When local television station group owner TEGNA launched Premion in 2016 for one-stop OTT advertising, it didn\u2019t know just how quickly local advertisers would take to OTT and connected-TV. \u201cThe point is that local caught on really fast,\u201d says Premion President Jim Wilson.<\/p>\n

\u201cWe wanted to make sure that there was an opportunity to bring them a new product, knowing that the market would be shifting, that streaming services were on the rise and how do we play a role for that with local advertisers,\u201d Wilson explains in this interview with Beet.TV.<\/p>\n

\u201cWe set out to build a platform for them, for our local advertisers, to give them access to major brands running on streaming services, connected televisions or other OTT platforms.\u201d<\/p>\n

Premion\u2019s<\/a> advertising platform gives regional and local advertisers access to more than 125 content providers sourced through direct partnerships. It delivers non-skippable ads in content on Apple TV, Roku, Chromecast and others.<\/p>\n

\u201cEveryone thinks about their viewing habits and realizes that they\u2019re constructing a video strategy and there\u2019s going to be a linear side of it and there\u2019s going to be a streaming services side of it,\u201d says Wilson<\/a>.<\/p>\n

In addition to uptake from local car dealers, hospitals, educational institutions and lotteries, \u201cnational agencies realized that as they were looking to reach local through tier two, that our platform was a great opportunity for them to reach local audiences.\u201d<\/p>\n

If a national fast-food, furniture or auto marketer wants to deliver different messages into 150 markets, Premion can deliver it, according to Wilson.<\/p>\n

\u201cNational agencies really became big clients of ours, but we balance that out really well with all of our local clients,\u201d which he describes as sophisticated and focused on the business of outcomes.<\/p>\n

\u201cThey in some ways became much more challenging in terms of building solutions, which is incredibly exciting for us and has helped us in our national business.\u201d<\/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":"

When local television station group owner TEGNA launched Premion in 2016 for one-stop OTT advertising, it didn\u2019t know just how quickly local advertisers would take to OTT and connected-TV. \u201cThe point is that local caught on really fast,\u201d says Premion President Jim Wilson. \u201cWe wanted to make sure that there was an opportunity to bring […]<\/p>\n","protected":false},"author":17,"featured_media":60392,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7954],"tags":[7401,7955,7973],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60390"}],"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=60390"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60390\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/60392"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=60390"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=60390"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=60390"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}