Tru Optik and ZypMedia provide local ad marketplace for Sinclair Broadcast OTTMonday, March 5th, 2018
Tru Optik and ZypMedia Announce New Partnership to Power Local Market OTT Marketplace for Sinclair Broadcast Group
- Local ad sales teams can create targeted connected TV and OTT campaigns for local advertisers nationwide
STAMFORD, CONN. — Tru Optik, the audience intelligence and data-management platform at the forefront of over-the-top (OTT) and Connected TV (CTV), today announced a partnership with ZypMedia, an enterprise software company for local advertising, to power an OTT marketplace for Sinclair Broadcast Group, Inc. (Nasdaq: SBGI). This partnership provides local advertisers with the ability to use ZypMedia’s platform to create targeted campaigns across all CTV screens using third party demographic data and advertiser first party data.
While 67 percent of TV advertising in the U.S. was local last year, local still only accounts for a small percentage of advertising dollars across CTV. With CTV/OTT advertising projected to reach $20B over the next three years, local advertising will play a key role. Since local advertisers are seeing more potential in leveraging the CTV/OTT space, this partnership is a landmark in the evolution of local TV advertising.
“With the amount of time spent watching ad-supported television shifting more and more towards OTT and CTV, it was inevitable for local advertisers to start focusing on expanding into this landscape,” says Andre Swanston, CEO and Co-Founder, Tru Optik. “Partnering with ZypMedia, which is one of the fastest growing platforms, and Sinclair, the largest owner of local TV stations in the U.S., empowers local advertisers with the ability to buy targeted, measureable, brand safe premium video inventory – a huge win on all sides.”
Raman Ahuja, Co-Founder and CTO of ZypMedia, said, “Our integration with Tru Optik will allow us to power the same data-driven targeting across CTV and OTT that many of the largest media companies in America already rely on us for across digital, social, and omnichannel local marketing. We are arming local advertisers with the same capabilities as large national advertisers, but with an emphasis on catering to the intricacies of each local community and their target consumers.”
“The Tru Optik / ZypMedia partnership is a big deal because of the growing need for small and midsized businesses to efficiently reach local consumers across Connected TV,” said Rob Weisbord, Chief Revenue Officer for Sinclair. “No one understands the needs of local advertisers better than the local sales reps serving them. At Sinclair, we are dedicated to providing our sales reps with the tools and capabilities required to best serve advertisers in their markets. This partnership will allow Sinclair to leverage more targeting and measurement across more CTV inventory than any other local market sales team in the U.S.”