Local TV’s OTA Still Lags On Attribution, Optimization

Executives from NBCUniversal Television, Disney Advertising, ICON International and UM Worldwide lamented the yawning chasm that remains between TV’s linear ratings and digital metrics in a TVNewsCheck webinar last week, but they said both the data and technology are progressing to close the gap.

Streaming News 2022 Webinar: Maximizing Audience And Revenue

Executives from Estrella Media, NBCUniversal, Scripps Networks, Gray Television, Fox Television Stations and Allen Media will share how they’re maximizing their OTT sales opportunities and cultivating innovative strategies for audience development in part two of a TVNewsCheck webinar event slated for Aug. 25. Register here.

TVN Webinar: Data, Attribution And Optimizing Spot TV

Executives from NBCUniversal, Disney Advertising, UM Worldwide and ICON International will look at the increasing use of data to target and track customers and to assess the impact of campaigns in a TVNewsCheck Working Lunch Webinar at 1 p.m. on July 28. Register here.

TVN FOCUS ON ADVERTISING

’22 Will Be Spot TV’s ‘Year Of The Test’

Executives from NBCUniversal Local, Magna Global, Zenith and Dentsu told a TVNewsCheck webinar last week that the move from GRPs to impressions, plus Nielsen’s inclusion of BBO homes in its measurement, will make for a year of transition before ratings normalize.

TVN’S TV2025 2021

Targeted Ads Lead NextGen TV’s Revenue Chase, Execs Say

Representatives from NBCUniversal Local, E.W. Scripps and Pearl TV claim that NextGen TV’s ability to deliver targeted ads to connected TVs is the most promising and immediate among the technology’s potential revenue streams, and a proliferation of NextGen-ready sets is bringing monetization closer.

EXECUTIVE SESSION WITH SHAWN MAKHIJANI

TVN Executive Session | NBC’s Spot On Sees $1.2B Local OTT Business In ’21

Shawn Makhijani, SVP of NBC’s advanced advertising service for local and regional buyers, says TV buys are becoming more holistic to embrace OTT, driven by a dramatic uptick in streaming viewing. “The rule of thumb is you want to get 20% of your local TV campaign to be OTT,” he says. Note: This story is available to TVNewsCheck Premium members only. If you would like to upgrade your free TVNewsCheck membership to Premium now, you can visit your Member Home Page, available when you log in at the very top right corner of the site or in the Stay Connected Box that appears in the right column of virtually every page on the site. If you don’t see Member Home, you will need to click Log In or Subscribe.

TVN FOCUS ON ADVERTISING

Spot TV’s Attribution Improves, But Not At Digital Speed

Executives from NBC Spot On, Disney Advertising Sales, Publicis and Alphonso said attribution is getting better for both national and local spot TV with sectors like retails QSRs, auto, travel and beauty adopting it. The caveats: It’s still not as fast or scalable as digital, and new legislation may slow it down further.

EXECUTIVE OUTLOOK

Stations Wary Of Distributed Content

Allowing original content to live entirely on other platforms has spread through online publishing with locomotive force. Some broadcasters are experimenting with it, but many worry it will erode traffic to their own websites and apps after spending years cultivating it.

DMA 66

WDBJ Anchor Natasha Ryan Leaving For KING

Allowing original content to live entirely on other platforms has spread through online publishing with locomotive force. Some broadcasters are experimenting with it, but many worry it will erode traffic to their own websites and apps after spending years cultivating it.