TV data and measurement company Alphonso has renewed and expanded its agreement with TEGNA, an arrangement that gives local advertisers another way “to better understand the value and effectiveness of their local TV and OTT ad campaigns.”
The companies early Wednesday confirmed a renewal of their multi-year partnership. It includes all of Premion, TEGNA’s OTT and CTV advertising platforms.
The new agreement, Alphonso notes, enables TEGNA’s local ad sellers to provide clients with digital-like measurement and attribution for linear TV and OTT campaigns.
With 62 television stations in 51 markets, TEGNA is the largest owner of top 4 affiliates in the top 25 markets among independent station groups, and reaches approximately 39% of all television households nationwide.
TEGNA’s Premion is a CTV/OTT platform for local and regional advertisers. With sourced inventory from more than 125 branded networks, Premion delivers CTV and OTT impressions for local and regional advertisers.
“Local measurement and attribution across linear TV and OTT is top of mind for advertisers looking to maximize ROI in their media campaigns,” TEGNA SVP/Chief Revenue Officer Tim Fagan said. ”As audience behavior continues to evolve, Alphonso’s technology provides critical measurement metrics to help us clearly demonstrate the efficacy of local TV and provide better solutions for our advertising partners.”
Alphonso CEO Ashish Chordia added, “TEGNA has been at the forefront of local TV measurement with Alphonso. As different markets in various states now begin to re-open their local economies, local TV and OTT measurement becomes increasingly importan. As more brands increase their investment in TV in the coming months, TEGNA can help them make data-driven decisions to optimize ROI from every TV ad dollar. We’re excited to extend our partnership into the future, while we add even more markets and capabilities that enable their sellers to grow revenue.”
Alphonso Local provides real-time audience measurement and rapid attribution reporting that connects linear and streaming audiences to online and offline business results, such as website visits and conversions, and visits to a specific brick-and-mortar location.
Its suite of TV ad analytics, attribution and audience extension software and services for local broadcasters and station groups consists of three core offerings:
- closed-loop attribution, for rapid reporting on online and offline sales and visitation lift resulting from local TV ads
- local TV-to-digital retargeting, so brands can amplify and optimize their TV spend across the web and mobile devices
- local TV ad insights for data-driven media planning and competitive analysis.
Powered by Video AI deployed across markets, Alphonso Local performs each of these functions with detail at the local-market-level.