Premion Expands Regional Sales Leadership Team to Further Increase National Reach

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.

About Premion
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.

Three OTT Takeaways for Local Broadcasters from NAB SMTE

Three OTT Takeaways for Local Broadcasters from NAB SMTE

Last month, I spoke at NAB’s Small Market Television Exchange (SMTE) Conference on the Demystifying OTT panel to share insights on the challenges and growth opportunities for local broadcasters as viewers shift into the OTT space.

Consumers are embracing OTT viewing options, and the accelerating adoption is projected to put the premium OTT market in the US at $21 billion by 2020, according to a new MTM report. As such, content owners should move quickly to not only follow but also attract viewers.  

To succeed today, TV and content providers need to woo audiences with enticing content, enhance the user experience with greater personalization, and be everywhere their viewers are.

Here are key takeaways from the session:

Partnerships are key for broadcasters to speed roll-out of OTT offerings – In many instances, local broadcasters are still playing catch up to their audience, which have shifted, at least a portion of their viewing, to streaming platforms. To overcome distribution challenges, broadcasters should leverage the right partners to get to market faster with new OTT offerings. These may include vMVPDs such as Sling and aggregators like Pluto and Xumo. While owned & operated (O&O) digital properties are crucial for your most loyal viewers, they may garner limited viewership due to difficult discoverability.

Broadcasters need to expand beyond limited shelf-life programming – Many local broadcasters produce content with a brief shelf-life. Any app or service with good content longevity provides time-shifting viewers something to consume at all hours of the day. Building a successful OTT programming strategy requires broadcasters to re-evaluate their programming strategy.

Address scale challenges with product extensions –  Achieving scale in premium digital video in local markets remains a challenge. Nimble broadcasters should focus on building out audience extension offerings, which will enable them to sell more inventory and generate more ad dollars. There are premium offerings, like PREMION, which ensure that ads are running in a brand safe and fraud free environment, unlike open exchange products. 

Keep pace with the speed of change – Our industry is filled with digital acronyms (SSP, DSP, CPM, eCPM, OTT to name a few) and it’s changing quickly. Beyond speaking the language, it’s important to stay abreast on new capabilities in targeting and measurement to win over advertisers by simply educating them. It’s a great time to be an advertiser as more TV advertising can be measured than ever before.

If you’re not capturing the vast (and growing) streaming audience, then you’re losing them to your competition. How effective is your OTT content and advertising strategy? Let’s have a conversation.