TEGNA at IAB NewFronts: What We Learned About the Trusted Relationships & OTT
If 2020 taught us anything, it’s that more Americans are invested in their local community than ever before, creating a Local Renaissance. At the 2021 NewFronts, TEGNA leaders shared how brands can achieve local relevance at scale and build trusted relationships with consumers. John Vilade, Head of Sales at Premion, is one of those leaders showing off how brands can benefit from TEGNA’s …
If 2020 taught us anything, it’s that more Americans are invested in their local community than ever before, creating a Local Renaissance. At the 2021 NewFronts, TEGNA leaders shared how brands can achieve local relevance at scale and build trusted relationships with consumers.
John Vilade, Head of Sales at Premion, is one of those leaders showing off how brands can benefit from TEGNA’s foundation in truth and trust.
“Premion is the first and leading local OTT advertising solution in the industry, serving local and regional advertisers across all sizes and categories,” Vilade says. “We deliver access to premium OTT inventory from over 125+ branded networks using advanced targeting and performance insights.”
Today, Premion is delivering billions of impressions and thousands of advertising campaigns in all 210 television DMAs. As an industry leader, Premion continues to invest boldly to remain innovative, enabling advertisers to reach audiences at scale based on location, behaviors, and interests.
“More importantly, in today’s media marketplace, trust is critical. This is why our focus remains on brand-safe, high-quality premium inventory at all times, and no use of open exchanges,” says Vilade.
In fact, when you work with Premion, you’re working with a partner that’s TAG Certified Against Ad Fraud. This is a validation of our strategy of directly sourcing inventory from premium publishers and using cutting-edge anti-fraud technology. We’re also widely recognized for our advanced, closed-loop attribution capabilities that help marketers measure business outcomes.
When it comes to measuring outcomes, TEGNA and Premion have another first-to-market approach with TEGNA Attribution, which measures outcomes for both TV and OTT. Using advanced closed-loop attribution to capture data, we can drill into specific programs or audience targets that generate the best lift in performance.
For example, our market-leading insights helped deliver more than 7,000 attribution campaigns across a variety of verticals. These include auto, where we’ve seen approximately 11-1 new car ROI; and for furniture, where we’ve delivered a $19 cost per showroom visit. Last year alone, we captured tens of billions of impressions, 19 million website visits, and 11 million location visits.
And we’re not stopping there. Also at NewFronts, we announced new partnerships with travel and tourism company Arrivalist, and automotive data company Polk Automotive Solutions, to take Attribution above and beyond with industry-specific metrics and outcomes.
Chapter 7 – Trusted Results from TEGNA on Vimeo.
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