SAN JUAN, PR — Even in the era of hyper-targeted digital advertising, local TV is a great medium in which to buy ads – but it is going to need efficiencies in order for media agencies to buy them.<\/p>\n

That is the view of one software vendor aiming to bring simplicity to a local TV supply chain he says is too complex.<\/p>\n

“The biggest problem with local (TV) is it’s historically been too hard to buy (ads),” says Eric Mathewson<\/a>, CEO and co-founder of WideOrbit. “The (ad) agency has not made money buying local and hence it’s just not that exciting to recommend to your marketer client.<\/p>\n

“You should buy more<\/em> local. It’s very effective because it’s geo-targeted and you buy programmes, so on and so forth – but it’s not been effective to the bottom line of the agency.”<\/p>\n

San Francisco-based WideOrbit<\/a> offers a software platform that handles scheduling, billing, content management and invoicing for mostly local TV ads.<\/p>\n

WideOrbit\u2019s programmatic TV open marketplace lets ad buyers make automated, data-informed offers in more than 1,000 stations and networks.<\/p>\n

“With our system, instead of taking 50 (agency) people to buy 70 markets over two weeks in local, four or five people can buy it in a couple of days,” Mathewson adds.<\/p>\n

And WideOrbit has scale.<\/p>\n

“We’re now live in 93% of TV stations in the US, about a third of cable nets, half of radio, 75% of sports nets,” Mathewson says.<\/p>\n

“We’re processing $37 billion in ad spend from order entry through receipt of cash.”<\/p>\n

Matthewson was interviewed by Furious Corp CEO Ashley J. Swartz at Beet Retreat San Juan 2020, where he was a participant.<\/em><\/p>\n

This video was produced\u00a0 at the Beet Retreat San Juan 2020 sponsored by 605, DISH Media, NBCU, Roundel & Tubi.\u00a0 \u00a0For more videos from the series, please visit this landing page<\/a>.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

SAN JUAN, PR — Even in the era of hyper-targeted digital advertising, local TV is a great medium in which to buy ads – but it is going to need efficiencies in order for media agencies to buy them. That is the view of one software vendor aiming to bring simplicity to a local TV […]<\/p>\n","protected":false},"author":15,"featured_media":65273,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8235],"tags":[4798,5709,3839],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/65235"}],"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\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=65235"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/65235\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/65273"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=65235"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=65235"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=65235"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}