
For what feels like forever, broadcast TV industry buzz has centered around impression-based selling and automated transactions. But while those things are indeed important, 95% of local spot TV transactions are still completed using more traditional, and highly manual, workflows.
A Holistic ApproachDeveloping automated buying and selling for local spot TV is an undeniably important priority but equally important are improvements to the traditional workflows so many transactions still rely on. WideOrbit takes a holistic approach, one that addresses both the current reality of manual workflows and the future needs of automated buying and selling. That means we're working on ways to streamline and simplify the entire process end-to-end, for both traditional and automated transactions, digital and linear, from pre-buy, proposals, avail requests, and negotiation, right through to payment processing.
Broadcasters, advertisers, agencies, and vendors can all benefit from processes that are easier, more efficient, and more cost-effective. To accomplish that, investment in programmatic will continue but at the same time, we're also addressing pain points that currently exist within the traditional process, through automation wherever possible.
The following processes are notorious for highly manual workflows and high-touch, back-and-forth communications.
These processes often involve repetitive, tedious steps that take valuable time away from the more important business of selling spots, which makes them prime candidates for automation.
They're also WideOrbit products or modules that are either already available or coming soon for WO Traffic and/or WO Network. Contact your Account Executive to learn more.
Electronic Material Instructions: Manual handling of electronic material instructions isn't just time-consuming, it's a process that is rife with the opportunity for costly errors. Automating the import of aggregated electronic material instructions, both new and revised, saves both time and money, freeing sales executives from the tedium of manual data entry. (Licensable module for WO Traffic or WO Network.)
Order Validation: Automating order validation at the point of order entry ensures all orders comply with established, broadcaster-defined business rules before the spot airs. Automating validation eliminates wasted time spent searching for and correcting missing or incorrect data at month-end. (Licensable module for WO Traffic.)
Auto-ingestion of creative materials into the traffic system (Electronic Materials): Significant time savings can be realized through automated import of electronic materials from third parties into the traffic system. In addition to saving time, auto-ingestion can also reduce data errors by eliminating the need to manually key in items, such as Ad-ID. (Licensable module for WO Traffic.)
Airtimes: Manually compiling spot airtime data and sending to the advertiser or agency requires a great deal of manual effort. Automatically generating an airtime report for each buyer or buyer group and automatically sending that report to the advertiser or agency saves significant time. And for advertisers, auto-delivery of spot data provides faster insight into campaign performance. (Part of our Unified Sales Suite.)
Automated makegood suggestion tools (ADU Optimizer): The process of delivering on a makegood can take weeks or even months. Whether it's due to a pre-emption or a shortfall in ratings or impressions, the advertiser wants to negotiate a makegood that will deliver not just the right number audience deficiency units (ADUs) but the right audience, at the right time, and during the right programming, to achieve the best result. The broadcaster has to juggle all that against a limited supply of available inventory, which is why it can take so long to find and deliver the right spot. An automated makegood suggestion tool offers options based on a comparison of the advertiser's needs against available inventory, reducing manual effort, saving significant time, and improving advertiser satisfaction. (Licensable module for WO Network.)
Invoicing and payment processing (WO Payments Suite): Automating the accounting cycle reduces or eliminates a wide range of traditionally manual financial processes. Integrated with WO Traffic or WO Network, WO Payments Suite allows broadcasters to go from order to invoice, invoice to payment, and payment to cash application and reconciliation, quickly, efficiently, and cost effectively. Days sales outstanding (DSOs) are reduced, improving cash flow, and reducing costs.
True digital/linear convergence requires a coming together of automated and traditional selling of both linear and digital inventory, to allow for the management of both in parallel, within the same systems and using the same, familiar workflows. That means that the work to develop programmatic systems must also happen in parallel with efforts to automate traditional workflows.
Traditional deals aren't going away anytime soon. Here at WideOrbit we're working on streamlining and simplifying the entire process end-to-end, for both traditional and automated transactions, both linear and digital, for both broadcasters and buyers.
Contact us to learn more about how WideOrbit automations can save you time and money.
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...
01/07/2026
Broadcast Management Group (BMG) has announced the appointment of Kathy Samuels ...
01/07/2026
Shade has announced Custom Objects and Automations, a platform expansion releasing June 29, 2026, that adds database and workflow automation capabilities direct...
01/07/2026
FOR-A America has announced the addition of Jaz Wray and Fernando Cruz to its U.S. sales team. Both report to Ernie Leon, Senior VP and Head of Sales and Strate...
01/07/2026
NBC Sports will air all 15 MLB games nationally on Sunday, July 5, across NBC, P...
01/07/2026
Clear-Com has announced a wireless communications upgrade for Jeopardy! and Wheel of Fortune, deploying FreeSpeak II and FreeSpeak Icon systems across both prod...
01/07/2026
England's performance team will use Sony's STATSports APEX GPS tracking system to monitor player physical data in real time during FIFA World Cup 2026 m...
01/07/2026
Adder Technology has announced the appointment of Neil Hillier as Chief Executive Officer, effective July 1, 2026. Hillier succeeds Adrian Dickens, who transiti...
01/07/2026
Bitcentral, Inc. has announced a strategic transaction creating two separate companies. The Production and Playout business will continue as Bitcentral, now own...
01/07/2026
DAZN has announced results from DAZN48, its creator initiative for the FIFA World Cup 2026. Launched in April 2026, the program received thousands of applicatio...
01/07/2026
Sarah Rose, VP, global services, Daktronics (NASDAQ: DAKT), will be inducted into the Information Display and Entertainment Association (IDEA) Hall of Fame at t...
01/07/2026
Gravity Media and the World Economic Forum's production team provided broadc...
01/07/2026
Insight Productions has announced the launch of Insight Storm, a 53-foot mobile broadcast unit built for esports production. The truck is built around a Ross Vi...
01/07/2026
ESPN has announced several content initiatives marking America's 250th anniversary, as part of The Walt Disney Company's Disney Celebrates America pro...
01/07/2026
Eleven production kits, REMI workflows, and cloud distribution bring 40 World Cu...
01/07/2026
The conference also discussed the opportunities offered an industry that is endu...
01/07/2026
The Mountain West Conference has announced the launch of MW , a direct-to-consumer streaming platform powered by Kiswe. The platform will carry live Mountain We...
01/07/2026
New AI Assistant, Multi-channel Audio, ARA2 improvements & more
Tracktion's DAW software has just received its latest major update, gaining a selection ...
01/07/2026
Stammering, stuttering, strangulated tones
The Crow Hill Company's latest creation promises to be the most original sound set they've produced to d...
01/07/2026
Exclusive run of limited-edition modelling pedals
Sweetwater and Andertons M...
01/07/2026
The National Film and Video Foundation (NFVF) is pleased to announce that the ca...
01/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
01/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
01/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
01/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
01/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
01/07/2026
Manfrotto Introduces UNCOVER, the new premium camera bag collection for modern h...
01/07/2026
Blackmagic Design Powers Houston Tamil Sangam Literacy Competition
Brie Clayton July 1, 2026
0 Comments
Volunteers use ATEM Mini Pro, Blackmagic Desig...
01/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
01/07/2026
PlayBox Technology has published State of Broadcast Infrastructure 2026, an in-depth industry research report examining the technologies, operational challenges...
01/07/2026
LONDON, UK, 1 JULY Jigsaw24 has appointed Alan Henry as Head of Sales for Media and Entertainment, reinforcing its continued investment in helping broadcaster...
01/07/2026
Content Vault, the patent-pending secure content distribution platform protecting high-value media from disclosures, theft and unauthorised access, today announ...
01/07/2026
Bitcentral, Inc. a leading provider of enterprise software and digital media solutions for news, sports and entertainment broadcasters, as well as streaming pla...
01/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
01/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
01/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
01/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
01/07/2026
Groundbreaking First Nations Screen Business Accelerator launched through nation...
01/07/2026
Chyron Launches the All-New Chyron Academy: A Reimagined, Hands-On Learning Expe...
01/07/2026
Amplium Captures Kawasaki Brave Thunders Game with Blackmagic URSA Cine Immersiv...
01/07/2026
Boris FX Optics Expands Plugin Support to Apple Photos, Capture One, and Affinit...
01/07/2026
UKTV has today announced the appointment of Matt Berry to the newly created role of General Manager - Marketing, effective 1 July.
Matt will take on this senio...
01/07/2026
Sky Zero Footprint Fund-backed TV campaign featuring Deborah Meaden challenges consumers to rethink everyday bathroom wasteWednesday 1 July 2026
Fussy asks Bri...
01/07/2026
Constituency-level analysis reveals where girls miss out most on sport - and where targeted action could unlock more than £640 million in economic and health be...
01/07/2026
Wuppertal July 1, 2026
Riedel and SKAARHOJ Expand Collaboration With SimplyLive IntegrationRiedel Communications today announced an expanded collaboration wit...
01/07/2026
Apple today introduced power-packed updates to Apple Creator Studio, a groundbre...