TEGNA launches Premion: Over-the-top advertising business

MCLEAN, VA - On Wednesday, Nov. 2, TEGNA Inc. announced the launch of Premion, an over-the-top advertising services platform.

The Premion platform aggregates advertising inventory from 80 OTT sources and gives local and regional advertisers one streamlined solution to sell into premium long-form episodic content from those sources. A full list of sources, content platforms, and networks will be announced soon.

“TEGNA continues to bring innovative products that expand opportunities for advertisers to reach their target audiences,” said Jim Wilson, President of Premion. “With Premion, we are focused on leading the local and regional OTT advertising market with premium, long-form and brand-safe content delivered anytime, anywhere and on any device.”

The nationwide rollout follows a business pilot in Dallas and Houston in July. TEGNA intends to leverage its sales force of more than 700, connecting more than 14,000 local and regional advertising clients to the new platform.

On the OTT providers Premion services, most ads will run either 15 or 30 seconds in length, be fast-forward disabled, and only be pre-roll and mid-roll pods. Early data shows completion rates of over 96 percent.

For more information, visit www.premionmedia.com.

(© 2016 WZZM)


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