Katz Media Group’s digital sales arm, Katz 360 Sales, will expand to a full-service global interactive ad network, bringing a new focus for both local and location advertising. Local efforts will cater to reaching consumers in specific geographic areas, while location capabilities will offer targeting to reach people on the go, wherever they may be. Mort Greenberg, who was recently appointed to President of Katz 360 Sales, will lead the effort. Katz 360 Sales provides radio and television broadcasting clients with representation in the digital space through digital audio, video and online display . These platforms have been built by aggregating the digital inventory of Katz Media Group’s radio and television publishers along with some of the largest publishers and technology providers on the web.
To compete at the global level of ad networks, Katz 360 Sales will undergo a complete rebranding and rebuilding during the next few months. This means a new brand name, the addition of an international sales team and the introduction of several innovative initiatives. The transformation will include:
· Fortifying relationships with broadcasters and affiliates through enhanced inventory valuation, improved digital content, and increased reporting and analytics.
· Boosting revenue through the launch of a creative lab that will develop exclusive, custom campaigns to leverage brands’ unique offerings and calls-to-action.
· Accountability improvement through a new intelligence engine that will provide better analytics, optimization and aggregated crossplatform reporting beyond the current metrics of “click,” “call,” “route” and other “local engagement” units.
· New strategic social, local and mobile capabilities, supported by best-in-class technologies.
“We are ready to lead with digital and grow our position as the best monetization partner to radio and TV affiliate groups and their stations,” said Greenberg. “We’ve already begun giving our affiliates a sneak peek of the plan and the feedback is very positive. While there is a big project list in place, we are continually focused on the innovation of our ad products and client services. We believe these initiatives will best position Katz 360 as a competitive global network and representation partner.”