. In […]

 

Local TV May Get National Brands Through Programmatic: WideOrbit’s Burdick

TubeMogul’s new programmatic TV ad buying platform brings benefits for both national advertisers and local US broadcasters, says an exec from one of the partners involved. PTV, launched last week, works by aggregating relationships with several providers that already offer this functionality, including AudienceXpress, clypd, placemedia and WideOrbit’s WO Programmatic-TV marketplace, from which many local TV stations […]

 

WideOrbit Goes Programmatic To Meet ‘Huge’ TV Demand

NAPA, CA — TV ad billing and management software platform WideOrbit is moving in to the “programmatic” advertising space after observing “huge” industry demand for the new methods of trading ads. “We’re focused on building programmatic in to all of our television to make it a lot easier to transact, particularly with local broadcasters,” the company’s […]