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.
The president of Gannett Broadcasting says broadcasters should work together to develop an automated or programmatic system to streamline the selling of their broadcast and digital inventories. “To be relevant to our local and national clients, we have to make it easy for them to buy and activate across platforms.”
With fewer competitive races and the growth of political ads placed by outside groups, plus growing competition from digital, broadcast TV’s expected take of campaign money this election season have dipped. However, it remains the No. 1 choice, “it’s still the big play.”
The Excellence in Local Media Marketing Solutions Award recognizes television stations and advertisers for outstanding collaborative multiplatform marketing campaigns.
The trade group’s chairman, Bill Fine, says the TV broadcasters have put up with inaccurate numbers and unchanging sample sizes for too long. “We have hit a tipping point, a point where it is clear a major change is necessary. I know you have heard that from others many times before, but I’m serious. It is time for a reset.”
Analysts say lower-than-expected values should correct now that regulatory issues — whether the FCC would break up station groups, for example — have been resolved, and political ad dollars are expected to start coming in. They said they expect broadcast TV will continue to thrive.