Extreme Reach Simplifies Network Traffic

hurrle_photo1Any traffic manager can tell you that trafficking network buys can be a time-consuming process. Most networks still require you to fax your instructions to multiple contacts for the same ad airing during different dayparts. Adding unit-by-unit trafficking to the equation means that you’re generating quite a few unique traffic letters. To help streamline the process, the Extreme Reach traffic department worked together to come up with an innovative solution that lets our platform do the bulk of the work.

Our updated Network Traffic Instructions interface allows you to enter multiple networks, dayparts and programs all on the same screen. We’re keeping track of the unique network contacts behind the scenes for you. Once you hit send, the platform works its magic and creates individual letters based on network and daypart then delivers them directly to the appropriate contact. Easy!

Our Traffic Team has been in the platform using this new feature and they all agree that it’s a great timesaver. If you’d like to know more about the new network traffic update, please reach out to your Client Manager. He or she would be happy to walk you through the process. If you do not currently have a client manager and would like further information on this subject or any other, please do not hesitate to get in touch by clicking the contact button below.

The Numbers are Really Adding up: 99.8% Digital Delivery and 100% Satisfaction.

100%-Satisfaction_Badge_200x200_revWith more than more than 7,500 TV broadcasters in our digital delivery network, we’ve been able to help clients deliver a staggering 99.8% of TV ads digitally. That’s significantly more than any other distribution service by a long shot. And those TV broadcasters all seem pretty pleased with our partnership too.

Thanks to our advanced video platform and world-class service, we’ve managed to earn a whopping 100% satisfaction rating among TV broadcasters. We know we can do better though. At Extreme Reach, we thrive on feedback from our clients and partners, whether it’s about our platform, our services or anything else. If you have an idea for how we could do a better job or help in any way, please let your Client Manager know.

It’s Official. We’re One of America’s Fastest-Growing Companies!

INC500Our advanced approach to video advertising has become the new mainstream. In fact, we’ve grown so quickly that Inc. magazine recently recognized Extreme Reach as one of the nation’s 500 fastest-growing private companies.

We’re ranked #171 overall and #26 among advertising agencies and technology companies.

Learn more in this announcement.

Online Video Measurement Hits New Milestone


While online video metrics continue to dig deeper for new insights, advertisers still face some headaches when analyzing the results. One of the biggest issues brands, agencies and publishers all wrestle with can be summed up with one word: viewability.

The fact is advertisers and agencies often don’t have enough information to verify how many of their ad plays are viewable by consumers. Even defining the term “viewability” has been a source of debate in the industry. Until now.

Extreme Reach has joined the Open VideoView initiative (OpenVV), the open-source viewability solution for in-stream video advertising.

OpenVV’s technology for measuring video ad viewability helps create an open-source, industry-wide standard that will benefit brands, agencies and publishers.

Extreme Reach clients will soon notice enhanced reporting for their online video campaigns, including metrics that cover:

  • Whether a video is in view
  • Whether an ad is muted
  • Whether or not the window is active
  • The exact percentage of video that is viewable on a user’s screen

Find out more about OpenVV, or learn more about the reporting capabilities in our Cross-Media Reporting Suite.

Delivered On Schedule? Check. Aired On Schedule? No Question.


Proof your ad has aired now comes standard.

Here’s a question for all you TV traffickers: do you know when your ads hit the air? Here’s another: how would you like a little more peace of mind?

While online video advertising can deliver instant, automated verification on just about every sort of trafficking data imaginable, that’s not the way TV works. For years, TV advertisers mostly took it on faith that their ads ran when the media buy said so. Now, TV just got a lot more transparent.

Extreme Reach now offers Proof of Airing to all TV distribution clients. It’s new, it’s FREE and it’s already included in the Proof of Delivery (POD) reports in our platform. If you distribute your commercials with Extreme Reach, you get to see exactly when and where they air for the first time on 2,000 channels across the nation’s top 50 markets (and counting!). While Proof of Delivery confirms that a spot was distributed, Proof of Airing confirms that your commercial has successfully reached your audience. Together, we hope they’ll usher in a new era of workflow transparency and peace of mind.

Only Extreme Reach offers Proof of Airing. This exciting feature is made possible by our TV monitoring network, and yes, you can receive notification of more than your ad’s first airing. For those of you unfamiliar with our advanced TV Monitoring Service, it uses the same proprietary technology to report every occurrence of your ads in near real-time. Learn more.

SAG-AFTRA Contract Highlights: JPC Seminar Recap

JoAnnKesslerExtreme Reach recently had the pleasure of hosting the ANA/4A’s Joint Policy Committee at a seminar covering the recent SAG-AFTRA contacts. The event was attended by over 120 industry professionals in Marina Del Rey, and featured speakers Doug Wood and Stacy Marcus of the law firm Reed Smith. Doug and Stacy were the lead negotiators for the industry team that bargained the new 2013 Radio & TV Commercials Contracts with SAG-AFTRA.

The top highlights from the event included a review of the most significant changes in the 2013 Commercials Contracts.

Rate Increases: Wages were increased by 6% across the board, and are retroactive to April 1. Any commercials produced on or after that date are subject to the new rates and terms. Cable use payments are now maxed at 3000 units, up from 2000 units. P&H goes from 15.5% to 16.8%.

Spanish Language Increases: Spanish Language TV commercials saw an increase of 5-10% in addition to the 6% base increase noted above. Use in Puerto Rico is no longer to be paid for as “foreign” use.

Editing Provisions: Advertisers are now entitled to have a second free lift under Section 26A (Shorter/Longer Versions) and Section 26K has been modified to allow certain retail advertisers to make multiple versions of a basic spot (featuring different products) without creating a “new” commercial and having to pay additional use fees. Those changes were formerly so cost-prohibitive that signatory agencies had been at a competitive disadvantage pitching retail business.

In this seminar recap, learn about important changes regarding Internet content, new Ad-ID requirements, the Clearinghouse Initiative and more.

Your Extreme Reach talent management team is here to assist you in understanding how to implement new contract terms and provisions. In fact, we’re making all necessary retroactive payments on behalf of our clients. Questions? Contact us!

Time for Online Video to Make Peace with TV

Robert Haskitt

The world of video advertising is divided into two main camps: TV and online.

Each group has medium-specific domain expertise and perspectives, but their workflows, creative and objectives are nearly identical. Handling TV and online video separately results in a lot of redundancy and lost information. In order for video advertising to be as effective and streamlined as possible, we need to bring the two camps together.

Over time, online video has evolved into something that’s much more closely related to television. And conversely, TV has evolved to be more like online video. In this new Digiday article, I’ve outlined why now is the time for Online Video and TV to make peace.

Want to learn more? See all of the benefits and new efficiencies that emerge when TV and Web work together.

Robert Haskitt is the CMO of Extreme Reach.

Optimize Video Creative To Increase Your Campaign ROI

Robert HaskittTV advertisers make up the vast majority of brands moving media dollars to in-stream video. And more than 90% of their online video creative is the same as, or a variation of, the ads they run on TV.

This multi-screen approach opens up a variety of new opportunities for optimizing ad creative across screens. New cross-media technology solutions are enabling advertisers to increase their campaign ROI and take greater advantage of the unique and combined benefits of both TV and online video.

In this new MediaPost article, I’ve called out how you can use these new solutions to achieve a number of goals in your next video ad campaign:

  • Optimize the Viewer Experience
  • Optimize Creative for Media and Audience
  • Optimize Engagement
  • Optimize Frequency and Rotation
  • Optimize Compliance
  • Optimize Across Screens

When you manage, deliver and measure TV and online video campaigns together, you can adopt cross-media metrics well beyond the GRP and, by acting on those insights while your campaigns are live, increase the return on your media investments. Want to see how it all comes together? Learn more.

Robert Haskitt is the CMO of Extreme Reach.

Digiday Video Upfront: Reap the Benefits of a Holistic Approach to Multi-Screen Campaigns

Our VP of Online Video Advertising, Chip Scully, recently chatted with Digiday about the challenges marketers face as they scale their video ad campaigns across TV and the web.

In this video interview from Digiday’s Video Upfront, Chip shares how marketers can take a more holistic approach to their multi-screen campaign workflow, gaining actionable insights to increase ad engagement and optimize creative along the way.


SAG-AFTRA & JPC Reach Deal For TV & Radio Commercials Agreements

JoAnnKesslerOn April 6, the Joint Policy Committee (ANA/4As) and SAG-AFTRA announced a tentative agreement for the 2013 TV & Radio Commercials Contracts.

The deal is scheduled to be reviewed by the SAG-AFTRA Board of Directors on April 20-21. Once approved, the agreement will then be sent to SAG-AFTRA membership for ratification, after which the new rate charts will be published.

So how will these new contracts impact advertisers and ad agencies?

All new commercial sessions that started on or after April 1, 2013 will be subject to the new rates, as will “new” commercials that are edited from existing footage. Payments made now for these commercials will need to be supplemented to new rates, once those are approved.

Here are some tips on what to consider while the final rates are undergoing approval:

• Rate changes could take effect in two ways. First, there will likely be an across-the-board increase in all scale wage rates, plus an increase in Pension & Health contributions. Second, there may also be changes to the formulae used to calculate a particular residual type. That will have a compounding effect on the increase, and will be important to consider when determining residual budgets.

• If you’re negotiating a new 21-month maximum use period for a commercial, it may be best to wait for the finalized rates before agreeing to new terms with agents. Typically, agents ask for the “new” wage scales, along with an additional percentage, so you’ll want to calculate just how much of an increase that amounts to.

• Any Term or Celebrity Contracts that have an effective start date of April 1, 2013 or later will likely be affected by an increase in the Pension & Health contribution rate.

The Extreme Reach Business Affairs team is here to help you navigate these changes. If you have any questions on the new deal between SAG-AFTRA and the JPC, feel free to contact us!

Jo Ann Kessler is the VP/Director of Business Affairs at Extreme Reach.


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