The Weather Channel Companies Announces ‘Category 5,’ Cross-Platform, Private Ad Exchange
Leading Global Media Company Taps AdMeld To Power Next-Generation Audience Sales Platform
Atlanta, GA — November 9, 2010 — The Weather Channel (TWC), the leading cross-platform media company, today announced Category 5, a cross-platform, private advertising exchange. Powered by technology from AdMeld, Category 5 is a sophisticated digital marketplace that connects advertisers to more than 50 million high-value consumers across TWC's web and mobile properties, while giving the publisher complete control over how each impression is sold. Many of the largest advertising and media holding companies are integrated into Category 5, including Omnicom and Vivaki.
Category 5 was designed to maximize TWC's revenue in a landscape where cross-platform, audience-targeted ad buying is gaining momentum. The platform's data management tools give TWC the ability to identify, package and sell their most valuable audience segments from their large, high performing user base. In addition, Category 5 integrates AdMeld's proven yield optimization technology to ensure each impression is sold at its maximum value and according to TWC's business rules. Lastly, Category 5 connects the publisher with every major client and advertising agency Real Time Bidding (RTB) buyer via APIs and a web-based interface. The result is a suite of next-generation technologies that complement TWC's direct ad sales efforts.
"This amounts to a visionary ad sales strategy for The Weather Channel," said Matt Spiegel, CEO, Omnicom Media Group Digital. "Not every brand has the scale and brand equity to warrant opening a private exchange, but TWC is in an elite class. Agencies and advertisers have long wanted a more efficient means of executing cross-platform buys with publishers of this caliber, and Category 5 makes it a reality."
"As the leading cross-platform media company, TWC reaches millions of consumers across the Web and an array of mobile platforms, such as iOS and Android," said Mike Kelly, president & CEO, The Weather Channel Companies. "Our direct sales team will continue to offer the best premium opportunities in digital and now, with the launch of the Category 5 private exchange, we've created an additional digital sales channel. Category 5 empowers us to analyze, package, and sell our audience in a way that meets the needs of advertisers and protects our users' interests."
"Over the last twelve months, agencies have begun diverting sizable budgets to audience-targeted media buys," said Michael Barrett, CEO, AdMeld. "This trend is accelerating, and the savviest publishers are moving to capture these spends and embrace 'audience-selling' as an integral part of their strategy. This is why we developed our private exchange solution, and we're proud to count TWC as our partner."
About The Weather Channel Companies
The Weather Channel Companies (TWCC) is made up of The Weather Channel television network, The Weather Channel digital properties, and Weather Services International (WSI). The Weather Channel is based in Atlanta and is seen in more than 100 million U.S. households. TWC also operates Weatherscan, a 24-hour all-local weather network; The Weather Channel Radio Network; and The Weather Channel HD. The digital properties of TWC, which include the weather.com site, The Weather Channel Desktop and The Weather Channel Mobile, reach more than 45 million unique users online each month and is the most popular source of online weather, news and information according to Nielsen//NetRatings. WSI, headquartered in Andover, MA, primarily provides business-to-business weather services, particularly for the media, aviation, marine and energy sectors. TWCC is owned by a consortium made up of NBC Universal and the private equity firms The Blackstone Group and Bain Capital. For more information, visit http://press.weather.com/press