Leveraging Yashi’s Proprietary Location-Focused Technology, Digital Mirror Offers Advertisers First Time Simultaneous Delivery of Television and Digital Pre-Roll Video Ads
Launch is Initially Exclusive to Nexstar’s 103 Television Stations Reaching 18.0% of all U.S. TV Households with Plans for Broader Commercial Deployment
IRVING, Texas and TOMS RIVER, New Jersey – Nexstar Broadcasting Group, Inc. (Nasdaq: NXST) and Yashi, Inc., a leading location-focused video advertising company and wholly-owned subsidiary of Nexstar, announced today the launch of Digital Mirror, the industry’s first integrated linear television and digital programmatic video advertising technology. Powered by Yashi’s location-focused technology, Digital Mirrorextends the reach, superior engagement and proven consumer influence of broadcast television advertising through the simultaneous delivery of highly targeted digital pre-roll video advertising online and via mobile devices.
The initial launch of Digital Mirror will be exclusive to Nexstar’s portfolio of 103 television stations with the opportunity to scale the technology for use by other station operators over the near to mid-term. The innovative advertising product is currently available in three Nexstar markets and the Company plans to complete the product roll out across its entire platform by the end of this year. The launch of Digital Mirror reflects Nexstar’s commitment to delivering breakthrough innovation, content and services to local communities and an expanding range of effective marketing solutions to customers and partners.
“Nexstar’s commitment to localism and industry-leading innovation remain key components of our operating and expansion strategies and have served as the foundation of our long-term growth and success,” stated Perry Sook, President and Chief Executive Officer of Nexstar. “Traditional TV remains the dominant reach medium with the greatest share of video viewership and superior engagement and influence on consumers’ purchasing and voting decisions. As our business continues to evolve with the changing new media landscape, we are focused on developing new technologies, products and services that complement our broadcast and digital media platforms.
“Digital Mirror, Nexstar’s first product collaboration with Yashi, is a powerful multi-platform marketing solution that synchronizes advertiser’s on-air television and digital video spots in real-time. This proprietary technology suite, exclusive to Nexstar, maximizes the targeting and engagement capabilities of our local and national advertising clients while delivering high ROI on their television and digital media investments.”
Scott Hoffman, President of Yashi, added, “Nexstar and Yashi continuously adapt and innovate to meet the changing needs of consumers and advertisers. Advertisers are seeking technology solutions that allow them to seamlessly integrate their television and digital media campaigns to ensure optimal performance and enhanced distribution. By deploying Yashi’s location-focused technology, Digital Mirror makes it simple for local and national television marketers and brand managers to achieve coordinated delivery of their broadcast television and digital ad campaigns in real time with clear and measurable results. Digital Mirror is a breakthrough technology that delivers the results-oriented multiplatform marketing solutions our clients need to reach their customers and have an impact on their purchasing decisions.”
How Digital Mirror Works
The Digital Mirror advertising product is currently available through any Nexstar owned or affiliated station. At the time a client’s broadcast advertising spot begins to air on live television, Digital Mirror sends a signal to Yashi’s Demand Side Platform (DSP), immediately triggering it to deliver client’s digital pre-roll video advertisements to the desktops and laptops, tablets and other mobile devices of people within the station’s particular designated market area (DMA). In addition, following the simultaneous delivery of the television / digital ad campaign, Digital Mirror will continue distributing the ads on digital platforms for approximately three minutes to reach the largest possible audience and reinforce client’s messages. Digital Mirrorproactively allows the marketer to know when and where their multi-screen efforts will occur. In addition, the technology also delivers analytics of advertisers’ digital campaign performance, providing metrics with 100% transparency.
About Nexstar Broadcasting Group, Inc.
Nexstar Broadcasting Group is a leading diversified media company that leverages localism to bring new services and value to consumers and advertisers through its traditional media, digital and mobile media platforms. Nexstar owns, operates, programs or provides sales and other services to 103 television stations and 54 low power and digital multicast signals reaching 62 markets or approximately 18.0% of all U.S. television households. Nexstar’s portfolio includes primary affiliates of NBC, CBS, ABC, FOX, MyNetworkTV and The CW and multicast affiliates of Telemundo, Bounce TV, Me-TV, LATV, Estrella, This TV, Weather Nation Utah, Movies! and News/Weather. Nexstar’s community portal websites offer additional hyper-local content and verticals for consumers and advertisers, allowing audiences to choose where, when and how they access content while creating new revenue opportunities.
Pro-forma for the completion of all announced transactions Nexstar will own, operate, program or provide sales and other services to 171 television stations and their related low power and digital multicast signals reaching 100 markets or approximately 39% of all U.S. television households. For more information please visit www.nexstar.tv.
This communication includes forward-looking statements. We have based these forward-looking statements on our current expectations and projections about future events. Forward-looking statements include information preceded by, followed by, or that includes the words “guidance,” “believes,” “expects,” “anticipates,” “could,” or similar expressions. For these statements, Nexstar claims the protection of the safe harbor for forward-looking statements contained in the Private Securities Litigation Reform Act of 1995. The forward-looking statements contained in this communication, concerning, among other things, the ultimate outcome and benefits of any possible transaction between Nexstar and Media General and timing thereof, and future financial performance, including changes in net revenue, cash flow and operating expenses, involve risks and uncertainties, and are subject to change based on various important factors, including the timing to consummate the proposed transaction; the risk that a condition to closing of the proposed transaction may not be satisfied and the transaction may not close; the risk that a regulatory approval that may be required for the proposed transaction is delayed, is not obtained or is obtained subject to conditions that are not anticipated, the impact of changes in national and regional economies, the ability to service and refinance our outstanding debt, successful integration of Media General (including achievement of synergies and cost reductions), pricing fluctuations in local and national advertising, future regulatory actions and conditions in the television stations’ operating areas, competition from others in the broadcast television markets, volatility in programming costs, the effects of governmental regulation of broadcasting, industry consolidation, technological developments and major world news events. Unless required by law, Nexstar undertakes no obligation to update or revise any forward-looking statements, whether as a result of new information, future events or otherwise. In light of these risks, uncertainties and assumptions, the forward-looking events discussed in this communication might not occur. You should not place undue reliance on these forward-looking statements, which speak only as of the date of this release. For more details on factors that could affect these expectations, please see Media General’s and Nexstar’s filings with the Securities and Exchange Commission.
Executive Vice President, Digital Media and Chief Revenue Officer
Nexstar Broadcasting Group, Inc.
Joseph Jaffoni, Jennifer Neuman
212/835-8500 or email@example.com