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 ...
07/10/2026
Dalet, a leading technology and service provider for media-rich organizations, today announced the latest Long-Term Supported (LTS) release of Dalet Flex. Build...
06/09/2026
June 9 2026, 23:00 (PDT) Dolby and MagentaTV Bring Fans Closer to the FIFA Worl...
19/08/2026
As the cost of IP nears price parity with traditional SDI, Reynolds argues that ...
19/08/2026
A private 5G bubble was chosen instead of traditional broadcast RF for the race ...
19/08/2026
(L-R) Rafael Manuel and Isabel Sicat attend the Filipi ana premiere during the 2026 Sundance Film Festival at The Ray Theatre on January 23, 2026, in Park Cit...
19/08/2026
Studio owners invited to have their say on rates cuts
The Music Producers Guild (MPG) are inviting UK-based studios to take part in an in-depth survey that ...
19/08/2026
Vintage-inspired desktop interface revealed
Harrison's latest hardware offering sees them head into the world of audio interfaces, delivering a 10-in/12...
19/08/2026
Granular effect remains locked to scale and tempo
Described as your dream granular effect , Minimal Audio's latest creation is capable of turning any s...
19/08/2026
First polyphonic SWAM instrument incoming
Audio Modeling's latest physical-modelling orchestral instrument is just around the corner, and is now availab...
19/08/2026
World Cup Games Generate 84 Billion Minutes Across FOX, Fox Sports 1 and NBCU...
19/08/2026
July brought typical peak-holiday drops in viewership, driven primarily by viewers stepping away from screens and a visible decline in reach across both traditi...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Henry joins BCE as the company accelerates its commercial strategy and expands its international presence across the media, broadcast and technology markets. He...
19/08/2026
iWedia, a leading provider of software solutions for connected TV devices, today announced a major milestone in Android platform optimization with the successfu...
19/08/2026
NTP Technology announces that ST 2110-30 audio-over-IP connectivity with AES67 and RAVENNA capabilities is now available for the brand's world-class audio i...
19/08/2026
Net Insight has been selected to provide its Nimbra platform by the service provider Big Blue Marble, formerly ORS Group, as the core media transport solution f...
19/08/2026
LiveU has supported Coventry City FC and several other top-flight UK football clubs through one of their most demanding live production challenges of the year, ...
19/08/2026
Nature Seekers Documentary Shot with Blackmagic URSA Cine 12K LF
Brie Clayton August 18, 2026
0 Comments
Filming endangered turtles required camera...
19/08/2026
Neyrinck Brings D-Control Consoles Back to Life on Apple Silicon with D-Control ...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Riedel Communications today announced that Edith Cowan University (ECU) in Perth, Australia, implemented a comprehensive communications infrastructure that brin...
19/08/2026
QuickLink, a leading provider of award-winning video production and remote guest contribution solutions, will spotlight a major leap forward in remote guest con...
19/08/2026
Integrated platform melds media asset management, playout automation and newsroom workflows
EMAM, PlayBox Neo and SNEWS have officially launched Nuvex, a conne...
19/08/2026
Screen Australia releases the Private Investment Toolkit to strengthen screen in...
19/08/2026
Do Aussies truly value local content? Unpacking Screen Currency 2026 with Deirdr...
19/08/2026
There's an early Christmas gift for Bookish fans, as UKTV confirms the re-commission of the hit U&alibi drama, created by and starring Mark Gatiss. Viewers ...
19/08/2026
Wednesday 19 August 2026
Sky gives sports fans the chance to watch multiple liv...
19/08/2026
On Saturday September 5 Katie Taylor will step into the ring for the fight of her life against Flora Pili in front of 80,000 fans in Croke Park. A legendary fig...
18/08/2026
SportStream 2026, a free three-day virtual event, will take place September 15-17. One registration provides access to all three days of live programming and on...
18/08/2026
BeckTV will introduce BeckFlow to the European market at IBC2026, demonstrated on the Providius stand (10.F53).
BeckFlow is a web-based schematic documentation...
18/08/2026
Boland Communications will introduce a SMPTE ST 2110 input option for its 4K monitors at IBC2026, along with a new 55-inch super-narrow bezel display for video ...
18/08/2026
Dolby Laboratories and the Seattle Seahawks have announced a partnership integrating Dolby OptiView into the Seahawks' live streaming coverage, making the S...
18/08/2026
For BMG Executive Producer of Sports Production, Graham Taylor, producing live s...
18/08/2026
TMRW Sports has appointed Rufus Hack as President of Golf, a newly created role in which he will lead the company's golf businesses including TGL presented ...
18/08/2026
SMT will provide race technology for FOX Sports' coverage of the Freedom 250 Grand Prix of Washington, D.C. on August 23, when the NTT INDYCAR SERIES races ...
18/08/2026
The live, YouTube-native roundtables combine fan voices, credentialed reporters,...
18/08/2026
Behind The Mic provides a roundup of recent news regarding on-air talent, includ...
18/08/2026
The industry legend sounds off on replacing the Heat's iconic Medusa score...
18/08/2026
William F. Rasmussen, the sports fan-turned broadcaster and entrepreneur whose out-of-the-box idea of a 24-hour cable sports network, ESPN, changed forever the ...
18/08/2026
DAZN Group has completed its acquisition of ViewLift, a provider of streaming and digital solutions for sports content owners. The acquisition was first announc...
18/08/2026
The American Association of Professional Baseball (AAPB) has added SI TV, Sports Illustrated's 24/7 streaming channel, as a broadcast partner for the remain...
18/08/2026
The Esports Foundation has announced that the inaugural Esports Nations Cup (ENC), originally scheduled for November 2026 in Riyadh, will be postponed to Novemb...
18/08/2026
Diversified has announced a new Global Managed Services Practice, consolidating the company's managed services capabilities into one organization. Rob Mello...
18/08/2026
Appear has completed a proof of concept with Thoroughbred Racing Productions (TRP), demonstrating multi-camera remote live production over bonded 5G cellular an...
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.
