KATU TV Chooses AdManager Solution Based on Real-Time Reporting and Inventory Management Capabilities
RALEIGH, N.C.-- Accipiter Solutions, Inc. today announced that KATU TV, the ABC Network Affiliate in Portland, Oregon, selected its AdManager V7 ad management solution to manage its online ad program. When searching for an online ad management application, KATU required a flexible solution that provided accountability and proof of performance, all within a reasonable price point. Accipiter's AdManager proved to be the ideal candidate for their search.
Since implementing AdManager, KATU has relied most heavily on the real-time reporting and inventory management capabilities. The station frequently generates real-time advertiser and campaign reports, primarily for its clients' benefit. Paul Knight, Internet Sales Director for KATU, explains that, "Because we are a TV station, many of the online ad campaigns we run are coordinated with our television ad campaigns. AdManager's real-time reports are particularly useful to us when we have a TV and Web campaign running simultaneously to promote a time-sensitive event."
AdManager's real-time reporting feature allows KATU to access up-to-the-minute ad campaign data on demand rather than on regularly scheduled cycles. As a result, "KATU can quickly discover ad campaign microtrends, allowing them to quickly recognize and respond to changes when running their coordinated ad campaigns," says Jeff Wood, vice president of sales and marketing for Accipiter.
KATU also relies on AdManager's real-time inventory management function to determine whether to make more ad inventory available for in-house promotion of local or national television programming. Wood explains, "Accurate, real-time forecasting allows KATU to manage and package their available inventory to achieve maximum value for every ad impression served."
Ease of use and reliable customer service were also factors in KATU's decision to implement Accipiter's AdManager. "Accipiter's easy-to-use interface has saved us valuable ramp-up time and effort. We are also very pleased with Accipiter's exceptional level of customer service," said Knight.
About KATU TV
KATU TV is an ABC Affiliate in Portland, Oregon. The Nielsen market rank for Portland, Oregon is 23. For more information on KATU TV, please visit www.katu.com .
About Accipiter
Based in Raleigh, NC and London, UK, Accipiter has been a technology leader in the online ad management industry since 1996. Over 49 billion ads are served monthly using Accipiter innovations, including site-side (AdManager) and hosted (AdBureau) solutions. In 1998, Accipiter was the first to integrate behavioral targeting with online ad serving. VIBE (Visitor Interest Behavioral Engine) was created based on that experience. For general information, please visit www.accipiter.com.
