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.
Most recent headlines
11/12/2025
Dalet, a leading provider of cloud-native, end-to-end media workflow solutions, ...
06/12/2025
FORT LAUDERDALE, Fla. A new survey from Pixitmedia by Datacore revealed a major shift in the Media & Entertainment industry in media archiving, with 85% of resp...
06/12/2025
HACKENSACK, N.J. LiveU has announced that the national public broadcaster Czech Television has completed one of the largest LiveU live production deployments fo...
06/12/2025
NEW YORK The National Academy of Television Arts and Sciences (NATAS) presented the Excellence in Production Technology Emmy Award to NASA+ and Dr. Tom Leight...
05/12/2025
2025 Sports Broadcasting Hall of Fame: Curt Gowdy Jr. - Master Storyteller, Nati...
05/12/2025
SVG Sit-Down: Veritone's Sean King on the Power of Mining Video, Audio DataThe company's Data Refinery offers users total control and governance over da...
05/12/2025
Platinum White Paper: Inside the Nashville Predators' Unified, Flexible, Sca...
05/12/2025
Netflix Reaches Agreement To Acquire Warner Bros. Following Planned WBD SplitThe deal does not include WBDs sports assets like TNT Sports (US, UK, LatAm), Euros...
05/12/2025
FOX Sports Returns to Indianapolis for Primetime Broadcast of Big Ten Championsh...
05/12/2025
SVG Summit 2025 Preview: Digital Engagement & Monetization Workshop Tackles the ...
05/12/2025
Atlanta United Lights Up New Emory Healthcare Studio With First Live Broadcast f...
05/12/2025
As Messi Takes the Pitch, MLS, Apple, NEP Roll Out Largest MLS Cup Production Ev...
05/12/2025
ESPN Enters College Football's Most Intense Month With Elevated Workflows fo...
05/12/2025
It's about that time! Awards season is in full swing, and the Film Independe...
05/12/2025
Every year, Spotify Wrapped offers a personalized look back at the audio that defined your year. It's a snapshot of your listening habits, designed to tell ...
05/12/2025
In 2025, Spotify's EQUAL, GLOW, and RADAR programs celebrated women, LGBTQIA , and emerging artists who turned moments into milestones. From breaking record...
05/12/2025
In our latest blog, we explain how Wi-Fi 7 rollouts can drive consumer loyalty with value-add services such as consumer cybersecurity. We also explore how this ...
05/12/2025
LOS ANGELES Netflix announced it has entered into an agreement to acquire the assets of Warner Bros. for $82.7 billion....
05/12/2025
NEW YORK Nielsens Gracenote has launched Gracenote Content Connect, a new ad platform that provides agencies, brands, supply-side platforms (SSPs) and demand-si...
05/12/2025
NEW YORK In an most important update to the workings of deal-based programmatic advertising, IAB Tech Lab has released version 1.0 of its Deals API for public c...
05/12/2025
NEW YORK Pass the turkey. Pass the stuffing. Pass the cranberry sauce. All are common requests of Americans celebrating Thanksgiving Day with family and f...
05/12/2025
NEW YORK Iris, the new cloud-connected camera control platform, has officially launched with features that turn virtually any PTZ camera into a software-connect...
05/12/2025
HOLLYWOOD, Calif. Netflix announced today that it has entered into an agreement to acquire the assets of Warner Bros. for $82.7 billion....
05/12/2025
NEW YORK Iris, the new cloud-connected camera control platform, has officially launched with features that turn virtually any PTZ camera into a software-connect...
05/12/2025
WASHINGTON The Federal Communications Commission has approved AT&T's $1.02 billion acquisition of spectrum from UScellular in a decision that was issued sho...
05/12/2025
The Best Coldplay Songs: 21 Tracks That Shoot for the Stars From Yellow to Viva La Vida, Fix You to Paradise, this playlist goes back to the start.
December ...
05/12/2025
Zafris Lecture Series Brings Nabil Ayers to Berklee The 32nd annual James G. Zafris Distinguished Lecture series was held on Thursday, November 13, with guest...
05/12/2025
Friday 5 December 2025
A new Game of Thrones Tale: Official trailer for Sky Exc...
05/12/2025
Back to All News
Don Lee, Lee Jin-uk, and Lalisa Manobal to Star in Netflix Act...
05/12/2025
Tis the season of giving once again and this year we've taken our Give Back Fridays' concept and turned it on its head.
In the autumn we were approach...
05/12/2025
Brayden Gogis doesn't remember a time when he wasn't completely fixated on games in all forms. In preschool, when they asked us to dress up as what we ...
05/12/2025
The Grinch steals the spotlight as the theme for The Late Late Toy Show 2025
Tune in tonight at 9:35pm on RT One and worldwide on RT Player
#LateLateToyShow...
05/12/2025
RT Announces New Presenters of Flagship News Programmes
New RT Six One News co-presenter Tommy Meskill
Sarah McInerney & Justin McCarthy join Morning Ir...
04/12/2025
ToolsOnAir Blackmagic Design HyperDeck Event Presets for just:in mac pro 2025 & ...
04/12/2025
ToolsOnAir AJA Ki Pro Event Presets for just:in mac pro 2025 & just:in linux
More Details:Starting with version 5.5, both just:in mac pro and just:in linux sol...
04/12/2025
Wangu Kanuri from Kenya and Godwin Asediba from Ghana are two of this years finalists for Thomsons Young Journalist of the Year Award. The pair are runners-up i...
04/12/2025
SVG Sit-Down: ProximaVision's Claudio Lisman on Why Tethered Drones Could Be...
04/12/2025
SVG Campus Shot Callers: Imry Halevi, Senior Associate Director of Athletics, Co...
04/12/2025
Platinum White Paper: LiveU Lightweight Sports Production: A Step Change in Spor...
04/12/2025
London to Riyadh: DAZN brings the boxing glamour to new production levels for Be...
04/12/2025
Analysis: Paramount bets on the battering ram' with Champions League play By Callum McCarthy, Editor-at-Large
Tuesday, December 2, 2025 - 10:12
Print ...
04/12/2025
Space City Home Network Launches SCHN DTC App for Astros and RocketsThe Rockets and Astros were previously the lone NBA and MLB teams without a DTC appBy Jason...
04/12/2025
SVG Summit 2025 Preview: Content Workflows Workshop Spotlights Evolution of Spor...
04/12/2025
New Sponsor Spotlight: Geotech's Patrick Wambold On the Unreal Engine Revolu...
04/12/2025
Curt Gowdy Jr. - Master Storyteller, Nationally and RegionallyBy Jason Dachman, Editorial Director, U.S.
Thursday, December 4, 2025 - 1:52 pm
Print This Sto...
04/12/2025
(L-R) Rebecca Lichtenfeld, Mohammadreza Eyni, Sara Khaki, and Judith Helfand att...
04/12/2025
SBS launches Future Frames initiative to support emerging First Nations video ed...
04/12/2025
Coronal mass ejections caused by eruptions on the surface of the sun can have fa...
04/12/2025
Gracenote Content Connect enables media ecosystem to precisely align ad campaigns and programming based on rich content signals
NEW YORK - December 4, 2025 - N...
Access New Demand for Local TV Inventory with Programmatic Selling
