Advanced Television

Frequence empowers TV ad companies to sell more linear inventory

January 27, 2022

Frequence, a specialist in advertising sales automation and workflow software, has announced the launch of a new suite of features that enable television advertising companies to sell and report their owned-and-operated linear TV inventory in one comprehensive dashboard with the same analytics and granular data as their digital campaigns.

“In recent years, media companies selling linear TV have increasingly found themselves adding more and more digital extensions, rather than more of their own inventory,” said Oliver Jacob, President of Frequence. “Our first-to-market suite of features for linear TV reporting enable advertisers to provide all of the scheduling and analytics that used to only be available with digital executions.”

The new linear TV features have most recently been adopted by cable provider Midcontinent Communications, which has used the platform to report on thousands of local-advertiser TV schedules and digital extension campaigns since launching in 2021.

“We’ve been looking for a solution to help us sell more of our owned and operated inventory for years, and now we finally have it,” said Shauna Wimer, Director of Advertising Sales at Midcontinent Communications. “The new linear TV planning and reporting features from Frequence have helped us put our own inventory on the same level as the digital extensions we sell, which pleases both our advertisers and our own stakeholders.”

The new features are compatible with SmartProposal, Frequence’s new AI-powered media proposal and automation platform. Built upon Frequence’s end-to-end workflow, creative, and campaign management platform, SmartProposal analyses millions of data points from thousands of media campaigns to generate intelligent and focused marketing campaign proposals that enable media sellers to close more linear TV + digital business and generate more revenue.

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