Mediaocean, the big media-buying software platform for U.S. media agencies, is automating local TV media-planning and media-buying tools, improving workflow to better compete with digital and other media platforms.
More leading local broadcasters join the advertising consortium, which now includes groups representing more than 740 stations.
Manual processes and outdated back-office technology are the primary reasons that national spot buys are difficult to execute and have a tendency to underperform. The challenge in implementing new solutions generally boils down to two areas: technology and automation priorities and the associated costs.
The two will automate CRM data flow for media companies with new API integrations.
TIP Initiative, an industry work group promoting open interfaces to streamline advertising transactions for local TV broadcasters and their media agency partners, today released a new white paper highlighting results from the Local Broadcast TV Automation Survey. The survey identified a consistent set of priorities and expected benefits for automating local TV advertising transactions that focus on modernizing […]
The automated tool allows advertisers to target display and video messages in response to live TV or real-world events. Marketers can set pre-defined triggers so ads run as soon as moments occur, and use Programmatic Guaranteed deals to secure connected TV sports inventory to build a deeper connection with fans.
Red Bee Media will provide Videa with textual metadata aimed at providing a comprehensive source for programming and ratings estimates for automated TV sales.
Comcast’s FreeWheel Advertisers has launched enhancements to its Strata platform that it says will bring additional automation to the local TV advertising process. These enhancements will bring greater efficiencies to many of the tasks associated with buying local TV advertising for both agencies and local broadcasters. The new automated capabilities will be made available to […]
Executives also cite growing impact of automated buying and selling processes.
The recipients of TVNewsCheck’s inaugural Women in Technology Futurist Awards — the TVB’s Abby Auerbach and LG and ATSC’s Madeleine Noland — epitomize the quality of taking a long-range view of where the television industry should be moving and figuring out how to get it there.
While there has been much focus on the buying community’s push for the industry’s adoption of automated ad solutions, there is also a pull factor. Digital publishers are finding that automating their ad selling, fulfillment, and billing processes can provide economic efficiencies similar to those media buyers are experiencing.
The automation logjam is breaking up with companies like Hudson MX, Videa, WideOrbit and ProVantageX in play. The business has reached a critical mass, according to some observers. But with so many competitors, there’s the likelihood that there will be a winnowing down of platforms with time. And frictions remain to be ironed out — most notably handling makegoods automatically.
Broadcasters and agencies agree on the need to automate ad buying and selling, but problems persist, including incompatible automation platforms. The biggest roadblock, however, seems to be figuring out how to pay for it. “It is an unfortunate truth that neither side wants to pay for this,” said Videa’s Shereta Williams. “It is also an unfortunate truth that this is an expensive business.
Frank Friedman will oversee Scripps’ portfolio of local media brands by focusing his consumer and advertising background on local market strategic plans and executions. He will manage teams including analytics and insights, marketing and creative. He also will lead Scripps’ involvement in the testing and implementation of the growing automated advertising marketplace.
Major TV broadcasters and media agencies support the industry’s development of open standards-based business interfaces for local TV.
The Interactive Advertising Bureau on Wednesday will announce the launch of a training course for digital media buyers and sellers seeking expertise in programmatic advertising technology. The intensive educational course will be taught in person and online by industry executives at LiveRamp, CBS Interactive, Pandora — all with advanced experience and knowledge on the topic.
Samba TV is rolling out a self-serve platform integrating Samba’s data to let advertisers buy for TV audiences programmatically. Audience Platform users can access Audience Discovery, Samba’s proprietary planning analysis, and Audience Manager, a feature that allows Audience Discovery results to be divided by segment generation and rapid syndication to any Demand Side Platform (DSP) for programmatic activation.
The company says this is evidence of the growing popularity and wide acceptance of programmatic TV advertising.
Aiming to jump-start automated buying in broadcasting, Publicis Media’s Frank Friedman is on track to spend $50 million this quarter in up to 60 markets with the WideOrbit automation platform and the support of the two major TV rep firms. “If we don’t push [automation] forward, we see a conflict coming our way, which is extinction,” he says.
The top executives of four TV station groups assessed the state of the TV broadcasting business (l-r: Hearst’s Jordan Wertlieb, NBC’s Valari Staab, Tegna’s Dave Lougee and Sinclair’s Chris Ripley). Among their topics were the future of audience measurement including specific-device measurement built into the ATSC 3.0 standard; why automated buying and selling of TV ads has been so slow to be adopted; and the changing value of sports programming, especially NFL games. (Photo: Wendy Moger-Bross)