Industry: Media & Broadcasting
Markets: 5 local U.S. markets
Channels Unified: 6 (CTV/OTT, display, online video, audio, social, owned & operated)
Partner: Ribeye
Summary
A major U.S. media and broadcasting company partnered with Ribeye to centralize CTV, digital, and streaming advertising operations across five local markets. The broadcaster — which operates radio, digital, podcast, and local media properties — needed a unified workflow to replace fragmented platforms and manual coordination. Ribeye consolidated multiple advertising channels into a single campaign management workflow, enabling faster activation, clearer reporting, and easier CTV adoption for local sales teams. The outcome: a scalable, integrated media sales operation that grows streaming revenue without adding operational overhead.
The Challenge: Fragmented CTV and Digital Operations Across Markets
As CTV and streaming demand grew, the organization faced familiar challenges for regional broadcasters scaling digital advertising:
- Disconnected platforms across markets and channels
- Manual coordination slowing campaign activation
- Limited visibility into reporting and inventory
- Local sales teams unable to easily package CTV into client campaigns
- No scalable workflow for integrated media sales
Goals to Improve Revenue and Digital Operations Efficiency
- Streamline CTV and digital campaign execution across all markets to accelerate digital revenue
- Reduce operational complexity and platform fragmentation – ultimately reducing cost
- Build a scalable workflow for integrated media sales
- Improve visibility into activation, reporting, and inventory management
- Make CTV easier for local sales teams to sell and activate
The Approach: A Unified Workflow Across Advertising Channels
Ribeye led a structured rollout to centralize advertising operations and operationalize programmatic buying within a single platform environment. The deployment unified campaign planning, activation, and reporting across channels — CTV, OTT, display, online video, audio — into one workflow.
Ribeye’s implementation included:
- White-label platform setup and custom domain activation
- Onboarding and operational training for local market teams
- Integration across DV360, Simplifi, Amazon Ads, ticketing and workflow management systems
- Embedding CTV activation directly into existing sales and ops workflows
Results
- More accessible CTV activation for local sales and ops teams
- Integrated campaign activation across multiple channels and multiple markets through one centralized workflow
- Reduced time to receive a forecast/plan by 80% due to platform switching and manual coordination
- Faster, more streamlined campaign activation across markets; a 50% improvement in new campaign activation
- Reduced the number of platform logins by 95%
- Greater cross-channel visibility into campaign execution, pacing, reporting, and attribution
Why It Worked
By unifying the tools and integrating directly into existing sales and operational workflows — rather than building a parallel system — Ribeye enabled the broadcaster to scale streaming revenue opportunities without adding operational overhead. The unified workflow positioned the broadcaster to grow CTV and digital revenue alongside its core media business.
Frequently Asked Questions
What did Ribeye help the broadcaster accomplish? Ribeye centralized the broadcaster’s CTV and digital advertising operations, consolidating multiple advertising channels into a single campaign management workflow. This reduced platform fragmentation, accelerated campaign activation, consolidated reporting, and made CTV easier for local sales teams to sell.
Which advertising channels were unified into one workflow? 6 channels were consolidated: CTV/OTT, Online Video, display, audio (owned and extension), and social (reporting).
Which advertising platforms did Ribeye integrate? Ribeye supported onboarding and operational integration across DV360, Simplifi, Meta, Amazon Ads, GAM, and workflow management systems, alongside white-label platform setup and custom domain activation.
How does centralizing CTV operations benefit local broadcasters? Centralizing CTV operations reduces manual coordination, eliminates platform switching, improves reporting visibility, and makes streaming inventory easier for local sales teams to package into client campaigns. For regional broadcasters, this unlocks new CTV revenue without adding operational overhead.
What is white-label platform setup in CTV advertising? White-label platform setup enables a broadcaster to operate advertising technology under its own brand and custom domain, providing local sales teams with a unified, branded environment for campaign planning, activation, and reporting across channels.
How can broadcasters scale CTV revenue without adding operational overhead? By embedding CTV directly into existing sales and operational workflows — rather than building parallel systems — broadcasters can scale streaming revenue using current teams and processes. This was the core approach Ribeye used in this engagement.
To identify how your company can benefit from consolidated workflow, omnichannel campaigns, and grow your top and bottom line, reach out to us!
