Inventory from stations participating in WideOrbit’s programmatic TV marketplace to be available through CoreDirect
SAN FRANCISCO, September 14, 2016 — CoreMedia Systems and WideOrbit jointly announced today that inventory from broadcast TV stations participating in WideOrbit’s WO Programmatic TV marketplace will be available through CoreBuy TVⓇ and CoreDirectⓇ, the most widely used software for planning, purchasing and managing direct response advertising.
The integration of CoreBuy TV, CoreDirect and WO Programmatic TV produces the TV industry’s only programmatic direct response ad buying solution to automatically deliver offers from media buyers to broadcast TV station traffic systems for approval, execution and invoicing. The companies plan to add the capability to plan and purchase cable network inventory soon.
The partnership brings together CoreMedia Systems, the planning software most commonly used by direct response agencies, with WO Programmatic TV, which offers broadcast television inventory from stations that reach over 97 million households in 147 of the United States’ 210 media markets. CoreMedia’s clients place more than $5.7 billion annually in direct response media and its CoreDirect software is used by more than 130 direct response agencies and buyers.
The project was piloted by Gray Television, the owner and operator of 51 stations across the United States, and Harmelin Media, a Philadelphia-based advertising agency noted for its forward-looking early adoption of technology for purchasing and planning media.
“This partnership demonstrates how we are constantly searching for new ways for our clients to work smarter and more efficiently,” said Glenn DeKraker, chief executive officer at CoreMedia Systems. “The ease of access and availability of high-quality TV inventory from WideOrbit’s WO Programmatic TV delivers CoreMedia clients exceptional opportunities for targeting and engaging TV audiences across the United States.”
“We are pleased to partner with CoreMedia on an integrated planning and buying solution that makes it incredibly simple for TV stations to avail inventory and accept offers from direct response advertisers in their traffic systems,” said Eric R. Mathewson, founder and CEO at WideOrbit. “We expect individual stations and groups participating in WO Programmatic TV will see new demand from a variety of direct response advertisers.”
“Partnering with CoreMedia on automating manual aspects of the workflow will remove buying friction and will reduce the cost of sales associated with direct response inventory,” said Ian Ferreira, executive vice president, programmatic at WideOrbit. “This is another example of how WideOrbit is re-imagining media buying with software and data to make direct connections between buyers and sellers”
“The combination of CoreMedia and WideOrbit is great news for broadcasters that want to more easily sell and air direct response advertising. Implementing this solution will deliver solid value to our stations without adding any significant changes to their workflows,” said Nick Waller, executive vice president and co-chief operating officer at Gray Television.
“We are thrilled to see the leaders in programmatic TV and direct response software collaborating on a direct response buying solution. This will open up new audience-targeting opportunities on broadcast TV and help us achieve our goal of applying our clients’ budgets to the media most likely to drive sales,” said Jen Harlacher, SVP Planning at Harmelin Media.
For more information, please visit http://www2.wideorbit.com/programmatic-direct-response.
WideOrbit is the leading provider of advertising management technology for cable networks, local television stations and radio stations. More than 3,000 broadcasters and networks leverage WideOrbit solutions to streamline operations, maximize revenue from traditional, digital and programmatic channels, and extend their business across distribution platforms. Our clients include Entercom Communications, Entravision Communications Corporation, Fox Sports, Gray Television, Inc., Meredith Corporation, NBCUniversal, The E.W. Scripps Co. and Tribune Media. WideOrbit is headquartered in San Francisco with offices across the United States as well as in London, Paris and Gothenburg, Sweden.
About CoreMedia systems
CoreMedia Systems, Inc. develops and supports CoreDirect, the industry’s most widely used direct response media management software. The system is used by more than 100 direct response agencies and marketers to plan, buy, manage, measure and optimize performance based media campaigns. For more information, visit www.coremedia-systems.com.
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