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."
Tru Optik powers Connected TV / over-the-top (OTT) advertising, making it measurable and attributable. The Tru Optik OTT Marketing Cloud is the only audience measurement and data-management platform that works across the entire OTT ecosystem, including Connected TV. The company's advanced technology, proprietary audience intelligence, and comprehensive solution suite, have solidified Tru Optik as the preferred partner for many of the world's largest media companies, brands, and agencies as they navigate the shift of TV to OTT.
Tru Optik has adopted strong privacy protocols that include clear consumer opt-out mechanisms, masking of all personally identifiable information, and transparency regarding the data it collects and how that data is used by the Company's clients and partners.
ZypMedia (zypmedia.com) is a software platform that bridges the audience gap between the traditional and digital worlds. We sell software to the largest content broadcasters and provide their sales forces tools and integrated services that expand their offerings to include cutting-edge products for the growing $50B digital share of the $150B local advertising market. By partnering with ZypMedia, our clients have rolled out in 230 U.S. markets and their 4,000 sellers are able to offer their clients audience extension advertising solutions and grow their revenues significantly.
Sinclair Broadcast Group, Inc. is one of the largest and most diversified television broadcasting companies in the country. The Company has multiple emerging networks as well as stations affiliated with all the major networks. In addition, Sinclair is the leading local news provider in the country, as well as a producer of sports content. Sinclair's broadcast content is delivered via multiple-platforms, including over-the-air, multi-channel video program distributors, and digital platforms. The Company regularly uses its website as a key source of Company information which can be accessed at www.sbgi.net.
Kate Tumino for Tru Optik