LMC's NewsPassID Ad Network Releases New Solutions to Streamline Local News Advertising Buys
LMC's NewsPassID Ad Network Releases New Solutions to Streamline Local News Advertising Buys
Creates First Local News Taxonomy, Enabling Buyers to Target Highly Valuable Categories Such As Prep Sports, Women's Sports, Local Elections and Local Weather
创建了第一个本地新闻分类法,使买家可以针对高价值类别进行定位,例如备战体育、女子体育、地方选举和地方天气。
NEW YORK, Aug. 6, 2024 /PRNewswire/ -- The Local Media Consortium (LMC)'s NewsPassID advertising network today announced the release of new solutions for digital advertising buyers creating a more efficient way to reach local audiences with ads placed next to favorable, brand-suitable content. Brands and agencies can now easily buy high-quality local media audiences across more than 5,000 newspaper, radio, TV and online-only news outlets through a single point of contact targeting top categories such as local weather forecasts, local elections, high school and college sports, amongst others. LMC's NewsPassID nationwide audience of 200M unique visitors per month ranks #6 on Comscore, just behind Amazon.
2024年8月6日纽约 /美通社/--本地媒体联盟(LMC)的NewsPassID广告网络今天宣布推出新的数字广告买家解决方案,为广告买家创造了更高效的方式,将广告放置在有利的、品牌合适的内容旁边,以更容易地购买优质的当地媒体观众,跨越超过5000家报纸、广播、电视和仅在线新闻媒体,通过一个联系点以定位诸如当地天气预报、当地选举、中小学和大学体育等顶级类别。LMC的NewsPassID全美月访问量2000万,Comscore排名第六,仅次于亚马逊。
Effective immediately, NewsPassID is releasing the first local news taxonomy of the categories most relevant to local news audiences, private marketplace (PMP) segmentation for buyers that is aligned with these categories, and local news supply path optimization – the most direct supply path to local journalism at scale.
NewsPassID立即生效,发布了第一个与当地新闻受众最相关的分类法,为与这些类别对齐的买家提供私人市场(PMP)分割,以及当地新闻供应链的优化——规模化的最直接供应链。LMC的CEO Fran Wills表示:"我们的许多成员一直在努力克服买家对在新闻网站上投放广告的误解,这就是我们如此兴奋的原因,新的NewsPassID广告网络解决方案,特别是本地新闻分类法。" "现在,买家可以更自信地购买本地新闻观众,每分钱分配给出版商都是帮助行业向社区提供可信、及时和重要新闻的重要因素。"
"Many of our members have had an uphill battle overcoming buyer misperceptions about running ads on news sites, which is why we are so excited about the possibilities of the new NewsPassID ad network solutions, particularly the local news taxonomy," said Fran Wills, CEO of the LMC. "Now buyers can be more confident in buying local news audiences and every dollar allocated back to publishers is a big deal in helping the industry deliver credible, timely and important journalism to their communities."
"我们的许多成员一直在努力克服买家对在新闻网站上投放广告的误解,这就是我们如此兴奋的原因,新的NewsPassID广告网络解决方案,特别是本地新闻分类法,"LMC的CEO Fran Wills表示。 "现在,买家可以更自信地购买本地新闻观众,每分钱分配回出版商,都对帮助行业向社区提供可信、及时和重要新闻起到了重要作用。"
Since NewsPassID launched in 2021, the LMC has been working with Scott Cunningham, initiative lead of NewsPassID and NewsNext and Chair of the Publisher Council at Brand Safety Institute, to build the program, raise awareness and increase participation. Its aim is to provide a more direct connection between advertisers and publishers. NewsPassID optimizes programmatic performance for both advertisers and local media, elevating local media's standing by operating as an agent for publishers in the digital ecosystem and creating a more scalable, privacy-compliant way to directly connect brand marketers, advertising buyers and consumers in communities across North America.
自2021年NewsPassID推出以来,LMC一直与Scott Cunningham合作,他是NewsPassID和NewsNext的主导人物,是安全品牌研究所出版商委员会的主席,并致力于打造这个计划、提高参与度。NewsPassID的目标是提供广告商和出版商之间更直接的联系。NewsPassID通过在数字生态系统中作为出版商的代理,提高了广告商和当地媒体的节目性能,并创建了一种更具可扩展性和隐私合规性的方式,直接连接品牌营销人员、广告买家和北美社区的消费者。"在短短几年的时间里,NewsPassID和NewsNext的倡议已经帮助当地新闻媒体获得直接贡献到他们的头等收入,但这还不够,需要补偿更多被屏蔽的新闻和缺乏透明度的广告供应链,"Cunningham说。"这些新的解决方案,包括在当地新闻出版商之间确定独特的内容类别,例如定位地方新闻出版商的中学和女子体育,并创建直接节目供应路径来购买其广告库存,使买家能够购买适合的类别,让新闻本身处于进攻状态。NewsPassID已经带来了相当于新增130名记者的收入,但还有更多工作要做。"
"In just a few short years, the NewsPassID and NewsNext initiatives have helped local news outlets earn revenue that directly contributes to their top line, but there's more work to be done to compensate for the increased blocking of news and lack of transparency in the advertising supply chain," said Cunningham. "These new solutions, including identifying unique content categories such as High School Sports and Women's Sports across local news publishers, and building direct programmatic supply paths to their advertising inventory allow buyers to buy suitable categories and enable journalism itself to play offense. NewsPassID has already netted revenue equivalent to hiring 130 more journalists, with much work still ahead."
在Cunningham的发表的报告中,以下是NewsPassID新解决方案的概述:
Highlighted in a blog post by Cunningham, the following is an overview of NewsPassID's new solutions:
LMC本地新闻分类法——以前在广告供应链中不可用,LMC分类法是当地新闻情境定位的基础。它为买家提供了定位当地观众的新机会,在信任的本地出版品牌上定位高参与度内容。本地新闻分类法使买家能够使用手术刀来购买合适的垂直类别,例如女子体育、天气和地方和全国政治等品牌合适垂直类别。 请阅读Skydio的最新博客文章。 NewsPassID PMP细分——品牌和广告商现在可以与NewsPassID建立自定义的私人市场(PMP交易),包括NPID的本地新闻网络上的显示、视频、本地感知和CTV库存。每个协议都是独一无二的,用户可以根据地理位置和其他受众部分自定义活动。参与媒体公司的例子包括TEGNA、Tribune、LA Times、CoxMediaGroup、Gray、E.W. Scripps、Graham Media、Nexstar、Media News Group、Lee Enterprises等。
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LMC Local News Taxonomy – Not previously available in the advertising supply chain, the LMC taxonomy is a foundation for local news contextual targeting. It provides buyers with new opportunities to target local audiences that consume highly engaging content on trusted local publishing brands. The local news taxonomy makes it possible for buyers to use a scalpel to buy against brand suitable verticals like women's sports, weather, and local and national politics.
At launch, the top 10 categories identified by the LMC as highly valuable include: 1) high school sports, 2) weather/climate, 3) women's sports, 4) local politics/elections, 5) national politics/presidential race, 6) NFL sports, 7) college sports, 8) health/wellness, 9) back to school and 10) travel/tourism.. Subsequent categories will be released over the next year.
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NewsPassID PMP Segmentation – Brands and advertisers can now set up custom private marketplaces (PMP deals) with NewsPassID that include display, video, native and CTV inventory across NPID's local news network. While each deal is unique, users have the ability to customize campaigns based on geography and other audience segments. Examples of participating media companies are TEGNA, Tribune, LA Times, CoxMediaGroup, Gray, E.W. Scripps, Graham Media, Nexstar, Media News Group, Lee Enterprises, and more.
- Local News Supply Path Optimization - Partnerships to Create Efficiencies for Advertisers and Publishers – The latest NewsPassID release includes solutions from partnerships with digital technology providers such as Hashtag Labs, Media.net and Comscore, Microsoft Advertising Curate. These partnerships carve a brand new efficient path to local news advertising for Brands and Buyers. A key goal is to make advertiser investments more efficient and discoverable, so a higher percent of ad investment goes directly towards the publisher, with fewer intermediaries, more controllable margins and more transparent reporting which advertisers covet. The LMC will continue to expand their partnerships based on agency and advertiser demand.
- 当地新闻供应路径优化——与数字技术提供商的合作关系,例如Hashtag Labs、Media.net、Comscore和微软广告策划等合作,这些合作关系为品牌和买家创造了全新高效的当地新闻广告路径。其目标之一就是使广告商的投资更加高效和可发现,使更高比例的广告投资直接用于出版商,减少中间商,控制更多比例,并提供更透明的报告(广告商所追求的)。LMC将根据广告和广告商的需求继续扩大其合作伙伴关系。
发布时,LMC确定的前十个极其有价值的类别为: 1)中小学体育、2)天气/气候、3)女子体育、4)地方政治/选举、5)国家政治/总统选举、6)NFL体育、7)大学体育、8)健康/健康、9)回归学校和10)旅游/旅游业。随后的类别将在接下来的一年内发布。
- NewsPassID PMP细分——品牌和广告商现在可以与NewsPassID建立自定义私人市场(PMP协议),包括NPID的本地新闻网络上的显示、视频、本地感知和CTV库存。虽然每个协议都是独一无二的,但是用户可以根据地理位置和其他受众段自定义活动。参与媒体公司的例子包括TEGNA、Tribune、LA Times、CoxMediaGroup、Gray、E.W. Scripps、Graham Media、Nexstar、Media News Group、Lee Enterprises等。
- 当地新闻供应路径优化——与数字技术提供商的合作关系,例如Hashtag Labs、Media.net、Comscore和微软广告策划等合作,这些合作关系为品牌和买家创造了全新高效的当地新闻广告路径。其目标之一就是使广告商的投资更加高效和可发现,使更高比例的广告投资直接用于出版商,减少中间商,控制更多比例,并提供更透明的报告(广告商所追求的)。LMC将根据广告和广告商的需求继续扩大其合作伙伴关系。
"We've been part of NewsPassID since its inception in 2022 and seen it produce significant value for advertisers and publishers alike," said Chris Fehrmann, TEGNA's VP of Digital Products and LMC Board Director. "The recent launch of NewsPassID PMP and Local News Taxonomy will provide a more streamlined, direct way for advertisers to reach quality local audiences and inventory at scale, more cost effectively.
"自2022年NewsPassID推出以来,我们一直是其中的一员,看到它为广告商和出版商创造了显著的价值。最近推出的NewsPassID PMP和Local News Taxonomy将为广告商提供更加流畅、直接的方式,以更具成本效益地覆盖大规模的优质当地受众和库存。"LMC数字产品副总裁、LMC董事Chris Fehrmann表示。
For more information, including how to access the NewsPassID ad network or request inventory availability and rates is available at .
有关更多信息,包括如何访问NewsPassID广告网络或请求库存可用性和费率,请访问。 .
About the Local Media Consortium
The Local Media Consortium delivers more than $50M in annual economic value through digital partnerships and strategic initiatives on behalf of more than 150 local media companies in top markets across the United States, Canada, and Puerto Rico, and includes more than 5,000 newspaper, radio, TV and online-only news outlets. By harnessing the combined volume and scale of its members, the LMC reduces costs and increases revenue with technology and service providers like Google, Meta, Monster, and others. The aggregated LMC audience footprint spans 200 million unique monthly visitors, and its member companies serve more than nine billion pageviews to consumers. More information is available at .
Local Media Consortium
本地媒体联盟通过与美国、加拿大和波多黎各等地150多家顶级市场的150多家本地媒体公司的数字合作伙伴关系和战略举措,提供超过5000万美元的年度经济价值,包括超过5000家报纸、广播、电视和仅在线新闻媒体。LMC通过利用其成员的综合数量和规模,减少成本,并与谷歌、Meta、Monster和其他技术和服务提供商合作,增加收入。LMC的聚合受众足迹跨越2000万独特月度访问者,其成员公司为消费者提供了超过90亿的页面浏览量。更多信息请访问。 .
About Scott Cunningham
Scott Cunningham is the author of the Defining Brand Safety series and Chair of the Publisher Council at Brand Safety Institute, Founder of the IAB Tech Lab, principal technology and program Founder of the Trustworthy Accountability Group, former President of Media News Group Interactive and was a pioneer in the development of USATODAY.com and many other digital publishing and ad technology platforms and products. His work involves steering the global digital advertising and news publishing industry towards economic sustainability, best user experience practices, hygiene and standards. He can be reached at [email protected] of Cunningham.Tech Consulting.
关于Scott Cunningham
Scott Cunningham是定义品牌安全系列的作者,是安全品牌研究所出版商委员会的主席,IAb Tech Lab的创始人、主要技术和节目创始人,可靠度责任组织的前任主席,在USATODAY.com和许多其他数字出版和广告技术平台和产品的开发中都是先驱。他的工作涉及引领全球数字广告和新闻出版行业走向经济可持续性、最佳的用户体验实践、卫生和标准。他能在 。 [email protected] Cunningham.Tech Consulting的站点上找到。
Media contacts:
Christina Gillham, [email protected]
Kristin Brocoff, [email protected]
媒体联系人:
Christina Gillham, [email protected]
克里斯汀·布洛科夫, [email protected]
SOURCE NewsPassID
来源NewsPassID