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
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
06/09/2026
June 9 2026, 23:00 (PDT) Dolby and MagentaTV Bring Fans Closer to the FIFA Worl...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
12/06/2026
YES Network and The Gotham Sports App will air seven Athletes Unlimited Softball...
12/06/2026
The United Football League will host its FAST Innovation Suite at the 2026 United Bowl presented by Credit One Bank on Saturday, June 13 at 3:00 p.m. ET at Audi...
12/06/2026
PTZOptics and LayerJot will present live demonstrations at InfoComm 2026 showing how natural-language AI prompting, robotic camera control, and on-device comput...
12/06/2026
MultiDyne Video and Fiber Optic Systems will exhibit at InfoComm 2026, featuring...
12/06/2026
Ateme has announced that Eurovision Services is using Ateme's software-based frame-rate conversion technology for international live event workflows. The de...
12/06/2026
Bitmovin and Simplestream have announced a partnership with Xperi to simplify the launch of OTT streaming services on TiVo OS smart TVs and devices. The collabo...
12/06/2026
Net Insight has announced that a multinational technology company is deploying a...
12/06/2026
MLB Players Inc., the business arm of the MLB Players Association, has announced a partnership with Athletes First to develop and sell brand partnerships across...
12/06/2026
Guntermann and Drunck (G&D) and VuWall have announced the CommandKeyboard-Advanc...
12/06/2026
Comcast Smart Solutions announces a new smart technology deployment with Major L...
12/06/2026
Elevation Worship completed the initial leg of its Elevation Nights 2026 tour ...
12/06/2026
AJA Video Systems has announced KONA IP25 support for Colorfront Transkoder and ...
12/06/2026
Audinate Group Limited (ASX: AD8) will exhibit at InfoComm 2026 (Booth C7321, Ce...
12/06/2026
Pac-12 Commissioner Teresa Gould has announced the appointment of Scott Adametz as Chief Technology Officer. The Pac-12 describes the hire as the first CTO appo...
12/06/2026
Grass Valley has announced AMPP Edge Live, a production system combining Grass Valley hardware, NVIDIA Blackwell GPU acceleration, and AMPP OS in a single platf...
12/06/2026
At one time a trailblazer with the launch of the Longhorn Network, the Universit...
12/06/2026
Ratings Roundup is a rundown of recent rating news and is derived from press rel...
12/06/2026
Chyron has announced PAINT 10.4, an update to its illustrated replay and sports ...
12/06/2026
SVP, Production Mark Gross: With the new schedule, with not having every Sunday night, it's given us an opportunity to take a step back and reimagine what ...
12/06/2026
For Televisa Technical Engineering Manager Roberto N nez Ibarra and the small team of 12 technicians and two production personnel at the IBC things are already ...
12/06/2026
Simple Steps to Better Acoustics - Taming The Small Room
Most of us mix in spare rooms and small spaces, where the acoustics fight us at every turn. At Gear...
12/06/2026
Latest addition expands vintage-inspired effects palette
Meris' Ottobit pedal range draws its inspiration from vintage gaming consoles, and the latest a...
12/06/2026
Soundbox-based chamber strings series expanded
Sonora Cinematic have just announced the launch of the second instalment in their Soundbox-based chamber stri...
12/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
AJA Announces KONA IP25 Integration with Colorfront Software
Brie Clayton June 12, 2026
0 Comments
Collaboration enables uncompressed SMPTE ST 2110 I/O ...
12/06/2026
URSA Cine 12K LF Used to Create Visuals for STUTS' K-Arena Concert
Brie Clayton June 12, 2026
0 Comments
Organic visuals projected on a giant scre...
12/06/2026
MTI FILM Acquires Mango New Edit, Expanding its Global Post-Production Services ...
12/06/2026
AI Point Tracking Speeds Up Complex VFX Tracks in Mocha Pro
Jessie Electa Petrov June 12, 2026
0 Comments
The 2026.5 release adds automatic point trac...
12/06/2026
Bitmovin, a provider of video streaming solutions, has partnered with Simplestream, a provider of OTT and broadcast solutions, and technology provider Xperi, to...
12/06/2026
Leostream Corporation, creator of the world-leading Leostream Remote Desktop Access Platform, today announced Jigsaw24, a leading B2B IT solutions provider wit...
12/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
How Aussie indie games and screen are levelling up with IP 11 June 2026
Ari Harrison, Pro Jank Footy
Head of Games Joey Egger and Ari Harrison of Umbrella sha...
12/06/2026
Back to All News
Netflix Unveils First-Look Images from Villaflor, Santiago Mitre's New Film
Entertainment
12 June 2026
GlobalArgentina
Link copied to ...
12/06/2026
Back to All News
Cross the Boundaries of the Real World into the Spirit Realm i...
12/06/2026
With John Daro, DI Colourist at Warner Bros. Water Tower Color Tuesday 23 June, 10am-1pm or 3-6pm
Restar Corporation
Tokyo
Register here
John Daro is the ...
12/06/2026
Meet The Grumpy Onion Ireland's newest online sensation, all he wants is to ...
12/06/2026
RT stays Up All Night with brand new daily 2026 FIFA World Cup Vodcast
Adding to the fun around 2026 FIFA World Cup tournament, RT has launched a brand new d...
12/06/2026
A fentanyl countermeasure that adapts to combat future black-market drugs Scripps Research scientists developed a vaccine that teaches the immune system to rapi...
11/06/2026
The immense size of the tourney and its Atlantic-spanning operation also disting...
11/06/2026
Nielsen has released a new soccer fandom consumer research report, The Fans Behind The Game: FIFA World Cup 2026 Edition, examining the soccer audience in the...
Access New Demand for Local TV Inventory with Programmatic Selling
