Empower MediaMarketing Brings Programmatic FEP Advertising to Famous Footwear


Empower MediaMarketing, one of the nation’s largest independent media agencies, is now offering clients something they could only dream about a year ago – the opportunity to buy Full Episode Player (FEP) advertising programmatically.

“FEP advertising has been available for years but this marks the first time we’ve been able to programmatically buy FEP,” Empower MediaMarketing Director of Broadcast Tricia Wolfer said. “With this new capability, our clients will see their guaranteed audience served precise impressions without waste.”

The first Empower client to benefit from programmatic FEP ad buys is Famous Footwear, part of Caleres Inc., (NYSE: CAL). Famous Footwear will test programmatic FEP advertising during its back-to-school marketing campaign.

“We’ve evolved our media and marketing efforts to move from generalized to personalized – with enhanced focus on isolating and communicating with individuals as they move along their purchase journey,” Famous Footwear Chief Marketing Officer Will Smith said. “With Empower’s help, we’re now able to reach our guaranteed target via a seamless experience of premium video on the device of their choosing. It’s a beautiful thing!”

Empower tapped two partners – industry leading ad server for premium video, FreeWheel, and TubeMogul, a leading enterprise software company for brand advertising – to help make FEP programmatic buys a reality.

“We’ve been working with Empower for a handful of years, and it’s bold work like this – figuring out how to make FEP programmatic a reality – that’s rewarding,” TubeMogul Chief Marketing Officer Keith Eadie said. “Our software enables Empower to access FEP inventory and the end result is significant cost efficiencies and improved audience targeting.”

By bringing together data with premium content in a scalable manner that aligns with current workflows, Empower led its partners to produce an opportunity not previously available.

“Advertisers understand the value of securing guaranteed access to premium video inventory, while also being able to reap the benefits of applying data to target specific audiences,” said James Rooke, General Manager, Premium Marketplaces, FreeWheel. “We are thrilled that Empower MediaMarketing can leverage the FourFronts Programmatic solution to use its own proprietary data to transact directly with TV companies in safe ways.”

The FourFronts Programmatic Pilot enables marketers and agencies to use their own proprietary data to reserve premium video inventory directly with FreeWheel clients. It also ensures the right data and inventory protections are in place for all parties through a secure data escrow capability.

With the continued evolution of media, Empower MediaMarketing reimagined its teams and structures, which used to be divided by online and offline. Today those teams are integrated, allowing for seamless ideation and client service.
“This is the type of innovation that keeps Empower at the top,” Empower CEO Jim Price said. “We strive to deliver the best solutions for clients, even if that means creating the solution ourselves.”

About Famous Footwear

Caleres is a diverse portfolio of global brands, which fit people’s lives: Family, Healthy Living and Contemporary Fashion. Our products are available virtually everywhere – in the over 1,200 retail stores we operate, in hundreds of major department and specialty stores, on our branded ecommerce sites, and on many additional third-party retail websites. Famous Footwear and Famous.com serve as our Family brands. Our Contemporary Fashion brands include Sam Edelman, Franco Sarto, Vince, Via Spiga, Diane von Furstenberg, Fergie Footwear and Carlos Santana. Naturalizer, Dr. Scholl’s, LifeStride, Bzees and Rykä represent our Healthy Living brands. Combined, these brands help make Caleres a company with both a legacy and a mission. Our legacy is our more than 130-years of craftsmanship, our passion for fit and our business savvy, while our mission is to continue to inspire people to feel good…feet first. Visit caleres.com to learn more about us.

About Empower MediaMarketing

Empower MediaMarketing is one of the largest independently-held media agencies in the nation. It plans, buys and creates media and delivers proof its clients’ media investments are driving positive results. Empower can be found online at its website, as well as on Twitter, LinkedIn and Facebook.

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