SAN JUAN, PR -- Local TV is full of potential for targeted TV advertising - but there remains too complexity in realizing that opportunity.
That is according to one executive trying to simplify the process of enabling advertisers to buy ads smartly for local.
"Local is hard because it's many, many small IOs (insertion orders)," says Ed Haslam, CMO at ZypMedia, operator of a software ad platform.
"We run about 40,000 advertisers per year, over a 100,000 campaigns.
At any given time, we're running in the tens of thousands of campaign line items. He says the aim should be to "hide the complexity of that" from ad sales teams. "The local sales teams of all of these companies have thousands and thousands of reps who are selling local TV," says Haslam, who previously ran marketing at Yume, ShareThis and PlaceIQ.
"Local TV is starting to suffer a little bit and they're looking for new ways to reach their audience.
"Roughly about $150 billion is transacted in local across all media types.
Most analysts would say this year the local OTT market is about a $1 billion market." ZypMedia's platform offers "local bidding intelligence" that purports to make more relevant inventory available to buyers.
Haslam claims the company has a 15% share of the local OTT market.
Haslam was interviewed by TV[R]EV co-founder Alan Wolk at Beet Retreat San Juan 2020, where he was a participant.
This video was produced at the Beet Retreat San Juan 2020 sponsored by 605, DISH Media, NBCU, Roundel & Tubi.
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