Videa, a Cox-backed supply-side platform bringing automation and data-driven decision-making to broadcast television, announced today that it has entered into a multi-year partnership agreement with Videology, a leading software provider for converged TV and video advertising, to enable media buyers to programmatically plan, buy and report on television advertising.
The company made the announcement today at the 2015 National Association of Broadcasters Show(NAB Show), where it is participating in the third annual SPROCKIT (booth # N2530-29) – a program that recognizes startups in media and entertainment that have immense potential to shake up the industry. Today Videa is also hosting an informational session, “The Power of Broadcast with the Ease of Automation,” 2:00 p.m. – 3:00 p.m. PT. (South Hall # S224), which features panelists Peter Diaz, executive vice president of Gannett; Kevin Gallagher, executive vice president, local activation of Starcom; Mark Kaline, former global media director of Kimberly-Clark and Ford Motor Company; Michael O’ Brien, vice president of sales of E.W. Scripps; David Palmer, president of HRP; and Shereta Williams, president of Videa.
The Videology agreement will allow advertisers and agencies to work with Videa’s broadcast clients to optimize advertising campaigns, improve workflow efficiencies and utilize data-enhanced audience targeting to drive value and new demand for linear television.
“Digital media has shown us that the more we can target with precision, the more relevant the message, and the better the results,” said Amanda Richman, president, investment and activation, Starcom. “Any technology that can help us drive these same enhanced results across screens, whether a Smartphone or SmartTV, is clearly valuable to our clients and necessary in today’s converging media landscape.”
As consumer viewing shifts across devices, advertisers are increasingly interested in targeting viewers across devices using a common set of data and metrics to measure, optimize and improve returns. Offering premium TV content within a programmatic platform—which to date has been the most challenging inventory to access at scale—allows for true converged advertising across all screens.
In a recent survey, approximately 20 percent of senior ad buyers said they expect to start using programmatic for traditional TV advertising this year. Another 67 percent said they would consider programmatic traditional TV at some point (Cowen and Company, 2014).
“We know that there is tremendous interest in extending programmatic buying to TV, so our partnership with Videology, whose technology is used by some of the largest demand sources in the world, was a logical choice,” said Shereta Williams, president of Videa. “This partnership will allow media buyers to plan and purchase more targeted TV buys across platforms with greater simplicity and transparency, while exposing our broadcast partners to new sources of demand.”
Videa has deep broadcast roots and, as a result, developed its technology for television, a much different approach than the digital RTB model. Videology developed its software for the demand-side with a similar focus, allowing users to programmatically plan and buy media in a forward-reserve manner, the way television has always been planned and bought.
“We initially developed our software to correspond to the shifts that we saw coming in the way that consumers were watching TV content, specifically around TV and video convergence” said Scott Ferber, chairman and chief executive officer, Videology. “What’s so exciting about this partnership with Videa, is that as broadcasters make more premium inventory accessible for data-enabled, automated planning and buying, our vision is coming full circle. The best part is that this type of converged planning and buying is driving tremendous results for advertisers.”
Videa provides sales automation solutions and services that are designed to simplify the buying and selling of television advertising. We specialize in integrations with traditional television buying systems and traffic system data, yield optimization and audience targeting. Owned by Cox Media Group, Videa is laser-focused on ensuring our supply-side platform for linear TV is the leading solution for local broadcasters to monetize their inventory in an automated fashion. Learn more at videa.tv.
Videology (videologygroup.com) is a leading software provider for converged TV and video advertising. By simplifying big data, we empower marketers and media companies to make smarter advertising decisions to fully harness the value of their audience across screens. Our math and science-based technology enables our customers to manage, measure and optimize digital video and TV advertising to achieve the best results in the converging media landscape.
Videology, Inc., is a privately-held, venture-backed company, whose investors include Catalyst Investors, Comcast Ventures, NEA, Pinnacle Ventures, and Valhalla Partners. Videology is headquartered in New York, NY, with key offices in Baltimore, Austin, Toronto, London, Paris, Madrid, Singapore, Sydney, Tokyo and sales teams across North America.