But even if the Triton, Midroll and Stitcher remain standalone businesses, Scripps plans to take advantage of synergies, CFO Lisa Knutson told investors on a post-acquisition reporting call Wednesday. Triton’s technology for streaming audio file delivery and ad insertion could help save the company money, she said, and Triton will benefit from Scripps’ global standing and advertisers.
Triton could also freshen the legacy broadcaster’s cable and radio brand roster.
The kind of direct-response and direct-to-consumer brands that have been early adopters of podcasting and streaming – think mattress delivery startups and dating services – need new audience pools and to increase brand recognition, Laura Tomlin, Scripps’ SVP of National Media division, its holding group for Triton and other audio businesses, told AdExchanger earlier this year.
“We see an opportunity to bring those digital brands into cable,” she said.