OSG selected Operative to create a strategy for improving programmatic performance and ensure that yield would be maximized for every impression, both programmatic and direct. Operative's innovative Compete solution includes management services as well as reporting and optimization technology that is designed to improve yield across a media company's entire advertising business.
"Operative Compete has increased our programmatic revenue and has set us up for long term profitability as we build out our strategy," said Reggie Hudson, Director of Digital Advertising Operations at Outdoor Sportsman Group. "The success we have enjoyed with Operative has sent a positive message about the value of programmatic throughout our company. We look forward to working with them on our programmatic video business going into 2017."
Operative first helped OSG update its product catalog to provide buyers with more granular information and choice and then implemented several new programmatic revenue partners to compete with OSG's current programmatic vendors. Operative also provided quick and easy integration and frequent testing to determine the right combination of programmatic partners for every part of OSG's digital inventory. Operative's Compete technology provides ongoing optimization analysis and transparent reporting to ensure that OSG maximizes revenue and can build insights into its overall advertising strategy over time.
"Outdoor Sportsman Group faces the same challenges that many premium content companies have as they transition to a multi-channel digital environment," explained Lorne Brown, Operative's CEO. "Specifically, they must contend with packaging and selling a complex array of data and inventory with insufficient technical and analytical resources. They have been a great partner as we have worked to increase their programmatic revenue and improve the efficiency of their digital advertising operations. We're excited to continue our work together as they build out their programmatic capabilities across video and future channels."
About Outdoor Sportsman Group
Outdoor Sportsman Group is the largest media company solely devoted to bringing the best in content and entertainment to America's 80-million+ outdoor sports enthusiasts.
OSG's brands cover the spectrum of the outdoor experience–from big-game-adventure hunting to fishing for bass in backyard ponds to competing in the highest-caliber shooting sports events, our audience has come to rely on the expertise of our editors and its presentation across every media platform for the best, most entertaining, useful and relevant content.
Since 2001, Operative Media, Inc. has developed software and services that help publishers, agencies, and networks simplify the business of advertising. Media companies rely on Operative to sell, traffic, and bill premium ad inventory, increasing revenue and decreasing overhead. Operative's client base, which controls over 20 percent of the global ad market, includes NBCUniversal, Meredith, Refinery29, Wall Street Journal, Comcast, iHeartMedia, BuzzFeed, VICE Media, Vox, and Cox. For more information, visit www.operative.com.
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SOURCE Operative Media, Inc.