Facebook Offers Stations Valuable Upside
As broadcasters continue to navigate the hard decisions over letting their content live on Facebook’s Instant Articles, executives from Scripps, Tribune and WRAL offer ground game tips for maximizing and monetizing its use. They told attendees of the Borrell Associates conference Monday that Facebook Live is also proving to be a powerful outlet for breaking news — and selling sponsored content.
Three legacy media executives at the Borrell Associates’ Local Online Advertising Conference in New York Monday shared what they believe were sure-fire signs of impending digital failure. Among them: Selling just time or space, salespeople need to be omni-market; not reaching for viewers on all devices; over-reliance on display advertising and ignoring pay walls.
