NEW YORK — Hearst Television has officially turned on the lights at Hearst Audience Marketplace, described as “a data-driven audience-targeting feature enabling marketers to use connected TV (CTV), over-the-top (OTT) and programmatic display/video platforms more easily to reach the most specific category of consumer down to zip-code level.”
“Our clients increasingly look to us for a range of solutions that can include the unparalleled mass-audience reach of broadcast television and the latest in audience-targeting technology,” Hearst Television President Jordan Wertlieb said. “With Hearst Audience Marketplace we’re able to deliver on their needs with consistently brand-safe premium inventory.”
Hearst Audience Marketplace is housed within Hearst Anyscreen, a targeted advertising platform Hearst Television launched in 2018 to meet the growing demand among OTT and CTV marketers. Hearst Anyscreen combines preferred access to Hearst-owned programming, including the recently announced Very Local, with delivery and analytics partners and direct-to-publisher alliances.
Hearst Anyscreen reaches all 210 DMAs.
“With Audience Marketplace, Hearst Anyscreen adds precision household targeting at scale, allowing marketers to reach the most specific type of consumer via three optional tiers,” the company says.
They include “Classic Audiences,” an a-la-carte targeting menu featuring common demographic, behavioral and lifestyle segments across popular dimensions; “Hearst Audience Personas,” a collection of pre-packaged profiles built on specific audience characteristics; and Custom Audiences, offering individualized targeting strategies for campaigns requiring a more tailored data solution.
“Marketers want data-driven solutions that support their efforts to reach current and prospective customers,” Hearst Television VP of Digital Sales Jonathan Sumber said. “This requires expertise around what is effective, what is privacy-compliant, and what enables it all to work at any scale. Hearst Audience Marketplace is designed to enable any business, from the smallest local shop to the largest multinational, to benefit easily from sophisticated targeting tools without having to become data experts.”
Hearst Anyscreen 2021 revenue is projected to grow more than 40%, the company said.
