Harris Broadcast, placemedia Work Together to Automate Impression-Based Ad Sales for Linear Television
Harris Broadcast and placemedia announced an agreement to bring dynamic, targeted and measureable strategies typically associated with online advertising to more traditional television services, and enable common measurement across television and digital verticals. By helping media companies quickly and efficiently engage in programmatic ad buying for linear television, Harris Broadcast will provide media software solutions for placemedia Engage, a new ad exchange service that allows media buyers to purchase advertising on a simple and easy-to-use website.
“placemedia delivers a next-generation model that gives operators a better platform for monetizing TV advertising,” said Derek Mattsson, president of placemedia. “Harris Broadcast is at the core of this strategy, providing the front-end software and user interface to transact exchanges, and a powerful tool to optimize performance for specific advertisers as well as the overall placemedia platform.”
Harris Broadcast software supports the self-serve capability for automated ad buys and provides customizable, scalable business intelligence to placemedia for the evaluation and optimization of its business performance. placemedia offers media buyers the ability to buy linear TV inventory on an impression-based sales model versus relying on traditional ratings point negotiations for spot buys.
“Linear TV advertising continues to become more data-intensive, and companies like placemedia need rich media software tools to assist in the monetization and analysis of advertising,” said Scott Criley, director of media and workflow at Harris Broadcast. “Our platform provides placemedia’s customers with an easy-to-use tool for the purchase of impression-based inventory while Harris Broadcast NetGain business intelligence software enables placemedia to manage and analyze vast amounts of data coming into the placemedia advertising portal, providing tools to effectively manage that data and make it actionable.”
Through a cloud-based advertising portal that enables the simplified buying and selling of rich media advertising, Harris Broadcast empowers media buyers with an easy-to-use, intuitive front-end interface to explore inventory, buy ads and manage purchases for broadcast, cable, satellite and IPTV operations. Harris Broadcast’s business intelligence software separately provides robust, in-depth analytics to help placemedia manage, analyze and distribute information — andbetter understand business opportunities and empower future growth.
placemedia said Harris Broadcast’s platform provides a simple and efficient user experience for media companies less familiar with online buying processes. The interface uses terminology and processes that are familiar to broadcast TV stations and cable networks, for example.
“Although we are shifting the model from the way TV advertising has historically been bought and sold, we are not drastically changing the traditional process and interface for doing so,” said Mattsson. “The Harris Broadcast solution was designed with a TV perspective in mind. We deliberately did not want to repurpose Internet ad sales technology for linear television; rather, we focused on delivering a transformative technology platform that is tailored specifically to TV advertisers and media companies.”
placemedia said that Harris Broadcast’s strongest value proposition is to help target specific audiences, and later analyze large amounts of disparate data with NetGain to enhance ad performance and delivery. This ultimately helps placemedia satisfy the business objectives of advertisers and media companies.