HUNT VALLEY, Md.-Besides proving themselves to be particularly popular during the COVID-19 pandemic, over-the-top video services like Netflix and Amazon Prime have provided a great service to the TV broadcast industry by acting as training wheels of sorts for ad buyers and agencies considering NextGen TV for their future ad spend.
That was one of the important takeaways from the latest in a series of ATSC 3.0 webinars organized by One Media 3.0 and Sinclair Broadcast Group. The online event, AT$C 3.0 Webinar 3 NextGen Advertising, on Aug. 4 brought together Gordon Borrell, CEO of Borrell Associates; Evan Daugherty, regional digital sales manager at Sinclair; Rick Ducey, managing director BIA Advisory Services; and Howard Geller, executive director, Ad-ID, for a 90-minute discussion of profiting from NextGen TV ad opportunities. The webinar was moderated by TV Industry strategist Josh Gordon.
What I think really happened was OTT was able to train us, said Daugherty. It trained us on what to expect. It trained buyers on what they should expect from us, and it trained viewers to a certain extent on what to expect.
In essence, OTT normalized the concept of delivering video programming in a new way, bringing a level of comfort to ad buyers. I think we might have seen a lot of heads explode on various sides of this equation if we would have launched ATSC 3.0 without an OTT kind of baby-stepping us through the process, said Daugherty.
CARROT & STICKSpeaking separately, Ducey and Borrell echoed one another in recommending TV broadcasters take seriously the opportunities NextGen TV offers, but each came at the proposition from the opposite direction.
NextGen TV offers clear paths to growing revenue across different business models, said Ducey. While BIA's forecast predicts OTA and MVPD will retain most of the local ad dollars, online video advertising, including OTT, will eat into them.
Broadcasters should target dollars spent on online video and OTT with NextGen TV service, said Ducey. He also recommended that as broadcasters develop their own over-the-top businesses, they might consider migrating ad dollars spent on OTT to a NextGen TV platform. [T]hat's where NextGen TV can target for growth going forward, he said.
NextGen TV gives local broadcasters a way to compete more aggressively for the dollars spent on digital, as the total addressable market grows, he added.
However, Ducey advised broadcasters expecting to generate incremental ad revenue from NextGen TV mobile service not to overestimate its potential, but to look for those ad dollars somewhere other than existing mobile video budgets. Ad spending on mobile and tablet platforms will total just $1.4 billion in 2020 and grow to only $1.9 billion in four years-making it among the smallest of targets for reallocated ad dollars, he said.
Ducey also noted awareness of NextGen TV is growing among advertisers and ad agencies. Ad agencies are beginning to make inquiries about NextGen TV buys for 2021, however, they aren't likely to take action until at least half of the TV households in the country are covered, he said.
If Ducey offered the carrot, Borrell showed broadcasters the stick of what is likely to happen if they do not embrace NextGen TV.
Broadcast TV, I am sorry to tell you, is not in a great position, said Borrell. They are perfectly positioned to be heavily, heavily disrupted by all of this technology in the digital media, which is intensifying principally because of what is going on with COVID-19.
Local television ad spending is a big target for competitors, mostly because TV is currently at the top of the list of media types where advertisers spend money, he said. However, during the COVID-19 crisis, Borrell's research reveals that roughly 13% of TV ad buyers were keeping their ad spending at pre-pandemic levels and only 2% noted an increase. In other words, since the outbreak, 85% of TV ad buyers have reduced spending, he said.
THE TECHHowever, the ATSC 3.0 standard gives broadcasters a leg up on their digital competitors that must be leveraged, said Geller.
NextGen TV was designed from the ground up as secure and efficient, he said. The standard was built with the capability to mitigate fraud.
To give you an example, right inside the NextGen TV standard are standards for content recovery. It says very specifically, when it's an ad it should [have] a valid Ad-ID, he said. [L]et's make sure it's a valid ad rather than a fraudulent ad that somebody has placed. It talks about watermarks to be sure the content is the content that was broadcast.
These attributes set NextGen TV apart from other media, he said. The important piece is as we engineer NextGen TV, we have to be sure that we follow these excellent standards for maintaining the highest quality of viewership, said Geller.
Most recent headlines
09/11/2025
Dalet today announced a transformative leap forward for media operations: Agentic Artificial Intelligence (AI) that unifies the Dalet ecosystem under one natura...
06/10/2025
France T l visions, France's leading broadcaster, has received the 2025 EBU ...
20/09/2025
LOS ANGELES A coalition of media companies, streaming services and other firms have launched the Automotive Streaming Council (ASC). This new group said it aims...
20/09/2025
NEW YORK The MTV Video Music Awards on Sept. 7 set a record for the most-viewed and engaged VMAs in history with more than 5.5 million viewers watching on C...
19/09/2025
Laver Cup 2025: Tennis Channel Serves Up First-Ball-to-Last-Ball Coverage, Debut...
19/09/2025
SVG Sit-Down: EVS CCO Nicolas Bourdon on Telemetrics, XD Motion Deals, and What ...
19/09/2025
New WWE, ESPN Partnership Kicks Off With First-Ever WWE-Branded WrestlepaloozaFive-year deal makes ESPN the exclusive U.S. destination for WWE premium live even...
19/09/2025
Pace of Change: Gainbridge Fieldhouse Goes ST 2110 to Maximize the In-Venue Expe...
19/09/2025
Laver Cup 2025: Tennis Australia Take Over Chase Center; AR Set To Shine for 108...
19/09/2025
SVG Sit-Down: Pixellot's Rob DeSlavo on the Automated-Production Revolution ...
19/09/2025
SBS introduces bold new series with ADHD, obesity, ageing and menopause as the h...
19/09/2025
Berklee Alumni Nominated for the 2025 Latin Grammy Awards A total of 14 alumni, including Miguel Zen n, Elsa y Elmar, Lewis Pickett, and Nicole Zignago, earne...
19/09/2025
Philo has announced that its free TV lineup continues to expand, with the addition of five new channels from Lionsgate and one from QVC Group, boosting the free...
19/09/2025
Keepit, the market leader in SaaS data protection, recovery and cyber resilience, today announced the appointment of Jan Ursi as Vice President of Global Channe...
19/09/2025
Hornets Tech is delighted to announce that Director Alistair Horne has been recognised with the IABM Technology Catalyst Award at the 2025 IABM Awards. This cel...
19/09/2025
Lightware, a global leader in signal management, is expanding its partnership with NETGEAR through a new agreement which integrates both manufacturers' e-le...
19/09/2025
Friday 19 September 2025
To view this content, please enable our use of cookies...
19/09/2025
Fast walking lanes trialled in two major cities for the first time Friday 19 Sep...
19/09/2025
Back to All News
Manny Pacquiao, Robert Whittaker, and More: Netflix Announces ...
19/09/2025
AI is no longer solely a back-office tool. It's a strategic partner that can...
19/09/2025
RT SHORT STORY COMPETITION 2025: SHORTLIST ANNOUNCED
WINNERS TO BE ANNOUNCED AS PART OF AN RT RADIO 1 ARENA SPECIAL ON FRIDAY 24TH OCTOBER
LIVE FROM THE PA...
18/09/2025
NWSL Brings on Victory as Rightsholder, Expands Deals With CBS and ESPN for 202...
18/09/2025
CBS Sports Travels to Far Reaches of Europe To Tell Clubs' Stories During 20...
18/09/2025
The Great Integration: How Sports Media Leaders Are Making MAM, Storage, and Clo...
18/09/2025
Amazon launches Prime Vision for Champions League coverage By George Bevir
Tuesday, September 16, 2025 - 18:28
Print This Story
Amazon is rolling out its ...
18/09/2025
SVG Sit-Down: Canon USA's Rich Eilers, Yuji Tanaka Talk Novel' Feature,...
18/09/2025
NBC Sports Will Deploy a Pair of Dedicated Analysts On the Bench' for Peaco...
18/09/2025
Editor's Note:
The loss of our founder and friend Robert Redford, leaves us...
18/09/2025
Editor's Note:
The loss of our founder and friend Robert Redford, leaves us...
18/09/2025
Robert Redford talks with Lab fellows at the 1981 Directors Lab | 1981 Unknown for Sundance Institute
Editor's Note:
The loss of our founder and friend ...
18/09/2025
Forget just hearing a new album; last night, London lived one. Together with Spo...
18/09/2025
Spotify and Sony Music Group today announced an extension and expansion of their long-standing, successful global partnership. As part of their ongoing collabor...
18/09/2025
SBS Audio podcast helps new Australians keep their Head Above Water
17 September, 2025
Media releases
As Australia heads toward summer, comedians and good ...
18/09/2025
Football fans to watch the inaugural Australian Championship on SBS
18 September, 2025
Media releases
Images here
SBS and Football Australia are delighted...
18/09/2025
L3Harris's advanced large solid rocket motor eSR-73 is hot fire tested at the company's Camden, Arkansas site....
18/09/2025
August, the last month of the summer vacation, brought stability to the amount of time spent in front of the TV screen. The data shows that Polish viewers watch...
18/09/2025
WASHINGTON The controversy over ABC's decision to suspend Jimmy Kimmel, continues to heat up, with FCC Commissioner Anna M. Gomez blasting ABCs decision to ...
18/09/2025
FOR-A America named Jo Aun as Senior Manager of Product Management and Engineering, reporting directly to Satoshi Kanemura, President and COO. In this new posit...
18/09/2025
MASV (massive.io), the fastest and most reliable large file transfer platform for media professionals and an IDC Innovator 2025 for Media & Entertainment*, toda...
18/09/2025
ThinkAnalytics, the global leader in video content discovery and persaonalization, today announced that Dish TV India, the leading content distribution company,...
18/09/2025
DirecTV continues to expand its women's sports offerings by adding Sports Fanatics' and Whoopi Goldberg's Free Ad-Supported Television (FAST) All Wo...
18/09/2025
WASHINGTON NextGen TV viewers are beginning to see what high dynamic range (HDR) brings to their football enjoyment with the launch of the sport's fall seas...
18/09/2025
WASHINGTON After issuing audit letters seeking Equal Employment Opportunity data from a randomly selected group of TV and radio stations in August, the Federal ...
18/09/2025
NEW YORK Warner Bros. Discovery and Nielsen have signed a new, long-term, multi-year deal that covers measurement for all Warner Bros. Discovery platforms acros...
18/09/2025
NEW YORK As part of its ongoing efforts to develop better measurement solutions, the Coalition for Innovative Media Measurement (CIMM) announced the launch of t...
18/09/2025
IRVING, Texas Following threats from the Federal Communications Commission and the announcement that the nations largest station group, Nexstar Media Group, wou...
18/09/2025
Jim Armstrong Named Senior Director of Sales for U.S. & Canada
Search
Cleveland, Ohio (September 18, 2025) - Telos Alliance , trusted global leader in broa...
18/09/2025
Back to All News
Three Wishes and a Deadly Bet: Main Trailer Drops for Genie, M...
18/09/2025
Back to All News
Netflix Premieres the Documentary Mar Branca: The Surreal Sto...
HUNT VALLEY, Md.-Besides proving themselves to be particularly popular during the COVID-19 pandemic, over-the-top video services like Netflix and Amazon Prime have provided a great service to the TV broadcast industry by acting as training wheels of sorts for ad buyers and agencies considering NextGen TV for their future ad spend.
