Gray Television’s OTT strategy extends to its newly-acquired Raycom stations. With this expansion, SBTV reaches 102 DMAs, including 41 of the top 100 markets across all station groups, reaching 30% of the US population.
Broadcasters thinking of plunging into OTT have big decisions to make, the biggest of which is settling on an OTT platform. They can turn to a turnkey provider or build their own. In either case, here are some vendors that can help.
Syncbak says its MarketSync app will allow providers and broadcasters to syndicate, deliver and monetize original content.
SpotX has inked a deal with Syncbak to connect its digital advertising platform to Syncbak’s AdSync proprietary dynamic ad insertion solution. Syncbak is also leveraging SpotX for its programmatic ad decisioning layer and ad serving technology.
The complications of dynamic ad insertion is one factor keeping local broadcasters from making a bigger run at OTT. But with the promise of higher CPMs from ad targeting as motivation, broadcasters and vendors say solutions are on the horizon.
One of the early adopters of the service that delivers broadcast programming over the internet, Gray has now become an investor, joining CBS, the NAB and the Consumer Technology Association.
TV Everywhere and OTT technologies create new opportunities for broadcasters to reach viewers with tailored programming and commercials, augmenting their advertising and retrans revenue streams. But these new business opportunities do not come without technical challenges. One of the biggest is ad-blocking software, which has given heartburn to many online content publishers.
The five-year-old company, which is part owned by CBS, has been working with the CBS O&Os and affiliates in preparation for the launch of the network’s online video service. To participate, each station must equip itself with a Syncbox server, which digitizes and compresses the station’s signal and then passes it along to the Syncbak Dynamic Rights Resolution Engine in the cloud that determines who gets to access it.