Premion Delivers Leading Premium Long-Form OTT Content to Local and
Regional Advertisers Through One Streamlined Solution
MCLEAN, Va.--(BUSINESS WIRE)--Nov. 2, 2016--
TEGNA Inc. (NYSE: TGNA) announced today the launch of Premion, a
first-in-market advertising services platform that offers local and
regional advertisers access to premium long-form episodic content
through one streamlined solution. Premion is a new division of TEGNA
Media.
Premion aggregates advertising inventory from more than 80 OTT inventory
sources including leading video content platforms and networks that will
be announced soon.
“TEGNA continues to bring innovative products that expand opportunities
for advertisers to reach their target audiences,” said Jim Wilson,
President of Premion. “With Premion, we are focused on leading the local
and regional OTT advertising market with premium, long-form and
brand-safe content delivered anytime, anywhere and on any device.”
Advertisers benefit from Premion’s one-stop-shop transaction that
reaches multiple OTT platforms and networks. Beyond its simplicity, the
advertiser will reach audiences that no longer subscribe to traditional
cable providers or who are increasingly spending more time watching
over-the-top content. With most OTT providers, the ads will run either
15 or 30 seconds in length and are in fast-forward disabled, pre-roll &
mid-roll pods.
Since piloting the business in Dallas and Houston in July, Premion is
rolling out nationwide with the ability to deliver campaigns in single
and multiple DMAs, leveraging TEGNA’s sales force of more than 700
across the country, connecting its more than 14,000 local and regional
advertising clients to premium long-form episodic content from leading
branded providers. Initial results have yielded consistent and reliable
impression delivery and strong engagement with advertising completion
rates exceeding 96 percent.
The McCarthy Companies, a full-service advertising agency, has been
working with Premion on multiple campaigns since the pilot program
launched. According to Michelle Levins, director of media strategy for
The McCarthy Companies, “The McCarthy Companies is committed to being at
the forefront of how to connect with consumers and their evolving media
habits. We partnered with Premion to be the first to market because we
see the clear benefit of their approach to reaching the OTT consumer.
The scale and premium content they provide allows us to raise the bar
and stay on the leading edge for our clients.”
For more information, visit www.premionmedia.com.
About TEGNA
TEGNA Inc. (NYSE: TGNA) is comprised of a dynamic portfolio of media and
digital businesses that provide content that matters and brands that
deliver. TEGNA reaches more than 90 million Americans and delivers
highly relevant, useful and smart content, when and how people need it,
to make the best decisions possible. TEGNA Media includes 46 television
stations and is the largest independent station group of major network
affiliates in the top 25 markets, reaching approximately one-third of
all television households nationwide. TEGNA Digital is comprised of
Cars.com, the leading online destination for automotive consumers,
CareerBuilder, a global leader in human capital solutions, and other
powerful brands such as G/O Digital and Cofactor. For more information,
visit www.TEGNA.com.
View source version on businesswire.com: http://www.businesswire.com/news/home/20161102006238/en/
Source: TEGNA Inc.
TEGNA Inc.
For media inquiries, contact:
Steve Kidera
Manager,
Corporate Communications
703-873-6434
skidera@TEGNA.com
or
For
investor inquiries, contact:
Jeffrey Heinz
Vice President,
Investor Relations
703-854-6917
jheinz@TEGNA.com