Eyeview, Wide Orbit Team For Local Programmatic TV Ad Buys

 

• by Sara Guaglione, October 16, 2015, 5:13 PM

Eyeview, a video advertising platform, and WideOrbit, an ad management software firm and programmatic selling provider, have joined forces to offer programmatic TV ad buying from local broadcast stations through WideOrbit's WO Programmatic TV.

 

Eyeview clients will be able to use their platform to buy TV advertising from local broadcasters’ inventory with WideOrbit’s program.

Oren Harnevo, CEO and co-founder of Eyeview, states the company's tech, combined with WideOrbit's reach, is an attractive proposition for advertisers, as it "brings ROI and performance measurement to their TV campaigns.

 

Harnevo said the partnership will allow advertisers to target audiences with personalized video content at scale.

Bill Harvey, media research pioneer and co-founder of Next Century Media and New Electronic Media Science, said Eyeview and WideOrbit won’t be the first to make this kind of move in order to get greater ROI from television buys.

 

"By applying best practices from digital advertising, marketers can optimize television ad buys and assure they reach more of the right people with the right message," Harvey stated.

Ian Ferreira, SVP programmatic TV at WideOrbit, was upbeats about the buying opportunities for marketers. He claims the alliance will give Eyeview platform users "smart, data-driven decisions for reaching and activating valuable TV audiences."

 

In April, the flagship station of the Boston Red Sox, WEEI-FM,  added WO Streaming for its WEEI Sports Radio Network affiliates. Listeners within reach of the WEEI Network receive ads geo-targeted to their market.

In July, Eyeview raised $8.1 in Series C funding to expand the company's market throughout the U.S. and to further develop its technology. To date, it's raised $19.4 million.