Syncbak on the Impact of Live OTT and Its Partnership with SpotX and Premion

But if youamp8217re responsible for finding the right audience for your client or brand itamp8217s essential to pay closer attention to whatamp8217s happening in OTT in particular amp160As audiences increasingly find live television programming digitally versus over the air or through a traditional cable or satellite company reaching those viewers is criticalamp160 So Iamp8217m going to give you a nojargon explanation of what some of that information means and what to do with it amp160What weamp8217re doing amp160such as our recent partnership with SpotX and Premionamp160amp160and why will help explain what other companies are doing too and how it helps brands and advertisers reach those more highly targeted viewersHere we goSyncbak was the first in the industry to develop the technology that makes it simple for television stations broadcast groups and content creators to upload live programming to the cloud and for platforms like CBS All Access Hulu fuboTV Sony and many others to deliver those streams so that viewers can watch live local programming anytime anywhere amp160We power more live local than any other provider with over 10 million hours annuallyTo make this anytime anywhere content available to viewers we created a directtoconsumer OTT app called SBTV that allows stations to create their own custom alwayson OTT channel by providing live and original VOD content to in and outofmarket viewers amp160For example Iamp8217m based in Cedar Rapids Iowa and working from our office in New York today and know that tonight I can watch my local news via KCRG right from my laptop or via the SBTV app on my iPhone amp160You may have recently seen headlines about platforms like SBTV but our difference is that weamp8217re a consumerfacing app that helps all local broadcast groups get their content to as many people as possible amp160Additionally SBTV monetizes via dynamic ad insertion DAI not just pre and midroll like the other providers which makes it a good complement to other live OTT services especially since we already power live streaming for most of the TV stations from these groups and every other TV station group across the countryNow letamp8217s talk about DAI as it relates to our recent news and how that helps youA traditional overtheair ad serves many with the same message targeted only by the programming they are watching amp160In contrast DAI replaces those linear ads inserting video ads directly into live linear OTT and VOD programming amp160DAI serves the best ad targeted and personalized to the individual viewer meaning two viewers of the same program might see different ads amp160The partnerships we formalized were developed so that stations can monetize live local viewing making it easy for brands to target viewers by location and interest amp160We do this pairing our streaming technology with our proprietary DAI platform called AdSyncSyncbak is excited about our relationship with SpotX for example because it means that SpotX will be connected with AdSync our proprietary dynamic ad insertion solution and will be handling our addecisioning and servingamp160 So viewers watching live and ondemand local programming and the other original programming we have on SBTV will get the local regional and national ads that make sense for them amp160For the SpotX team the partnership is valuable because according to Benjamin Abbatiello their Vice President Audience and Distribution Management amp8220It represents the opportunity for programmatic buyers to reach a traditional linear TV audienceamp8221SpotX is a global leader in ad monetization for traditional and programmatic executions in both live and VOD and they work with major brands to target just the right audience amp160Syncbakamp8217s Vice President of Revenue Dean Mandel notes that the broadcasters and content owners who partner with Syncbak will be tapped into an entirely new programmatic revenue stream and will see more revenue from usThatamp8217s in addition to the premium ad inventory that will continue to be represented by the stations themselves by Mandelamp8217s team here at Syncbak and now by PremionPremion delivers branded connected TV CTV and OTT content at scale for advertisers bringing together full episode player TVlike OTT content for local media buyers amp160By partnering with Syncbak Premion extends its footprint to sell inventory directly into livelocal TV station streams again utilizing Syncbakamp8217s AdSync DAI technologyamp8220Premion was born out of the needs of advertisers who are looking for more effective ways to reach local and regional consumers and local news content resonates strongly with these audiencesamp8221 said Jim Wilson President of Premion amp160amp8220Localization is the ultimate personalization for attracting viewersamp160 Our partnership with Syncbak will deliver highly relevant local content with premium brandsafe CTV and OTT inventory for local advertisersamp8221The partnership with Premion amp8220makes perfect senseamp8221 addedamp160Syncbakamp8217s Founder and CEO Jack Perryamp160 amp8220Both of our companies have a deep understanding of the importance of localism and broadcastingamp8221 amp160As more ad dollars shift to OTT he believes amp8220Premion and Syncbak will be driving things togetheramp8221From a marketeramp8217s perspective seeing the evolution in SBTV since our launch in May to now having affiliates across 54 station groups covering 99 of the US population and our success in delivering live programming that helps stations finance highquality content makes me proud of the work that my colleagues and partners are doing amp8230 behind the headlinesClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160amp160

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Syncbak on the Impact of Live OTT and Its Partnership with SpotX and Premion

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Noreen Thurston

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Syncbak on the Impact of Live OTT and Its Partnership with SpotX and Premion

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