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.
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.”