Ad sales rep firm Petry Media is teaming with Denver-based interactive advertising technology specialist TV Ad Works on a new joint venture
called Petry Ad Works.
Petry, long a fixture in the TV rep business, has been expanding into new media in recent years. A few years back it created Petry Digital in partnership with LIN Media-owned RMM to offer an array of digital advertising services to clients.
The new venture with TV Ad Works will focus on developing addressable advertising, second-screen applications, interactive ads and other services for Petry’s portfolio of TV station clients and advertisers.
Gary Turner, CEO of TV Ad Works, stated that by combining interactive and addressable components with traditional advertising the venture will provide an offering that is “exponentially more valuable to advertisers, content providers and distributors.”
TV Ad Works claims to have created more than 200 interactive and addressable ad campaigns worth roughly $1 billion in paid media. Clients have included Procter & Gamble, Ford and Reebok.
Doug Fierro, CEO of Petry Media, said that the Petry Ad Works venture “will allow advertisers to target and engage their audience more effectively and efficiently.” Fierro wil also serve as CEO of the new venture.
Petry is owned by the private equity firm Patriarch Partners. It sells advertising and related marketing services to clients including television stations, cable networks, digital publishers and mobile content providers.