The Chicago-based broadcast television operation behind the MeTV Network and eight other digital multicast offerings has brought to life an audience-based advertising platform designed to bring advanced data-driven audience buying opportunities to each of these diginets.
The “MeTV Audience Intelligence” offering comes courtesy of Weigel Broadcasting, the Norm Shapiro-owned entity that counts among its digital multicast networks Heroes & Icons, Start TV, Dabl, Catchy Comedy, Story Television, MeTV Toons, MOVIES!, and WEST.
Weigel EVP John Hendricks explains, “Advertisers are increasingly looking beyond traditional demographic buying and want to plan and execute campaigns around the audiences they want to engage rather than relying on age and gender alone. By combining the scale and trust of our broadcast television networks with advanced audience targeting and measurement capabilities, MeTV Audience Intelligence helps advertisers connect with the right audiences with greater precision, delivering measurable campaign results.”
Traditionally, television advertising has been bought using broad demographic groups. However, as Weigel points out, today’s advertisers increasingly want to reach high-value audiences based on interests, behaviors and purchase intent rather than broad demographic groups. “MeTV Audience Intelligence enables brands to do exactly that by allowing them to reach more specific audiences using privacy-safe audience data while continuing to benefit from the scale and trust of linear television,” it said. “Advertisers can use the same audience definitions throughout campaign planning, activation and measurement, creating a more seamless workflow with greater transparency and more actionable measurement.”
The product is also designed to ease cross-publisher buying, helping brands execute more efficient campaigns.
“Through integrations with industry-leading partners including DatafuelX, VideoAmp, OpenAP and other leading data providers, advertisers can seamlessly activate audience-based campaigns across Weigel’s networks while maintaining the scale, quality and frequency of linear television and expanding reach across broader media plans,” the privately held company said.
