April 30, 2014
, the fully-automated national programmatic TV advertising exchange, today announced a new solution for local spot advertisers. The new platform, called Local Engage, is an easy-to-use online platform that lets local advertisers use third party data sets to plan, buy, traffic, track and report on campaigns targeted at specific audiences in their local markets.
Local Engage is built on placemedia's industry leading self-serve programmatic TV advertising platform – Engage and leverages Viamedia's past investments in technology including: a centralized traffic and billing system customized to optimize delivery in near real time; and, a state-of-the-art copy distribution system that ensures timely copy delivery. The product will launch with the support of Viamedia's vast local sales infrastructure with more than 300 advertising sales reps across 68 DMAs.
"The industry is demanding more automation, and a true end-to-end programmatic solution for linear TV, said
, President of placemedia. "Because of Viamedia's relationship with multiple cable systems, and placemedia's technology already deployed nationally we're able to offer a unique solution for the industry at a local level.
, President and CEO of Viamedia, says "We're creating a unique solution. Local Engage is a fully-automated, end-to-end solution. And, it's a local advertising solution. It creates huge opportunities for our clients and other advertisers in our market. We hope it's a successful market for a local programmatic solution across all cable and satellite systems."
Like the placemedia Engage platform, Local Engage will use actual household viewing behavior from Rentrak's 14 million set-top boxes combined with consumer data from Experian, Axciom, Polk and others to create highly targeted campaigns. Advertisers will be able to select from several demographic and psychographic characteristics to target an audience and build a campaign.