• by Wayne Friedman , October 7, 2019

E.W. Scripps Company is joining other big TV station groups in offering ad inventory on a number of OTT TV programming/app platforms for local/regional TV marketers.

Scripps Octane says it will reach premium over-the-top (OTT) video brands and platforms, track impressions and optimize advertising campaigns.

Although it did not disclosed specifics concerning the number of media brands app/platforms, Scripps said Scripps Octane will offer ad placement through a combination of direct relationships and on-demand exchanges.

Scripps has 60 television stations in 42 markets, as well a locally based national broadcast network running on TV stations' digital subchannels -- Bounce, Grit, Laff, Court TV and Court TV Mystery.  It also owns Newsy, a digital-focused TV news network.

Tegna’s Premion is one of the longest-running OTT advertising platforms for regional and local marketers owned by a TV station group. It started in 2016.

Through direct partnerships, it has 125 different TV and media brands with OTT apps/platforms.

In 2018, Sinclair Broadcast Group started CompulseOTT, which aggregates premium CTV/OTT inventory from leading steaming services and publishers.

Missy Evenson, vice president of sales for local media of Scripps, stated: “Scripps Octane represents a path for our local advertisers to reach these audiences with built-in transparency and reporting tools.”