Belo launches its own digital ad company, ScreenShot

Michelle Clancy | 30-11-2012

Texas-based media company and local TV affiliate owner Belo Corp. has launched its own digital advertising company, ScreenShot Digital, with an eye to partnering with local and regional marketers across the US on digital media consulting and advertising services.

The company also will wrap in analytics and guidance for a full consultative portfolio.

The time appears to be ripe for such a move. According to BIA/Kelsey, forecasts for ad revenue in the online/interactive/digital segment of US local media markets indicate growth from $21.2 billion in 2011 to $38.1 billion in 2016 (12.4% CAGR). Subsequently, BIA/Kelsey predicts the US local display market will outpace the overall display market, growing from $2.4 billion in 2011 to $5.1 billion in 2016 (16.2% CAGR).

"ScreenShot Digital will create a competitive advantage for clients in their markets, and we are excited to have Eric and his experienced team on board to lead this new business," said Joe Weir, Belo's vice president of digital.

Belo has tapped Eric Schaefer as the new company's general manager. Schaefer has sixteen years of experience working within traditional media and digital advertising including various leadership roles with broadcast television sales and marketing, interactive and new media management, and digital business development. Most recently, he served as president of NetInformer, a mobile marketing firm. Prior to that, he served as director of business development for Blockdot, a mobile application and digital branded entertainment development studio in Dallas.