Home Digital TV and Video Sinclair And Tru Optik Let Local Advertisers Target Connected TV Audiences

Sinclair And Tru Optik Let Local Advertisers Target Connected TV Audiences

SHARE:

Sinclair Broadcasting, the largest owner of television stations across the nation, is letting local advertisers buy connected TV in a much more targeted way alongside linear and digital.

The broadcaster is teaming up with the connected TV DMP and measurement system Tru Optik to power advanced audience targeting across Sinclair’s owned-and-operated inventory, as well as on third-party OTT publishers.

ZypMedia, a DSP Sinclair invested in in 2015, will execute the media buying. Sinclair had also used ZypMedia for its own digital marketing.

If successful, the partnership, revealed Monday, should help local advertisers improve precision in their cross-screen ad buys.

Previously, Sinclair advertisers could use data to reach targets across linear and digital.

Now, the broadcaster is going beyond the impression level to allow local advertisers to add first- and third-party data to OTT buys.

Sinclair is building deeper inroads into OTT because its advertisers want to reach cord cutters and cord nevers, said Rob Weisbord, chief revenue officer for Sinclair.

And as those advertisers invest more heavily in OTT, Sinclair wanted to lay the foundation to provide audience guarantees, advanced targeting and measurement they’ve become accustomed to in digital.

“Selling just on gross impressions is okay when you’re getting people’s feet wet, but eventually you need to quantify and qualify who that audience is and how well it’s performing for them,” Weisbord said.

The move is significant because of Sinclair’s scale. The broadcast company owns close to 200 stations in 89 US markets and is getting larger with its $3.9 billion planned acquisition of Tribune Media expected to finalize in Q2.

The TruOptik partnership lets local advertisers use their CRM data or site retargeting data to messages specific audiences on connected TV, in addition to the geotargeting by DMA and zip code Sinclair and Zyp already supplied local advertisers.

Subscribe

AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

A local auto dealer, for instance, can also use third-party data to find people who are in market for a pickup truck, and reach them on air, in digital and through connected TV, said Andre Swanston, co-founder and CEO of Tru Optik.

“[Local advertisers will] know when an ad is running on connected TV, and have the ability to understand optimal household reach and frequency through attribution,” Swanston said.

By having the ability to layer on demographic and psychographic data to OTT buys, “It starts to bring the Wild West [of OTT inventory] up to par with linear and digital,” Weisbord added.

Must Read

A TV remote framed by dollar bills and loose change

Resellers Crackdowns Are A Good Thing, Right? Well, Maybe Not For Indie CTV Publishers

SSPs have mostly either applauded or downplayed the recent crackdown on CTV resellers, but smaller publishers see it as another revenue squeeze.

The IAB Formalizes Its Measurement Initiatives Under Its New ‘Project Eidos’

The IAB unveiled its Project Eidos on Monday, a new program uniting its numerous measurement initiatives under one banner.

John Gentry, CEO, OpenX

‘I Am A Lucky And Thankful Man’: Remembering OpenX CEO John ‘JG’ Gentry

To those who knew him, John “JG” Gentry wasn’t just a CEO. He was a colleague who showed up with genuine care and curiosity.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Prebid Takes Over AdCP’s Code For Creating Sell-Side AI Agents

The group that turned header bidding software into an open standard is bringing the same approach to publisher-side AI agents.

Meta logo seen on smartphone and AI letters on the background. Concept for Meta Facebook Artificial Intelligence. Stafford, UK, May 2, 2023

Meta Bets That Its Ad Machine Can Fund Its AI Dreams

Meta is channeling its booming ad revenue into a $135 billion AI drive to power its “personal superintelligence” future.

Comic: Header Bidding Rapper (Wrapper!)

Microsoft To Stop Caching Prebid Video Files, Leaving Publishers With A Major Ad Serving Problem

Most publishers have no idea that a major part of their video ad delivery will stop working on April 30, shortly after Microsoft shuts down the Xandr DSP.