Sony Pixel Power calrec Sony

Access New Demand for Local TV Inventory with Programmatic Selling

26/06/2020

Access New Demand for Local TV Inventory with Programmatic Selling

In a recent post, we talked about the fact that as COVID-19 began forcing so many Americans to stay home in March, TV viewership actually increased, with the 18-34 demographic showing the most growth (up 73% in Week 4 of March). More than two months later, even as restrictions begin to ease, physical distancing guidelines continue to keep people at home and tuning in to local TV more than ever. Advertisers are eager to reach those growing audiences and with programmatic selling, broadcasters can make their inventory more easily accessible to those buyers.

The biggest draw for advertisers is local TV's premium, brand-safe, geo-targeted inventory. But accessing that inventory has historically been both time consuming and expensive. When compared to easy-access mediums like digital, TV's broad reach, effectiveness, and overall value are diminished when weighed against those transactional costs.

Both advertisers and broadcasters can benefit from the automated media transactions that programmatic TV sales offers. It becomes faster, easier, and more transparent to transact linear TV, meaning the entire process, from negotiation to order reporting, can be accomplished in a fraction of the time.

Benefits for Broadcasters

For TV stations, programmatic selling reduces the number of people and resources required to sell a spot, which reduces the potential for error, both of which ultimately reduce costs. The entire transaction happens system-to-system, which speeds the process up considerably while eliminating the excessive rekeying that often leads to expensive errors.

Automation also makes local TV accessible for advertisers who aren't traditional TV buyers, opening new demand. Many digital-first organizations don't have the experience or the buying systems in place to purchase spot TV. Programmatic tools are intuitive, very easy to use, and make TV accessible to new advertisers, often for the first time. And as primarily digital advertisers catch on to the ease and effectiveness of programmatic TV buying, demand will continue to grow.

Our programmatic platform, WO Marketplace, part of our Unified Sales Suite, also allows broadcasters to preserve controls against their inventory, such as competitive separation, frequency capping, rate card controls, as well as maintaining a healthy balance between programmatically generated demand and their own, direct demand, generated by their in-house sales teams.

Increase Demand by Understanding the Benefits for Your Buyers

By understanding the benefits for your advertisers, you can help increase programmatic demand for your inventory. Broadcasters can help marketers access the immense value that linear TV offers by making it easier to buy - as easy as buying digital. And you can do that by automating the transactional process to improve efficiencies and reduce discrepancies, allowing for more effective, balanced campaigns that leverage the unique strengths of both linear and digital mediums.

TV advertising can be used as reach extension for the digital campaigns of traditional, direct brands. Instead of focusing solely on hyper-targeted, addressable digital advertising, brands can pair that with the broad reach and brand-safe frequency of television.

To sum up, the biggest benefits broadcasters can offer advertisers through programmatic TV ad sales are:

Accessibility: To access the value and effectiveness of linear TV inventory, a buyer traditionally needed specific buying systems and a deep understanding of the approach to avail requests, negotiations, stewardship, and posting processes. The complexity of that buying process created a barrier to entry for many brands. You can eliminate those barriers with programmatic selling, which both automates the process and integrates with agency buying systems and DSPs.

Targeting: The concept of broadcast, or one message to many people, has always been an efficient way to reach a wide audience, for a reasonable cost. However, it has also typically lacked the ability to compete with the addressable ads offered by digital. That has changed, since you can now offer advertisers a middle ground via targeted advertising, using data to determine which programs or dayparts are best suited for their brands, indexing at or well above the average, and providing a more cost-effective buy than was previously possible.

Attribution: Our programmatic platform provides specific data that increases the value of TV to buyers, both during the planning phase as well as to gauge effectiveness throughout the campaign. Data is available the same day a spot runs, so marketers can correlate when the ad ran with the sales or clicks that resulted, allowing them to evaluate a campaign's performance in-flight. This allows them to better assign attribution to the spot's results, regardless of where the ultimate sale happens, demonstrating value/ROI and giving TV the credit it deserves.

Contact us to discover how WO Marketplace can help you access new demand and open new revenue streams.

For press inquiries, contact media@wideorbit.com.
LINK: https://www.wideorbit.com/blog/local-tv-inventory-with-programmatic-se...
See more stories from wideorbit

Most recent headlines

22/04/2021

Sony launches new suite of cloud-based microservices

Media Solutions Toolkit offers a number of cloud-native, specialised services, each addressing a particular function, like import or workflow management By Jen...

22/04/2021

Netflix to double Madrid studio capacity

Since 2016, the streamer says it generated over 7,500 jobs for Spanish cast and crew By Jenny Priestley Published: April 22, 2021 Since 2016, the streamer ...

22/04/2021

EBU investigates best practice for UHD and HDR

Organisation has launched two new activities looking at UHD and production codecs By Jenny Priestley Published: April 22, 2021 Organisation has launched tw...

22/04/2021

ES Broadcast acquires Sony's archiving division

Purchase expands the reach of ES Broadcast and extends its portfolio of services By TVBEurope Staff Published: April 22, 2021 Purchase expands the reach of...

22/04/2021

Queensland crime drama Troppo coming to ABC

22 04 2021 - Media release Queensland crime drama Troppo coming to ABC Yolanda Ramke, Thomas Jane ABC, AGC Television, Screen Australia and Screen Queensland...

22/04/2021

Thrilling new drama Barons greenlit for ABC

22 04 2021 - Media release Thrilling new drama Barons greenlit for ABC Marieke Hardy, Matt Cameron, Liz Doran The hedonistic world of surfing, the cutthroat ...

22/04/2021

Collaborate, educate and demonstrate, live from your OR

Collaborate, educate and demonstrate, live from your OR Kortrijk, Belgium, 22 April 2021 - Global visualization and collaboration leader Barco innovates in remo...

22/04/2021

Vizrt Channel Branding with Flexible Access makes identity, branding, and content cross-promotion powerfully easy

Vizrt Channel Branding with Flexible Access makes identity, branding, and conten...

22/04/2021

Clear-Com Releases Station-IC Virtual Desktop Client

Clear-Com Releases Station-IC Virtual Desktop Client posted: 18/04/2021 - Agent-IC Functionality Is Now Available for Mac and Windows PCs - Clear-Com Cl...

22/04/2021

Lighting in 2021: Orbiter, SkyPanel, Daylight, Tungsten, trends, and new solutions

For MACCAM, based in Los Angeles, California, catering specifically to gaffers, ...

22/04/2021

IBC To Consult Industry on 2021 Physical Event Plans

IBC today set out more details around its plans to bring the content and technology industry together again to discover the future of media and do business face...

22/04/2021

Marshall PTZ Cameras Deliver Broadcast Quality UHD Images for Newnan Presbyterian Church and rsquo;s Live Streams

When the coronavirus shut down in-person gatherings, many houses of worship were...

22/04/2021

MITOMO STUDIO SHIBUYA Upgrades 8K Editorial Review Suite with AJA KUMO 3232-12G and SKAARHOJ Rack Fly Duo

Mitomo is a leading Japanese broadcast equipment and service provider, and since...

22/04/2021

Alpha Sound Selects DPA for Famed Cathedral AV Overhaul

St. Mary's Cathedral is one of the most popular and beautiful Catholic churches in the Portland area. It serves as its parish's diocese, hosting weekly ...

22/04/2021

Marc Fennell tackles racism in bold new documentary series

22 04 2021 - Media release Marc Fennell tackles racism in bold new documentary series Marc Fennell Popular media personality and Walkley award-winning journa...

22/04/2021

Barco Announces NEXXIS Partnership with Sigma - Jones AV in India to Accelerate Next-Gen Healthcare Video Integration Solutions

Barco Announces NEXXIS Partnership with Sigma - Jones AV in India to Accelerate ...

22/04/2021

Learning More in PreSonus Sphere with Jacob Lamb

With a PreSonus Sphere membership you get access to exclusive masterclasses in the Learn section. Here you can dive into practical recording topics from indu...

22/04/2021

ES Broadcast acquires archiving solutions specialist Memnon from Sony

ES Broadcast acquires archiving solutions specialist Memnon from Sony posted: 21/04/2021 ES Broadcast, a leading provider of end-to-end solutions to the p...

22/04/2021

Reaching a new galaxy: Lawo HOME revolutionizes management of IP broadcast infrastructures

Reaching a new galaxy: Lawo HOME revolutionizes management of IP broadcast infra...

22/04/2021

Bringing you the expanded Atomos Ninja V Line-up

Bringing you the expanded Atomos Ninja V Line-up data-src=https://creativecow.net/wp-content/uploads/avatars/263018/5fa08c562aaf4-bpthumb.jpg data-srcset=ht...

22/04/2021

Sony Announces Latest IP, Cloud Solutions and Imaging Products for More Flexible and Scalable Productions and Workflows

Sony Announces Latest IP, Cloud Solutions and Imaging Products for More Flexible...

22/04/2021

Viz Artist 4.2 Free Edition and Viz Artist in Residence program debut

Viz Artist 4.2 Free Edition and Viz Artist in Residence program debut data-src=https://creativecow.net/wp-content/uploads/avatars/263018/5fa08c562aaf4-bpthu...

22/04/2021

MITOMO STUDIO SHIBUYA Upgrades 8K Editorial Review Suite with AJA KUMO 3232-12G and SKAARHOJ Rack Fly Duo

MITOMO STUDIO SHIBUYA Upgrades 8K Editorial Review Suite with AJA KUMO 3232-12G ...

22/04/2021

Flanders Scientific Introduces the AM211 and BM211 Monitors

Flanders Scientific Introduces the AM211 and BM211 Monitors data-src=https://creativecow.net/wp-content/uploads/avatars/263018/5fa08c562aaf4-bpthumb.jpg......

22/04/2021

Introducing RDE Connect - Simple, Powerful, Free Software for Podcasting and Streaming with the NT-USB Mini

Introducing R DE Connect - Simple, Powerful, Free Software for Podcasting and St...

22/04/2021

Throwback Thursday: Menconi Delves into the Music Behind WRAL Legend Uncle Paul

David Menconi recently penned a piece about Triangle legend Paul Montgomery, known familiarly as Uncle Paul, for Walter Magazine. Montgomery hosted the belove...

22/04/2021

WO Automation for Radio v5.0 offers fully remote station operations without compromise

The latest version of WO Automation for Radio, version 5.0, includes significant...

21/04/2021

UKTV experiences record Q1 viewing and sees huge uptick in 16-34s tuning in

21 April 2021 Multi-channel broadcaster enjoys highest ever Q1 share of viewing at 4.73% - an 8.6% growth year-on-year UKTVs share of commercial impacts (S...

21/04/2021

Netflix Adds 4M Subscriptions in Q1 2021, Short of Expectations

LOS GATOS, Calif.-Is the streaming boom powered by the pandemic starting to fade? One sign that could point to that idea is Netflix, the largest streaming provi...

21/04/2021

Hulu Strikes Deal to Carry NFL Network, NFL RedZone

NEW YORK-Hulu and NFL Media have come to terms on a multi-year carriage agreement that will bring NFL Network and NFL Redzone to the Hulu + Live TV service in t...

21/04/2021

Dejero Completes $60M Minority Recapitalization to Boost Growth

WATERLOO, Ontario-Dejero has announced a minority recapitalization of its business that totaled $60 million. The recapitalization was led by Vertu Capital, alon...

21/04/2021

ESPN, Fox Lead 42nd Sports Emmy Nominations

NEW YORK-The National Academy of Television Arts and Sciences has announced the nominees for the 42nd Annual Sports Emmy Awards, with ESPN and Fox leading all n...

21/04/2021

APTS, PBS Back FCC's Efforts to Increase False Emergency Alert Reports

WASHINGTON-Citing the goal of quickly and accurately informing the public about safety threats, America's Public Television Stations and PBS (collectively P...

21/04/2021

IBC Set to Go Ahead as Planned in September

LONDON-IBC 2021 is set to go ahead as planned in September, with organizers saying they are focused on delivering a fantastic event at the RAI in Amsterdam....

21/04/2021

Sony Sells Its Memnon Archiving Division to ES Broadcast

LONDON-ES Broadcast announced its acquisition of Sony's Memnon archiving solution arm. Terms of the deal were not disclosed....

21/04/2021

Quibi Content Becomes Roku Originals'

SAN JOSE, Calif.-Roku has driven the final nail in Quibi's coffin, announcing that the short-lived mobile streaming platform's content it acquired in Ja...

21/04/2021

Tightrope's Cablecast Powers Online Video Delivery for Cambridge Public Schools

MINNEAPOLIS-The Cablecast Community Media platform from Tightrope Media Systems ...

21/04/2021

Live Video Game Streaming Hit 8.8B Hours in Q1 2021

LONDON-People aren't just streaming TV shows and movies, live streams of video games grew substantially in 2020, and after the first quarter, 2021 is off to...

21/04/2021

Teradek Joins NDI Ecosystem

IRVINE, Calif.-Teradek is now part of the NDI ecosystem, which it will incorporate with its line of Teradek Cube 700 series encoders. Teradek Cube 705 and Terad...

21/04/2021

SVG Sit-Down: New FOR-A America President Satoshi Kanemura on Company's Role in Sports Production

SVG Sit-Down: New FOR-A America President Satoshi Kanemura on Company's Role...

21/04/2021

SVG SportsTech On Demand: VITEC Mark Robison's on New Venues With IPTV Systems and Enhancing the Fan Experience

SVG SportsTech On Demand: VITEC Mark Robison's on New Venues With IPTV Syste...

21/04/2021

SVG SportsTech On Demand: Haivision's Mark Horchler on Remote Collaboration and Remote Operation Over IP

SVG SportsTech On Demand: Haivision's Mark Horchler on Remote Collaboration ...

21/04/2021

SVG SportsTech On Demand: Spectra Logic's Hossein ZiaShakeri on Evolution of the Storage Industry and the Power of StorCycle

SVG SportsTech On Demand: Spectra Logic's Hossein ZiaShakeri on Evolution of...

21/04/2021

SVG SportsTech On Demand: disguise's Tom Rockhill on the Unlimited Options of xR Technology

SVG SportsTech On Demand: disguise's Tom Rockhill on the Unlimited Options o...

21/04/2021

SVG SportsTech On Demand: BirdDog's Dan Miall on the Power of NDI

SVG SportsTech On Demand: BirdDog's Dan Miall on the Power of NDI By Ken Kerschbaumer, Editorial Director Wednesday, April 21, 2021 - 9:20 am Print Thi...

21/04/2021

SVG SportsTech On Demand: Blackmagic Design's Bob Caniglia Discusses Expanded ATEM Lineup and More

SVG SportsTech On Demand: Blackmagic Design's Bob Caniglia Discusses Expande...

21/04/2021

IBC Still Planning on In-Person September Event But Has Fall-Back Option in December

IBC Still Planning on In-Person September Event But Has Fall-Back Option in Dece...

21/04/2021

At the Rink: Washington Capitals Approach Regular Season With Virtual Gameday Digital Experience, Traditional In-Venue Flair

At the Rink: Washington Capitals Approach Regular Season With Virtual Gameday Di...

21/04/2021

Inside the ESPN's NBA Daily Wager Special: How ESPN Produced Its First Sports-Betting-Driven Broadcast

Inside the ESPN's NBA Daily Wager Special: How ESPN Produced Its First Sport...

21/04/2021

STN IP Protection Suite

Maximize and protect your IP with the STN IP Protection Suite . From new users to expert searchers, at all stages of your innovation journey, STN has the soluti...