An over-the-top (OTT) advertising platform which combines preferred access to Hearst-owned programming, with delivery partners such as Roku, has just come to fruition.
Recognizing the demand in the OTT marketplace for consistently premium content and transparency, Hearst Anyscreen is designed to enable brands to tap into the growth of Connected TV viewing.
“Hearst is particularly well positioned as a premium video publisher, both locally and nationally,” Hearst Television President Jordan Wertlieb said. “When we combine our content assets and partnerships with key distribution platforms, we have a very special value proposition for our clients.”
Hearst Anyscreen assembles Connected TV advertising inventory and audience aggregation in one package: the local content of the market-leading Hearst Television stations, spanning 39 states; the national content of Hearst partners, including ESPN and the various program brands of A+E Networks; and inventory from content sources including AMC, The CW, Discovery, Food Network, HGTV, and Travel Channel, as well as OTT-first content from networks such as FilmRise, Fubo TV, Pluto TV and Tubi TV.
Hearst Anyscreen enables marketers to access this inventory with audience targeting across the leading Connected TV apps and platforms, including Roku, a strategic partner of Hearst, as well as Android TV, Apple TV, DirecTV Now, Google Chromecast, Sling TV, Sony’s Crackle and PlayStation Vue, XBox, and several Smart TV operating systems.
“Advertisers are seeking high quality inventory, plus scale to target effectively at the local level,” noted Jonathan Sumber, Hearst Television’s VP/Digital Sales. “Hearst Anyscreen was built upon those pillars.”
Hearst Television has partnered with dataxu, a leader in convergent TV advertising technology, to deliver measurement, rich audience insights and targeting capabilities for Hearst Anyscreen.
Utilizing dataxu’s TotalTV, Hearst Anyscreen can leverage more than 650 audience characteristics to provide insights and targeting capabilities based on demographics, household details, consumer behavior and other features in combination with the analytics resources of Hearst and first-party brand data.