Automated Local TV Ad Sales Finally On Near Horizon
New platforms from Matrix, Operative and WideOrbit aim to make local broadcast competitive with digital. Note: This story, originally published for TVNewsCheck Premium members only, is now available to everyone thanks to a sponsorship by Revenue Analytics.
Making Automated Convergence A Reality
Convergence among technology companies and broadcasters can help broadcasters attain a system of automation that will ease the process of buying and selling linear TV comparable to a digital buy.
Mediaocean and ProVantageX (PVX) today announced the next phase in the integration of their local television media execution tools “moving the local TV buying industry toward a more modern approach […]
The Washington Post has introduced a new solution for advertisers called Zeus Prime. It’s intended to offer a solution to Google and Facebook for publishers and advertisers. The Post partnered with buy-side demand platform Polar to build the ad-buying user interface.
Comcast Spotlight, the advertising sales division of Comcast Cable, is launching Comcast Spotlight TV Ad Planner, a self-service buying option. The service is geared toward letting small business owners and local advertisers plan, design and manage advertising campaigns within a more affordable and flexible framework.
The orders will use Open TVB and the TIP Compatible Format. More than 2,000 local TV and radio sellers have already been trained by Hudson MX on the “pre-buy” process with additional campaign management training to be provided for all rep firms, TV and radio broadcasters in preparation for 2020 orders starting in mid-September.
Exclusives
Several of the ad industry’s biggest media-buying agencies have begun notifying local broadcasters that effective next month, they need to begin using a new technology platform for processing their local TV advertising buys. In letters sent to station groups and their reps in the past week, at least two big media shops requested that their sales counterparts begin working with startup Hudson MX to “accept orders, submit makegoods, and provide station logs leveraging TIP (or TVB) compliant APIs or interfaces.”
Given its success over the last five months, observers say that Hudson has now become one of three major players in the automated spot business, alongside WideOrbit (which also handles trafficking data for the most U.S. TV stations) and Mediaocean (which supplies major media agencies with accounting and planning software functions).
End-to-end automated buying within the Strata platform removes common barriers to buying premium OTT video. It opens up access to OTT marketplace for all Strata clients, from agency holding companies to independent media buying shops.
Automated Selling Is Coming — With A Price Tag
Developers of the software or platforms that make automated spot sales possible will be demanding a small percentage of the business they handle, possibly up to 1.5%. With broadcasters’ ringing up several billion in national spot sales each year, the automation fees could quickly run into tens of millions of dollars.
The new data is designed to provide media buyers and sellers with deep ad campaign and inventory insights.
The companies are integrating Mediaocean’s Spectra platform and WideOrbit’s WO Programmatic Sales Console to simplify broadcast spot ordering, avail proposal and response processes to save ad buyers and sellers time and money.
The broadcast group consortium outlines growing support from system providers and media agencies for its development of standardized business interfaces for local broadcast TV.
Using Wide Orbit’s Programmatic Open Marketplace allows Tribune stations to accept complying offers for ad time around the clock — even outside of normal business hours.
The three are the latest station groups that will employ end-to-end technology powered by automated intelligence to advance marketing solutions.
Nexstar, Sinclair, Tribune, Tegna launch TV Interface Practices (TIP), a standards-based project to bring streamlined business interfaces to local TV. They are inviting broadcasters, advertisers and others to join to improve competitiveness with other media.
Ad Buyers Want More Automated Selling
“We’ve been talking about this too long. I can’t go into a market programmatically half way,” says Frank Friedman of Zenith Media, speaking of the need to have all stations in a given DMA participate. “We need to separate the fear of automation lowering rates. If we don’t automate we’re going to fail.”
Automated Advertising: Get With The Program
Automated or “programmatic” advertising has some in spot sales worried that it could be a threat to local account executives. But rather than thinking about how it may threaten job security, you need to realize that selling spot TV isn’t going away. Like the medium itself, it is changing into something new and relevant to today’s media buyers. Here are a few of the reasons to look beyond the threatening aspects of programmatic to get a better glimpse of the opportunities it can yield.
Automated Sales Could Revolutionize Spot TV
Sales people won’t be replaced by robots anytime soon, but automation could lead to massive change at stations and rep firms. There’s a growing interest among broadcasters in automated selling that has evolved from wary to cautiously optimistic over the past year. This story originally appeared in the winter edition of TVNewsCheck’s Executive Outlook.
AdMore, launched in 2013, is an outgrowth of RevShare, which specializes in direct response sales. Individual stations within the Tribune, Sinclair and Gannett groups are among AdMore’s clients. AudienceXpress, owned […]
Moving Spot TV Toward Automated Selling
Sales people won’t be replaced by robots anytime soon, but automation could lead to massive change at stations and rep firms. There’s a growing interest among broadcasters in automated selling that has evolved from wary to cautiously optimistic over the past year. This story originally appeared in the winter edition of TVNewsCheck’s Executive Outlook.
Targeting Ability Boosts Automated Ad Buys
One estimate predicts 30% of local TV ads will be bought using automated systems in just 18-24 months. Others say it will take a little longer, but will happen. This “programmatic” buying is no longer reserved for filling low-value inventory with remnant ads, but instead can make local TV a more attractive medium.
Automated Spot Buying Looming On Horizon
Automated, or programmatic, systems allow agencies to purchase advertising directly online, either eliminating sales people or limiting their role. In some instances, the systems involve an auction with buyers bidding for time. Such systems are commonplace in digital media, but they had far less success in the broadcast spot market. Now, however, some station groups are seeing the possibilities. This is Part II of a four-part series. Part I on what TV stations are doing to integrate digital ad selling into their sales processes appeared Tuesday; Part III, on Thursday, will focus on improving digital sales operations; and Part IV, on Friday, will offer a case study of a successful digital sales effort and the lessons it offers for broadcasters and newspapers alike.
Real-Time Ad Growth Topping Expectations
Real time, automated digital ad buying is growing so fast, even the forecasts can’t keep up. Revising its forecast up from earlier this year, eMarketer released a new report predicting advertisers would spend more on real-time bidded (RTB) advertising in 2013 than originally estimated, up 73.9% over last year.
