Hearst Television launches private marketplace for Connected TV advertisingMonday, September 24th, 2018
Hearst Television Launches Hearst Anyscreen, a Private Marketplace for Connected TV Advertising
- Comprehensive Resource Provides Advertisers Access to Connected TV Platforms, Premium Ad Inventory & Analytics
NEW YORK, NY — Hearst Television Inc. has launched Hearst Anyscreen, an over-the-top (OTT) advertising platform which combines preferred access to Hearst-owned programming, with powerful delivery partners such as Roku. Recognizing the demand in the OTT marketplace for consistently premium content and transparency, Hearst Anyscreen will enable brands to tap into the dramatic growth of Connected TV viewing.
“Hearst is particularly well positioned as a premium video publisher, both locally and nationally,” said Jordan Wertlieb, Hearst Television’s president. “When we combine our content assets and partnerships with key distribution platforms, we have a very special value proposition for our clients.”
Hearst Anyscreen assembles the very best Connected TV advertising inventory and audience aggregation in one package: the premium local content of the market-leading Hearst Television stations, spanning 39 states; the premium national content of Hearst partners, including ESPN and the various program brands of A+E Networks; and inventory from premium content sources including AMC, The CW, Discovery, Food Network, HGTV, and Travel Channel, as well as OTT-first content from networks such as FilmRise, Fubo TV, Pluto TV and Tubi TV.
Hearst Anyscreen enables marketers to access this inventory with reliable audience targeting across the leading Connected TV apps and platforms, including Roku, a strategic partner of Hearst, as well as Android TV, Apple TV, DirecTV Now, Google Chromecast, Sling TV, Sony’s Crackle and PlayStation Vue, XBox, and several Smart TV operating systems.
“Advertisers are seeking high quality inventory, plus scale to target effectively at the local level,” added Jonathan Sumber, Hearst Television’s vice president of digital sales. “Hearst Anyscreen was built upon those pillars.”
Hearst Television has partnered with dataxu, a leader in convergent TV advertising technology, to deliver measurement, rich audience insights and targeting capabilities for Hearst Anyscreen. Utilizing dataxu’s TotalTV solution, Hearst Anyscreen can leverage more than 650 audience characteristics to provide insights and targeting capabilities based on demographics, household details, consumer behavior and other features in combination with the analytics resources of Hearst and first-party brand data.
“We’re thrilled to partner with a leading media brand like Hearst Television in defining the future of TV,” said Mike Baker, co-founder and CEO, dataxu. “Today’s advertisers want the quality and scale of TV with the 1:1 reach and analytics of digital media. That’s what we’ve collaborated to deliver through Hearst Anyscreen.”
“Together,” Sumber noted, “we are moving the OTT space into the future, adding increased transparency, accountability and delivery for brands and agencies – all in a single premium package.”