#United States #New York #ITN #Magnite #Local TV

Transformation of Local TV Advertising

In an exciting and pivotal move for the local television industry, ITN, a leader in automated activation technology, has partnered with Magnite, the largest independent sell-side advertising platform. Their collaborative effort aims to modernize the local TV advertising space with the launch of the first programmatic solution designed for live linear advertising in the United States. This significant step is expected to reshape how advertisers can effectively connect with their target audiences and generate engagement.

The Growing Market for Local TV Advertising

The local TV advertising sector is projected to reach a remarkable $21 billion this year alone, driven by a growing demand from advertisers for live and local inventory. The partnership between ITN and Magnite aims to streamline the buying process, making it not only easier but also more efficient for advertisers to tap into local TV resources. This initiative comes at a crucial time when the traditional TV model is evolving and adapting to new technological advancements, creating opportunities for advertisers to engage audiences in real time.

A Seamless Integration of Technology

The synergy from this collaboration builds on ITN's previous launch of its local linear Supply-Side Platform (SSP) in late 2024. Leveraging an extensive network that includes partnerships with more than 75 broadcast ownership groups and over 1,100 stations, ITN’s platform translates local linear TV advertising supply into biddable digital impressions. This transformation means advertisers can now execute multi-channel marketing strategies that seamlessly integrate live local linear advertising with digital video and streaming options.

Through ITN’s integration with Magnite's SpringServe ad server, features such as real-time bidding and VAST workflows will be accessible to advertisers, allowing them to add local linear TV to their media plans side by side with online video buys. Moreover, the bid multiplier feature forecasts potential impressions, offering a comprehensive view of advertising impacts across multiple channels.

The Potential for Incremental Reach

Todd Watson, CEO of ITN, expressed his enthusiasm with the statement, “Programmatic linear TV is finally happening. Linear TV is still one of the most powerful mediums available to advertisers, but it was getting squeezed out of media plans because it was harder and more expensive to activate than its digital counterparts.” Through this innovative collaboration, ITN and Magnite are changing the dynamics in advertising where local linear TV is both competitive and effective.

Matt McLeggon, Senior Vice President of Advanced Solutions at Magnite, adds that local linear TV provides a significant opportunity for digital advertisers to reach audiences they might otherwise miss. The integration of linear technology with programmatic efficiency creates a streamlined advertising experience, significantly enhancing the value for businesses looking to connect with their audiences.

Successful Testing with Major Networks

To showcase the system’s potential, multiple Fox television stations have already tested programmatic transactions using ITN-supplied inventory. Tom Fleming, SVP of Sales at Fox Television Stations, spoke about their commitment to innovation and collaboration in this arena, affirming that “being the first station group to participate in programmatic transactions reflects that commitment.” The collaborative platform provides advertisers with a user-friendly, digital-like purchasing experience that helps local stations compete more effectively against national networks and streaming services.

Conclusion

As ITN and Magnite continue to explore and develop solutions tailored for the evolving media landscape, advertisers are now better equipped to navigate the complexities of local TV advertising. This innovation promises transparency, efficiency, and effectiveness, ultimately enabling greater audience connections and strategic advantages over the competition. Interested stations and advertisers are encouraged to leverage this technology and take part in the future of local TV advertising.

For further inquiries about utilizing this groundbreaking technology, contact Craig Sulema at ITN. With such transformational advancements, it's clear that ITN and Magnite are paving the way for the future of television advertising.