Over-the-top and connected TV platform Tru Optik, and local ad enterprises software firm ZypMedia, are launching a new local ad marketplace for OTT and connected TV services. The new marketplace will be launched in partnership with Sinclair Broadcast Group, which owns a significant number of local TV stations in the U.S.
The deal marks a major push to bring together OTT and connected TV advertising -- which is growing fast, but still new -- to local advertisers, who do not have the same access to OTT marketplaces and customer data that large national advertisers do.
According to data produced by BIA/Kelsey, in 2017 some 67% of TV advertising in the U.S. was from local advertisers. Without access to reliable data or local sales teams, that number is far lower on OTT, a problem that the new product is designed to help solve.
“We are arming local advertisers with the same capabilities as large national
advertisers, but with an emphasis on catering to the intricacies of each local community and their target consumers,” stated Raman Ahuja, co-founder and CTO of ZypMedia.
The new product will allow local advertisers in Sinclair’s markets to use ZypMedia’s platform and Tru Optik’s data to buy on OTT and CTV devices and services, through Sinclair’s existing ad sales structure.