Big TV networks have launched an array of new techniques to sell advertising inventory over the years. Now some of their smaller rivals have a chance to make things even.
A group of veterans of media buying and selling are launching a new company called Audyns that aims to help advertisers put their commercials in front of specific kinds of audiences watching independent TV networks that aren’t controlled by the nation’s big media conglomerates. The company expects to aggregate inventory from independent network groups that represent 30% or more of national linear TV impressions, and help advertisers purchase it in ways that move beyond traditional audience demographics — unlocking audiences that often go untapped by more typical buying methodologies.
Michael Strober, most recently chief revenue officer of Nexstar Media; Todd Gordon, a former senior executive at Interpublic’s Magna and an entrepreneur; and Dan Aversano, a former sales executive at TelevisaUnivision and Time Warner, have teamed up to help advertisers buy national linear TV advertising across several different networks via a single plan.
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“We believe the future of linear TV is audience-first,” said Strober, in a statement. “With
Audyns, we saw an opportunity to connect agencies and networks through a curated marketplace of
premium independent inventory – offering the data-driven precision and operational simplicity
today’s advertisers expect.”
Audyns is lining up clients for the current “upfront” marketplace and will work with TV companies such as Great American Media, Family Entertainment Television, Reelz, and TelevisaUnivision. The company expects to announce other clients in coming weeks.
Audyns relies on partnerships with some prominent data organizers. Working with datafuelX, an industry specialist in cross-platform analytics, Audyns will deploy forecasting and optimization offerings.
Audyns will also partner with OpenAP, a consortium that provides data for so-called “advanced audiences” that is backed by prominent media companies, for campaigns that run across its network of publishers.
Participating networks see a chance to broaden their reach among advertisers. “By unifying inventory across independent networks, we’re able to reach engaged audiences at scale — without compromising the integrity or efficiency of our brand,” said Bill Abbott, president and CEO of Great American Media, in a statement. “It’s a smart approach connecting with buyers who prioritize quality content and impact.”
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