The E.W. Scripps Company, one of the nation’s largest independent owners of TV stations, has partnered with programmatic video platform, SpotXchange, to monetize video content via innovative mobile and programmatic-first methods.
Scripps serves audiences and businesses through a growing portfolio of television, radio and digital media brands, including its video news service, Newsy. The company’s recent merger with Journal Communications makes it one of the nation’s largest independent owners of TV stations, reaching more than 18 percent of U.S. households.
Scripps will manage its video advertising inventory across desktop and mobile devices through the SpotXchange platform as an additional partner, enabling buyers to tap into a premium audience programmatically. Scripps is taking advantage of SpotXchange’s ad-serving capabilities and robust service layer to aid in-demand facilitation, trafficking and optimization. The company has already leveraged SpotXchange’s programmatic direct capabilities in a deal with a leading insurance brand.
“We’ve been focused on significantly growing video content across our sites,” Jason Tate, programmatic manager of digital revenue for Scripps, said. “With that comes the need to increase our capabilities to effectively monetize video. Partners like SpotXchange position us to connect national brands and advertisers with our highly engaged, brand safe, local news consumers. We look forward to growing our relationship with SpotXchange to leverage the power of programmatic advertising to many marketers in the space – to achieve greater fill rates and increase overall revenue for Scripps’ video advertising digital inventory.”
Scripps Vice President of Revenue for Newsy, Greg Morey, added: “With our significant video volume, we stay focused on daily fill rates and overall revenue performance. SpotXchange is not a backfill source for us, but instead a leading edge tiering technology partner that enables DSPs and brands to programmatically acquire Newsy audiences across all of our platforms including mobile and OTT.”
“Scripps’ television and radio stations along with its digital products present a huge opportunity for brand advertisers to tap into a premium audience and reach consumers with content they care about,” Mike Shehan, CEO, SpotXchange, said. “We’re very excited to be working with such a creative and forward-thinking, premium content company.”
“We expect to see mobile video CPMs grow significantly this year as advertisers embrace the medium for big brand campaigns. There’s a shift underway, with mobile video becoming less about immediacy or direct response, and more about higher-spend, brand-building executions.”
For more information on SpotXchange’s video monetization platform and services, visit: http://www.spotxchange.com/publishers/
About E.W. Scripps
The E.W. Scripps Company serves audiences and businesses through a growing portfolio of television, radio and digital media brands. Scripps is one of the nation’s largest independent TV station owners, with 33 television stations in 24 markets. It also owns 34 radio stations in eight markets. When Scripps and the former Journal Communications merged their broadcast assets in early 2015, they also spun off their respective newspapers, creating a new public company, Journal Media Group. Scripps also runs an expanding collection of local and national digital journalism and information businesses, including video news service Newsy and weather app developer WeatherSphere. Scripps also produces television shows including The List and The Now, runs an award-winning investigative reporting newsroom in Washington, D.C., and serves as the long-time steward of the nation’s largest, most successful and longest-running educational program, the Scripps National Spelling Bee. Founded in 1878, Scripps’ long-time motto is “Give light and the people will find their own way.”
SpotXchange is the trusted video advertising platform offering premium publishers holistic inventory management in order to maximize revenue for desktop, mobile and connected TV inventory while driving down operational costs. Publishers leverage SpotXchange’s ad serving, programmatic technology, and private marketplace capabilities to operate effectively in an increasingly complex digital ecosystem while gaining unprecedented transparency, insight and control over the buying behavior of today’s leading brands. Over four billion video ad decisions are processed through the SpotXchange platform daily, with ads delivered to 600+ million people in over 190 countries per month. Headquartered north of Denver, SpotXchange has offices in New York, San Francisco, London, and Sydney and is consistently the top comScore video property for video ads served. For more information, please visit www.spotxchange.com and follow SpotXchange on Twitter