The president of Gannett Broadcasting says broadcasters should work together to develop an automated or programmatic system to streamline the selling of their broadcast and digital inventories. “To be relevant to our local and national clients, we have to make it easy for them to buy and activate across platforms.”
Gannett Broadcasting President Dave Lougee yesterday said that broadcasters need to work together to develop and implement an automated — otherwise known as programmatic — system for the buying and selling of spot advertising and other digital offerings.
“Let’s embrace automation and take ownership of making smart business rules around it for all involved,” he said at the TVB Forward conference in New York yesterday in accepting Broadcasting & Cable’s Broadcaster of the Year honor.
“To be relevant to our local and national clients, we have to make it easy for them to buy and activate across platforms.”
That the industry has consolidated should speed the effort, he said. “[I]t doesn’t take as many of us as it once did to agree on something to affect change. “
The antiquated selling processes are costing broadcasters money, he said. Sales managers and account executives spend too much time on paperwork and not enough time “in front of clients helping solve their needs.”
“Who decided local stations should be posting for advertisers off of local daily overnights?” Lougee asked. “Who does that possibly serve? In fairness to Nielsen, they aren’t even selling us or the agencies a service that is intended to be accurate on an individual day in an individual market.
“Yet this morning, thousands of hours will be spent at stations, buying shops and national reps doing make-goods off of yesterday’s live-plus-same-day overnights. That’s nuts. And for some of our folks, that make-good and other administrative work is part of the routine. It’s like comfort food. But like comfort food, it can kill you.
“It doesn’t serve the client, the agency or the station.”
The “good news,” he said, is technology is now available to not only streamline spot buying, but also to provide new services for spot advertisers.
“We can help them create a campaign that uses the TV spot to motivate the consumer to activate on their mobile device five seconds later without ever having to leave their living room chair,” he said.
“For those same clients, we can provide the data and analytics to buy targeted digital ads on our own platforms and others through data-driven reach extension vehicles.”