Local Media Consortium Taps Tout For Programmatic Video

Local publishers are trying to tap into online and mobile video ad dollars, but not all have the resources to produce their own video content.

To surmount this hurdle, the Local Media Consortium, which represents over 50 local media companies with 1,200 individual publications across the U.S. and Puerto Rico, has entered into a deal with Tout, giving LMC affiliates access to syndicated online video from the latter’s Programmatic Video Content Exchange.

Under the terms of the deal, LMC members can use Tout’s technology to automatically identify, match and insert relevant video content with their own articles, based on a variety of criteria.

The video is syndicated from news, sports and entertainment media brands, including The Wall Street Journal, People Magazine, Fox Sports, Sports Illustrated, among others. Together, Tout’s content partners make around 2,000 new and updated videos available for syndication every day.



For its part, LMC’s members include local media publishers like A.H. Belo, Boston Globe Media Partners, Cox Media Group, Digital First Media, Freedom Communications, GateHouse Media, Hearst Newspapers, Lee Enterprises, The McClatchy Company, Newsday, New York Daily News, The San Diego Union-Tribune, Scripps, The Seattle Times and Star Tribune Media Company. Altogether, LMC members serve 4.4 billion page views per month to around 450 million unique monthly visitors.

Local media properties owned by these publishers include newspapers, like The Atlanta Journal-Constitution, The Boston Globe, The Dallas Morning News, Houston Chronicle, Miami Herald, San Francisco Chronicle and St. Louis Post-Dispatch, as well as local TV stations in Baltimore, Detroit, Indianapolis, Phoenix and Seattle.

According to the most recent forecast from eMarketer, published in June of this year, total spending on digital video (including both mobile and desktop) is set to increase from $5.96 billion this year to $7.77 billion next year, eventually reaching $12.71 billion by 2018.

Mobile video is the fastest-growing subset of digital video, per the same forecast, which has mobile video spending soaring from $1.44 billion this year to $6.07 billion by 2018. Desktop video will experience more modest growth over the same period, from $4.52 billion this year to $6.64 billion in 2018.

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