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»Tegna

Measurement is a major selling point for local TV advertisers as the economy starts to (sort of) reopen.
TEGNA And Alphonso Court Advertisers With The Promise Of Local TV Measurement

Measurement is a major selling point for local TV advertisers as the economy starts to (sort of) reopen. Scale, however, has historically been a problem, and there hasn’t been enough data for broadcasters such as TEGNA to properly track user journeys to completion. On Wednesday, Alphonso, TEGNA’s long-time attribution and TV data partner, added TV... Continue reading »
by Allison Schiff // July 1st, 2020 //
»
Moving A $20 Billion Market: How Local TV Is Fighting To Evolve

As the local TV market grapples with falling ratings and viewership, it’s getting harder to meet the reach demands of advertisers. “We still hold our stations accountable to their guaranteed ratings,” said Joe Cerone, EVP of local investment at Zenith. “It may take extra spots to make it happen.” Local media sellers are trying to... Continue reading »
by Alison Weissbrot // February 21st, 2020 //
»
Which TV Players Could Be In The Market To Acquire Ad Tech?

Many broadcasters spent the past decade on a quest for scale, with a major spike in local station M&A last year. Now it’s time to start thinking about monetization, and broadcasters know it. “Once you own a lot of stations, the next logical thing to do is ask, ‘How are we going to monetize these... Continue reading »
by Allison Schiff // April 22nd, 2019 //
»
TEGNA’s OTT Division Eyes Blockchain, Verification And The Customer Experience

Jim Wilson is a big believer in the blockchain. As president of Premion, the over-the-top ad buying platform of local TV broadcaster TEGNA, he helped ink a deal with blockchain startup MadHive in early March to cut off the potential for ad fraud in the OTT space. He also sits on the board of the... Continue reading »
by Allison Schiff // March 14th, 2019 //
»
Frequency Capping Is Far From Solved In Connected TV

Although connected TV buyers have become pretty sophisticated at targeting and delivering an ad to individual users, managing frequency across video providers is a work in progress. But despite the industry’s recognition that consumers demand better ad experiences, many viewers find themselves bombarded with the same ad. Worse, those ads sometimes run within the same... Continue reading »
by Kelly Liyakasa // January 16th, 2018 //
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The Path Toward Standardization In OTT Advertising

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Jim Wilson, president at Premion, a division of Tegna Inc. It has been a pivotal year for over-the-top (OTT) advertising. Advertisers are following the eyeballs, and significant ad dollars are shifting from cable to OTT.... Continue reading »
by AdExchanger // December 18th, 2017 //
»
Online Advertising Puts Another Link In The Blockchain

The drumbeat of blockchain industry news continues this week with the launch of AdLedger Consortium, a blockchain-enabled online advertising group backed by MadHive, a blockchain ad tech startup, IBM, Integral Ad Science and Tegna's OTT ad subsidiary Premion. As with other initiatives, like Comcast's fledgling Blockchain Insights Platform, the AdLedger Consortium is still in the... Continue reading »
by James Hercher // June 26th, 2017 //
»
After The Gannett Spinoff, Tegna Builds Up Its OTT Ads Business

After Tegna spun off its broadcast and digital media business from Gannett in 2015, it built a managed services unit called Premion, focused on over-the-top advertising in regional and local markets. Premion initially used Tegna’s 700-person sales force but is now bulking up with dedicated sales staff. “We just brought on a regional sales director... Continue reading »
by Kelly Liyakasa // January 30th, 2017 //
»
 

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