As one of the nation’s largest local media companies with 64 affiliates in 51 markets, TEGNA provides brand advertisers with extensive and unique opportunities to reach sizable audiences, using actionable data in communities across the country.
As a first-time presenter at the world’s largest digital content marketplace for media buyers – the IAB NewFronts – TEGNA’s Adam Ostrow, Joanie Visiliadis, John Vilade, Ross Jackson, and Jessica Daigle gave us a look at how brands can adapt to changing mindsets in local markets. In short, we’re in the middle of a local renaissance and TEGNA can help bands connect to these local audiences.
Here’s what we announced at this year’s NewFronts:
The News Trust Halo & VERIFY
TEGNA’s Chief Digital Officer and Digiday TV Executive of the year, Adam Ostrow, announced a national expansion of the VERIFY platform, the industry’s largest effort to stop the spread of misinformation, to further grow our trusted relationship with audiences.
It is our commitment to help audiences separate fact from fiction and preserve their trust. Which explains why Verify is seeing exponential growth across our properties and platforms. In fact, in 2020, Verify content saw a more than 400% increase on TEGNA websites, which translates to millions of monthly visitors, including on our Snapchat Discover channel, where 50% of the audience is younger than 24.
Communities of Passion & Home Fan Advantage
Did you know that 200 million fans in America spend nearly $568 billion on sporting events? It just goes to show that nothing creates communities of passion and fandom like sports. Hometown fandom is strong across the country and our local sports content has proven to resonate with consumers.
That’s why, in January, TEGNA acquired the Locked On Podcast Network, a leading source for local sports with 160 sports podcasts covering NFL, MLB, NBA, NHL, and college teams. In 2020, these podcasts attracted more than 80 million downloads. And that’s just the beginning. We’re also expanding our sports and Locked On presence with all new video experiences designed with fans in mind, including an all-new Locked On OTT app.
Trusted Results: TEGNA Attribution, Arrivalist, & Polk Automotive Solutions
Our innovation at TEGNA includes another first-to-market approach: measuring outcomes for TV and OTT with TEGNA Attribution. Using advanced closed-loop attribution to capture data, we can drill into specific programs, or audience targets, that generate the best lift in performance.
In partnership with Polk Automotive Solutions and Arrivalist, we are now offering Automotive and Tourism advertisers advanced industry-specific metrics and outcomes. As Ktimene Axetell from Arrivalist says, “it’s data you’ve never seen before.”
PUT YOUR MESSAGES IN GOOD PLACES
Thinking of how to safely amplify your brand messages in the digital space? Get in touch.