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State of the Screens

Programmatic TV Player WideOrbit Now On 1,000+ TV Stations

By January 16, 2018No Comments

WideOrbit’s programmatic platform (WO Programmatic) for local TV has surpassed 1,000 stations.

Key stats for coverage:
1) Markets — 181 (including top 50)
2) Reach — 96% of U.S. households

Quote from Nick Waller — EVP and Co-COO @ Gray Television.
“It’s a tipping point for the local TV industry to have the vast majority of stations now offering inventory with programmatic platforms. We are optimistic that achieving critical mass will make our inventory more attractive to agencies looking for an efficient way to purchase broadcast TV at scale and to advertisers that want to supplement digital media campaigns with TV’s superior reach and impact.”

Publicis recently announced plans to place $50m of advertising for an undisclosed quick service restaurant using WO Programmatic.

Flashback. Fox TV taps WideOrbit for open programmatic ad sales marketplace

Quote from Rick Ducey — Managing Director @ BIA/Kelsey.
“When you step back and examine the possibilities, any movement of local TV toward programmatic buying and selling will significantly impact the amount of spending and could win more spending that might have gone to digital.”

More. Research: Majority of TV Networks Not Streamlined to Sell TV and Video Ads Together

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.