This year was my first Op/Ed, and what an amazing event! Coming from a TV background, I was happy to see so many MVPDs, Networks, Programmers, Station Groups and Broadcasters attending. Now that we have acquired Operative, I was also very impressed with the caliber of attendees from print and digital publishers.
I am very excited that we kicked off the next chapter of SintecMedia. As I announced on stage, our newly combined company is focused on premium media companies. OnBoard is our flagship product for the convergence of digital and linear. It combines the best of SintecMedia and Operative and is the launchpad for media companies to master “pre-sales yield.” As advertisers request proposals that include audience-targeted advertising, TV, video and more, media companies need technologies to create detailed offerings in real time, forecast accurately and deliver profitably. OnBoard is the only platform globally that provides this capability.
The variety of people that attended Op/Ed 2017 perfectly represent the spectrum of premium media companies that SintecMedia serves with offerings like OnBoard as well as our other flagship media products. From leaders of national companies to operations specialists at local or niche companies, everyone there can relate to similar situations. At Op/Ed we heard about issues selling TV ads combined with digital video. We heard about problems managing audience data. We heard about concerns with low prices and low margins on programmatic channels. Of course, we also heard about how Google and Facebook have changed advertiser expectations, and have made it difficult for premium media companies to compete.
These insights drive SintecMedia’s product strategy as well as our overall philosophy. We believe that technology companies should objectively drive better performance, and that is what we do. We are not a middle-man vendor looking to maximize our own margin. We are a group of media experts creating technology products to serve media companies.
This is why we are hosting a special event at NAB Show in Las Vegas this April. In addition to our booth, Lorne Brown will be leading a half day for media companies to discuss best practices for profiting in a data-driven marketplace. Our goal is to encourage data standards, transaction rules and common technology, so that media companies can sell more easily and at scale. This will increase profits in the short term, but also set the stage for growth across rapidly changing new channels such as addressable TV, OTT and programmatic video.
Please keep in touch with us between now and then. We will be publishing several important announcements about OnBoard as well as delivering our annual white paper with research and insights about the current state of multichannel advertising sales.
2017 has already been a fantastic year for SintecMedia, and it is only going to get better as we work together to shape our future where linear and digital come together.