As one of the largest national newspapers, USA Today has incredible reach with a large demographic of readers. Naturally, this presents ample page views, impressions, video views, and other traffic for its digital publication on a consistent basis. Monetizing this engagement has been fairly straightforward, but recently USA Today Sports has experimented successfully with programmatic video to fill open inventory that would otherwise go unused and unseen. A lot of publishers do not know how to even begin in this space. It's a challenge that even USA Today faced but ultimately overcame to provide relevant video ads for viewers and premium creative to fill its extra inventory. Chris Pirrone, general manager of USA Today Sports Media Group speaks with iMedia at the thinkLA Programmatic Summit about the journey this powerhouse publisher went through to use programmatic video in an efficient way, and how you can do the same.
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Article written by media production manager David Zaleski and video edited by associate media producer Brian Waters.
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