Cincinnati-based media agency Empower MediaMarketing on Tuesday said it has expanded its trading platform by integrating programmatic TV-buying capabilities via partnerships with Videa and WideOrbit.
Videa, a programmatic TV platform that allows buyers and sellers to transact local, forward-reserve broadcast inventory, and WideOrbit, a provider of ad management software, will give Empower access to inventory from their programmatic TV marketplaces.
With this deal, Empower’s ClearTrade platform will facilitate the automation of local TV ad buying. Empower uses local market data to identify and purchase the most optimal local broadcast TV ad placements. Empower said that data-driven programmatic TV buying will enable clients to deliver better return on investment from television advertising than has previously been possible.
“This partnership with Empower will enable their clients to purchase full schedule inventory from our local TV station clients weeks and quarters in advance,” stated Videa President Shereta Williams.
Ian Ferreira, EVP programmatic, WideOrbit, said that Empower clients will be able to use syndicated and proprietary data to target more than 86% U.S. TV households with ads on network affiliates.
MediaPost named Empower MediaMarketing Agency of the Year last week.