SpotX and ZypMedia Capture Local Advertiser Budgets for OTT
New Joint Case Study Reveals 54% Growth in OTT Video Ad Spend
SpotX, a global video advertising and monetization platform, recently announced a case study with demand-side advertising platform ZypMedia which reveals unparalleled, month-over-month growth in over-the-top (OTT) ad spend. Based on SpotX and ZypMedia’s combined platform data, the case study explores the locally-focused OTT joint strategy which was responsible for 54 percent revenue growth between December 2017 through January 2018.
ZypMedia specializes in helping local advertisers connect disparate audiences spanning traditional, digital, and OTT delivery points for video advertisements. By leveraging SpotX’s programmatic infrastructure coupled with advanced targeting capabilities in OTT, ZypMedia was able to identify consumers within the leading DMAs for OTT video, delivering competitively-priced, targeted impressions on behalf of local advertisers while increasing fill rates and revenue for OTT publishers. Despite the industry-wide trend of ad spend dropping in the first quarter every year, this approach allowed ZypMedia to contribute nearly one-third of their total 2017 spend in January alone.
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“We see immense value in continuing to advance our efforts in OTT,” said Aman Sareen, co-founder and CEO at ZypMedia. “We help our partners unlock incremental digital spend by supplementing their broadcast offerings with forward-thinking digital products, enabling their local advertisers to tap into the opportunity created by the viewer migration to OTT.”
Over the course of this campaign, ZypMedia identified Law, Government and Politics as one of the leading categories for local OTT, accounting for ten percent of spend.
“Politics typically eats up a huge chunk of local broadcast inventory but the tide is turning as viewership increases on OTT. With the 2018 midterm elections approaching, we expect political spend to increase considerably across OTT,” said Kelly McMahon, SVP, global demand operations at SpotX. “With their focus on local OTT, ZypMedia is well positioned to be a major contributor to this growth.”
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