Videa, a Cox-backed supply-side platform bringing automation and data-driven decision-making to broadcast television, today announced that 22squared, an independent full-service advertising agency, has conducted its first multipurpose television test buy, leveraging the new Videa programmatic TV platform as a way to drive awareness and traffic to the PGA TOUR Superstore, which opened in Birmingham, Alabama on June 6th. The regional execution is the first for Videa’s recently launched supply-side platform.
“Extending programmatic ad buying to TV is an innovation we’re very excited to pilot at 22squared,” said Manny Rodriguez, vice president and media buying director of 22squared, “We are thrilled to have executed our first regional automated buying test with Videa and we look forward to working with their team to help us effectively reach local audiences on TV, while meeting our client’s advertising needs with a more streamlined approach.”
The 22squared PGA TOUR Superstore grand opening campaign ran from May 28 through June 21 on WBRC FOX6 News, a Raycom Media / FOX affiliate, in Birmingham, Alabama. The buy focuses on local news and sports, as well as premium programming, including the first FOX airing of the U.S. Open Golf, the FIFA Women’s World Cup, MLB games in primetime, the UEFA Champions League Final, and traditional dayparts.
“There is a tremendous opportunity for local, regional and national agencies alike to embrace programmatic, as it equips them with the data, audience targeting and access to premium television inventory critical to their advertising goals,” said Mary Barnas, vice president of platform adoption at Videa. “By arming local stations with the same capabilities as large networks, the Videa platform drives more spot television advertising at scale and significantly changes the way broadcast television is bought and sold.”
The announcement follows Videa’s recent debut at the National Association of Broadcasters Show this past April. To date, Videa is working with seven of the leading broadcast groups and several advertising agencies.