Nexstar Digital has given birth to a proprietary data-driven audience platform that gives advertisers “the ability to seamlessly purchase digital and linear advertising across Nexstar’s network of 199 owned or operated television stations, 120 local web sites and 284 local news and weather mobile apps.”
The division of Nexstar Media Group has flipped the switch on STELLAR, described as “a unified digital platform that enables advertisers to increase customer acquisition and deliver effective omni-channel ad campaigns by using proprietary predictive technology to determine where a brand’s advertising will perform best against campaign goals, based on context and content signals.”
Nexstar Digital President Karen Brophy comments, “As the ad technology industry continues to evolve, we’re focused on streamlining the buying process for our advertisers to provide an outcome-driven solution that meets their audience targeting needs without using cookies or other third-party identifiers. Our customers in the Financial Services, Retail, and Quick Service Restaurants industries have seen substantially better results using STELLAR, including an increase of as much as 40 times return on ad spend, a 30 percent increase in online orders leveraging our unique targeting capabilities, and a 40 percent increase in revenue on a per-order basis. It is exceedingly clear that STELLAR meets the needs of our customers and drives strong ROI during a time of fundamental shifts in the media industry.”
The STELLAR platform uses first-party data and machine learning to orchestrate and optimize omni-channel media spend in real-time.
This, Nexstar says, will help bring higher conversion rates and insights that enable advertisers to truly understand the effectiveness of their campaigns.
“The scale of Nexstar’s owned or operated television stations, coupled with a premium extended digital network, allows STELLAR to deliver quality impressions and improved outcomes across all media types, including display, mobile, OTT, and linear,” Nexstar claims.
