Companies to collaborate on simplifying broadcast spot ordering, avail proposal and response processes, saving ad buyers and sellers time and money
SAN FRANCISCO — WideOrbit and Mediaocean are partnering to automate the buying and selling of local broadcast ad spots, making it easier for media buyers to add local television inventory to brand campaigns. The companies will collaborate on improving processes and developing integrations that eliminate time-consuming tasks that can make local TV buying too costly and inefficient for national media buying agencies.
WideOrbit and Mediaocean have partnered to make it easier for media agencies to buy local TV campaigns across stations, markets, and groups.
The partnership brings together two influential companies that are deeply integrated into the broadcast television advertising ecosystem. WideOrbit’s WO Traffic is used by broadcast station groups to manage more than 90% of U.S. local TV ad revenue, while its WO Programmatic helps more than 1,000 stations in 180 media markets offer their inventory directly to media buyers. Mediaocean provides the foundational software for agencies and advertisers buying traditional and digital media. Mediaocean’s Spectra and Prisma platforms power more than $150 billion in global media spending and are used by all major ad buying agencies that purchase local television advertising.
The workflow improvements will come through an integration of Mediaocean’s Spectra platform and WideOrbit’s WO Programmatic Sales Console. The companies will initially work together to streamline avail proposal and response processes for local media buyers and the television stations.
“Through this partnership, we are delivering on our commitment to automate the buying and selling of traditional and digital media in a neutral and open way,” said Bill Wise, Co-Founder and CEO at Mediaocean. “Integrating WideOrbit more tightly into the buying process empowers our agencies and advertisers to more easily build campaigns that engage local television’s massive, valuable audiences.”
“The WideOrbit-Mediaocean partnership is a huge win for everyone in TV advertising,” said Eric R. Mathewson, Founder and CEO at WideOrbit. “Buyers will benefit from workflow automation that streamlines the entire buying process, from proposal to air to invoice while stations should see more interest from national brands in local broadcast TV audiences and inventory.
Mathewson continued, “By deepening our relationship with Mediaocean, WideOrbit delivers on our promise to continually improve on solutions that allow ad buyers and sellers to do business however they choose. We will continue to focus on products, integrations and innovations that make local broadcasting as compelling to ad buyers as any other media platform.”
WideOrbit is the technology platform for media companies to connect audiences and ads, everywhere. Its mission is to simplify media buying and selling by focusing on innovation, customer delight, and value creation for both sides of media transactions. Starting with its core traffic management solution, WideOrbit centralizes operations and streamlines workflows for radio, cable, and television companies. The company continues to introduce new benefits to the media industry, including a programmatic media exchange for increasing demand for advertising inventory and improving campaign efficiency.
WideOrbit is headquartered in San Francisco with offices worldwide. Customers include NBCUniversal, Tribune Media, Entercom Communications, Raycom Media, TEGNA, AMC Networks and many other top media companies around the world. Learn more at wideorbit.com.
Mediaocean is the world’s foundational media software company that automates every aspect of the advertising workflow – from planning, buying and selling, to analyzing and optimizing, to invoicing and payments. Mediaocean’s open cross-media platform powers $150 billion in global ad spend, and provides spend transparency to build accountability across the complex supply-chain. Mediaocean serves more than 100,000 users across agencies, advertisers, broadcasters and publishers worldwide. The company employs 950 people worldwide and is part of the Vista Equity Partners portfolio of software companies. Mediaocean is headquartered in New York with fourteen offices worldwide. Learn more at mediaocean.com, or connect with Mediaocean on LinkedIn, Facebook or Twitter.