Adds Shawn Edwards, Doug Tierney and Tony Mastromatteo to Lead Los Angeles,
San Francisco, Boston & Philadelphia Markets
November 27, 2018 – NEW YORK – Premion, the leading premium CTV/OTT advertising solution for regional and local advertisers, today announced the addition of three new regional sales leaders to address the accelerating growth of the streaming advertising market. Effective immediately, Shawn Edwards, formerly Vice President of Sales for KNBC TV, will serve as Regional Sales Manager for Los Angeles with oversight over San Francisco; Doug Tierney, formerly of Comcast Spotlight, joins as Regional Sales Manager for Boston; and Tony Mastromatteo is joining as Regional Sales Manager for Mid-Atlantic, Philadelphia.
These appointments expand Premion’s direct sales team, which now encompasses New York, Chicago, South-East Region (Atlanta-based), Los Angeles, San Francisco, and newly added Boston and Mid-Atlantic, Philadelphia. The Regional Sales Management team is responsible for business development and managing national agency relationships within their territories, in addition to local, direct brand and regional agency relationships.
Premion is TEGNA’s industry-leading CTV/OTT advertising platform which allows local, regional and national advertisers to reach targeted audiences in premium live and on demand programming at scale. With its commitment to guaranteed quality and delivery, Premion has built direct relationships with the largest and most trusted networks to ensure top quality premium content, transparency and brand safety.
“As the streaming advertising leader, powered by premium brand-safe content and data innovation, Premion has built a proven track record of trust and reliability with brand marketers and agencies,” said Jim Wilson, President of Premion. “By adding three top performers to our sales leadership ranks, we’re positioning Premion for continued growth as we drive richer targeting and new innovations to solve advertisers’ biggest concerns of brand safety, transparency, addressability and scale.”
In bolstering Premion’s Los Angeles and San Francisco markets, Edwards brings 25 years of experience in helping broadcast, network affiliates and MVPDs increase revenues and market share across linear and non-linear platforms, including 18 years at NBC Universal in various sales management roles.
In overseeing the Boston and Providence markets, Tierney is an OTT and live sports programming expert. Prior to joining Premion, Tierney spent eight years at Comcast Spotlight selling linear TV, digital/OTT products and political advertising, where he won the 2014 President’s Club Award as one of the top account executives in the country.
In leading the Philadelphia market, Mastromatteo brings over 20 years of media experience to Premion. An experienced media buyer and seller, he has advised large well-known brands on how to remain dominant in an ever-changing media landscape. For more than a decade, Mastromatteo has also served as Adjunct Professor teaching Media Planning and Advertising Media Sales at Towson University, his alma mater.
Since its launch in November 2016, Premion has experienced tremendous momentum and has reliably delivered billions of impressions through tens of thousands of campaigns, for thousands of clients in more than 200 DMAs.
Premion, part of TEGNA Inc. (NYSE: TGNA), is the leading premium CTV/OTT advertising platform for regional and local advertisers. With direct ad insertion into more than 125 branded networks, Premion’s Certified Network Quality Content Providers is built from direct relationships with the most trusted networks to deliver the highest level of transparency and brand safety at scale. With the largest and most accurate US household device graph of 90 million households and over 2,500 custom segments, Premion makes it easy for advertisers to target and reach engaged audiences with precision. For more information, visit www.premionmedia.com.
Last month, our Joel Fineman joined industry peers from Fox, NBCu and RPA in a lively “TV is Changing, TV’s Importance is Not” panel at Gabbcon’s Los Angeles TV and Innovation Week.
While the TV industry is transforming quickly, there’s one common theme that the panelists agreed on: what hasn’t changed is the importance of TV. The panelists shared insights on media buying strategies, measurement, frequency capping and ad fraud in an increasingly fragmented OTT environment.
With the accelerating growth of streaming TV options and changing viewing habits, advertisers need help in solving for the fragmentation to reach their right audiences. The reaggregation of audiences across platforms demands data-driven insights and understanding of content quality to build trust with advertisers and agencies and to reap the rewards of the OTT era.
Watch the video from the panel discussion here.
We’re thrilled to share that Premion received two ABBI (Audience Based Buying Innovation) Awards at Gabbcon’s annual TV and Innovation Week event.
Recognized for our platform innovation, we were awarded wins in two categories: OTT Platform of the Year and Best Audience Based Buying Platform of the Year.
These accolades from Gabbcon speak to the impact that Premion is making on the industry through our differentiated strategy focused on premium branded CTV/ OTT content, highest inventory quality and data innovation. We were honored to be a finalist and a winner amongst a large and impressive group of nominees in each category.
The ABBIs celebrate the very best in audience based buying and were voted on by senior agency executives from Omnicom, RPA and Mindshare and top marketers from Walmart, Hershey and Sony. From the most innovative ad-tech companies, platforms and advertising campaigns to the media leaders who ideate them, the 2018 ABBI Awards celebrates the best of the best.
As the pioneer in streaming advertising, Premion is generating tremendous growth momentum and we’ve reliably delivered billions of impressions, tens of thousands of campaigns, for thousands of clients in more than 200 DMAs.
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by Dennis Williams, Director of Sales at TEGNA
Last month, I spoke at the American Association of Political Consultants (AAPC) Sacramento Regional Conference on The Evolving Media Buying Landscape panel to share insights on how Connected TV or OTT advertising offers an entire new medium of opportunities for political advertisers.
Connected TV advertising was practically non-existent during the 2016 elections. Today, with nearly 200 million OTT viewers in 2018, Connected TV is TV. While there’s still more education needed in the political arena, savvy political consultants and media buyers are increasingly seeking OTT as an important part of their media mix for the midterm elections. The considerations for political campaign spending on OTT is like any media buy: the budget, the desired reach, demographics and targeting.
Here are three takeaways from the session:
Target the voters that matter with precision – There’s an entire generation of voters that will have never had traditional TV and they are becoming increasingly influential. To reach these so called cord-nevers and other voters that matter, political advertisers need to be armed with richer data. What makes OTT highly appealing for political campaigns is the ability for precision targeting. Working with a premium video ad network like Premion, you can leverage richer datasets to target voters by political affiliation, congressional district, income, education level and other interests.
Not all data is created equal – Audience segmentation in OTT is truly deterministic and addressable down to an individual level: Data can be collected on the true viewership level and matched back down to the individual person within a household through new technology. By using first party data, you get actual viewing habits unlike data that’s collected using lookalike models from attributes and interests, such as on Google and Facebook: this data may not reflect actual consumer habits but what they aspire to do or wish they did. Clearly, a viewer’s actions are stronger than their words when it comes to data.
The power of one-to-one relationships – One of the biggest strengths of OTT is that it connects advertisers directly to individual voters, a one-to-one approach. We know the person who is watching a specific program and what device they are using. In a high stakes political campaign, getting the right message out to sway undecided voters can literally make or break your campaign. As such, the ability to customize campaign messages depending on who is watching the content is invaluable.
Today, OTT is addressable: we can serve different ads to different voter segments watching the same programming. With the increasing sophistication in targeting, it’s clear that OTT will become table stakes in the media plan for every large scale political campaign.
How effective is your midterms media campaign? Let’s have a conversation.
Premion’s Will Felcon talks about the evolution of local broadcast at GABBON NY with Gabbcon CEO Gabe Greenberg and Publicis Media’s Frank Friedman.