Buyers of digital media and buyers of traditional television are \u201ckind of meeting in the middle\u201d when it comes to OTT and connected-TV\u201d is the viewpoint of Premion\u2019s Jim Wilson. They are attracted not just by audience reach but tying business outcomes to exposures.<\/p>\n

A division of TEGNA, Premion is an advertising platform for regional and local advertisers, providing access to more than 125 content providers sourced through direct partnerships. Part of Premion\u2019s \u201cthesis\u201d has been that broadband would \u201csort of democratize content,\u201d Wilson explains in this interview with Beet.TV.<\/p>\n

\u201cGreat content can almost come from anywhere. As long as it\u2019s great content it can generate eyeballs. It doesn\u2019t have to necessarily be on a specific network,\u201d Wilson<\/a> says.<\/p>\n

Premion<\/a> has worked with, among others, Pluto TV, Tubi and Filo. \u201cWe built a platform that aggregates all of it and makes it simple for advertisers to access that at scale, which is really important. It\u2019s been a great opportunity for us to bring dollars to them as they\u2019ve grown in the marketplace.\u201d<\/p>\n

Not all media buyers have flocked to OTT and connected-TV. \u201cSome have moved into the OTT CTV business more quickly than others,\u201d Wilson adds. Having recently spoken to a group of 100 people, \u201cHalf the room hadn\u2019t bought OTT yet and the others were down the road on OTT and looking at how they use it for business outcomes.\u201d<\/p>\n

Noting a move from \u201cauto intenders to psychographics\u201d on the broadcast side, Wilson sees elements \u201cthat you typically would think that are coming from the digital side are very quickly coming from the broadcast buyers. They\u2019re getting up to speed very quickly and they realize that yes, this is a reach vehicle and yes it\u2019s shoring up my total video buy.<\/p>\n

\u201cBut there are opportunities here that we don\u2019t have or may not have right now in other forms of video where we can look at ROI and business outcomes. You\u2019ve got this whole broadcast learning curve that\u2019s been happening over the last couple of years.\u201d<\/p>\n

On the digital side, buyers who are used to things like KPI\u2019s, metrics, measurement, viewability and verification view OTT and connected-TV as \u201can opportunity to extend their reach as well, so we sort of see them all kind of converging together.”<\/p>\n

This video is part of a series about the emergence of OTT as an advertising platform. For more interviews, please visit this page<\/a>. This series is presented by Premion<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Buyers of digital media and buyers of traditional television are \u201ckind of meeting in the middle\u201d when it comes to OTT and connected-TV\u201d is the viewpoint of Premion\u2019s Jim Wilson. They are attracted not just by audience reach but tying business outcomes to exposures. A division of TEGNA, Premion is an advertising platform for regional […]<\/p>\n","protected":false},"author":17,"featured_media":60300,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7954],"tags":[6517,7401,7813,7955,7972,7973],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60298"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=60298"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60298\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/60300"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=60298"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=60298"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=60298"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}