Using automated ad sales, Tribune Broadcasting is selling direct response ads 24/7.
Using WideOrbit’s platform, Tribune Broadcasting has taken manual work out of direct response ad sales
Taking programmatic ad sales to the next level, Tribune Broadcasting is now able to seal ad deals around-the-clock — including weekends — entirely by machine.
Earlier this year, Tribune collaborated with ad sales platform provider Wide Orbit to enable the WO Programmatic Open Marketplace already in use to automatically approve offers on inventory, as long as they meet Tribune’s price.
The technology resulted from Tribune’s desire to reduce the workload of their sales staff, who previously had to personally sift through ad offers made via the platform, many of which didn’t meet Tribune’s minimum price for the spots. Tribune believes the offering is the first of its kind in the broadcast industry.
“It’s an example of taking out low-value work without disrupting the advertising sales, while gaining time and saving money for all stakeholders,” said Chief Marketing Officer Angela Betasso. Doing so has given sales staff more time to work on personal relationships with advertisers, focusing on “high-touch sales work that a lot of clients demand,” she said.
Betasso said Tribune and Wide Orbit plan to expand the offering so ad offers are accepted in real-time (they currently are approved at a particular time of day) — while, in time, also leveraging the capabilities to ease ad sales across the board.
“We are applying our learnings here to the larger spot marketplace and reducing the low-value work for both the demand and supply side,” she said. “We believe this kind of technology will help drive demand and improve results.”