ReachTV Expands Leadership Team with Appointment of Industry Veterans

By R. Larsson, Advertising Week

In a move signaling continued growth, ReachTV, the premier streaming television network catering to travelers boasting over 50 million monthly viewers, has announced the addition of two key executives to its leadership team. Founder and CEO Lynwood Bibbens unveiled the appointments today, highlighting the strategic importance of these hires in propelling the company forward.

Bob Gruters, a seasoned executive with past roles at Facebook and Loop Media, will step into the newly created position of President at ReachTV. With a wealth of experience as a Chief Revenue Officer (CRO), Gruters is poised to lead the company’s various divisions, reporting directly to the CEO. His primary objective will be leveraging his extensive background to drive revenue growth through both direct and programmatic channels.

Gruters comes to ReachTV following a successful tenure as CRO at Loop Media, where he played a pivotal role in positioning the company as a disruptive force in Connected TV (CTV) and Digital Out-of-Home (DOOH) media. Previously, he held notable positions including CRO at Digital Trends Media and Group Head of Sales Emerging Entertainment & Technology at Facebook.

Andrew Eisner, formerly of Warner Bros Discover, joins ReachTV as Executive Vice President of Sales & Partnerships. In this capacity, Eisner will focus on forging new partnerships with networks, studios, and streaming platforms to expand ReachTV’s already extensive portfolio. His track record includes strategic branding and partnership initiatives, notably with the Professional Bowlers Association and Warner Bros Discovery.

ReachTV’s current roster of content partners includes renowned entities such as the NFL, TikTok, LIV Golf, and various others spanning entertainment, sports, and business sectors.

Speaking on the appointments, Lynwood Bibbens expressed his enthusiasm, stating, “Bob has been a friend and someone that I’ve wanted to work with for some time. He’s been an incredible leader, and we’re lucky to have him. Andrew is a highly respected entertainment executive who understands exactly what we are building at ReachTV.”

Bob Gruters remarked, “I’m incredibly excited to mark my return to the travel advertising marketplace and join the smart, forward-thinking team at ReachTV.”

Echoing the sentiment, Andrew Eisner commented, “I’m excited to join ReachTV as Lynwood Bibbens has built a global airport retail media network that has proximity to purchase, is programmed with premium brand-safe content and reaches millions of upscale travelers every day.”

About ReachTV

ReachTV, a free ad-supported streaming television network, has cemented its presence in over 750 venues, serving 2,400 airport gates and 500,000 hotel rooms across North America. With its innovative approach combining technology, data, and storytelling, ReachTV offers viewers a unique connected media experience with a focus on live sports and premium original content.