The deal adds Yahoo!’s display inventory to the portfolio of products sold by the ad reps at Scripps television stations. Advertisers at their in Cleveland (WEWS) and Detroit (WXYZ) stations will soon get expanded digital reach and increased behavioral targeting opportunities that can deliver more meaningful results based on the geography, demographics and interests of potential customers.
(www.wxyz.com) and (www.newsnet5.com) are the first Scripps station sites to participate in the program. The aggregate power of the stations’ current web assets and Yahoo! technology represents a compelling tool for local advertisers who want the unduplicated reach of 98% of the Detroit market (or 2,738,000 unique visitors in December 2010, according to comScore) or the Cleveland market (2,212,000 unique visitors).
In addition, the Scripps stations currently provide market-specific content to Yahoo! properties, including the Yahoo! homepage.
Scripps already partners with Yahoo! as a founding member of the Yahoo! Newspaper Consortium.